5 Ways to Boost Engagement with Live Streaming Apps

In less than 3 months after launch, over 380 years of content has been viewed on just one social app – that equates to over 200 million minutes of video!¹ In a world where video sites are already prevalent – YouTube, Vimeo, Vine – what could drive this much attraction after just being launched and how can you harness its attraction for your brand?

Imagine being able to watch a live interview with a representative of your favorite brand on your phone, and then being able to ask him/her questions in real time and get real-time responses. Apps such as Periscope and Meerkat make this possible. Both apps have introduced the idea of live video streaming to mobile devices, effectively changing the way viewers engage with and share video. The flocking of users and viewers to this live format holds great potential for brands.

What do you, as a marketer, want almost more than anything? I bet customer engagement is high on your list. That’s exactly what live video streaming delivers. There’s something raw and authentic about a live feed that draws people in and excites them: anything can happen. It captures attention, draws interest and encourages interaction. Both apps have a platform that allows users to make comments as a broadcast progresses. If brands watch these comments, they can address questions and customize the video feed to their audience. It doesn’t get much better than that.

Here are 5 ways to leverage live video streaming to promote your company:

1. Host Q&A Sessions
From an impromptu Q&A session with customers to one that accompanies a new product launch, there are endless reasons to host a Q&A. Providing customers an open forum to get live feedback to their questions and concerns is powerful. We live in a culture of instant gratification: even on Twitter customers expect brands to respond to a complaint within an hour of it being posted. Be proactive and take the conversation to your customers rather than waiting for them to bring it to you.

Mashable did a great live Q&A after Apple’s Worldwide Developers Conference to discuss the new operating system, X El Capitan. While it’s not their product, they took the opportunity to build goodwill with their readers and answer questions consumers had about the new release.

As the 2016 Presidential race kicks off, many politicians are using Periscope and Meerkat to connect with younger voters by holding virtual town hall meetings.² These streams enable candidates to reach and interact with a segment of the population they typically would not reach. Brands can use the apps in the same way. Sometimes audiences are divided by a generational gap – so how do you reach out to and connect with the younger segment? Through technology that offers instant gratification.

While live Q&As are great, they are risky. Since commenting is allowed, it may not be long before a disgruntled consumer (or consumers) starts firing away during the stream. For example, JPMorgan set up a Twitter Q&A with a head executive, but quickly cancelled it due to a firestorm of hostile questions and jokes they received.³

Now, anyone can tell you that a large bank asking for public scrutiny is not going to end well. It just isn’t. But whether you are a bank or not, you could fall victim to angry consumers, or just individuals who like to make a raucous, so it’s worth having a plan:

1. Consider your industry carefully – if you’re a bank, health insurance provider or the IRS, you may want to go a different route.
2. Focus the Q&A on a very specific topic, one that is not easily polarized nor can be flipped to shine a negative light on your brand. Instead of saying ‘ask us anything,’ try ‘ask us your questions about operating product x.’
3. Focus the Q&A on your industry or on problems faced in the industry. You do not have to put your brand or products on trial.
4. If questions do go south, have a set of questions prepped that you can pull from or can be seeded into the comment section by coworkers.

2. Live Interviews
Companies are centered on people – customers, clients and employees are all important parts of your brand and reputation. So why not pull them into the limelight to present a more human side to your company? Interviewing customers and clients is a great way to boost their confidence, as well as showcase what real people think about what you do. People are more reliant on the opinion of their peers than ever – use that to your advantage.

Interviewing employees puts a face to your brand and helps viewers draw a connection with your company. Plus, seeing the pride that an employee has for their work can inspire loyalty.

3. Behind the Scenes
There are numerous behind-the-scenes videos posted on Youtube and other video sites, but giving a behind-the-scenes tour through live streaming gives the video a whole new personalized dimension. Plus, customers want transparency: they want to know what an organization is all about, how work happens and who’s behind the company – what better way to authentically provide this than with raw, live footage?

Better yet, let viewers help you customize the behind-the-scenes tour by encouraging them to comment with what they want to see, or by promptly answering their questions about things they see in the video.

Mercedes Benz took their fans behind the scenes during a photo shoot. Al Roker gave viewers a peek inside the studio between Today Show segments.⁴ Both instances helped a brand connect with their audience who’s getting a personalized, ‘insider’ (privileged) look at what goes on.

4. How-To Videos
Want to show your customers you’re an expert in your industry? Do a live how-to video. Not only are you providing valuable content, but you’re also allowing the training to be dictated by your customers. Taking the time to view and address user questions makes the feed personalized and intimate – building a strong relationship with your viewers.

Digital Republic uses Periscope to deliver training sessions on Photoshop, photography and visual content. For many of these topics, you need to show a computer screen – there’s no shame in setting your phone up on a tripod aimed at the computer. But do be careful to avoid glares on the screen.

5. Live Stream Events
Imagine walking down the street in New York City while getting a tour of the British Museum streamed live through your phone.⁵ If you were paying enough attention in May, you wouldn’t have to imagine it. The British museum gave a live, 30-minute tour of their Defining beauty: the body in ancient Greek art exhibit. Dan Snow, a British historian and broadcaster gave the tour. Can you imagine being a huge art or Greek culture buff and getting this tour with an expert, without have to pay for it or travel to the museum? Talk about connecting with your audience.

The point is, live streaming apps allow greater access to events that can make a customer feel more connected to your brand. The key is to not just show the event, but to make the viewer a part of it. You are the eyes and ears of your audience, internalize their perspective and try to show what you think will interest them the most. You can always take feedback from the comments they will be providing during the stream.

For example, at this year’s Coachella Music Festival, attendees and artists were live streaming concerts and parties throughout the festival.⁶ People who couldn’t attend still got the chance to experience the concerts and interact with artists. It builds good will and excitement.

Celebrities are also using Periscope and Meerkat as a way to promote their products and events. Katy Perry used Periscope to promote her concert movie by live broadcasting her concerts. This generated buzz prior to the release of the movie⁷ – adding to the hype. She also broadcasted the arrivals of other celebrities at the premiere of the movie to help create additional buzz and to connect with fans and give them an insider look. Which takes us to another point – live stream events that everyday people cannot attend! If the event is closed to the public, viewers getting privileged access will be forever grateful. Customers form relationships with brands that make an effort to draw them in. Allow them in and form a community.

Both apps have the ability to transform how brands and companies interact with their customers, but there is a fine line to walk to avoid piracy when it comes to live streaming. Taking caution to only stream your events and interviews can help your company avoid issues. Recently, Periscope sparked a debate during the boxing match between Manny Pacquiao and Floyd Mayweather.⁸ Some believe that the live streaming of the event from audience members was infringing upon the rights of HBO to broadcast the fight. At this time there is no consensus on whether live streaming should be a concern, as it is difficult to stream an entire show or sporting event from your phone. But technology will continue to improve and the issue will need to be addressed. Do you think there is a better way to prevent these issues in the future or is there no need for concern?

Now that we know how the apps can be used to increase engagement, you will need to choose which one you want to use. Here are some key similarities and differences between Periscope and Meerkat:⁹

• Both platforms are connected to Twitter, which means all of your Twitter followers have access to your broadcasts.
• Meerkat automatically tweets a link to your video once you start your stream, with Periscope you have to opt into sharing.
• Periscope saves all your broadcasts for 24 hours while Meerkat gives the option of saving broadcasts to your phone.
• Meerkat lets you schedule broadcasts for a later date while Periscope does not.
• Both apps allow viewers to comment on your live stream, but Meerkat automatically posts comments to Twitter as @replies. Periscope doesn’t do this and keeps all comments within the app.

While other platforms exist for live streaming, such as webinar tools, Meerkat and Periscope have some advantages: there is little to no set up required beforehand, they are free to use, and there is no pre-registration required or special software viewers need to download.

Live streaming is a great way to drive customer engagement with your brand by providing a new way to interact with your customers. Now that you know more about Periscope and Meerkat, how do you plan to use these new tools in your company?