Livestreaming: Instant gratification from anywhere. Where is it now?
SXSW 2016 – Livestreaming 2.0
The FUSE team has immersed itself in SXSW – the ultimate convergence of leading-edge technologies and digital innovation. So you can expect that everywhere you turn there’s a chance to take a deeper dive and gain further insights into a range of industries. Lane Buie, Vice-President, Digital, was eager to take a closer look at livestreaming a year after its launch. Some great insights on where it’s working… and who’s winning the share-of-stream battle.
Last year Meerkat popped up at SXSW and took the festival by storm. The hype around it drove an incredible surge in downloads and initial talk of massive valuations. Fast forward a year later and Meerkat has taken a sharp turn away from the livestream game it helped invent, now focusing on smaller, group video chats with people you know versus strangers tuning in. Time will tell if this model is sustainable but in the meantime the public streaming model continues to evolve. So what’s next for live streaming? How can brands incorporate live streaming in the marketing mix?
Periscope and Facebook Live picked up the reins and I had a chance to see how a few brands are using them to market products, news and develop a whole new way of using the model.
Late last year BMW launched the new M2 through a live reveal on Periscope with tremendous results. Their decision on whether to use the platform hinged on whether it was a medium they could use to tease content, do something unique, and own the experience. Enthusiasts got to see the car live at the BMW M driving centre in Spartanburg, Germany. Based on the success of the program BMW is saying they will continue to partner with Periscope.
Mashable jumped into streaming a little later through a partnership with Facebook Live and is now incorporating it into its digital channels to help distribute its content. “The platform brings a different value set” says CMO Stacy Martinet, “we pushed to get in early on the platform to establish a base of users and test to see how the tool could be incorporated into earned and owned channels to drive audience engagement.” It’s clear that Facebook brings value to the medium, they have the audience, the mobile reach and the distribution model, and push notifications are a great (and inexpensive) way to drive traffic to your content.” With all of the investment Facebook is putting behind Live, they seem poised to turn it into another winner.
The newest entry is an app that launched this week at SXSW – Scoper. They’ve built a streaming app (in IOS only for now) that allows you to make specific real-time video requests to find users who will “show” you what’s going on at the specific locations you’re requesting.
Here’s how it works:
- Search the map for the location of your request. You’ll see the currently available Scopers.
- Request a live video feed, specifying what you want to see.
- A Scoper accepts the request and initiates a live video feed.
- Watch the Scoper's live video and be inspired.
The jury’s out on whether they can acquire the users they need to both supply and consume the feed but for someone looking to avoid the lineups at SX this year, this tool is going to come in pretty handy.