Why Meerkat may have an edge over Instagram and Vine for
brands
New live-streaming application Meerkat became a marketing
sensation right after its launch because of its ability to connect brands and
consumers in real-time without delay.
Meerkat is an app that links to users’ Twitter feeds to let
them stream live video footage. Brands are quickly jumping on board with this
app because of its ability to directly access the consumer on a real-time basis
without any lag-time that other apps impose.
“It’s all about relationship building via a more humanized
brand,” said Vince Bates, account manager of digital marketing at Eastwick, San
Francisco. “Meerkat live streams are very organic in nature. Audiences are
watching unedited video that's happening in real-time.
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“Brands can see viewer comments and questions as they stream
and then respond live," he said. "For example, if a customer asks to
take a closer look at something in the video, the streamer can satisfy their
request immediately.”
The app launched in February and has caught the eye of
marketers. The Miami Dolphins, The Tonight Show with Jimmy Fallon, Mashable,
CNN, American Idol, Spotify, Red Bull, Starbucks and MasterCard are some of the
brands leading the charge on Meerkat right now.
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