The new, accessible live streaming video apps are being heralded as the disruptive branding of the future, and also a future legal nightmare at events. Singer Jack White and the NHL are banning the use of these apps during broadcasts and performances. So what do marketers need to know to stay on top of the evolving landscape?
There are 2 top apps
Hubspot recently released a handy little guide, "Meerkat vs Periscope: The Marketer's Guide to Live Video Streaming," and it is a great primer for those still wondering what all the fuss is about. They do a great job of laying out the similarities, differences, and benefits of the top competing apps. The usage of the 2 are highly competitive.
Periscope is the best bet today
Periscope earns Hubspot's favor, with more customization possibilities, and most importantly, the ability for followers to view it online, up to 24 after the event, and to save it to your iPhone. (Yes, this app currently only works on iPhones.)
There aren't a lot of solidly defined ways to use the platform, so it's an other opportunity to try different approaches, and learn what works best for your brand and audience. The brands that have been using this tech the most/best so far are those already entrenched as media producers. Check out Ellen Degeneres, Katy Perry's, or Mashable's Twitter profiles for current Periscope feeds.
Use at events needs some special attention
Like any broadcast channel, people need to know when you will be live. Publish it, stick to it.
Prepare for audio feedback. Phones without external directional microphones are going to pick up a lot of ambient sound.
Frame your shot. Do your best to manage and control the images that are shared under your brand's channel.
Post signs, make announcements, be sure to alert those in the audience that they could be broadcast at any time.
Avoid celebrities! If your brand captures a celeb who doesn't want to be viewed as endorsing your brand, you could easily be in for a lawsuit.
Get a release signed by each person. Even non-famous people will need to agree to be featured in a live broadcast.
Use all the same rules you would for shooting a TV spot. Your brand will still be responsible for all copyright, trademark, libel, slander, or defamation issues that could arise from the broadcast.