Video Streaming Best Practices for PR
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Meerkat and Periscope are experiencing exponential growth. Since their launch in March, the two apps have seen over 1.5 million live streams. We detail best practices for video streaming so that you can get the most benefit out from these two growing social platforms.
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Video Streaming Best Practices for PR
- 1. Meerkat and Periscope Video Streaming Best Practices for PR
- 2. Since their launch in March, Meerkat and Periscope have each seen over 1.5 million live streams. That number is likely to grow. 2 Live streams are experiencing exponential growth
- 3. But are they the latest shiny tools of the Internet or something more? 3 Meerkat and Periscope have put the spotlight on streaming video
- 4. Use Meerkat and Periscope to: • Give sneak peeks of new products or services • Demo new ways to use existing products or services • Highlight products or deals • Interview executives, influencers and others 4
- 5. Use Meerkat and Periscope to: • Share tips and how-tos • Produce live “ask me anything” segments • Publicize and socialize events • Go behind the scenes • Tell your story 5
- 6. Periscope and Meerkat face competition. Could they be overtaken? Maybe. For now, they lead. 6 Eternal Supremacy?
- 7. Other Competitors Beme • Stream video by holding mobile device against chest • Sends short, unedited videos that vanish after one viewing Stringwire • App designed to help break news and report events • Videos may end up on an NBC Universal news broadcast Ustream • Ability to re-share videos captured through the app • In addition to live streaming, users can upload pre-recorded videos 7
- 8. Which tool should you use? Meerkat: – Can be scheduled 24 hours in advance – Are viewable only “in the moment,” similar to Snapchat – Can be embedded on websites for live viewing – Features Cameo, an option where other users can take over the stream for a limited amount of time – Stream video directly from certain GoPro devices 8
- 9. Which tool should you use? Periscope: – Are truly “in the moment;” can’t be prescheduled – Can be viewed up to 24 hours after recording – Are automatically shared to Twitter (opt-in feature) – Features analytics about number of viewers, likes, etc. 9
- 10. Choose the app that’s right for you Deciding which streaming app to use requires a consideration of your brand and its goals and audience. 10
- 11. ” “ Live video takes you someplace A picture may be worth a thousand words, but live video? It takes you someplace and shows you around. – Periscope 11
- 12. Know what you’re going to say Successful Meerkats and Periscopes are planned out. Decide what you’re going to shoot and say before hitting the record button. 12
- 13. Pre-promote the stream Pre-promote the stream to drive initial interest and ongoing engagement. This works especially well with a regularly occurring broadcast. 13
- 14. Have a hook To draw attention, establish a strong hook at the very beginning. Reel viewers in with the title and opening seconds of the video. 14
- 15. Keep titles short and to the point Keep titles short, simple and to the point. • Straightforward: We’re live at Dreamforce 2015! • Exclusivity: Go backstage with us at the CMA Awards! • Educational: Join us at Elon Musk’s SXSW session! 15
- 16. Narrate the stream Engagement and interest depend on narration. It’s storytelling at its finest. Use your voice and its tone to keep viewers tuned in. 16
- 17. Respond to comments Real-time engagement means real-time responses. Prepare for streaming video as you would for a press conference. Be ready to go off script and to implement crisis communication tactics. 17
- 18. Watch your time Time is a precious resource, so make the most of it. According to Twitter’s Director of Content Partnerships Mike Park, most live streams range between 1 and 3 minutes. 18
- 19. The audience is the content 19 ” “The audience is no longer going to be consuming, the audience is going to be the content. – Meerkat
- 20. Use a tripod Taking a perfect still is a feat. Keeping a phone still during a live stream is even more of one. Increase your chances for success by investing in a tripod. It’ll get rid of the “shaky syndrome.” 20
- 21. Maintain (battery) power Live streams are energy hogs. Make sure the phone’s battery is charged before starting a live stream. Also consider purchasing an external battery pack. 21
- 22. Remember the Wi-Fi Live streams require Wi-Fi. Make sure you have a solid connection prior to recording a video. 22
- 23. Hold the smartphone vertically Meerkat and Periscope record in portrait rather than landscape mode. Hold the smartphone vertically and focus on the top 1/3 of the screen. The second point is important with Meerkat because the comments cover the bottom portion of the screen. 23
- 24. Watch out for background noise Always think about where you’re recording a Meerkat or Periscope. Smartphone microphones pick up background noise easily and can drown out your narration. 24
- 25. Live streams are windows 25 ” “Live streams are windows into worlds that aren’t our own. You can film anything that’s happening around you and broadcast it. – Econsultancy
- 26. Remember the 3 Rs You don’t have to start from scratch when it comes to live streams. Remember the 3 Rs: Reduce, Recycle and Reuse. Think through how existing content and strategies can be augmented with live video. 26
- 27. Focus on the experience Live streams are meant to go beyond traditional content and add an experiential layer. Give the audience a new way to get to know your brand. They’ll love it. 27
- 28. Measure your work Test tools and messages against the data. This data is found with Periscope’s internal analytics as well as Google Analytics and marketing automation software. Use it all to build stronger PR campaigns and bottom-line results. 28
- 29. Ready to amp up your PR program? Give Periscope or Meerkat a try and let us know the results. 29
Editor's Notes
- Meerkat and Periscope are experiencing exponential growth. Since their launch in March, the two apps have seen over 1.5 million live streams. (http://www.adweek.com/news/technology/9-fascinating-digital-marketing-stats-last-few-days-165145) In addition, video consumption is generally on the rise. Cisco predicts that video will account for 80 percent of all Internet traffic in 2019, up from 64 percent in 2014. (http://www.cisco.com/c/en/us/solutions/collateral/service-provider/ip-ngn-ip-next-generation-network/white_paper_c11-481360.html) People want to share their worlds. More importantly, they want to be invited into yours. General Electric (GE), pictured above, is taking its audience on an entirely new, experiential journey with Periscope. (https://youtu.be/-ufHtNeBfjg)
- Meerkat and Periscope have put the spotlight on streaming video and video podcasts. Are they the latest shiny tools of the Internet or something more? We say more. With live streaming, you can engage your audience directly, in real time; boost existing PR content initiatives; and grow awareness and audience engagement. All types of brands are taking advantage of the medium, from musicians to chefs and from real estate professionals to business consultants. The only question left is how to get started with the new tools. Don’t worry; we’ve got you covered.
- With Meerkat and Periscope, the world is your oyster—at least to the extent that brand goals and objectives allow. Live streaming allows for PR aims like growing awareness and engagement as well as thought leadership. In the campaign pictured above, Nestle worked with influencers to “drum” up interest in its ice cream. The results speak for themselves. Nestle’s Drumstick Periscope Channel generated more than 5,000 views and more than 50,000 hearts in just over 12 hours. Influencers (Nestle worked with four.) generated 1,500 views and more than 64,000 hearts. (http://www.nestle.com/media/news/nestle-drumstick-periscope)
- Consider using Meerkat or Periscope to “tease” people to take a deeper dive into other content or brand offerings. For example, you have an event coming up and want to grow attendance. What better way than offering a sneak peek on Meerkat or Periscope? Or say that you want to drive downloads of a new white paper. Share tips via a live stream and include a call to action at the end. Southwest, pictured above, used Periscope to generate excitement and interest in its new Boeing 737 jet, the Missouri One, in April 2015. (http://www.amadeus.com/nablog/2015/04/4-ways-travel-brands-can-use-meerkat-periscope/technology-2)
- Periscope and Meerkat are not the only players in live streaming, just the most popular…at least for now. Users have an app store’s worth of choices when it comes to live-streaming apps, all with unique features and benefits. As of July 31, 2015, Periscope was the most popular live-streaming app, ranking 72nd of all free apps in iTunes.
- We couldn’t possibly list them all as new ones pop up every day, but here are some of the most unique. Beme – The latest player in the market, Beme had 1.1 million videos shared in its debut week in July 2015. Enables users to press their mobile device against their chest to record and share short, uneditable video clips that disappear from follower news feeds after a single viewing. Stringwire – The app by NBC News Digital debuted July 3 and enables users to stream video to help break news and report events. Feeds are stored online indefinitely and may end up being used on an NBC Universal news broadcast. Stringwire has GoPro and Drone integration. Ustream – In addition to streaming live, Ustream allows users to upload pre-recorded videos and to re-share videos captured through the app. It also facilitates audience engagement through chatting and polls.
- Meerkat and Periscope are similar tools with some definite differences. The more notable ones include Meerkat’s scheduling function. You can schedule a stream 24 hours in advance. The other feature is “Cameo,” an option that lets another user or users take over the stream for a limited amount of time. The feature could be of great use with an influencer campaign or if you have multiple representatives at an event. Each person could take over the stream, producing a 360-degree view of the event and your participation in it. Applebee’s is using Meerkat to invite viewers to a summer party for its new menu offerings. To amplify the message and encourage word of mouth, the brand consistently uses the hashtag #TasteTheChange. So far, people are getting in on the action and recording their reactions to the #TasteTheChange menu. (http://www.adweek.com/news/technology/meerkats-cameo-feature-could-unite-brands-and-influencers-exciting-new-ways-165796)
- Periscope’s feature of note is its Twitter integration, making for a ready-made audience. Streams also can be viewed up to 24 hours after recording and can be saved to a Periscope/YouTube channel. Finally, the app features basic analytics for each stream and includes the number of viewers, comments, and likes (hearts). The Glacier National Park is using Periscope to allow people to explore the great outdoors. It’s a fantastic way to invite people into the wilderness and to encourage them to visit. (http://www.momentology.com/6610-how-brands-use-periscope/) Image Credit: Alex1961, Creative Commons (https://flic.kr/p/vrMQo)
- Deciding which app to use requires a careful consideration of audience and goals and can include testing. This is a new field, so some experimentation is a given. Why not try both apps and see which one is easier to use and leads to better results? Which one has more viewers? More engagement? Which one causes a spike in traffic to your website or other platform? Study the data and move forward accordingly. Image Credit: Anthony Quintano, Creative Commons (https://flic.kr/p/rNSnCf)
- From Periscope: Just over a year ago, we became fascinated by the idea of discovering the world through someone else’s eyes. What if you could see through the eyes of a protester in Ukraine? Or watch the sunrise from a hot air balloon in Cappadocia? It may sound crazy, but we wanted to build the closest thing to teleportation. While there are many ways to discover events and places, we realized there is no better way to experience a place right now than through live video. A picture may be worth a thousand words, but live video can take you someplace and show you around. (https://medium.com/@periscope/up-periscope-f0b0a4d2e486)
- Successful Meerkats and Periscopes are planned in advance. It’s much like giving a miniaturized press conference. Prepare for live streaming in the same way. Write an outline; decide on key points that must be delivered. The only difference is that you now have control of the setting. What time and place serve the message best? Record your Meerkat or Periscope then and there.
- Campbell’s Bolthouse Farms is using streaming video over the course of 10 weeks this summer, so it made sense to pre-promote the stream to drive initial interest and ongoing engagement. Over the next few weeks, viewers will learn a variety of healthy cocktails made with the company’s juices from popular Los Angeles bartenders. As a side note, Bolthouse Farms is using Meerkat and Periscope side-by-side to discover how the apps perform without the aid of paid media. Read more about the experiment here: http://www.adweek.com/news/technology/side-side-marketing-test-shows-3-ways-meerkat-soundly-beating-periscope-165581. Image Credit: Stephen Clarkson, Creative Commons (https://flic.kr/p/rLJzo3)
- Attention spans are short. A 2015 Microsoft study (http://www.telegraph.co.uk/news/science/science-news/11607315/Humans-have-shorter-attention-span-than-goldfish-thanks-to-smartphones.html) finds that attention spans have dropped from 12 seconds in 2000 to eight seconds in 2015—less than that of a goldfish (nine seconds)! If you want attention today, move fast. Establish a strong hook at the outset just as you do with a press release, pitch and other content. Then reel viewers in with a solid opening, middle and close. Image Credit: faungg, Creative Commons (https://flic.kr/p/7Tghdu)
- This point is related to attention spans as well as to how social sharing works. Periscope can be shared to Twitter, which means you only have 140 characters with which to play. Play wisely! Keep titles short, simple and to the point. The three examples listed above aren’t the only types of titles you can use, but they are a good start. Be straightforward when it makes sense; play up the location other times; and drop names and educational opportunities. It’s a little like eavesdropping. Who doesn’t want to hear what Elon Musk or the country singers have to say? Ellen, pictured above, doesn’t do anything crazy with the title. She keeps it simple: “Ellen Periscopes Her Monologue.” (https://youtu.be/Wb7aDXVMwOo)
- Live streaming is meant to show your brand’s perspective on the world. Unless you’re playing up some sort of “secret agent” motif—and you very well could be for some sort of campaign—be vocal. Use your best spokespeople and identify them online. Just as people follow celebrities on Twitter, Pinterest and elsewhere, they’ll follow your brand’s representatives. They want to hear what you have to say.
- Streaming video is designed for real-time engagement, so it’s important to interact with the people who are watching and commenting. However, be prepared for trolls and awkward questions. They’re going to be there, and the questions are going to come. Know who and what to ignore and who and what not to. Apply crisis communication principles and practices at all times. Also be ready to go off script. The live stream is about meeting your audience where they are, and that sometimes means taking a detour from the prepared outline. Image Credit: thematthewknot, Creative Commons (https://flic.kr/p/b74y1a)
- Attention spans are short, typically more so when on mobile. People are not going to watch a saga on Periscope or Meerkat. They just won’t. The medium isn’t designed for that. It’s closer to the “ephemeral” moments found with Snapchat than it is to YouTube. Keep videos brief and follow best practices like the one from Mike Park, director of content partnerships at Twitter (http://www.streamingmedia.com/Articles/Editorial/Featured-Articles/Streaming-Media-East-15-Twitter-Offers-Periscope-Best-Practices-103893.aspx). Don’t be afraid to play with the time limit, though. It’s a guideline, not a rule set in stone. Image Credit: istock
- From Meerkat: The audience is no longer going to be consuming, the audience is going to be the content. (http://www.680news.com/2015/07/06/u2-live-streaming-toronto-shows-on-meerkat/)
- Taking a perfect still with a smartphone can be difficult even at the best of times. You usually have to frame the shot and attempt to hold the phone steady. The problem magnifies when recording a live stream. Even being in ultra-Cross Fit condition won’t save you here. What will save you is a tripod. They’re a solid investment and a great way to take a stream from the amateur to professional level. Pictured: Joby’s Gorillapod Go-Go! Image Credit: Nelson Minar, Creative Commons (https://flic.kr/p/6GMBoX)
- Live streams are energy hogs. If your battery is entering the 30-percent zone, don’t risk a recording. It could die mid-stream. Fortunately, you can mitigate the risk with an external battery like the one offered by Mophie. Another option? Carry two smartphones, with one dedicated to live streaming. Pictured: From left to right, Mophie Juice Pack Plus, iCarte420A, and iPhone 4 Image Credit: Beau Giles, Creative Commons (https://flic.kr/p/aZpGEg)
- In addition to being energy hogs, live streams live or die by their WiFi connection. If it isn’t solid, the live stream will die at worst or be choppy and pixelated at best. Always establish a strong connection before starting to record. Image Credit: istock
- It’s tempting to hold the smartphone horizontally, but neither Periscope nor Meerkat record videos in that format. Remember to hold the phone vertically or to place it vertically on the tripod. In terms of framing, focus on the top 1/3 of the screen, particularly with Meerkat. The comments are an ongoing scroll on the bottom portion of the screen, which means viewers won’t be able to see anything that’s happening in that section. Periscope’s comments also appear on the screen, but they can be hidden.
- Think about the last time you held a conversation while walking outdoors or driving a car. Wind tunnel effect, right? The same thing happens with live streaming and can be made worse, depending on the surroundings. For example, a busy kitchen will have all the banging of pots and pans, not to mention the waiters and waitresses scrambling to get orders out to customers. Think about the environment before recording a stream. Make sure it’s the best one for the message and the intended audience. In the case of the kitchen, it probably is. The busy-ness speaks to a restaurant that should be visited, perhaps this week. Image Credit: istock
- From Econsultancy: Live streaming apps are a window into a world that isn’t your own. A user can film anything that’s happening around them on their mobile phone, without any time limit or phone memory limitation (because it’s not saved to your mobile phone) and fellow users can log-in and watch your live stream. The possibilities are as endless as the things you can record. Some journalists are using it to provide immediate live footage of events around the world, musicians are using it to stream exclusive performances, amateur cooks are using it to broadcast their own low-budget cookery shows. (https://econsultancy.com/blog/66561-periscope-and-meerkat-what-do-marketers-need-to-know) Image Credit: Helena Jacoba, Creative Commons (https://flic.kr/p/ebkt3Z)
- Leveraging Meerkat or Periscope doesn’t mean you have to roll out an entirely new PR campaign. The tools are tactics to be used alongside already existing strategies and content. What content do you have that could use some love? Drive attention toward it with a live stream. What could be recycled or reduced into a new medium? Turn it into short, real-time content. Image Credit: Andy Arthur, Creative Commons (https://flic.kr/p/9TRC1f)
- Live streams are all about experiencing the world in a way you can’t via text or photos. Discovery Channel did just that with Meerkats during Shark Week 2015. The brand featured interviews with shark experts, a series of “Watch With” viewing parties, and other behind-the-scenes content. The sharks are now up closer and more personal—all from the safety and convenience of one’s smartphone. (http://techcrunch.com/2015/06/26/meerkat-outs-an-embeddable-player-hooks-discovery-channels-shark-week/#.enzr3r:Ctee) Image Credit: Elias Levy, Creative Commons (https://flic.kr/p/oJaEnh)
- Periscope may be the streaming video app with analytics, but that doesn’t mean you can’t test both tools. An example in action is the Bolthouse Farms mentioned earlier. Pit the apps against each other and against other data you have. How are the apps performing generally? If you’re testing both, which one has more followers? More dialogue and likes? Are the apps achieving desired outcomes, such as downloads or regular viewing? Refine efforts according to the data, monitor, and refine again.
- Have any questions? Want to know more about using live streaming with your PR efforts or to share your efforts? Let us know. We’d be glad to talk with you.