SOCIAL LIVE STREAMING IS TAKING OVER THE WORLD. Not really but, this month, it sure seems like it. The battle of the social platforms continues with live streaming at the forefront. Not sure what the hype is about? Read on, get the social scoop.
Facebook Upgrades Video Offerings
- This week, Facebook added 360 degree video to its Live function. In true Facebook style and with National Geographic as sponsor, the 360 launch featured content from the Mars Desert Research Station in Utah. The 360-degree view encourages users to click and drag the screen to immerse themselves in a unique and more realistic experience.
- What it means for brands: Just like with most hot new trends, don’t just hop on the band wagon without a clear strategy. Take advantage of any opportunities to utilize this function in a way that makes sense for your brand and adds value to the viewer. This is a chance for brands to get creative and make a statement. We can’t wait to see who hits the nail on the head.
Additional resources: RT
(via Facebook & National Geographic)
Twitter Announces Direct Integration of Live-Streaming Within App
- This month, Twitter took a step toward integrating Periscope further into the platform. Prior to this change, users were directed to Periscope’s app to set up an account or log in when they wanted to live-stream on Twitter. Now, users with a Periscope account can stream directly through the Twitter app (via a LIVE button) for a more seamless experience, encouraging more participation in the live video trend. Although live content is still saved into Periscope, it seems Twitter is moving toward phasing Periscope out entirely like they did recently with Vine.
- What it means for brands: This new function makes it easier to stream live on the go, especially for brands who may be streaming at fast-paced events. Facebook Live is still the top performer in this space but Twitter has also found its niche in live sports streaming, while Facebook has focused on celebrities. For brands looking to live stream sponsored influencer content, Facebook remains more appealing.
Additional resources: Mashable
(via Social Media Today)
Instagram Launches Live Video Function
- “I’m so surprised Instagram is launching live video features!” – said nobody. Instagram is the latest major social platform to hop on the live bandwagon and the rollout has arrived. Users will access live streaming via the Stories tab, where a toggle will flip to live. Here’s the catch…the videos are not stored anywhere. It’s easy to understand why the platform would want something to distinguish their live streaming from the rest, but more difficult to understand why they went this route, although it does go with their capabilities of not being able to save images.
- What it means for brands: Although Instagram Live sounds like a trendy thing for brands to do, its inability to save live content is problematic. While it may be an appealing, edgy touch for your typical user, brands will have a hard time with truly live-only audience and metrics. Unless your audience is much more active on Instagram, platforms like Facebook Live may present a better alternative that can reach users even after the live stream ends. As far as advertising goes, stay tuned! We’re interested to see where opportunities may arise.
Additional resources: Romper
Snapchat Adds 4 New Features, Including Much-Requested Group Chat
- If you’re feeling like Snapchat group chat seems like the best idea anyone has had all year, you’re not alone. Snapchat Groups can hold up to 16 people and users can seamlessly send private chats to others in the group while remaining part of the conversation. As if that wasn’t enough, the social media giant is also revamping the paintbrush feature, and adding “scissor” and “Shazam” features. The scissor feature will turn cut-out components of snaps into stickers that users can store for later use and Shazam integration will enable users to identify any song that is playing and find out more information about it.
- What it means for brands: On a smaller scale, this doesn’t mean much for brands just yet. However, when you look at the broader picture, these updates show Snapchat is serious about keeping their skin in the game. Competition between top platforms is sky high and these kinds of updates are what keep Snapchat relevant and retain their user base – which is good news for any brand looking to advertise on the platform. More to come as these features roll out.