Periscope and Meerkat are redefining the consumption of video Content

Par : HUB Institute
27 mai 2015
Temps de lecture : 3 min
  Since the beginning of year 2015, two new players have entered the small world of video social media: Periscope and Meerkat. Launched within a very short time lapse from each other the two apps are gaining in popularity. They are following the path of other big apps, which became medias such as Vine or Snapchat. However they do differ from the previous one’s in one point: the video format offered is exclusively available in live stream. Are these two apps annoucing the beginnings of a new type of video content consumption? How could the arrival of this two new apps ultimately modify the perception of medias and brands for users? Periscope and Meerkat are two mobile applications enabling users to capture and broadcast live video feeds. Launched during the 2015 SXSW, Meerkat has known a very quick success, which was shortly after overtaken by Twitter’s counter-attack with Periscope. Fruit of a January 2015 Twitter acquisition, Periscope is pushing the live streaming experience one step further by offering internet users the possibility to comment the broadcasted content live, as well as enabling them to replay the content for 24 hours. If Meerkat is suffering today from the rapidity of its programming (only two months) and of the blockage of its usage by Twitter (sole format of the app), there is one important thing there to be remembered from those launches: we might be witnessing the birth of a new type of video content broadcasting platform. Indeed, content publishers on video sharing platforms such as YouTube or Vimeo where until now closer to TV show hosts, with content that was edited to achieve a satisfying broadcast ability level. This however was before Periscope and Meerkat came to shake those standards up by offering instantaneous content for broadcast. No more rehearsals, the hosts becomes closer to a comedian in a theatrical representation. Everything happens directly in front of the camera. Even if there is a mistake the show goes on! You start again without ever stopping the camera. Furthermore, Periscope and Meerkat allow the users, connected to the broadcasting feed, to send live messages to the broadcaster. This functionality helps feedback and therefore to continuously adapt ones content to their wishes. meerkat-socialight-media This new content broadcasting approach imply the creation of an adversity between the controlled content, the “self-controlled” and the more natural one, the one that shows everything, even what shouldn’t be seen. For viewers, this is the proof of a certain maturity in the content consumption. They are more able to tolerate mistakes, or publishing misshapes. Failures are put on a pedestal where a strong need for perfection in the content was previously required. These applications are therefore a turning point in the perception of medias and by extension of brands themselves by people. From now on, asperities will mean credibility; they will paradoxically help the viewer to believe more in the quality of the content he is watching. The audience has today gained the maturity to understand perfect editing is not the most important thing. Authenticity and real time do rule. Like in a romantic relationship, the (technological) seduction phase is now over. From now on the relationship is evolving following life hazards. This implies two things for brands:
  • They will have to accept to show behind the scene and share their weaknesses & mistakes, which will prove itself to be positive in regards to consumers.
  • They will need to renew themselves, to reinvent storytelling, while paying attention to their rhythm. It will be less frequent and will need to be the fruit of a much more attentive observation of the interactions their consumers will have with their products.
In short, consumers are in search of sincerity, authenticity and instantaneity in their interactions with medias and brands. The success of this new “no filter” medias being the evidence.
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