April 7, 2015
By: Erin Golden,@eringolden
By now, everyone’s probably heard of the immediately popular, Twitter-created app, Periscope. Periscope allows people with a mobile device (and the app) to live-stream video content.
The Meerkat app, which was released first and was heavily funded right before Periscope, has failed miserably after Periscope launched. Periscope’s usage and downloads have recently spiked and passed the downloads and the rankings of Meerkat. A large difference between the two apps is that Periscope saves the content on the app for 24 hours after the first live broadcast.
We can use our phones to live-stream events straight to the Internet in real-time, so what?
An app like this, however, could drastically change the news industry for media and for brands as well.
Here’s what apps like Periscope could mean for the PR/media industry.
- We (the people) become even more of a “citizen journalist.” Giving the public the ability to be the first to report on events with video is a big deal. Now, big-time news outlets like CNN or Fox have competitors when it comes to quickly broadcasting real-time news. People with their phones might be able to post the content and spread the news faster than a news crew can get there. This doesn’t mean the quality will be high – just like citizens posting incorrect information on Twitter and Facebook, live video can still be taken out of context. However, seeing is believing, which makes it easier for a developing story to tell itself through an app like Periscope.
- Brands could be hesitant to dive into a live-streaming app. It’s been stated that Twitter probably won’t be able to filter all of the content coming through Periscope. This could mean events that weren’t scheduled or monitored could be out on the web before a brand’s communication team might even be aware. Crisis communication anyone?! For this reason, brands might be hesitant to invest and partner with live video streaming like Periscope.
- Global connections are made even easier. Periscope seamlessly connects users to other users all over the world, therefore really focusing in on the “international connectivity” aspect of social media. When traditional media reports internationally, it’s often from the perspective of a journalist who is not a native of the country, possibly skewing the reporting or having a bias on the news. Periscope allows people all over the world to glimpse into another’s life and view it from their perspective; from all the way across the world to right down the street.
No one (even us PR pros) can predict the future of technology and the effects of every new app that comes on the market. But, apps like Periscope harbor the potential to possibly change the landscape of the public relations and media markets.