When people ask us what we think 2017 will be about in terms of social media marketing, we loudly proclaim “video” and perhaps more distinctly, “live video.” It’s not just us and the others in our industry that think so either. It turns out that the minds behind the platforms themselves are on the same page. What more proof is needed than when two of the biggest sites, Twitter and Instagram, implement live broadcasting services into their functionality?
Twitter has added Periscope’s live video broadcasting features into the main Twitter app itself. Does this mean that soon enough we’ll see the end of the Periscope sister app entirely? Only time will tell, but I wouldn’t be surprised if it disappears from our mobile screens soon enough. When you hit the “Compose” button on your Twitter app, you will now see a new option, with Periscope’s eyeball-esque logo staring back at you.
Additionally, Instagram Live is now accessible for all users. It’s prominently placed where one goes to upload content. Additionally, you will also see that Boomerang functionality is also there. Once again, the social media bosses seem to be converging these smaller “branch-off” apps like Boomerang, Layout, and Periscope into their giant, popular software.
What does this mean for marketers? It means that you have options and, frankly, there’s very little excuse for ignoring live video now. Facebook, YouTube, Twitter, Instagram, and Snapchat all offer some form of live service. Platforms are eager to win this “live video war,” so your content gets extra attention and engagement in order to promote the service.
Do not wait until it’s too late. While you probably won’t be able to broadcast live on all five channels unless you have a surplus of smartphones at your disposal, you should pick one or two of these services and start building up engaged audiences. Facebook, Twitter, and Instagram are some of the most powerful platforms already, so the fact that they’re actively using this innovative concept is quite exciting.
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