- Live broadcast social video apps, like the darling of SXSW, Meerkat, and the recently launched Twitter Periscope, have seen fast adoption rates by users and celebrities, but big brands are still waiting to jump on the trend.
- According to Advertising Age's study of tweets from its top 100 brands list, only a handful of top brands have tweeted with links to Meerkat or Periscope broadcasts so far.
- Some major companies that have tested out Meerkat include JCPenny, Verizon, and Starbucks, while GE and Spotify have tweeted using Periscope.
The early explosion of social apps is often an indicator of future success, but sometimes just a passing fad. The bigger brands see more of a risk in jumping onto the new social app bandwagon—and for good reason. SXSW buzz helped to propel Meerkat—and to a certain extent, Periscope—into the spotlight, but it is uncertain if that momentum will last. Celebrities' use of the app could be a good example for bigger brands to help them decide whether a Meerkat or Periscope strategy should be included in their overall marketing plans.