How are brands fitting live video into their social strategies? Also: Instagram's new ad-facing partner program, Pinterest's super-smart visual search tool, and Facebook's latest ambition: Building a teleporter. Skim to stay sharp!
Livestreaming: Increasingly a social brand priority
In hopes of breaking through the clutter that $60 billion in digital ad spend naturally creates, brands are experimenting with live video in new ways. And experts say we should be ready to make it an integral part of our social strategies.
Periscope leads in popularity, but platforms such as YouNow have developed attractive monetization models. GE created an entire campaign around drones, and Blumehouse Productions (Paranormal Activity) produced the first live horror film on Halloween.
1. Periscope revamps to support iPhone 6S 3D Touch, better discovery, and replays
Speaking of... Periscope made one of its biggest updates yet. New features: The ability to view replays of streams from the last 24 hours, and shortcuts that take advantage of iPhone 6S's 3D Touch functionality. The new version now differentiates live broadcasts (red dots) from replays (blue dots); also, the number of streams visible on a user's map is no longer limited to 250.
The update lets iPhone 6S users start broadcasts, search for people, and "teleport" to a random stream somewhere in the world directly from their home screen, thanks to 3D Touch. Other additions include in-broadcast pinch-to-zoom abilities for Android and the ability to skip ahead on replay streams.