At Brownie Communication Concepts, we’re always excited to learn of new marketing tools that are designed to help build stronger strategies and enhance your brand’s goals and objectives. As a start-up it is even more useful to keep abreast of the latest developments in our field, and learn as much as we can of how it works before we implement them ourselves, or recommend them to our clients.
These five new ways to market a brand are definitely on our watch list (and should be on yours too). With the right resources in place, we’re sure that we’ll be using these tools in the most efficient, consistent and effective manner pretty soon.
1. Meerkat and Periscope
These are free apps that allow you to tweet live video from your smartphone. Once you start your presentation, the apps broadcast live to your Twitter fan base and to friends you’ve added on the service. Right now, both are available only in iOS, although Android users can watch the streams. Both apps allow viewers to comment on the streaming video and to see how many other users are currently viewing. They also allow viewers to signal their approval through a “like” (Meerkat) or a “heart” (Periscope).
Who’s using it
Car brands Jaguar, Toyota, Mercedes and Nissan have used Meerkat and Periscope to give sneak peaks of their latest models. You could use either app to stream real-time video to your audience or customers; for example, you might want to show what it’s like to work at your company. For public speakers, live-streaming video is a way to extend the onstage experience: A speaker could stream a talk live, or flip the camera to show the live audience to a virtual one.
2. SoundCloud
A social media platform and community for streaming audio content, SoundCloud has been around for seven years or so, embraced by musicians looking to build an audience. It can record companion audio to a blog post or article—in some cases, a user might simply read the post and upload it to the text version, then use the SoundCloud embed capability to publish it alongside the text.
Who’s using it
Companies like Red Bull and Blue Bottle Coffee, as well as individuals like photographer and author Dane Sanders, have used it to create and share audio. The service offers free and paid plans. Companies might use SoundCloud as a podcasting platform, or to deliver exclusive audio content to their audiences. Online magazine The Distance uses SoundCloud to publish related (but not identical) audio alongside a longer text article, thus delivering a rich multimedia experience.
3. Spotify
Many of your friends on Facebook probably tell you what they’re listening to throughout the day using this streaming music service. Like SoundCloud, Spotify has a freemium model: Freeloaders must listen to ads and don’t have access to mobile downloads; paying subscribers get more perks. But unlike SoundCloud, it’s a streaming-only service, so companies can’t use it to publish their own audio content.
Who’s using it
Reebok and BMW have used Spotify to curate playlists to share on other social channels, including Facebook, Twitter and their blogs. They do so to extend their branding, expressing the company’s perspective and vibe in audio.
Almost any organization can use Spotify as a branding play. A gym might create a high-energy playlist. Restaurants can get creative, too. Popeyes put together a Louisiana-inspired playlist to introduce a limited-time-offer menu item.
4. Riff
This free app (owned by Facebook) lets users create videos in collaboration with others, then give them a theme (like #IndpendenceDay). Friends can add clips (up to 20 seconds), then their friends can do the same, opening the possibility for exponential growth. Think of the potential for the next big campaign with one long video instead of tonnes of individual ones.
Use
Riff is an easy way to crowdsource user-generated content by fans or friends of your company. It can be a fun collaborative tool for use during live events, meetups, in-store promotions and more.
5. Curator
Twitter’s free competitor to Storify, Curator allows you to curate social posts and stories related to topics of your choice. Select users can combine specific tweets and Vines (and Periscopes!) into an embeddable collection. The idea is that it’s easy—and elegant—to share the spoils of a recent campaign or trending topic, or to highlight a brand story.
Use
So far the feature is open only to certain media organizations and publishers. That might change, however. If it does, Curator could become a handy tool for businesses looking to curate thought leadership, using their Twitter followers as a built-in audience.
Photo by: Vadim Sherbakov