If livestreaming isn’t currently part of your content strategy, it’s time to consider it. But which platform is right for your business?
We put the front-runners in a head-to-head:
The newest additions to the livestream scene are Facebook Live and YouTube Live, which are integrated into their respective ‘parent’ platforms. YouTube can currently only stream from a webcam, whilst Facebook, Periscope and Meerkat can only be streamed from within their apps. YouTube is therefore the least flexible in terms of location and set-up possibilities.
All of these streaming services can be viewed in-app on mobile devices, but only Facebook and YouTube offer viewing from any browser on any platform. So, if it’s multi-platform accessibility you’re after, they’re your best options.
Meerkat, YouTube and Facebook all save footage for later viewing, whilst Periscope videos disappear after 24 hours; creating a greater sense of urgency and a burst in interest and engagement.
In terms of engagement, Periscope is ahead of the rest. It allows its users to interact by placing hearts (up to 500!) throughout the stream, indicating which parts of the stream they particularly enjoy. YouTube, Facebook, and Meerkat are more traditional, with standard liking and commenting features.
Meerkat is the weakest here, offering only overall statistics across all your live streams, whilst Periscope provides analytics automatically at the end of each broadcast, including viewer numbers, retention rate, and ‘heart’ engagement.
Facebook is limited but they’re working on it. YouTube offers the most insight, with access to information including demographics, devices, audience retention and traffic sources.
Forget Meerkat, but consider buying into the the ‘spontaneity factor’ of Periscope – especially if you’re targeting Millennials and/or Gen Z.
If you’re targeting a more mature or B2B audience – make a call between YouTube and Facebook. Facebook is currently the most flexible option but we’re backing YouTube long-term, due to its superior analytics and seamless integration with our existing (pre-recorded) media library.