NEW YORK — Companies have learned to use Facebook, Instagram and other social media to drum up business, and now they’re finding ways to exploit two new apps: Periscope and Meerkat.
The apps allow users to stream live video using just a smartphone. Fast-food company Wendy’s used streaming for the first time in June to spotlight its summer beverages. Snack maker Frito-Lay used its first streams to introduce viewers to its Doritos Roulette chips.
This form of social media is in its infancy. Periscope and Meerkat were both launched in March.
Periscope is owned by short-messaging service Twitter and Meerkat by startup Life on Air Inc. Meerkat’s investors include cable and entertainment company Comcast.
Ordinary attention seekers use the apps to show friends what they’re doing — going to the beach, walking their dogs, hanging out at home.
Companies, however, are using them to connect with social media-savvy customers. When businesses plan a stream, they give a heads-up on other social media like Twitter and Facebook, and when the stream starts, tweets automatically go out to their followers.
Wireless phone company T-Mobile had a lighthearted stream last week with CEO John Legere. He showed T-shirt-clad company executives preparing for a conference call about T-Mobile’s earnings report. T-Mobile also has almost daily Periscope streams, including some starring its product manager, Des Smith, who demonstrates new phones and other devices.
“Video is really what consumers are looking for and long for, and now you’re able to give it to them in real time,” said Peter DeLuca, T-Mobile’s senior vice president for marketing.
Companies have used live streaming for years with video conferencing, online services and smartphones. But by linking it to social media, they can instantly reach their hundreds, thousands or millions of followers.
Marcus Lemonis, who appears on the CNBC program “The Profit,” streamed as he toured Walmart headquarters in June, carrying his phone in front of him as he chatted with employees. Lemonis, who gives viewers a look inside small companies on his show, wanted to do the same at Walmart, where he was giving a presentation.
“Why not have people be able to experience it with me?” he said.
It costs little or nothing to stream, but expenses can pile into the thousands of dollars or more when a company stages a big publicity event.
Marketing successes with Facebook, Twitter, Pinterest and Instagram have encouraged companies to try the apps.
“Any time you can stay ahead of the curve on technology, it’s important,” said Toby Srebnik, social media director at Fish Consulting in Hollywood, Fla.
