The End of The Kardashian Era

By: Brian Gerrard

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FB Live, MeetMe, Periscope, Youtube Live, YouNow, Facetime…the list goes on. 

As I scan my iPhone, I count over 20 live streaming apps (mobile applications that allow you to stream audio-video to one or many or many people in real-time). To be fair, I have been researching them vigorously over the last four months and am betting hard that live streaming is the next frontier of communication and entertainment. 

To understand why social consumer apps are trending toward live streaming, you must first understand what core human need they are serving.

Live video engenders an authenticity in communication that people are craving. Apps like Instagram have a high barrier for communication, the pressure to curate can be stressful! A user might take 40 selfies before they find one that they like. Then, using multiple apps they edit and filter the photo, finally posting hours later. 

Their new live streaming feature disrupts this curation and replaces it with documentation; just tap a button and go live.

One of the industries being challenged the most by live streaming is television. 

Streaming will affect everything from sports to the Kardashians. Linear entertainment doesn’t compare to the engaging dynamics of live streaming. On most live streaming apps you can actively participate with the streamers by commenting, sending gifts or likes. Your favorite celebs must react to you in real-time. 

Live streaming's growing popularity makes sense.

Millennials are accustom to much more immediacy. We watch shows in batches, on demand, and talk about the shows while they are occurring. According to Nielsen, the majority of Americans are “dual screen viewers now”, meaning they watch TV and simultaneously use their phones/tablets to interact with friends. 

How will live streaming change “the influencer”?

Live streaming forces influencers and entertainers to re-think their business strategy. They have been making money in a B2B (business to business) model; growing their followings to get brand partnerships and sponsorships. Influencers like Kim Kardashian have dominated this field, even launching their own cosmetics lines. 

But now, live streaming has shifted the necessary skillset to B2C (business to consumer) because streamers primarily make money off of virtual goods given by viewers. The Kardashian’s of the world are untrained in this style of marketing which requires constant salesmanship and real-time entertainment. 

No more filters, cropping or editing. 

Authenticity trumps everything in the world of live streaming - they will either adapt or disappear.

Is Live streaming a “winner takes all” game?

Not at all. Each app has its own niche and community will inform not only who uses each app, but also which apps succeed. Facebook Live for example, is great for seeing what the people you already know are up to. Musical.ly builds its community around lip-syncing and dancing to top songs.

What’s interesting is how live streaming is changing user behavior across all verticals. The trend started in China, so the American market is at the tip of the iceberg in terms of what mediums can be explored. 

At The Meet Group, we are investing in live streaming across our entire portfolio, from Meetme our flagship product, to Tagged, which is curated for African-Americans. By dominating a niche channel, companies will be able to diversify their holdings and scale.

Just think of Viacom's strategy in owning MTV and BET.

So where did this all start?

The Live streaming trend speaks to the intersection of marketing, user experience and tech integration broadly. Terminology and branding are critical to re-shaping the public’s perception of technology.

Think back.

If you’re like me, your first time live streaming was probably not in the last year. Instead it was likely with a webcam that looked like a "pokemon-ball" on top of your desktop computer in the early 2000’s. 15 years ago live streaming was called “web-camming”. Fast forward a couple of years with the emergence of Skype – all of a sudden “skyping” became the standard nomenclature. Over the last 5 years with Steve Jobs’ iPhone, I have seen people live streaming almost every day on my commute to work. We call that “Facetime-ing”. As technology is re-branded, it can alter the publics’ perception of novelty. 

Each iteration has been a step forward. While trends seeming happen overnight, they are often the result of many baby steps and failed attempts (see meerkat) over the years.

If you ask me though, live streaming has finally matured...

and it’s here to stay.  

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Are you an aspiring founder who'd love to chat? He's always available here! -www.brianjgerrard.co