Enough with the live! feeds

I was recently having a drink with a friend of mine when we got on to the topic of marketing. He had graduated from a university in the southeast a few years ago with a degree in business. He brought up a professor who had the solution to all of marketing’s problems: Flash mobs.

“It didn’t matter what the scenario was,” my friend told me. “The answer was always ‘do a flash mob.’”

Flash mobs gained popularity several years ago, even making their way to the popular television show, Modern Family.

However, flash mobs have gone the way of eye rolls and face palms.

But, guess what flash mobs? Time to move over because live-videos have arrived on the scene. There is this notion that live-video’s are the “next big thing.” Live video feeds like Meerkat and Twitter’s Periscope are more like MySpace and those cringe worthy flash mobs – they will be remembered with funny affection. People will likely say, “Yeah, I remember those. I can’t believe anyone thought that would catch on…” Despite news today that Periscope eclipsed 200 broadcasts this year, these live-feeds are a solution to a problem that no one asked for. Sure, the option is there to look in on random people beat boxing to old school hip-hop. But these live feeds are equivalent to your parents’ generation driving up and down the boulevard – it is something to do when there is nothing to do.

Not to mention these apps lose their “cool” factor when local news anchors and your middle school teacher incorporate it. Instead of being “live!” Millennials will prefer to get their enjoyment from Snapchat, Instagram, and YouTube AT the moment they prefer.


3 thoughts on “Enough with the live! feeds

  1. I agree that live streaming video is one of the newest forms that marketers can take advantage of. This is a great way for advertisers to engagement with its consumers. For small-business owners, live-streaming represents an especially enticing proposition given the convenience of creating content with the click of a button, and without the costs associated with traditional video production. Also, companies with large followers on social media websites marketers can leverage the live video by getting followers to share them. Flash mobs are definitely a thing of the past.



  2. I have too say I am on both sides of the spectrum here (quite possibly, it could be because I’m a millennial). I agree 100% when you stated live feeds weren’t a solution to a problem no one had or even asked for. Honestly, I don’t remember how or when live streams (on a personal/social note)came into play. One day they were available and a few people started using it. I have witnessed student organizations use it for campus wide events which seemed cool. Then you have some people who will use it incorrectly and will cause it to become annoying or “uncool”. I think it can be a great tool to have but it must be handled with care.


  3. I must say, I’m not entirely convinced of live video’s staying power, especially among a generation that can’t even be bothered to watch live TV, but I don’t think it’s quite as gimmicky as the flash mob. And there are some more interesting marketing/communications opportunities than I once thought. In fact, in my industry, higher education, Periscope “campus tours” offer a level of authenticity and interactivity that produced video cannot, all at a fraction of the cost. (Read my take on “The Evolution of Virtual Campus Tours” at https://619andbeyond.wordpress.com/2016/03/22/the-evolution-of-virtual-campus-tours/). This interactivity functionality has to be leveraged in live video in some way, otherwise, I agree with you, what’s the point? Just throw a clip up on your website or YouTube channel for viewers to watch whenever they can.


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