If you’ve been in Austin for the last week, you’ve heard of Meerkat, the app sensation of SXSW 2015.
Known as the live-streaming video app, Meerkat enables users to broadcast live videos from their smartphones to their Twitter accounts.
Twitter users can upload a Meerkat video link to allow their followers to watch and comment on the videos in realtime as well. The real-time video content gives users a more personal, interactive experience.
Three days after it launched, 20% of users were watching more than two hours of video a day. In just a few weeks, the app has been downloaded more than 100,000 times.
Businesses are able to use Meerkat for on-the-go marketing by generating real-time content. In addition to creating great quality content, Meerkat also helps with distribution through its connection to Twitter.
Sarah Montante, Senior brand manager at Unilever USA, told Inc.com, "Content is truly the future of marketing because that's what captures people's attention and hearts. And that's what makes this space so exciting right now."
However, some are cautious. Many who have started using the app agree that it can generate good real-time content, but wonder about what happens after real-time. Others are concerned that with multiple video apps, there just might not be enough in room for the app in the crowded space.
What’s clear is that creating compelling, high-quality content will continue to be an issue in the future, and it is going to be fascinating to see what is going to happen next.