Periscope and Meerkat are being touted as #AutoMarketing game-changers, I think they are more likely this year’s QR Code. Three reasons why I think that is true:
- Car buying is an individual endeavor – These live-streaming services are basically ‘one-to-many’ services allowing one person to broadcast, live, to many people at the same time. That may be cool if you are introducing a new model, but doesn’t work as well if you are trying to sell a specific car to a specific buyer (or family). You CAN drive a nail with a crescent wrench, but Dude, why would you want to?
- Not mainstream yet – Two months ago a poll was conducted showing single digit adoption and only a little over one fifth of Internet users even had an interest in using Periscope and Meerkat. They require that users download an app (like you need for QR Codes – and we all saw how well THAT worked). The only saving grace is the apps are free.
- No search engine boost – Video is huge. YouTube is huge. Google owns YouTube, indexes YouTube videos, and just, loves them. As do most AutoMarketers – as they should! Periscope, not so much (if at all).
In a nutshell, use the right tool for the right job. YouTube is a MUCH better tool than Periscope for helping dealers sell cars.