Video has pretty firmly established itself as the key to engagement on social media. But move over, boringly pre-recorded and carefully edited video: live streaming, in all its wobbly, mistake-riddled glory, is taking the social media world by storm.

After the android launch of live streaming apps Periscope and Meerkat, anyone with a smartphone can get on board with action as it happens across the globe.

This phenomenon gives businesses a chance to engage with their fans as never before.

How do live streaming apps work?

Meerkat can probably expect to be edged out in favour of its now Twitter-official rival Periscope.

In what comes down not just to a case of who-owns-what, but also of which app offers a smoother user experience and, if we’re realistic, which looks the nicest, Periscope beats Meerkat hands down.

Obviously that’s personal preference–despite the cutesy logo, I’m just not a big fan of Meerkat’s bright yellow and black colour scheme.

Layout and interface aside though, in terms of function, there’s not much between the two.

You’re able to connect both apps to Twitter and import existing contacts from there, so you can see who’s already broadcasting. Streams started within the apps will also broadcast from your Twitter feed.

Both apps also allow you to save a broadcast to your camera roll, so any recorded broadcast can also be repurposed for a Youtube channel or uploaded to other social media accounts like Facebook.

Really though, the beauty of live streaming is in its blink-and-you’ll-miss-it nature: offering exclusive, ephemeral content will keep people coming back for more.

With its unique ‘unlimited hearts’ option, Periscope encourages positive engagement with streams, and gives users a pleasant experience overall.

How do I live stream for my business?

For businesses, and especially smaller businesses, live streaming is the ideal foray into video content– it’s a great platform to showcase the faces and ethos behind your business in real time.

Yet another wonderful aspect of live streaming is that it requires no specialist equipment (unless you really want it to). Your audience expects live streaming to be a bit rough and ready, so you don’t need to worry about tweaking your videos to perfection, and can focus your attention on what really matters: creating great content and interacting with your followers.

Hosting an in-store event? Previewing a new line of products? Holding a Q&A with an expert– whether a member of your team or a special guest? All of these are great material for live broadcasts.

Periscope starter kit: app, smartphone, and probably hands.

Minimal time spent on editing and little to no investment in equipment makes live streaming an incredibly cost-effective and powerful tool for reaching out to your followers.

Getting a broadcast up and running on Periscope (or Meerkat, if that’s your preference) can be done in just a few clicks– just sync an existing Twitter account, name your broadcast, aim the camera and you’re away.

So get streaming!

It’s the perfect way to bring your business to life for your audience, giving them a direct, personal and immediate look into what you’re all about.

When it’s this easy, there’s no reason not to!

By Moya Vaughan Evans

Moya is a digital marketing expert, blogging specialist and Social Media Manager at Shake Social. Struggling to maintain your own blog? We can help!