Meerkat app which was recognized as “the” app at SXSW earlier this year, has implemented new features in line with its vision of participatory media. With rival Periscope on Twitter, Meerkat has teamed up with Facebook, and is therefore shifting away from a live ‘broadcast to’ towards a ‘broadcast with’ your friends. Its new cameo feature lets you invite those watching your stream to take control of it for up to 60 seconds. The streaming app is becoming more intimate and allowing you to take part in events, conversations and moments with people and brands that you’re probably more familiar with.

This feature creates a unique opportunity for brands to build stories together with their fans. As opposed to a passive behaviour of watching live streams, fans can now have collaborative experiences all on video on their phone. But again, like it’s parent social media sites, you need to understand and leverage the platform that is right for your campaign.