What Happened: In under a year, mobile live-streaming has become an effective social channel for consumer engagement. Riding the wave that amassed massive popularity for platforms like Meerkat and Periscope, a rival recently emerged: MyEye. Developed by British tech veterans Mark Betteridge, Lee Musgrave and Paul Kavanagh, the startup has allegedly been in stealth mode for over a year. It gained notoriety recently when David Beckham invested a reported $2 million in MyEye, and claims that he will exclusively use the app for live-streaming content.
What This Means for Brands: MyEye is part of a handful of live-streaming apps, but multiple features set it apart from the crowd. The platform is said to work like a blend of Periscope, Snapchat and Beme. Videos posted to MyEye are viewable for 72 hours – three times longer than those on Periscope. MyEye can also be easily streamed on any social channel, and allegedly uses less data than other platforms. Viewers can interact with the clips by flicking up to “like” a video, and users with the most-viewed video in a region can become “King” while their video is the most popular. A global search function allows users to find videos posted by these “Kings,” as well as other content from the day. Having Beckham as an investor and spokesperson is another valuable asset for the app. Although multiple celebrities supported Meerkat and Periscope as ambassadors, Beckham has a nearly unprecedented social media presence, and currently holds the Guinness World Record for the fastest-growing Instagram account. All these factors combined, MyEye has great potential as a platform for brands to engage with a broad consumer base.