Dive Brief:

• Twitter, which purchased the Periscope livestreaming social app earlier this year, has refined the app and positioned it to compete with Meerkat.
• The Periscope app will let users replay their live streams—a functionality Meerkat currently does not have.
• Periscope launched this week to generally favorable reviews; Meerkat made a major splash at SXSW this month.

Dive Insight:

What's the marketing angle here? Simple, as Marketing Land points out: "The live-stream social app possesses the allure of live, unfiltered communication." And with the replay capability, Periscope can offer a potentially marketing-friendly feature not available on Meerkat.

Brands and celebrities, including DKNY and Jimmy Fallon, already jumped on the new app after its Thursday launch.