New apps appear and disappear just about as fast as my interest in any of the Kardashian Klan other than Kimmy.

It’s a serious struggle to keep up with the latest and greatest. (Remember Woo Woo?)

Meerkat crashed into the social space in late February and gained some serious momentum this week, when notable tech leaders began using the live-streaming app in their discussions of the Apple Watch live event on March 9.

So what the heck is Meerkat—other than a fuzzy, adorable desert-dwelling creature, of course.

It’s an app that allows for live streaming to Twitter and Meerkat from a user’s smartphone with just the touch of a button. It’s a powerhouse content creation tool benefiting from the existing audience of Twitter, harnessing the transient nature of Snapchat, with the immediacy of live stream video. Did your head just explode?

Like many of the tech greats, Meerkat started as a side project and is run by 27-year-old entrepreneur Ben Rubin. How does that make you feel? Yep. Me, too.

OK. So, what does it mean for brands? Well, we aren’t really sure yet, but it is an exciting prospect that we’re watching closely as a way to help brands rise above the blah, blah, blah.

It’s also an app completely ignoring that Facebook exists, so I’m in!

Meerkat me, people.