Many brands are quickly realizing the value of social video platforms. From short and funny Snapchats to more in-depth tutorials and educational videos on YouTube, there is a whole new generation of social video platforms vying for brands’ attention. A new player on the social media scene is taking the world of online video by storm. Periscope is a live streaming platform that allows users to broadcast in real-time to their followers. Let’s take a closer look at how Periscope is changing the way that some brands think about social video engagement.<!--more-->
What is Periscope?
Periscope is a live streaming application that is owned by Twitter and launched earlier this year. In recent months, many public figures including authors, brand leaders, and influencers have been finding creative ways to use Periscope to connect with their audiences in real-time. According to the official Periscope blog, more than 10 million people have registered for a username and downloaded the app.[1. http://periscopeblog.com/2015/08/12/periscope-latest-statistics-august-2015/
] This is particularly impressive when you consider that the service only launched in March 2015. Estimates suggest the broadcasts and re-watching of previous broadcasts on the Android and iOS platforms equals more than 40 years of watching time. In other words, people are paying attention.
In many ways, one natural question that follows is why Periscope has made such a splash. There is no shortage of other social media and social video platforms to provide brands and thought leaders with a range of options for sharing content and promoting their messages. But we would argue the Periscope offers something different. One of the reasons the social video has found as much success as it has relates to authenticity: Periscope is making it easier than ever to connect authentically with audiences.
On the Importance of Authenticity and Real-Time Interaction
Authenticity is quickly becoming the gold standard of what brands and marketers are seeking to convey through their campaigns. But it’s also important to acknowledge it can be difficult to convey authenticity when you’re dealing with scripted, high production value campaigns that are ultimately designed to sell products or services. There’s also less tolerance in the market for advertising and pushing products and initiatives that have a clear agenda. Resistance is especially prevalent with younger consumers. Periscope is a great tool for creating an organic connection and authenticity, because the person in front of the camera is reacting in real-time to what’s happening around them.
At the same time, studies have shown that younger generations (especially Centennials or Generation Z) are eager for face-to-face connections. In particular, they are interested in connecting face-to-face through video applications. Periscope offers that chance to interact, with a twist. On Snapchat and Instagram, for example, content is often being recorded and then shared later. Periscope is all about real-time interaction. Viewers are seeing what the person behind the camera sees, watching how they react to real-time situations, and more.
There’s even an interaction feature that allows viewers to ask questions through chat. When you watch someone who has mastered the Periscope format, you quickly see that interaction plays a central role in making these broadcasts successful. In many ways, they are almost a conversation. The speaker is talking about a specific topic or showcasing what’s happening around them, while users ask questions. The person behind the camera responds, creating a real-time dialogue.
What Brands Need to Know about Periscope
Even though Periscope is in its early days as a platform, brands are finding interesting ways to integrate it into their omni-channel social media marketing strategies. One of the key points of success to embracing Periscope is understanding a fundamental difference between this platform and other video interactive platforms. Periscope is a mobile app, which allows both users and viewers the flexibility to participate in broadcasts while they’re on the move using their smartphones or mobile devices. The app also automatically links to your Twitter account, which increases engagement and exposure.
For brands that are thinking about embracing Periscope, it is useful to note that live content does carry some risks. At its core, this is forcing brands and their agencies to have a clear agenda for Periscope content and ensure that execution, strategy, and messaging are lockstep before going live. But a reasonable amount of strategic planning can help circumvent these challenges.
Periscope is a format that lends itself better to strategic and periodic use, rather than to a forced weekly or monthly content slot. A number of brands are experimenting with using Periscope to help give users an inside view of exclusive events, celebrity interactions, exclusive special offers, product launches and announcements, sneak previews, live Q&A’s, and inside peeks into a company’s culture.
One of the most important things to remember is that launching a campaign on an entirely new social network requires a lot of work and expertise. Partnering with an experienced technology platform like fullbottle will help ensure that you achieve maximum ROI for your campaign, while creating content that will entertain and delight your audience.
Are you interested in learning more about how influencer marketing and social video platforms like Periscope can help your brand reach its business goals? Contact fullbottle today to learn more about our solutions and services.