Twitter’s live video streaming app, Periscope, launched just a few short months ago, giving users the opportunity to broadcast in real time. Here’s what you need to know about the revolutionary social medium that is changing the game for brands and content marketing.
What Is Periscope?
Simply: a live-broadcasting app for iOS and Android users, integrated with Twitter.
How Do I Use It?
- Sign in to Periscope using your existing Twitter account, similar to many platforms that allow you the option to “Log in with Facebook or Twitter.” Since Periscope is owned by Twitter, they carry over all your account information when you sign up. Doesn’t get much easier than that!
- Find people to follow, or use the the option to follow people you follow on Twitter.
- Now, you’re now free to broadcast with the click of the camera icon, or watch other’s broadcasts from your home page!
What Will I See?
Imagine logging onto the app, and seeing live video at the filming of a new TV show on Oxygen called “Time to Quit Your Day Job.” You click on their broadcast to see up-to-second interviews with the investors of the show, or advice from actors like Nick Cannon.
Refresh your app, and you might see the first unveiling of the new Jaguar XF Sedan at the New York International Auto Show. The new lightweight technology is explained to those who couldn’t make it to the Flatiron event.
Depending on who you follow, you’ll see a number of broadcasts such as live news events, concerts, behind-the-scenes footage, and more.
Who’s on Periscope?
In its first 10 days, Periscope reached an astounding 1 million users. Celebrities like Jimmy Fallon, Jared Leto, and Arnold Schwarzenegger use the app to allow fans personal access into what they’re up to, whether it be on-set, or just at home. Companies like Mountain Dew, DKNY, and Red Bull are also early-adopters. Car companies such as Nissan, Toyota, and Jaguar used the app to reveal new models to followers. Spotify also jumped on the bandwagon and used the app to broadcast behind-the-scenes footage with Villagers’ lead singer, Conor O’Brien.
Why Do I Need to Be on It?
With over 100 million active users on Snapchat each day, companies realize there is a huge market in video sharing. With Snapchat Discover, brands are using short videos to give their audience a personal peek into what’s going on in the company. But on Periscope, brands can now have the unique edge of real-time broadcasts without time limits to engage with their customers.
Whether a celebrity is taking over the account for the day (picture Jennifer Aniston for Aveeno), or a special contest is running for the specific time, the up-to-second aspect motivates consumers to log in and see what’s going on. Since it’s easily integrated with Twitter, the videos automatically link to your Twitter followers.
The app allows for sneak peeks, teasers, Q&A sessions, and instant feedback (a marketing dream). As the digital age takes over, consumers are beginning to disregard traditional advertising. Millennials in particular prefer organic content, and it’s often one of the only forms of marketing they will pay attention to.
There you have it. This unique advertising opportunity allows companies to market their products in real-time directly to their audience. As a visual society, people want to see real content from their favorite brands, and Periscope does just that.