August 21, 2015
/ by Katie Gaab
Since Periscope’s launch in March 2015, the video streaming app has gained over 10 million users who collectively watch 40 years of video each day. By allowing users to broadcast footage with a simple finger tap and Internet connection, the app focuses on bringing people from around the world together in a new way.
With forecasts estimating that video will make up 80 to 90 percent of global consumer traffic by 2019, live video streaming apps like Periscope are expected to stay in the spotlight.
Much like how social media monitoring has transformed media and PR professionals’ daily workloads, video streaming apps are bound to affect how everyone from media professionals to customer service representatives connect and engage with audiences.
Here are six ways Periscope can influence the way your brand interacts with consumers:
With Twitter as its parent company, Periscope has an advantage over Meerkat and similar competitors. By connecting your Twitter and Periscope accounts, brands have the option to automatically share links to video streams once they go live via tweet.
For example, Target’s #LillyforTarget tweets and corresponding Periscope sneak peek video stream led consumers to snatch up 90 percent of the Lilly Pulitzer collection in a matter of days.
By providing users the opportunity to replay videos up to 24 hours after the original broadcast, brands have the opportunity to reach out to those who were unable to attend in real time.
This feature could come in handy for a customer service representative explaining how to use a new product feature. By encouraging replays with tweets during this time period, brands have an additional opportunity to reach their audiences and attract new followers.
Looking to test changes to your brand’s products? Select specific users to present the options to. With Periscope, brands have the ability to set broadcasts as private. So whether you’re announcing members-only promotions, sharing VIP views at exclusive events or testing new ideas to a select circle, sharing is easy.
On Periscope, feedback is as instant and immediate as can be. When a viewer sends a comment, it appears on the stream two seconds (or less) after being sent.
And unlike Facebook or Instagram, Periscope allows users to send an infinite number of hearts (the equivalent of a Like) should they wish.
This feature comes in handy, especially if your brand decides to stream a sneak peek of a new product, broadcast a company event or announce a special promotion. Hearts fizzle up the corner of the stream and are present in replay mode.
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Looking to expand your consumer reach? Share your stream on Twitter and turn on location tagging. By doing so, your video will end up on the Global section of the app, making it easy for those exploring other videos to discover your brand.
Broadcasts listed in the Global feed are largely dependent on your selected language. With 29 languages available to choose from, Periscope allows brands who already have a global presence to target various audiences in their preferred language.
Once your video stream ends, the app displays statistics to help you measure your broadcasting success. Information listed includes the total number of viewers, the duration of your video, total time viewers watched, the number of hearts you received and at what point in the stream did you receive the most hearts.
Statistics are always available, allowing your brand to compare and contrast performance should you repeat video content types in the future.
Images: Ognjen Odobasic, Pat Pilon (Creative Commons)
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