Since Twitter launched the Periscope app in March, we've been discussing its potential and early use in this discussion on our LinkedIn group. We're still working it out, so were interested to hear members' views on how it could be used and ask if it's going to be a fad, perhaps like Twitter Vine - was that a fad?, or a more significant marketing tool.
I think it's fair to say there are mixed views; scepticism that it's not professional video streaming and will lead to clips of tea making and mundane tasks through to marketing opportunities for professional video service companies to step-in and show how it should be done! Others are excited about the benefits of live streaming for behind the scene stories with fashion brands and real-time viewing of sports events which the TV doesn't always capture. According to Prosper Williams from Somo Ltd it's a 'sign of the times:':
'Consumers are transitioning from video playback to realtime content consumption. This is great for Twitter as it ties into what the platform is already all about, and soon enough I think YouTube (Google) may be nervously looking over their shoulders, as live streaming behaviour gets consumers closer to the vloggers and maybe even celebrities they love. If eyeballs move from YouTube to platforms like periscope, meerkat and twitch'.
Twitter have seen the value of Periscope as it acquired it in February this year. The Guardian is already talking about 'Meerkating' and 'Periscoping' as the latest trends and their own Journalists may be using it to broadcast events. If you haven't heard of Meerkat, then check this post from MarketingLand which compares the popularity of Periscope and Meerkat.
Leading brands are early adopters of Periscope and gaining engagement. Spotify has been using Periscope to show footage of behind-the-scenes for music bands which resulted in 1,534 hearts for the Villagers group.
We are seeing examples of brands like Red Bull, Mountain Dew and DKNY using Periscope and reviewing their digital marketing approach as a result of the launch of this app and recently opened a Twitter account, as they follow other fashion brand seeing returns from video.
If you are thinking of using Periscope, Hubspot have some practical tips.
Please share your thoughts so far about Periscope or Meerkat, and your views on their future.
By Susanne Colwyn
Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.
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