Since Twitter launched their Periscope app in March it has been gaining momentum as users become addicted to the instant gratification factor of “consensual voyeurism” and the concurrent chatting alongside the video. It’s like a combination of a vlog and a live chat; the user broadcasts themselves live through streaming video on their mobile device, while viewers join and comment through their device in real time.
Potential marketing strategies using the Periscope app could include A/B Testing (“Which do you prefer, this one or this one?”), transparency (backstage with celebrities or never-before-seen look at the brand’s process), and live POV (sports and events as they unfold). All these while answering viewer questions live means the app holds untold potential for engagement and conversion. Almost immediately after its launch, several notable brands like Spotify and DKNY signed up and began using Periscope to regale their viewers with behind-the-scenes content.
But how can smaller businesses and startups trying to get themselves out there use Periscope to engage with their audience? One way brands are using it is by scheduling live Q&A sessions so they can connect and build loyalty to the product or service. By making the stream available through the brand’s Twitter, the session can be viewed by users for up to 24 hours afterward as well. By forcing the brand to answer real queries in real time, it deflates the traditional marketing hierarchy and offers contextually relevant content to its market.
As more and more companies are embracing social media to humanize the brand and tell it’s story, so too are they allowing the market to participate through live feedback and allowing for a transparency that connects people to the brand more intimately than mass media ever could.
Follow me on Periscope @p_giny, although I can’t guarantee I will be broadcasting anything more earth-shattering than kneading dough, or maybe walks through my neighbourhood.