It’s only been 4 months since Periscope first surfaced, but in only that short period of time it has made waves across the internet. And so now we want to look at what brands did with it!I first wrote about this new social network for this very blog back in May (see ‘How To Make The Most Out Of Periscope, Twitter’s New Video Streaming App’). At the time the platform was so new that all we could really do was speculate about how businesses and brands might use Periscope to promote themselves.
But now that we have the benefit of hindsight, we can take an overview at how marketers have been responding to this new network, how they’ve been using it, what lessons can be learned and what tips we can take away.
What Is Periscope?
Just in case anyone’s missed it or have yet to discover it, Periscope is a live streaming video app that allows users to broadcast video to the Periscope network in real time. Any viewers of the live stream can ‘like’ or comment upon what they’re seeing. Once finished, videos remain on the network for 24 hours, and then disappear forever.
That’s it in a nutshell. You will notice, though, that what separates Periscope from other video streaming networks like YouTube or Vine, for instance, is the fact that it is live. This makes it a very unique platform for delivering content to fans and followers. Unlike with vlogs, followers can ask the broadcaster questions by leaving comments in real-time, which will appear on the broadcaster’s screen – essentially steering the direction of the content if the broadcaster chooses to answer these questions or otherwise respond to the live comments.
Broadcasters may also invite viewers to ask them to do something – for instance, musicians have been asked by fans to perform certain songs, and how-tos and tutorial videos can be interrupted by viewers wanting to know more about a certain process that is being explained to them.
There’s obviously oodles of potential with the platform, so which brands have been embracing it thus far, and how have they been using the network?
In June, to celebrate the release of the creative software giant’s Creative Cloud, Adobe launched a 24-hour conversation on Periscope for users to see what’s new with the latest release, and to give fans a chance to chat with Adobe team members around the globe.
On the hour, every hour, for a whole 24 hours, 24 different members of the Adobe Creative Cloud team began a new broadcast. Here’s how they announced it on the Adobe blog:
“For 24 hours you can chat with 24 different members of our team (evangelists, product managers): We’ll discuss new features, explain the mobile-to-desktop workflow and CreativeSync technology, and give you the opportunity to meet and engage with the teams behind our applications and services—Adobe Photoshop CC, Adobe Illustrator CC, Adobe InDesign CC, Adobe Muse CC, Typekit, Adobe Stock—our mobile applications, and more.
We’ll travel around the globe. Beginning in Europe on June 17 at 11:00am CEST (5:00am ET), we’ll follow the sun to broadcast from the US, and complete our journey in Japan on June 18.”
What a great way to introduce a new product, and it’s something that anybody can do. Though SMEs might not quite have the global reach that the likes of Adobe does, it is nonetheless quite possible for your marketing team to organize a series of Periscopes that take place over a set amount of time, thereby giving your fans every opportunity to make themselves available to tune into one.
By creating a #hashtag and buzz on Twitter about it, you can start to make viewers feel included across both of these channels, as you welcome and respond to comments about each broadcast in 140 characters or less after each one goes live.
The subscription-based music player app Spotify has been making great use of Periscope since its launch. Live music is best enjoyed – you guessed it – live. And Periscope is offering a unique way for bands to create one-off live performances, to which fans and viewers can respond and send requests in real-time.
Spotify recognised the potential of this very quickly, being one of the first brands to start experimenting with Periscope not long after its launch. Spotify first used Periscope to broadcast an impromptu concert with Connor O’Brien of the band Villagers, and has been using Periscope for similar promotions ever since.
Whilst it might not be new music that you are selling in your business, you will still nonetheless have something brand new that arrives occasionally, and you can use Periscope to give your excited fans a first ‘behind the scenes’ glimpse at your new wares.
All sorts of brands are turning to social media these days, and you will be hard pressed to step into a restaurant which doesn’t recommend that you ‘follow us on Facebook’ on their menu.
Instagram, of course, is also a popular choice for food outlets, showcasing beautiful photographs of all the yummy food that’s getting served up. But Taco Bell has shown the world that Periscope can be used for the purposes of marketing high street outlets as well. As Restaurant News reported:
“Taco Bell revealed [on] Wednesday the offer of free Biscuit Tacos on May 5, or Cinco de Mayo. But the news of the giveaway wasn’t nearly as interesting as the way the brand announced it.
The social-media-savvy brand used Periscope, a new Twitter live-streaming mobile app, to make the announcement directly to fans. It showcased a new, albeit whistle-happy, social media channel for restaurant brands to explore in the ever-changing battle to engage younger guests.
Taco Bell’s Periscope broadcast featured Erica and Chris, two perky young presenters staged in a “Taco Bell News to Know” format straight from brand headquarters in Irvine, Calif.”
The brand literally created its very own news channel using Periscope. It’s fun, it has style, it’s a little silly, and a little bit of a parody of a real news channel – all in all, it’s something that is very entertaining to watch, and the brand uses it to announce actual brand news, and various giveaways that it might be promoting.
You don’t need to be a restaurant to do this either. Any brand selling any product or any service can do the same. And if you can do it well, and genuinely entertain lots and lots of people, then your channel could very well become the next Periscope sensation, and the awareness of your business could suddenly skyrocket.
How are your favourite brands using Periscope? Let us know in the comments below!