The year of live video may very well be upon us, and brands are wasting no time testing the waters with video features and technology such as Periscope – a real-time streaming app owned by Twitter that launched earlier this year. In the last couple months, 360i has partnered with a number of clients including Coca-Cola Racing, USA Network’s “Suits” and more to create live broadcast activations using the app that helped the brands connect with their audiences in new, exciting ways.
Using Periscope, or other similar livestreaming apps, can yield very positive engagement from a brand’s audience. However, like any new technology, it is important for marketers to consider what their strategy will be on the platform, and how it will fit in within their current brand and digital strategies. For marketers thinking about broadcasting with the app for the first time, or who are looking to learn more about the capabilities within the app, the below post outlines some helpful tips to consider before livestreaming.
Content Has a Shelf Life
While the live broadcast may provide that initial splash of engagement and viewership, the number of people who will see the content is far from final. As the stream does not disappear for 24 hours, content will live on for a brand’s followers to view and engage with. In some cases, additional viewer numbers will reach just as high as the live viewers, and occasionally they will surpass them. Additionally, with the ability to save the broadcast to the brand’s stream, marketers have the opportunity to repurpose the content on other platforms.
Fans Want to See Exclusive Content
Whether Periscoping an influencer Q&A, or behind-the-scenes footage of a TV show, there is one similarity among all successful activations – exclusivity. Live broadcasting provides instant gratification to viewers, taps into brand love and gives viewers an experience that they would not be able to enjoy anywhere else. The idea of expiring content and the exclusivity it provides – which Snapchat recently revolutionized – is intriguing to marketers and consumers alike now – and will most likely continue to influence new apps and media platforms in the future.
Periscoping on-set with Gabriel Macht of “Suits” and a Periscope Q&A with Danica Patrick for Coca-Cola Racing
Controlling the Environment is Vital
With live content comes the inability to always know what’s going to happen next, and planning for the unexpected is vital. Whether a complication is as blatant as an unruly fan or as simple as a trademarked logo in plain view, it’s necessary to be conscious of all activity that may occur in front of the camera. Special events or activations that a brand has equity in generally make sense to broadcast; however, it’s important to consult legal teams prior to doing so (and get approval from the persons involved).
Periscope with a Purpose
If the goal of a campaign or activation is to drive engagement and awareness, for a new product launch for example, a longer stream of content may be preferable; but the retention rate (percentage of people who watch the entire broadcast) will most likely decrease. The highest engagement and viewers-per-minute levels will result from a shorter streaming time. The most impressive visibility and engagement is earned when every second live is purposeful.
Periscope Can Amplify an Activation
Whether using Periscope to support a larger activation, or if the Periscope broadcast is the activation, marketers should amplify their broadcasts appropriately. Periscoping can be both labor- and time-intensive, so to get the most out of a broadcast, marketers should support their activations by sharing advanced notifications in social and pairing them with paid media. Creating this support will help drive the most views and elevate the excitement and anticipation surrounding the event.
As Periscope is still very new, and there isn’t a tried and true recipe for success yet, it is important for marketers to develop a strategy for the platform before engaging fans on it to know what is best for their brands and what will resonate most with their communities. They can use the tips above, and make sure the use of Periscope is in line with the brand’s personality and tone-of-voice, to ensure success using the app. At this time, there is great opportunity for those brands not afraid to experiment to take advantage of the low volume of brand clutter on the platform and share something memorable. This may just be the very beginning of the livestreaming era.
Cover photo via Periscope