Periscope, a hot new app for live streaming, has been around for a little over a year, and it's starting to move into mainstream marketing campaigns. Now, I have a confession: I've been watching Periscope as a "fringe" app and was quite skeptical about incorporating it into my video marketing strategy. Until now.
If you've been struggling to figure out how to use Periscope in your marketing activities, here are a few suggestions from one former skeptic.
1. In-the-Moment Event Marketing
When we took a team to SXSW in 2013, we had a grand idea that we would post daily vlogs and man-on-the-street interviews to give our followers a taste of the SXSW energy. We lugged our huge camera and fancy boom mic all over Austin and stayed up until 5AM compiling the footage and audio from the previous day. We thought we were amazing in posting our daily recaps by 7AM! Except... we weren't. You can't capture the energy, announcements, and innovation at a fast-paced event like SXSW using traditional video production; it's just too slow!
Periscope is perfect for these types of events because it connects directly to your other real-time followers on Twitter. People tuning in want to see the quick 'n dirty broadcast of the crazy man on the street at SXSW, the product announcement LIVE from DreamForce, or the quadcopter demos at CES. If you want to give people a taste of the action, in the moment, Periscope is the perfect platform to boot up and share in real time.
2. Behind-the-Scenes Peek
Another grand idea that works perfectly for Periscope is the "behind the scenes" videos that can be misfits in a campaign. For past book launches and book endorsements, our CEO would request a videographer to take a quick video of her saying a few words to post to YouTube or a short video on her phone. The thing is, these 30-second clips were one-offs without specific value as a touch-point in a campaign. But people love hearing her candid thoughts!
As consumers demand more transparency from brands, and talent seeks more insight into the culture of a company, these behind-the-scenes broadcast can be the perfect way to create a series of touch-points that become a stand-alone campaign.