We’ve said a lot about how video content marketing is the way of the future. In particular, Periscope is currently making live video streaming very popular indeed. So should you fit it into your content marketing strategy?
Is live streaming really that popular?
Yes, it really is. Live streaming isn’t new, of course, but it’s definitely in the spotlight right now. Earlier this month almost 20,000 people tuned into the Periscope app to watch a live stream of a giant puddle in Newcastle-Upon-Tyne – #DrummondPuddleWatch.
In a bid to make streaming even easier, Periscope, which is owned by Twitter, recently announced that it would auto-play videos in user timelines. And since its launch in March 2015, Periscope users have created over 100 million live broadcasts. Not all of them were about Geordie puddles, but more than you’d think.
Further demonstrating Periscope’s popularity, Facebook recently announced that it would begin testing live streaming with selected iPhone users in the US (a feature that was originally only available to verified Facebook users).
How does it work?
Essentially, Periscope is an app that allows you to easily and quickly broadcast live videos to your followers, at any time, through your device.
One of the best things about it is that anyone can post comments while they watch. This means you can engage with people in real time and collect vital feedback and information immediately. As a viewer, there’s something special about being able to comment in real time on a live video. Viewers feel more involved as they’re part of something that’s happening right there and then, and they’re engaging not only with the broadcaster but other followers too.
Users can choose to watch on their own device; they also have the option of watching it from their desktop (although comments aren’t allowed via desktop just yet). And, if your followers happen to miss any of your live streams, the videos will still be available for up to 24 hours later.
A good number of major brands are on Periscope already
So, should I fit it into my content marketing strategy?
Here are a few points to consider first…
Compared to bigger platforms like Twitter, Facebook and Instagram, Periscope is still relatively small – but it’s growing fast. Five months after launch, its user base grew to 10 million, with two million daily active users watching 40 years’ worth of video content a day on their devices. It’s a massive number, but it still falls quite a way short of YouTube, which currently has over a billion users clocking up hundreds of millions of hours of YouTube videos daily. Nevertheless, a safe bet would be on that gap diminishing over the coming months and years.
While you’ll find a good number of major brands on Periscope already, many have yet to embrace it. If you’re a small business looking to tap into a wider audience, Periscope might be for you.
Not everyone can attend events in person, so Periscope is ideal for ensuring your absent followers can still enjoy the benefits. So what events could you stream?
The opportunities for live streaming are almost endless. They could include:
- An alternative to traditional webinars
- Company and product announcements
- Office events
- Behind-the-scenes looks
- Classes or seminars
- Live Q&As
A major advantage with live streaming is that many people associate it with authenticity
Transparency and empowerment
Audiences and customers are always on the hunt for authentic brands. A major advantage with live streaming is that many people associate it with authenticity – it’s live, unedited and raw – so it’s a great way to build trust with your audiences and increase transparency.
Putting yourself in front of the screen not only allows visitors to put a face to your brand, it also empowers and challenges you to step out of your comfort zone, especially if you’re more familiar with traditional, edited videos.
Creating a community
Periscope is a great place to build up a community. Users can follow broadcasters, tap their screen to like live streams, and comment on videos as they’re happening. This allows the broadcaster to speak directly to their audience in real time, and for viewers to speak to each other via their comments, opening up opportunities for discussion. Periscope is an ever evolving, highly engaging platform that constantly encourages audience interaction.
Producing video content on a low budget
Compared to more pricey live-streaming options that might involve hiring equipment or an entire camera crew, Periscope is a snip. Well, to be precise, it’s free, so there’s no real reason not to at least give it a go.
If you don’t mind video content that’s a little less polished, then Periscope might be what you’re looking for. If it can bring viral fame to a puddle in the north east, think what it could do for your business.
Try it out yourself and tell us how you get on!