Should You Use Periscope in Your Marketing Plan?

It’s no secret that live video streaming is a huge marketing trend in 2016 and isn’t going anywhere any time soon. And you’ve probably heard of one of the most popular live streaming video apps — Periscope.

When Periscope hit the market in early 2015, marketers weren’t sure if it would be a hit or a miss. Fast forward a year later — Twitter acquired the app for a “sizeable amount” (above $50 million according to insiders) and boasts over 10 million users, with two million daily users. In December 2015, Apple named Periscope the iPhone App of the Year.

While Periscope boasts some great stats, marketers still wonder how the app can benefit their brands and question if they should implement it into their marketing plan. We’ve compiled some information to help you decide.

What is Periscope?
Periscope is a live video-streaming app linked to Twitter allows users to see and comment in real time. Periscope videos stay active for only 24 hours, so similar to Snapchat, the stream is available for a short period of time. Once the videos are gone, viewers can no longer access them.

What are the pros of using Periscope?
The short lifespan of Periscope feeds (24 hours) stresses the importance of watching the videos as they occur, or shortly after. It also allows people to feel connected to the feed, as they can comment and share their opinions and questions as it happens, including “hearts” (or likes) as a response to the feed.

Another pro to using Periscope is being able to stream important events and news to your followers as they happen, which allows your followers and fans to get a behind-the-scenes look at your brand. Periscope feeds often feel more authentic because they seem more unscripted than other types of video.

Another great pro is it’s free and tied directly to your Twitter feed, so you don’t need Periscope followers to push content. Periscope is a great alternative to Facebook Live, which is Facebook’s option for live video streaming.

What are the cons of using Periscope?
There are no filters, so what you put out there publically is live. Content cannot be edited. Caution must be used.

Getting viewers (other than those who follow your Twitter account) can be difficult at first. To increase viewership, Periscope recommends using the broadcasts as promotional campaigns. Post teasers about an upcoming broadcast or live tutorial to Twitter and Facebook, and urge businesses to purchase advertising to publicize the live broadcast events, letting people know what time of day they can tune in to watch. 

Adding Periscope to your marketing plan means there is an additional platform you will have to manage and generate content for. While streaming live video will only continue to grow in the future, adding a platform is always something that should be carefully discussed before implementing. Remember to focus and master one platform at a time, and never let a platform go dormant for a long span of time. Consistency is key.

Happy Periscoping!

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