Last month I wrote a post about a few of Twitter's aggressive growth initiatives. Today, I share with you their newest one, Periscope.
Launched just two days ago, Periscope is Twitter's response to Meerkat, a live-streaming video app. Although it is only available on iOS devices, the product has attracted the attention of many users and brands.
What is Periscope? It is a platform for streaming live video from your iPhone from anywhere in the world (that has a connection). Just download the app from the Apple store, log in, enable the camera and become a broadcaster. Not in the mood to be famous yet? Well, you can always watch other peoples' videos instead. The popularity of live-streaming videos is the idea of discovering the world through someone else's eyes. As described by the creators of Periscope, " a picture may be worth a thousand words, but live video can take you someplace and show you around." As with Twitter, this app allows you to follow people and be alerted of their new broadcasts. You also have the option to browse around for something that catches your eyes. And if you don't have enough time to watch the entire video, you can always save it and watch it later.
And the most loved feature of Periscope... the hearts that you can give to the videos you like or love. Similar to a "like" button, this feature lets you send a heart or even many hearts to the broadcaster of your choice and with enough hearts, this person can be featured as a "most loved".
The product has already gained some early adopters. Adweek, shared information on how 4 brands are already using the Periscope app.
Spotify, a music-streaming service posted a
behind-the-scenes video with Conor O'Brien from the band Villagers.
"During the live stream, 382 viewers tuned into the live
stream, racking up 1,534 hearts—the equivalent of "liking" something
on Facebook. As of 6 p.m. last night, the video had been replayed 99
times and received 255 hearts."
The brand used the app to create a short
video titled "Stop by to say what's up."
"The short clip showed a girl spelling out the word
"Swag" on a chalkboard with a table full of branded T-shirts and hats
in front of it."
Red Bull, known for their sense of adventure and risk, always open to trying new things, experimented with Periscope during Miami
Music Week this weekend.
"The brand will live stream events happening at its Red Bull Guest House. Social content will also be pushed
out via Twitter and Snapchat."
And the fourth brand, DKNY, gave viewers a look into its fashion closet last week,
shortly after announcing it had opened an account via
Twitter.
"Fashion brands already regularly employ Facebook, Twitter
and Instagram to give folks a peek into its world, so it's likely that fashion-minded
marketers will embrace Periscope."
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