Digital media is growing at unprecedented rates — in 2014 alone, digital media siphoned over $1B in ad dollars from traditional TV networks. With the debut of Periscope this May, we may be nearing the apex of social sharing. Periscope is a Twitter-developed app that lets users livestream through their Twitter account to whoever wants to watch. The broadcasts are in real time but can also be watched at a later time. Not only does this revolutionize how we interact with each other, and those around the world, but also how brands can work with social media influencers to effectively communicate with target audiences, generate buzz and awareness, and successfully engage with consumers online.
Periscope is a video app that allows users to communicate through livestream to their viewers. Acquired by Twitter in March 2015, it has become the main player in video broadcast and the newest social media sensation. Periscope’s user experience is streamlined. On the streaming side, users provide a description for their broadcast and begin recording. Periscope allows users to automatically tweet their video as well as save it to be viewed later. Once the broadcasting is live, viewers can send one-way text messages and “heart” stream.
Periscope currently has one primary adversary, Meerkat. At the surface level, both live video streaming apps appear to be the same but each has subtle nuances that can mean the difference between leading the world of social media streaming, or fading into obscurity. Comparisons and trends between the two have suggested that Periscope is on top, based on overall user experience. Periscope’s interface is cleaner and more intuitive. However, with Meerkat’s recent update, which was unveiled in July at VidCon 2015, users can now integrate the app with their GoPro. This is great news for adventurers, avid travelers, and an emerging marketing opportunity for the brands seeking to engage with activity enthusiasts.
A few notable features to consider when comparing Periscope vs. Meerkat:
Early adopters like Red Bull, Mountain Dew, Spotify, and DKNY are using Periscope livestreaming app to leverage their social media fan base. Brands can strategize livestreaming to drive engagement with innovative ideas that drive audience participation. Within a week of Periscope’s launch, Mountain Dew ran a test giveaway to reward fans for viewing the livestream. After the three minute stream, fans comment on Mountain Dew’s official Twitter to receive items featured in the broadcast.