Twitter has recently acquired Periscope, the app that ‘lets you see the world through someone else’s eyes’. It seems this new social media app has shot up, magic beanstalk-like, overnight and has already reached the lofty heights of the top 100 download charts.
The app lets anyone with a Twitter account live stream their life for viewers around the world. Unlike normal broadcast television, Periscope shows how many people are watching and lets those viewers respond with messages and hearts to show their approval.
While this puts video publishing in the hands of the masses and allows everything from humdrum commutes to exciting adventure activities to be streamed live at any one time, so there’s no reason to think many brands won’t be after a slice of the pie as well.
How Periscope can offer a new window of content delivery
In some ways, Periscope might come with some pretty familiar content rules:
- You’ll need a good title to grab people’s attention.
- You’ll have to deliver content people actually want to view.
- You’ll want do some promotion of the live stream on the side.
The app does offer some opportunities that are unique to the Periscope technology. For example, you can react and respond in real time to comments and hearts, creating more of a two-way conversation with virtually no time delays. For brands, this means opportunities for increased customer loyalty through direct, immediate contact with customers.
It’s still the early days, but there definitely seems to be possibilities for brands to offer special deals for Periscope viewers, release live broadcasts of new products and services (even if it’s scripted), stream sponsored events, and add a new form of content to show a less polished, more honest side to a company.
What marketers need to keep on their radar
No periscope is without its blind spots, and with this Periscope they may come in the form of legal issues, such as copyright cases and release forms.
Adweek has recently highlighted some potential issues here – covering the lawsuit that resulted when actress Katherine Heigl was photographed shopping at New York convenience store Duane Reade and the retailers posted it on their Twitter feed in 2014. The star took legal action, essentially claiming that celebrity endorsements are the choice of the celeb – not the company’s marketing manager.
Then there are the issues that could stem from filming and streaming everyday people. Things to consider:
- Release forms:
Participants will need to sign release forms. Alternatively (or additionally), companies will be required to warn the public at the time of shooting clips to avoid catching anyone on screen who hasn’t signed a release.
Consider the possibility that these videos could accidentally stream licensed products, such as logos, content on billboards or music playing in the background.
- No editing:
Another potential problem is the very nature of live streaming itself. Everybody messes up sometimes, and when you’re a random person on the street, most people won’t take any notice. However, if you’re a big business and you don’t have the ability to edit out unsavoury scenes, your world-famous brand may quickly face trouble on social media.
There’s no doubt this is a fascinating new social media outlet bursting with opportunities for content marketers, just make sure you have all your bases covered before jumping into the waters with Periscope.
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