When it comes to digital marketing, video is at the forefront of success. Video gets results. People want to watch video on social media, and they are doing it in record numbers. These statistics show its value:
• 74% of B2B marketers say that video now converts better than other types of content.
• By 2019, video will make up as much as 80% of all internet traffic.
Yet, many of today’s marketers face a continuous struggle trying to figure out how to take advantage of this trend and convert video viewers into paying customers.
Let’s be honest, traditional uses of video by brands can cost thousands of dollars. Running a professional YouTube channel may seem impossible, especially when top-quality video production takes substantial time and money to design, execute and distribute. And that’s not even counting the money it takes to buy the necessary equipment. Small and medium brands either don’t want to or more likely, can’t invest that much. This is where Periscope comes into play.
What Can Periscope Do for You?
I guess the first question to answer is: what is Periscope? Periscope is a fantastic, fun tool that you probably don’t know much about right now. It’s an app that lets you watch and live stream video from anywhere in the world. Anyone can see and interact with the videos with “hearts” and comments.
Periscope’s founders built the app with the hopes of helping people discover and experience the world through someone else’s eyes. According to them, “We’re a full-spectrum impact agency that puts our clients and their success at the heart of everything we do.” In short, Periscope lets you make a real impact with video without the actual cost associated with traditional video production. The company is the first to tell you it’s new and growing. It’s “a work in progress,” and that’s a good thing for you as a business owner looking for an effective way to make an impact.
Despite being so new, Periscope is making a big splash. A Twitter-owned company, it has already had more than 200 million broadcasts created over its short lifetime of 15 months. Not only that but it has almost 110 years’ worth of live video being watched every day on Android and iOS.
Chris Ducker, ‘Influencer of the Year’ at NMEU, writes about how valuable Periscope can be for brands. He says, “Periscope is about living in the moment, candid and unscripted. In fact, the more candid and unscripted it is, the more engaged your audience will become and the more hearts you’ll get. You’ll love those bloody hearts, trust me – they’re addictive!”
Now that we’ve established its value, let’s talk about how you can incorporate it successfully into your business.
Where Periscope Shines
The best way to show the value of Periscope is to showcase instances in which it is working well. Let’s consider a few key examples of brands connecting with their target market. Take these examples and apply them to your business model. How can you recreate these types of marketing campaigns?
#1: The GoPro Hook
Periscope is all about real-time, really interesting video content. Strap a GoPro on anything, and you have a truly engaging campaign. GoPro goes live on the social media tool often. Check out this feed:
Do you have a real-time event you can host that’s all about action like this? This type of video provides viewers with exactly what they expect from this brand – adventure, thrill rides, excitement and a daring result.
#2: Spotify Grabs the Audience
Spotify is a music-streaming app. Why would this type of app need to use video? How else can they really engage with their audience? The company uses it as a way to showcase new and interesting musicians, helping to open the door to these performers. Spotify goes further in that it uses the site for product announcements as well as feature adjustments.
The music group Villagers, for example, live-streamed Conor O’Brien, an Irish folk singer. 382 people tuned in to view it live, and it earned 1,534 hearts.
#3: The Mountain Dew Effect
Mountain Dew was one of the first companies to use the tool. It encouraged Twitter users (who were being introduced to Periscope) to interact with the live stream. Those who did had a chance to win free merchandise. By enticing fans with free gear, they created an instant opportunity to engage and grow their presence. After all, who doesn’t want something
#4: Kohl’s Behind-the-Scenes Cool Factor
Kohl’s, known for its affordable, fashionable clothing, did what no one had done before. It took to Periscope to live stream the Academy Awards Red Carpet event. Working with comedian Vanessa Bayer, the company let viewers get an uncut, unscripted view of what actually happens on the red carpet at such an event. Of course, they talked about clothing, but it also offered viewers a completely different perspective on something they are passionate about – red carpet celebrity one-on-ones.
#5: Nissan Launches a Car
Nissan is another great example of customer engagement. The company live-streamed the unveiling of its 2016 Maxima during the New York Auto Show. Sure, you could go to the company’s website to learn about the vehicle, but isn’t it more exciting to actually be a part of the unveiling? This made customers feel important by providing them with access to an exclusive experience.
A Bit of Perceptive
Many marketers don’t get Periscope and its appeal. Who better to explain it than Jack Dorsey, co-founder of Twitter? During an interview with Bloomberg, he discussed one of the first live streams to go viral, often called “The Puddle.” He said, “We had this guy who pointed his camera outside his window in England. It was a puddle, and the puddle was about this deep, and it got 10 folks, and 100 viewers, and then 1,000 viewers, and up to 20,000 viewers simultaneously, with a grand total of, like, 650,000 live viewers of this puddle. And it wasn’t that we were watching a puddle. It was that we were watching a puddle together. Like, ‘Isn’t this crazy? We’re actually watching this puddle.’”
Making Periscope Work for Your Brand
Periscope can be a key component of your brand strategy and video marketing platform. Start with gathering information. Use social media listening tools and social media analytics tools to understand your audience and develop a goal – what do you want your campaign to offer? Then, build a strategy on how to engage directly with your customers. What do you think they want to see you live stream? NUVI can provide the tools you need to create an effective campaign.
From here, make Periscope a place where you tell a story, share your brand, and build personal interactions with your customers. Video is valuable, and all you really need to do is turn on the camera and start recording to make an impression.