Taking the essence of social media marketing to the next level, Periscope (and its closest competitor, Meerkat) is simply a live video streaming app that allows users to essentially treat their smartphones as mobile webcams. Free to use and extremely intuitive, this Twitter-owned app is becoming increasingly popular with Generations Y and Z. It may also very well be one of the most quickly-adopted social media apps by brands worldwide.
Patio Social used Periscope recently at the Banff World Media Festival for client Cinecoup, which provides money for up and coming filmmakers. The event livestreamed five teams pitching an industry panel in the hopes of securing $1 million in production financing. CineCoup’s entire studio model is heavily reliant on social media, and so it had amassed a large audience hungry to be involved in this final event. The expectation for the event to be shared in video format and live was high.
Previously, Patio Social used Livestream at a CineCoup interview and launch announcement to bring fans into a room unable to accommodate a live audience. While the Livestream broadcast achieved its endgoal, it was clunky to operate, and required excessive planning and expensive equipment. For the Banff Festival event, Patio Social simply downloaded the app on an iPhone, set up a CineCoup profile and pressed the record button. By alerting fans in advance via Twitter, Facebook, Instagram, the event broadcast was able to attain 66 followers, just under 400 live viewers and 1,134 ‘hearts’ (a way for viewers to show they like what is being broadcasted). Sharing the link on these channels once the event was live also enabled those without a smartphone to watch the event on a desktop browser. Patio Social was also able to read live comments from viewers, allowing us to adjust the broadcast as needed, making those not in attendance feel as though they were able to participate. A final bonus? The entire broadcast was saved for future viewing, for those unable to catch the live video.
First with static image apps like Instagram, then with short video apps like Vine and now with live broadcasting long video apps like Periscope and Meerkat, social media consistently proves that brand evangelists and potential fans are desperate for more unmediated access to the people and companies to which they feel connected.
Periscope is extremely simple and better connects your brand with its audience, so what are you waiting for? After all, the majority of Periscope users are not brands or celebrities, they are simply individuals with a smartphone, and it’s likely your event will be shared by a someone in the audience if you’re not on top of it. Why not be in control of any outgoing broadcast to better manage what content is being seen and in what manner? Jump on the livestreaming bandwagon before it leaves you in its dust!