As video streaming has become part of the social norm, it is only natural that a new kind of technology quickly branches off of it. That is exactly what the latest app, Periscope has done. This app has already made big waves this summer for its ability to create a live streaming experience, straight from your smartphone.
Launched by Twitter in early 2015, Periscope’s unique concept has the potential to change how many people and brands use social media. Their biggest differentiator is that app users have the ability to broadcast from anywhere in the world, to anyone who is interested in tuning in. After joining the app, you have the ability to sync your Twitter followers to Periscope, or you can follow other brands and individuals that interest you. At any given time users will be able to see up-to-the-second videos ranging from your friend’s live broadcast of a product review, to a sunrise in France, or even an inside look at your favorite band’s concert.
Similar to its social network counterparts, Periscope gives video viewers the option to heart (like) and comment on posts. However, viewers are only able to comment and heart your video while it is streaming live. If a viewer is really enjoying your broadcast, they have the ability to continuously tap the heart button, which helps build your Periscope “Most Loved” score. “Most Loved” broadcasters appear higher on global search, which can help you reach a broader audience.
Comments are seen instantly, which gives the video host the opportunity to directly respond to your comment in real time. It also helps viewers to communicate with one another and build new ideas with the broadcast speaker. This instant interaction can be a huge opportunity for brands; because as long as you are adding value for your customers, they will want to see what you have to say. Businesses will be able to get creative when using Periscope to hold Q&A sessions, tutorial videos, exclusive product launches, share behind the scene content, or even hold contests which require viewers to tune in at a certain time.
Another impressive feature that Periscope has is the post-video statistics. These statistics are comparable to Facebook’s insights or Twitter’s analytics, which give the user important data regarding each post. Some of the reporting you will find on Periscope includes:
- Retention rate
- Total video viewers
- Number of likes and comments
- Video duration
- Time watched
Periscope videos are available for 24 hours after the live stream, giving your followers time to view your video if they missed it live. This is one of Periscope’s many differences from its number one competitor, Meerkat. Meerkat is also a broadcast/ live video streaming app that launched in February 2015. Unlike Periscope, Meerkat’s broadcasted videos are deleted immediately after the stream is complete and aren’t saved for followers to view at a later time. The only way a user is alerted that a Meerkat video is about to go live, is through a Twitter notification. And since Twitter now owns Periscope, it is very tough for Meerkat’s notifications to get pushed through Twitter’s social graph.
Regardless of which live streaming app you use, Periscope and other apps of its kind are definitely changing the way people consume news and interact online. Studies show that two of the top factors driving people to use Periscope are “it’s an easy way to share live events in real time” and “it’s new way to see what’s going on in the world.” Couple that with the immediacy of the comments to foster direct communication- and it is no surprise Periscope has gained all the publicity it has.
As new social apps come in and out of our lives, there are only a handful that truly stick with consumers. Periscope has finally made its way into the mix and it will be interesting to see how it will compete with the other established social apps within the next few months.