Should My Brand Use Twitter’s Periscope?

David Landis_Headshot 2016 Headshot 2 TMC5 Powerful Periscope Payoffs
By David Landis, LCI President
I recently had the pleasure of co-hosting a seminar for PR News’ August 10 Social Media Summit with my colleague and pal James Mowdy (@JamesJetsOften), head of B/Spoke, a brand consultancy. The subject? How best to use Twitter’s Periscope to amplify your business’ video strategy.  What follows is a summary of some of the highlights. Be sure to follow me on Twitter: @david_landis.
 
“A great brand is a story that’s never completely told.” – Scott Bedbury
Periscope is, in a word, a powerhouse. Founded in 2014, the platform provides live video broadcasting and storytelling via a smartphone app – for any brand. It now boasts 10 million accounts and nearly 2 million daily users.  Seizing the opportunity for their own users, Twitter acquired the company in March, 2015.
Think of it this way: Periscope (via Twitter) provides every brand with its own broadcast TV channel, a distribution network and instantaneous engagement.

Here are 5 Powerful Periscope Points and Payoffs:

  1. Should brands consider using Periscope?
  • It’s affordable (no additional budget is required)
  • It’s accessible to anyone with a Twitter account and a smartphone
  • It’s powerful (it’s propelled by Twitter’s velocity and reach)

 

  1. Why Periscope?
  • It’s a perfect tool for storytelling
  • It’s terrific for breaking news
  • It amplifies brand recognition
  • It helps with sales conversions

 

  1. Is Periscope right for your brand?
  • YES, if your brand already has a social/Twitter presence
  • YES, if you are looking to launch a new product
  • YES, if you are announcing news
  • YES, if you are trying to reach a broad, consumer audience
  • NO, if your brand is a highly regulated business
  • NO, if your brand has top-secret or confidentiality issues

 

  1. Who has used Periscope successfully?

Many brands, including Experian (#CreditScope), Adobe (#CreativeCloud) and the Human Rights Campaign (HRC), but one of my favorites was #DoritosRoulette for Doritos.  Doritos was one of the first to use Periscope to promote a contest. The purpose? To draw attention to its new product, “Roulette,” a chip so spicy that it “may just be too hot to handle.” The contest included online games of chance, a live giveaway styled like a gameshow and many opportunities to win prizes (after tagging 3 of your social media buddies).
Doritos

  1. What are some best practice Periscope takeaways?
  • Periscope is perfect for business-specific breaking news
  • Periscope’s broadcast focus provides evergreen storytelling
  • The newness of Periscope helps your brand gain market share
  • Periscope guarantees that your brand is televised
  • Periscope fortifies, empowers and expands your brand’s Twitter – and video – strategy
  • Periscope+Twitter supports audience development and leads to sales conversions

 
What’s your brand’s best Periscope story, case study or video? We’d like to hear! Engage with me @david_landis, email me at: [email protected] or comment below.

5 thoughts on “Should My Brand Use Twitter’s Periscope?

  1. Powerful distillation of our PR News #Social16 presentation, David. Packs a punch, just like you and LCI, with extra points for the on point Oprah GIF! Well done, an honor and a pleasure to work with you and PR News.

  2. Hi David,
    Great tips here, thank you! I, too, loved #DoritosRoulette almost as much as I love Doritos 🙂 . For the right brands at the right times, Periscope is a great new promotion/information vehicle. It’ll be interesting to see how it’s leveraged during the upcoming holiday season, in particular.

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