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Periscope Makes All Marketers Live Broadcasters…Now What?

Periscope Makes All Marketers Live Broadcasters…Now What?

Periscope

A hot topic lately in the digital marketing/social media space has been some major updates in the way of live mobile streaming.  First we had Meerkat, an app which allows you to stream live video from your phone to all of your Twitter followers at once.  And then along came Twitter owned Periscope, which many are predicting will make Meerkat quickly obsolete.  While they both essentially allow you to do the same thing, the fact that Periscope is Twitter owned has propelled its success and peaked the interest of marketers everywhere.  But when it comes to online marketing strategy, the big questions with new technology is always – what happens next and does it make sense to jump in?  I’m not sure I have definitive answers to either of those questions at the moment, but here are some things to consider.

Periscope Has Big Potential
Social media, along with the continuing worldwide adoption of smartphones, has essentially given all of us the ability to broadcast news in real time.  It’s no longer uncommon for the traditional morning or nightly news on TV to simply be repeating stories we’ve already seen and heard throughout the day via social media.  Now, with the introduction of Periscope and Meerkat the news game has definitely changed again.

To be able to broadcast live video of events even before or at the same time as traditional media means huge potential to capture an audience…especially if that broadcaster is able to cover that same event better.   Think about it for a minute. Well known sites like TechCrunch that traditionally live blog Apple events via photos, and text will now be fighting with others for the best position for a live broadcast of the event.  While it means more competition, it also means way more potential to interact with viewers live and add some on-air personality to the event.

News Is Important To Every Marketer
Being in the know about news and the first to break big stories isn’t just important for big sites like TechCrunch.  It’s important to the every day marketer as well.  Let’s say you work for an auto dealership and part of your job is attending trade shows where new product announcements are made.  With Periscope, you can essentially become a news reporter broadcasting live to your followers from the event as the announcements are being made.  Now you’re the go-to source, not the other big names/traditional outlets out there.

How Else Is It Being Used?


The biggest advantage Periscope and other live video streaming apps bring to the table for marketers is the ability to get feedback in real time and interact with an audience instantly.  As I was looking through some Periscope feeds, I saw Ellen DeGeneres live streaming on Periscope as she was filming her show.  Using her phone, she was able to go into the audience and interact LIVE while also being recorded.  She was also able to read feedback she was getting in the chat and respond to viewers.

Ready to talk online marketing strategy?  Contact me here!

Who Owns The Content?
A huge question has to do with the ownership of the content being broadcasted…specifically in sporting events.  Here’s what was found in this Huffington Post article

“Copyright protection subsists, in accordance with this title, in original works of authorship fixed in any tangible medium of expression, now known or later developed, from which they can be perceived, reproduced, or otherwise communicated, either directly or with the aid of a machine or device. — Richard A. Denmon ”

As the author of the Huntington Post article, Kevin Siskar, indicates this would suggest that capturing video from your own viewpoint during a sporting event via your iPhone would mean that you own the content.  Fair enough…

But what happens when someone attempts to live stream via Periscope the Mayweather vs. Pacquiao fight in May when it’s a pay per view ticket going for $90?  Then do the lines get a little blurry?

Mayweather- Pacquia Poster

Also, what happens the first time someone attempts to Periscope a movie live from the theater?  I’m sure that’s already happening as I write this, but what are the consequences these people will face once the need to police it becomes real?

Will The Quality Be Good Enough?

Another huge question/concern when it comes to streaming video is always: will the quality be good enough?  Yes, the app is very new, but there are a lot of things left to be desired when it comes to the quality of some of the video I have seen.  Granted Internet connection and device will always play into this, but the service must prove that it’s reliable if mainstream adoption is going to happen.

What Should You Do Next?

If you are in the online marketing world, you should be keeping an eye on Periscope and Meerkat.  But should you jump in and start using if for yourself?  I’d say unless you have already built a sizeable audience elsewhere and just want to connect on a new level, the answer is no.  Focus on growing your audience other places first before you ask them to adopt someone so new.  Now, if you’ve already got 41 million followers on Twitter like Ellen, then by all means go ahead.  But either way, keep an eye on this trend and keep notes.  The continued live broadcasting breakthroughs aren’t just a fad.

Ready to talk online marketing strategy?  Contact me here!

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