Social Video Cheat Sheets
Periscope and Twitter announced a new feature today that changes the way people use the video streaming service. I want to talk about some of the benefits — and potential concerns — for social marketers, but first let’s take a look at what this feature actually is:
The feature, which is being rolled out in iOS this week, allows users scrolling through Twitter to watch Periscope streams directly within their feed, as opposed to clicking a link that redirects to the Periscope app.
According to Pericope’s announcement post:
Today, we’re replacing those links with the broadcast itself, autoplaying right within the Tweet. And when you tap the video, it goes full-screen and shows Periscope comments and hearts from other viewers. You don’t need the Periscope app or even a Periscope account.
What Does This Mean to You?
This expansion beyond users who have downloaded the app has a lot of potential for marketers and advertisers.
1. Bigger Audience: Twitter has a massive user base. Over 100 million broadcasts have been created on Periscope, and people are willing to watch them, but Twitter has an audience of over 320 million monthly active users. This is a whole new opportunity to reach people. Sure, you were able to Tweet a link before, but as we’ve seen with native video on both Twitter and Facebook, autoplaying videos directly in your followers’ timeline can be hard to top.
2. Stronger Presence in Timelines: These Periscope Tweets don’t just display a link like they used to. By embedding the video directly in the Tweet, you have the ability to catch your followers’ eyes much easier, getting them to engage with your content and experience whatever it is you’re trying to share.
3. Lower Barrier to Entry: This is especially important when considering mobile users. If there’s one thing I hate, it’s clicking on a link that takes me to another app. I don’t have to worry about that with Periscope now, and can watch your stream without ever leaving the Twitter app. This will undoubtedly increase views.
1. Lower Barrier to Entry: This isn’t a negative, but it does mean you need to be more cognizant of the content you’re streaming on Twitter. Anyone who follows you on Twitter can view it, and can view it easily. Make sure your quality control checks are in place.
2. Visibility: Again, not a negative, but your stream will autoplay in users’ feeds. Be sure to make your clips interesting enough that they’ll stop and watch.
3. Learn from Facebook Video Tactics: Many of the lessons we’ve learned from Facebook video will apply here. Most users who see your Periscope video in the Twitter app will have volume off — make sure they either don’t need it, or have a compelling reason to turn it on.
Also, when gauging the success of a stream, focus on retention metrics. A viewer who only checks out your clip for 4-5 seconds doesn’t signal success the same way someone who watches the entire thing does.
Is Periscope a part of your 2016 strategy? As you’re building out your social plan, be sure to ask yourself what you can do with the app now that this Twitter integration is in place. The opportunity to drive meaningful engagement with your audience by giving them an inside look, sneak peak, or entertaining experience isn’t something you should immediately discount.
For more tips on planning your 2016 strategy, be sure to download our 2016 Planning Guide by clicking the link below.