Why Periscope is the future for brands

Live-streaming apps are proving to be the future of content for brands and the media alike. The apps tick all the boxes for viral marketing opportunities, and are creating a new way for consumers to join in on an event in real-time.

The "Scope" effect

If you're unsure what Periscope is, here's a rundown: It's a mobile app - powered by Twitter, that allows live-streaming for users to watch, tweet while watching, and interact with people from all corners of the globe. The limits of content are endless, which is why it's making such legal waves.

The app also has a replay option for 24 hours after it's streamed, and after that, well it's gone, gone forever! But that's what makes it so intriguing, the fact that if you don't watch live, or within that time frame, you've missed out. This notion of "it-was-here-and-now-it's-gone" is becoming a popular aspect with millennials, such as Snapchat, which is third biggest app amongst the generation, according to Techcrunch.

According to CNN, in the first 10 days of the Periscope app being available, one million users joined, and now it's available on Android, too.

So how do brands use it?

I might be venting now, but being a millennial myself, I want brands to become more "real". None of this Photoshopped, unrealistic view of life that is punted out all day, every day. I must admit sometimes the over-dramatic adverts do work and I'm drawn towards a certain brand, but I'd be more impressed with a brand if they live-streamed an organic, unedited and raw experience, flaws and all.

Millennials want to be a part of the experience, and be on the same level as the brand they're buying into. They want to interact and be invited to join in on what a brand is doing.

©VASILIS VERVERIDIS via 123RF

Brands can use Periscope in many ways, whether it be Q&A sessions, behind-the-scenes footage, campaigns, teasers, product advertising, the list goes on... producing more avenues to connect with the millennial consumer that wants content now, not later.

It could also make waves in the buzz surrounding influencer marketing, and force brands to get even more creative to connect with their audience. But this isn't only for the advertising industry, it's likely live-streaming will start diversifying and creep into sectors like tourism, property, hospitality and more.

The legal issues surrounding Periscope and live-streaming in general are huge. Brands need to be increasingly clued up on the new laws dealing with copyright issues, release forms and broadcasting, according to AdWeek (definitely worth a read if you're planning on doing any kind of live-streaming).

A love-hate relationship

When it comes to the media, there's a love-hate relationship with live-streaming. As mentioned earlier, the legality of broadcasting media is major, but on the brighter side, it allows journalists to talk and interact with viewers while events are happening, as we've seen with journalists "scoping" the recent Baltimore riots.

A lighter example of a broadcast would be reporter Max Foster, who "scoped" outside St. Mary's hospital as the second royal baby was being born. Yes, this happened, and people went nuts for it. Even CNN's Richard Quest used it to broadcast live during election time in the UK.

Love it or hate it, live video streaming is a social media innovation that will likely go from strength to strength, and will bring brands and their consumers closer.