The meteoric rise of live video streaming app, Periscope, has sent businesses abuzz about adding it into their content marketing mix. However, many are still clueless about what they can do with it.
 
Live video streaming is nothing new. It’s essentially using a camera to stream unedited video feed in real-time directly onto the web. Before Periscope, other similar apps like LiveStream, UStream and Meerkat have already entered the market. Just that Periscope is the shiny hipster cousin with slicker interface.
 
For the purpose of this post, we’ll focus on Periscope. But the considerations laid out here can apply to other similar apps as well.
 
Periscope is ideal for certain marketing strategy like in-person events, ie. trade shows, workshops and conferences. Other than engaging event participants, it also captures new leads from non-attendees to discover your brand. You can stream real time events as it happens like snippets of a keynote presentation, product demos and launches, and other relevant interactions such as interviews.
 
Before you decide to use Periscope, weigh in the pros and cons:
 
The Upside

• Creates brand awareness: It’s a powerful way to introduce your brand to the world. It humanises your brand and draw your audience in – your prospective leads. People want to see the face behind your brand, not the name or logo.

• Get instant engagement: With Periscope, your audience can leave comments and hearts (Periscope’s version of ‘likes’) during and after a live stream. It’s even possible to conduct a live Q&A and receive feedback or questions on the spot for a product demo or tutorials. It’s a sure-fire way to boost the impact of your event wherever your audience may be.

• Cuts production costs: Unlike video production, live video streaming only requires a mobile device and one person (or two, if you want a separate interviewer to tag along while the other holds the device) to go around and film the broadcast. Periscope is easy to use, with minimal training on settings and operation.

 
The Downside

• Content is fleeting: Replays are available for 24 hours after a broadcast has ended. So diligence is a must in promoting the broadcast – best on Twitter, before the live streaming starts up to the hour before it’s taken offline. Of course, this needs to be done without spamming your followers’ feed.

• Members only: Viewers need to have an account with Periscope to watch your broadcast. Although signup is straightforward with Twitter, it’s still one step for a potential viewer to deal with, if he/she is not already member.

• Limited measurement: The only analytics available is on Periscope itself. It pops up immediately after the live broadcast on the number of views and hearts received, retention rate and duration of video. None on comments and questions received though. We’re hoping this will improve over time.

 
Once you’ve decided Periscope is the way to go, it’s time to plan your content, and determine the right timing to air your broadcast. Come up with a catchy title for your broadcast before you start filming to capture attention. Remember to share your broadcast on Twitter for further reach.
 

Did you know?
In Asia, live video streaming app Twitcasting by Tokyo-based startup Moi Corporation is quietly catching up despite its release in 2010. It has over 10 million users – 80% are in Japan and others are from countries like Brazil. Twitcasting can be another alternative to consider if you are looking into the Japanese market for your business.

 
What are your thoughts about live video streaming? Have you tried it for your content marketing? Share it with us in the comments.