If you spend any time around social media, I’m willing to bet that you have, at the very least, heard about Periscope. But you may still be wondering just what it is, and, more importantly, why should you care?
Well, great questions, and I’m here to help!
I’m going to share a little about the platform’s background and then give you five super simple tips to integrate Periscope into your marketing, no matter what your niche. As you will see, it’s a simple, effective and fun way to attract and engage with both new and existing customers.
What is Periscope and Why is it Such a Big Deal?
Periscope is a live-streaming app for Android and iOS Smartphones. When you go live, the app will alert both your Twitter and your Periscope followers that you are broadcasting. According to TechCrunch, Periscope was acquired by Twitter in January 2015 for a reported $100 Million along with a significant stock compensation package. The app officially launched on March 26, 2015 for iOS and on May 26, 2015 for Android.
From Periscope’s own website, www.Periscope.tv, their mission is to help its users “view the world through someone else’s eyes.” They want to let their users share their unique perspectives worldwide, without the airfare or lost luggage.
Think about it, someone in Paris can be Periscoping (yes, that’s now a “thing”) at the Eiffel Tower and we can see it live in America. A couple in Australia may be watching Kangaroos and broadcasting live on Periscope, so you get to see it from their point of view, from thousands of miles away.
Also, people can now watch the live Periscope feeds right in their Twitter feed. This means that your Twitter followers don’t even have to have the Periscope app in order to watch your ‘Scope.
The possibilities are endless, and, as you will see, not just for Kangaroos and Koalas, but for you and your business as well.
Why Should I Care About Periscope?
Within just four months of its launch, Periscope grew to over 10 million members and those members were watching 40 years of video every day. That’s a lot of content being consumed, by any standard.
Just to give a little perspective on that number, let me quickly share with you some comparison numbers for some other popular social media platforms:
Facebook – 10 months to reach 1 million users
Twitter – 2 years to reach 1 million users
Tumblr – 2.3 years to reach 1 million blogs
Pinterest – 20 months to reach 1 million unique visitors
Instagram – 2.5 months to reach 1 million users
Periscope – 10 days to reach 1 million usersIt only took Periscope 10 days to reach 1 million users! Tips on how to use Periscope for business.Click To Tweet
And think about this, only about 1% of the users of Periscope are actually broadcasting right now. That means the time is now to learn it, use it and make it consistent part of your marketing strategy. Video is the number one way to get your audience engaged with you and to get to know, like and trust you. So what are you waiting for?
Let Me Show You How to Get Started.
First, keep in mind, this is an app for your smartphone. There is no production, no editing, no studio, and no script. This is not intended to be a professional production, it is a view from “the front line,” from the trenches. So, with that in mind, head to the App Store or Google Play to download the app, and here’s how to broadcast your first ‘Scope:
When you open the app, you will see four icons at the bottom.
From left to right: First is the list of who is broadcasting now, next is the map and who is broadcasting by location, next is the button to start a broadcast, and last is your profile, followers, and who you’re following.
Also, when you first start the broadcast, you want to make sure the Twitter post is on (so it will let your Twitter followers that you are going live), and your precise location sharing is off, unless you are at a location you want people to visit.
1. You’ve got to pick a compelling title. Just like a headline, or the subject line of an email, you have to pick a compelling headline. Pick something that will catch the eye of your audience, as well as give them an accurate idea of what you are broadcasting about. If you don’t pick a title, it will default to “Untitled,” and, let’s face it, that’s just not very compelling.
As you’re thinking about a title, think of it from your audience’s perspective. What is one specific problem they are struggling with? When you have the solution to their problem, they will tune in and pay attention, and even engage with you during the broadcast.
2. Start Your Broadcast! Be prepared, be genuine, and be yourself. You do not, or even want, to have a script, but you have to know what you are going to talk about. There are people that just get on there and talk about random things, but since you want to use Periscope as a tool to help build your business, you have to be prepared.
Have one specific topic that you want to cover, or showcase one specific product and demonstrate how it works. You can give a tour of your office, introduce your staff, or talk about something that you have been thinking about doing. Whatever it is, keep to the topic you choose. Also, viewers can tap the screen to give you hearts (the “currency” of Periscope) and add comments or questions in the chat, which gives you the chance to interact.
3. Keep it short. It depends on your content, but in most cases, especially when you first start out, you want to keep it under 10 minutes. I have tested broadcasts that ran 30 minutes or more against shorter broadcasts of 10 minutes or less and found the shorter broadcasts had larger audiences, and a larger percentage stayed for the entire broadcast.
I encourage you to experiment, and find what works for you and your audience. If you plan to promote your broadcast ahead of time, and people can block out the time, that may help with engagement for a longer broadcast.
4. Interact with your audience. During the broadcast, you’ll see two things in particular that signal audience engagement: Hearts and comments. Hearts are comparable to a “Like” on Facebook or a heart on a Twitter post, except the viewer can give up to 500 hearts per broadcast. Hearts signal that the viewer likes something about the broadcast, either you just dropped a gold nugget, said something funny, or something else happened that resonated with your audience.
Your popularity is measured in Hearts. The audience will also comment during the broadcast, ask questions, respond to things you say, or just say “Hi.” As they do, the comments will appear on your broadcast. The more of these comments you can respond to, without getting off-track on your message, the better. Side note – In the instance of negative or inappropriate comments, you can block those viewers.
5. Wrap up and replay. Once you have wowed your audience with your content, and really delivered on your promise to help them solve the problem they have been struggling with, you don’t want to just say goodbye. Instead, you want to give them a call to action. Rather than a sales pitch, however, you want to gently direct them to your website, email, landing page…whatever it is you want them to do, and remember, the easier you make it for them, the better.
In order to turn viewers into leads, you have to be able to reach them, which means you need their contact information. Direct them to the method you have in place to collect that information and give them an incentive for doing it.
The replay will automatically be available on Periscope for 24 hours, so anyone that got the notification that you were going live can click the link and watch the replay. You can also adjust your settings to automatically save the video to your phone at the end of the broadcast, and then you can upload it to Facebook, YouTube, or whatever platform you want so you can use it as content for your business. This way your ‘Scope can continue to work for you and your business, even after the camera is off.
Now that you understand what Periscope is, why it is a great platform for sharing your video message, and how to use it, it’s time to get started. Grab your smartphone, download the app and create your first ‘Scope.
Don’t worry about making it perfect, especially the first time. Just start using it. As you do, you will get more comfortable, your message will get clearer, and your following will get larger. But it all starts with the first broadcast. What are you waiting for?
Rick Sheninger, CEO of One To One Marketing, has been a sales and marketing professional for over 20 years. His specialty is helping small businesses and independent business people build their brand, build an engaged customer base, and increase revenue, by maximizing the lifetime value of those customers.