Author Jason Chan

Looking at the Future of Livestreaming with Periscope

Much has been made of the rise of Meerkat and Periscope. While there are key differences in the platforms, matters more is how they can be used to create compelling experiences in a way that weren’t possible before. Here’s why brands should pay attention.

Ephemeral & Instant
With the rise of messaging platforms like Snapchat, Twitter and Instagram, there is voracious appetite for content that’s happening right now. Social media is now bringing people together in real time as events are happening. Being first to get access to content makes consumers feel rewarded.

Unscripted & Uncut
Consumers are used to highly polished brand content, be it stills, copy or video. Livestreamed video is raw, an approach that feels authentic and real. Using the same tools as consumers is the common denominator that brings consumers closer to brands.

Full Undivided Attention
Unlike archived video on YouTube or even Instagram, livestreamed video commands more consumer attention. There is no way of previewng the content in advance, and the surprise of what unfolds is what keeps viewers watching.

It’s an Occasion
Because it’s fleeting and the chance of catching something live is rare, the bar for livestreamed video is getting higher. Scheduling within Periscope lets users plan around the event and invite others to watch. This also enables brands to create demand and anticipation.

Direct & Personal
Mobile is the most intimate device for media consumption. Livestreaming through Periscope enables direct, live feedback through likes and comments all within the app.

Streaming Flexibility
Unlike Vine or Instagram, which have short (6/15 second) loops, there is no time limit on how long you stream on Periscope. This enables much more flexibility to cover longer form events.

Periscope video is also archived within the app for playback, should consumers wish to watch it again or miss part of it. Meerkat currently lacks a playback option, so once the stream is over, there is no opportunity to re-watch it.

Native Twitter
Because Periscope is owned by Twitter, brands can build upon the infrastructure many brands have created for the platform. We also believe there will be paid media opportunities to promote Periscope scheduled streams in advance, to further broaden consumer reach.

What is your intention?

Not sure what to build? Here’s something to get you started.

Pay to Play

When social media became mainstream, it was because it was based around a simple tenet — that it was about establishing trusted relationships between people. People’s personal networks were based around friends, people you knew and their friends. Trust between peers was the bridge that powered sharing. For years, Facebook grew on the basis that influence was based on the strength of one’s closest relationships.

Fast forward to the present day where there are a billion users on Facebook and growing. Facebook is a public company with quarterly pressure to drive revenues.

Facebook recently made news for testing a new feature that lets anyone direct message another user for $1. While they’re only testing this feature, pay for access goes against the whole point of social media. Under that plan, people willing (or desperate enough) to pay to contact someone else not in their network are able to. While it defeats the purpose of social networks it also creates a whole slew of negative scenarios such as creepy old men contacting underage girls, verbal abusers, brands spamming consumers, etc. This can’t be a good thing.

For quite some time, Facebook has made controversial decisions that seem to go against the grain of what it stands for. At some point, the drive for additional revenue will clash with the fundamental premise of the social network.

Social Score

It used to be that the only score you needed to really worry about post-college was your credit score. Today, with social media becoming such a large part of everyday life, is there an equivalent for your online life? Amy Jo Martin suggests how a social score — the level of credibility and influence in social media — is just as if not more important than credit.

Apple Maps + Foursquare = win

I love Foursquare and how it helps you get more out of where you are. It has evolved nicely from a broadcasting device to one about discovery and where people are going. While it is still a relatively niche service, it has the potential to grow if it had the right partnership. Like Apple iOS Maps. The Verge proposes an interesting mashup of the two services, where the sum is potentially much greater than the individual parts. I like this thinking and have my fingers crossed for a future combination of the two.