Periscope App Aids Live Streaming
Tapping into the popularity of live-streamed catwalk shows, as well as video-oriented social media platforms (see our coverage of Retail Week Live 2015 for full stats on the huge rise in YouTube engagement figures, and how brands can exploit it), luxury fashion brands Versace and Burberry (Italian and British, respectively) and Italian lingerie and swimwear brand Calzedonia have all embraced new live-streaming mobile app Periscope.
Periscope users can follow brands or people they like or broadcast their own live videos. Once live streaming is activated, everyone in the user's network is notified about it, can tune in and post comments, which appear on the screen in real time. The app's users can also reply to the comments, enabling more immediate dialogues with consumers.
Having launched in March 2015, the Twitter-owned app together with its UK rival, Meerkat (mentioned in the Be More Real section in our SXSWi 2015: Social Media Strategies report) are only beginning to be explored by brands.
- Versace: Versace was one of the first brands to use the app (on April 13 2015) - streaming In Bed with Versace, a breakfast interview with the brand's chief designer and founder Donatella Versace to present the brand's 2015 homeware and furniture collection.
- Calzedonia: Calzedonia streamed footage directly from the backstage of its April 2015 catwalk presentation featuring models getting ready for the runway show. To read more on revealing behind-the-scenes processes on social media to boost engagement, see Exploiting Insider Access and Luxury Online For Millennials.
- Burberry: Burberry broadcast its London In Los Angeles show (April 16, 2015) on Periscope, giving its fans a chance to follow guests from arrival at the venue to sitting down in their front row seats, as well as watching the show from their perspective.
While live streaming is nothing new, a key benefit with Periscope (aside from its greater interactivity and ease of use on mobile devices) is that it is Twitter-integrated. This means Twitter users can easily switch between the two apps through in-app navigation buttons and also get notifications on their Twitter home screen when their favourite streams are live. For brands using Periscope, the greater exposure of having two platforms in one holds obvious allure.
The app, which has 10,000 users and growing swiftly, had 20,000 broadcasts going live on the day of its launch alone. According to US hashtag tracking tool Keyhole, as of April 8 2015, 2,524 of those users have between 10,000 and 100,000 fans on Twitter, with 598 users boasting between 100,000 and 1 million Twitter followers.