Brands Shouldn’t Treat Periscope Like a One Night Stand

If you’re a Periscope junkie, you know that anytime Kayvon Beykpour invites you to watch a broadcast, you need to drop everything and immediately join that scope. Even if you are in the middle of your most epic scope ever, when Kayvon calls, everyone comes running. He is like the Good Housekeeping Seal of Approval for Periscope.

So yesterday, when he invited everyone into the NFL’s Periscope, I heeded the call and jumped right in. Although I reacted immediately, there were already over 1,000 viewers and it was too full to comment. Nonetheless, I was there, that’s all that mattered. Periscope is my religion, Kayvon is my God and I was there, a faithful follower witnessing the miracle of the NFL live streaming on Periscope.

But then, it was as if I were slapped in the face by the devil himself. All of a sudden I realized I wasn’t watching a miracle, but rather I was watching the cataclysm of something I treasured. You see, when Jane Doe downloads the Periscope app and live streams, she isn’t held to the same standards that brands are when they broadcast.

My advice to brands is that just because the app is free doesn’t mean you get to treat it like it’s the lowest tool you have in your social media arsenal. In fact, if Periscope is used correctly, it’s probably the most powerful social media tool you have. It’s not a “show and go” app, it’s a communication tool.

So what was wrong with the NFL’s broadcasts? Everything! If the person who was live streaming had actually spent a few hours on Periscope or consulted live streaming experts like @Ryan_A_Bell or Brian Fanzo @iSocialFanz they could have made those two broadcasts valuable instead of disposable. They had the opportunity to create real content that could be repurposed across all of their social media platforms, but they didn’t prepare. Next time the NFL goes live and Kayvon isn’t there to invite followers, how many people do you think are going to drop everything and come into their broadcast?

Brands need to realize that even though Periscope is only 11 months old, there are formulas we have created that make a successful broadcast. Those formulas work whether you are broadcasting an informative scope, a travel scope, or an “I’m bored, let’s chat” scope. Engaging titles and hashtags are a must. A broadcast without a title tells the audience you don’t care enough about your broadcast to tell people what it is about. Granted, there are times when a major news event is talking place right before your eyes and all you can do is press the broadcast button, but those situations are very rare. But, that’s probably not the situation when it comes to a brand on Periscope.

Once you’ve got viewers, brands need to realize that people who use live streaming apps like Periscope expect to be engaged. I’ve seen several brands and celebrities come on Periscope and just talk and talk, while their screen is filling up with questions and comments. Eventually, your viewers will realize that the broadcast is for your benefit and not theirs. The comments will quickly change to “hey talk to us” or “stop ignoring us.” Live stream viewers are there to engage. The truth of the matter is you need them more than they need you.

One company that does an amazing job is Too Faced Cosmetics. Everyone who handles that account understands it is about the viewer. Their main goal may be to sell the new La Crème Color Lipsticks, but they are creating a desire for the product by answering questions and actually having fun while they are doing it. If you watch closely in the comments, you will see the viewers are actually doing the selling. They will tell you about their favorite shade, or how they just bought some and love it. When you acknowledge a person’s comment or question, you are telling them that they matter to your company.

Treat live streaming like you would any other relationship. If you want to “hit it and quit it” then don’t expect long term satisfaction. You may be immediately gratified because you had 2,000 viewers, but if they aren’t going to return if you treat them like a one night stand. You don’t have to broadcast every day, but if you want a long term relationship, you need to make regular appearances. It’s okay if you don’t have an event or a new product coming out, just go on and talk to them. Ask them about new trends they are embracing, new technology they have to have — just connect with them. Sometimes in life you call a friend just to talk; there isn’t a reason for the call, you just want to let them know you were thinking about them.

And perhaps most importantly, don’t feel you have to be perfect. The beauty of live streaming on Periscope is that it’s organic and natural. Let it flow like a conversation. You may go on to talk about one thing, but your audience feels a need to talk about something else — go with it. Don’t be afraid of the unknown, most of the best content on live streaming just happens naturally.

We want to see more brands on live streaming apps like Periscope. Apple said Periscope was the number one downloaded app in 2015. Everyday Periscope users produce 40 years worth of content. Live streaming isn’t going away. There is a generation of “cord nevers” who aren’t going to have traditional televisions because they would rather stream. Get your company live streaming now; be an innovator. Do it before you competitors do.

Just remember, use the platform as it is meant to be used. It’s a tool of engagement. If it were just for watching it wouldn’t have live comments scrolling across the screen (that’s called a TV). Press START, share your story, acknowledge us, talk to us, and build a real relationship with us.

(@Ryan_A_Bell and Brian Fanzo @iSocialFanz are leaders in the live streaming industry. Their company Backlamp, LLC helps brands illuminate their digital stories. I am the COO of Backlamp, LLC)