Should Your Brand Use Twitter’s Periscope?

Last week, I had the pleasure of co-hosting a seminar for PR News’ August 10 Social Media Summit with my colleague James Mowdy (@JamesJetsOften), head of B/Spoke, a brand consultancy. The subject? How best to use Twitter’s Periscope to amplify your business’ video strategy. What follows is a summary of some of the highlights. Be sure to follow me on Twitter: @david_landis.

“A great brand is a story that’s never completely told.” — Scott Bedbury

Periscope is, in a word, a powerhouse. Founded in 2014, the platform provides live video broadcasting and storytelling via a smartphone app — for any brand. It now boasts 10 million accounts and nearly 2 million daily users. Seizing the opportunity for their own users, Twitter acquired the company in March, 2015.

Think of it this way: Periscope (via Twitter) provides every brand with its own broadcast TV channel, a distribution network and instantaneous engagement.

Should My Brand Use Twitter’s Periscope? | LCI


Here are 5 Powerful Periscope Points and Payoffs:

  1. Should brands consider using Periscope?
  • It’s affordable (no additional budget is required)
  • It’s accessible to anyone with a Twitter account and a smartphone
  • It’s powerful (it’s propelled by Twitter’s velocity and reach)
  1. Why Periscope?
  • It’s a perfect tool for storytelling
  • It’s terrific for breaking news
  • It amplifies brand recognition
  • It helps with sales conversions
  1. Is Periscope right for your brand?
  • YES, if your brand already has a social/Twitter presence
  • YES, if you are looking to launch a new product
  • YES, if you are announcing news
  • YES, if you are trying to reach a broad, consumer audience
  • NO, if your brand is a highly regulated business
  • NO, if your brand has top-secret or confidentiality issue

  1. Who has used Periscope successfully?

Many brands, including Experian (#CreditScope), Adobe (#CreativeCloud) and the Human Rights Campaign (HRC), but one of my favorites was #DoritosRoulette for Doritos. Doritos was one of the first to use Periscope to promote a contest. The purpose? To draw attention to its new product, “Roulette,” a chip so spicy that it “may just be too hot to handle.” The contest included online games of chance, a live giveaway styled like a gameshow and many opportunities to win prizes (after tagging 3 of your social media buddies).

  1. What are some best practice Periscope takeaways?
  • Periscope is perfect for business-specific breaking news
  • Periscope’s broadcast focus provides evergreen storytelling
  • The newness of Periscope helps your brand gain market share
  • Periscope guarantees that your brand is televised
  • Periscope fortifies, empowers and expands your brand’s Twitter — and video — strategy
  • Periscope+Twitter supports audience development and leads to sales conversions

What’s your brand’s best Periscope story, case study or video? We’d like to hear! Engage with me @david_landis, email me at: david@landispr.com or comment below.