how to use periscope small business
Periscope is the much-hyped, new social media frontier of mobile live-streaming – but is it an opportunity for your business?
More importantly, could Twitter’s new shiny app enable you to engage with your audience/customers?
I’m going to show you how brands are using Periscope and the type of content they are broadcasting.
But first…

What is Periscope?


Twitter reportedly acquired Pericope for $AU130 million and debuted the live-streaming app in March, 2015.

Periscope allows users to create live mobile video broadcasts, while viewers can interact with the broadcaster in real-time using messages and “hearts” to show their appreciation.

You can follow your favourite broadcasters and receive notifications in the app when they are live, or watch previously broadcasted events from links posted on Twitter. However, Periscope will only save broadcasts for 24 hours for users who missed the live broadcast.

Although only two-months old at the time of writing, the app has attracted almost 500,000 users.

Click here to track how many people are using Periscope in real-time.


Who is using Periscope?

While journalists are using Periscope to broadcast breaking news, the app has attracted  regular folk, publicity-hungry celebrities and politicians.

Sure, there’s some self-indulgent rubbish such as “Hello world” – a broadcast which involves “artist”#Amandaoleander talking about how “awesome” she is for 15 minutes – but hey, what would I know, I’m not an artist.

However, brands such as Mashable, Spotify and Mountain Dew are using Periscope to engage with their followers by delivering relevant content, and offering behind-the-scenes exclusives in real time.


How brands and businesses are using Periscope

Ok, I get that not all of us are Mashable and have a team of camera-ready talented twenty-somethings at our disposal.

But we can all learn from how these brands have harnessed the unique appeal of Periscope and are building followers.

Here are 5 content ideas that brands are using on Pericope and how you could use them:


#1: Broadcast Q&A Sessions

This is the simplest and easiest way to engage with your followers. It will also provide your business with the opportunity to get valuable feedback on your product or service, or ideas for new ones.

By streaming Q&A sessions, you are showing that you care about your customer’s thoughts and opinions.

Californian company Bargain Hunters Thrift Store hosts regular Q&A broadcasts about how they run their business.

Think about the most popular questions your business or products receive and make that the subject of your Q&A broadcast. This will make each broadcast unique and will allow you to focus on one topic – rather than a free-for-all.

And remember – people don’t want to be sold to. Users would prefer to be asked to “join our broadcast where we answer all your questions about how to fix…” or, “how to best use the new…”


#2: Showcase Live Events

Broadcasting the company’s annual budget business plan = bad.

Instead, broadcast a new product launch or an exclusive first-look at a new business offering and have users comment.

If you are hosting an event – don’t panic – you don’t have to broadcast the entire thing. Instead, show unique moments to your audience,  interview a few, relevant individuals or ask your users to tell you what they would like to see.

Red Bull live streamed the Miami Music Week at the Red Bull Guest House during March, while Fox teased their Periscope followers with this haunting broadcast to promote new horror flick Poltergeist.


#3: Behind-the-scenes

Similar to a live broadcast, a behind-the-scenes video stream can grant users access to members of your team, your technology, or parts of your business that people don’t get the chance to experience.

This type of broadcast provides you with an opportunity to humanize your brand – to allow users to engage with the real people responsible for making your product or service.

Music-streaming company Spotify use Periscope to broadcast behind-the-scenes videos of the artists featured on their service.


#4: Share Interviews

Like Q&A sessions, an interview with members of your company or clients will not only just showcase your expertise, followers of the broadcast will also have the opportunity to learn more about your business or product.

Again, what you broadcast has to add value to your audience and not be a blatant ad.

For an example: the Mashable editorial team members use Periscope to broadcast streams discussing the content their readers are talking about – not about Mashable the company.


#5: Training Video Streams

Sharing the skills within your company, or teaching people how they can benefit from using your product or service is a powerful message. We all want to be better, faster, smarter –  so use your knowledge or the experience within your team on Periscope to become the go-to reference for a particular topic.   

Twitter user @mr_linkedin provides tips and advice about, you guessed it, how professionals can use LinkedIn.

Online creative and photography studio Digital Republic create training sessions on Photoshop, photography and visual content.


“We are thrilled to share Periscope with you. And even more excited to see how you will use it,” wrote the Periscope team on Medium.

While most are experimenting with low-res, shaky live-streams, brands are beginning to push boundaries and in the process are bringing followers along for the ride.  

Like all social media channels, success on Periscope will depend on the value you provide your audience and, more important, whether all of the above will deliver a ROI.

At Glasshat, we are monitoring and testing Periscope and will add actions to the platform when we identify data points that will improve your search rankings.

Until then, happy broadcasting.


Over to you…

Have you started using Periscope? Will you start using some of the ideas outlined above, or do you have any other suggestions? I would love to hear your ideas


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