Periscope is Twitter’s foray into live video content. After months of moderate success, the company is announcing an updated app that will allow brands to create permanent content and search for videos. The platform is now a lot more valuable to brands, but here’s how it can be useful to your small business:
The obvious purpose of the platform is to create live streaming video that your audience will tune in to and watch in real-time, but now users can find the content you produce even after the initial broadcast and 24-hour period. With the new Periscope, live events never expire.
Being able to house permanent content makes your channel an important resource for your customers. Live news updates and press conferences can be saved. You can produce how-to guides, DIY tutorials, and Q&A’s and store them on the platform to create a library of videos that will be available long after the initial broadcast is over. Video resources are useful for almost any kind of small business, and Periscope allows you to create content without the need for a huge budget.
For the first time, users will be able to search for the content they want to see. The platform used to only filter by location, but now your customers will be able to browse through categories and follow hashtags, opening the door to making Periscope a live version of YouTube. Now you know that the videos you produce will be disseminated to the most relevant audiences who are already searching for your content.
About 67% of consumers use Twitter for customer service, so it’s the perfect platform for you to connect with your audience. Periscope’s video capabilities can be used in conjunction with your company’s service playbook to offer customers tips and advice based on the resources you are now able to build.
If you’re feeling really ambitious, consider implementing live video support through Periscope to provide one-on-one customer service through a private broadcast. Video support has been growing over the last few years, with the best example being Amazon’s Mayday button on their Kindles that summons technical support onto your screen.
Offering live video support sounds scary and too much work, but it allows for a very personable service experience. As Janet DuHaime, chief operating officer for Visterra Credit Union states, “Usually, there’s not a lot of opportunity for a teller to have much relationship-building with that customer — it’s really money in and money out.” Your support specialists will be able to form lasting relationships with customers, which, in turn, will help them form a bond with your brand.
Steer the Conversation
If you practice social media listening, then you know what people are saying about your company. Once you’ve identified what is being said, you can enact a plan to respond. Introducing Periscope to your social media playbook is a great way to help collect feedback and steer the conversation in the direction you want it to go.
In this age, online reviews are essential. According to BrightLocal, 79% of customers trust online reviews as much as personal recommendations, meaning word of mouth is still very important. As good as positive reviews can be, a video review is much more genuine. Try engaging with your customers by asking for feedback in the form of video reviews. You can share the best ones to give your audience a sense of what your customers think of your company.
Periscope can even be used to showcase your product and get people talking about it. A few years ago, Adobe began using webinars to increase the conversation around their company, and they were able to improve their conversion to sales by 500%. By crafting the conversation around your brand, you can get more people talking and help generate interest in your product. Connect Periscope with your Twitter account to tap into a larger audience while you broadcast directly from your timeline.