December 15, 2015

How To Build A Following On Twitter Periscope

These actionable best practices help you to quickly set up your own video content channel on Twitter

By Tom Augenthaler In Tools, Video Marketing Methods

I think you’ll agree with me when I say:

Video is some of the most COMPELLING online content and sometimes goes viral.

In fact, video streaming and video content has never been more popular.

We all know about YouTube.

But now Facebook is integrating video and making it easier for users to incorporate.

So it’s no wonder that brands are wasting no time jumping on board.

But some social media platforms have lagged behind the others.

Twitter for example.

Well, all that is changed.

Now you can now add a very important new weapon to your video content strategy by following some simple tips to get started.

And in today’s post I’m going to show you what those tips and how you can easily add Twitter Periscope to your video content strategy.

Here’s the deal:

Earlier this year, Twitter launched a new real-time video streaming app known as “Periscope”, a feature intended to enhance interaction and transparency between people and brands through the use of instant video.

While social media sites such as Vine and Instagram are known for allowing users to record short video clips which can then be posted online, Periscope adopts a different approach by streaming instant content of what an individual is doing at that very moment.

The phenomenon of easy and everyday broadcasting is allowing smartphone users to share their lives with people around the world …

… making it a nirvana for would-be directors.

It gets better:

The popularity of such a features is expected only to grow, with data from Cisco showing that internet video traffic will make up 80% of all traffic by 2019.

Of course, it’s not just beneficial for the standard consumer.

Twitter’s new application can also lead to positive engagement from brand audiences too.

Many types of companies can benefit by these business videos.

You can do video marketing for real estate, law firms, car detailing, and the list goes on.

Like with any new technology, it’s crucial for marketers to think carefully about how they’re going to introduce features into their video content strategy, and how it will fit with their current activities.

IF you’re thinking of beginning your own broadcast for the first time …

… here are six tips on how to make the most out of Periscope:

Twitter Periscope

1. Make Sure Your Broadcast is Easy to Find by Turning on Your Twitter Sharing

Periscope tip #1: Turn on your Twitter sharing. 6 more here: Click To Tweet

When you begin using Periscope, you’ll be able to choose a number of important factors that will determine the outcome of your content – and who gets to view it.

For instance, you’ll be able to determine whether you’d like to share your broadcast on twitter in a “private” setting, or share your location on a wider scale.

Often, getting the most views means broadcasting on Twitter and turning on the tagging option for your location information, as this will give you a bigger audience, with a longer tail content strategy.

Now:

By turning on twitter sharing, your broadcast will be placed in a tweet that looks like this:

LIVE on #Periscope [Your Video Title] [Link to that Video].

While you can’t customize this format yet, the post will offer a useful way for individuals to connect to your broadcasts instantly.

2. Take Control Your Environment to Ensure a Quality Experience for Your Viewers

Periscope Tip #2: Take control of your environment. 6 more here: Click To Tweet

Live video content comes with a certain degree of liability – as you can never know exactly what’s going to happen next.

This means that it’s important to plan for the unexpected.

So keep this in mind:

Whether the complication you encounter is someone running into your shot, or the presence of a trademarked logo, you need to be aware of all activity that might happen in front of your camera.

If you want to avoid as much trouble as possible, it can be helpful to consult the various legal terms that are present prior to beginning a video.

Also, make sure that you have permission from anyone involved within an event you plan to record.

Especially if they are going to be on camera.

There are also some basic broadcasting guidelines you think about:

  • Keep the camera as steady as possible.  You might prop it up or attach it to something.  You don’t want to give your viewers motion sickness!
  • Be sure to introduce yourself as well as the topic.
  • While you are broadcasting, frequently inquire with the audience if they have any questions.  This helps to keep them engaged.
  • For sound quality, it is best to use earbuds.  Be sure to test the microphone first to be sure it is working well.

Hat tip to Monika Jansen for these broadcasting tips!

3. Think Carefully About Timing Your Video for Your Audience

Periscope Tip #3: Think about the timing! 6 more here: Click To Tweet

Since Periscope is still a relatively new feature for Twitter – it may be too early to start analyzing which time windows will give you the best views for your particular industry.

However, it can be helpful to research your Twitter audience to find out when they’re most engaged in your posts if you want to maximize your strategy.

Not sure how to research this?

Buffer conducted some good research on this worth checking out.

But want to know the best part:

If some followers do miss out on your video, the app will automatically save your content by default, meaning that your viewers will be able to see them for the next 24 hours.

Nice.

Another thing to think about in regards to timing – is how long your videos will be.

Remember that most people have short attention spans – particularly when using mobile devices – so if your broadcasts can’t intrigue immediately, they’re not going to get the views they need.

One more thing:

Be sure to schedule your Periscope broadcast consistently.

To start out, you might do it every couple of weeks on a Tuesday, for example.

If you are more aggressive, perhaps do it every week.

But be sure to do it consistently.

4. Have  a Tantalizing Title to Entice Your Audience

Periscope Tip #4: Have a good title. 6 more here: Click To Tweet

Just like any form of online content, the title of your video is what decides whether your followers will continue scrolling through the recent streams on their app, or click on your broadcast.

After all, all they see at first glance is your name, and the title of your video.

With that in mind, coming up with something compelling is pretty important.

Some of the different options include:

• Using a clear and concise description that tells people exactly what’s going to happen in the video

• Making the content appear to be exclusive so that the viewers think they have access to special footage

• A unique, strange, or wacky title can be enough to grab your viewers’ attention – so long as it’s relevant to the content (don’t get too crazy here)

• An invitation to learn something new can intrigue followers who appreciate the value of information

5. Periscope with Purpose – Product Demonstrations

Pericope Tip #5: Product demos are good content. 6 more here: Click To Tweet

If the aim behind your video content campaign is to drive awareness and engagement for your brand …

… then think about doing a product demonstration.

This use of live video streaming can be a particularly effective method of getting people interested in what you have to offer, demonstrating your value, and increasing conversions.

Listen to this:

Adobe recently used webinar marketing to boost their conversion levels by as much as 500%.

Periscope can be a great way to show off your product, and give viewers the extra information they need to decide whether or not they should make a purchase.

If you don’t have a product to review, you might want to do your broadcast about a trending topic on Twitter.

All you have to do is look up the trending hashtags to see what topics are hot.

Another idea is to head over to Quora.com for ideas.

If you are not familiar with it, then you need to be.  Quora is an online forum where people ask all kinds of questions on just about any topic you can imagine.

Just do a search there to see what questions are trending in your topic area.

6. Maximize Your Transparency

Periscope Tip #6: Think Transparency. More here: Click To Tweet

Finally, one of the biggest problems that brands face when attempting to market to new consumers across the internet – is lack of trust.

In fact, a survey conducted by the Office of Fair Trading discovered that 1 in 3 customers resist purchasing services and good online because of the unsure relationship they have with the brands they are yet to share a significant relationship with.

Think about that for a moment:

The approach of social media has allowed brands to better engage with their customers, but companies are still expected to work hard in earning consumer trust.

Using Periscope, brands may be able to improve transparency by showing a willingness to answer customer questions and show their faces in a live setting.

7. Confront the Internet Trolls on Twitter Periscope as You Would Anywhere Else

Periscope Tip #7: Confront the trolls. More here: Click To Tweet

Internet trolls are everywhere and more than likely you’ve dealt with them somewhere at sometime on the Internet.

Whether its on Facebook, Twitter or some other social media platform, the trolls are all the same.

Twitter Periscope is no different.

In my experience, the best thing to do with them is to call them out.

Confront the trolls.

Tell them they are not funny and if they don’t want to add anything meaningful, they should leave.

If that doesn’t work, then block them.

You can do this by swiping their comment.

When you do so, a small box will pop up –then choose “block user.”

Twitter via Smartphone

What do you think?  Got any questions?  Drop ’em in the comments.

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