Post by Bailey Allen, Media Manager
With all the recent buzz around Facebook LIVE’s new updates, it has left users wondering which approach is more beneficial: Twitter’s Periscope or Facebook LIVE.
Either platform can be beneficial, depending on the type of campaign a brand is running. Facebook LIVE, Facebook’s live streaming tool, was launched last year, but was just opened to iPhone users in early April, with Android users following soon. The app allows users to create their own live broadcast, respond to comments and see users’ reactions. Twitter’s Periscope is very similar, except that it’s entirely separate from the Twitter app, whereas Facebook LIVE provides an in-app experience for users.
APPROACHES & OPPORTUNITIES for BRANDS
Brands should have a detailed understanding of both platforms before making a sound decision on which to use for their campaign.
- Viewers and audience: Facebook LIVE has the ability to reach a large audience; if brands have a massive following, or have several interactions with prospects, these users will be notified of the brand’s livestream video. This platform has the potential of gaining a large amount of views, only if the brand has an influential social presence.
- Relevancy: Facebook’s News Feed isn’t built like Twitter – it doesn’t show the most recent posts, but rather the most relevant posts based on a user’s social search history and interests. This gives brands the opportunity to create videos revolving around their products and appeal to consumers who have intentions of either continuing down the purchasing path or converting.
- Insights: Facebook LIVE allows brands to access the number of unique users watching a live video, along with those that watched the replay version of that video. Additional insights will soon be added to Facebook’s Power Editor API, but for now, brands will need to click the live video and find a Live Broadcast Audience within a new tab to view insights. Brands can leverage these insights to understand the amount of viewers they’re reaching and the type.
- Viewers and Audience: Periscope alone has a much smaller audience, as it isn’t connected directly to the Twitter app. To view videos through this platform, users need to separately download the Periscope app and register as users for that outlet. This requires an extra step for users, which may be difficult since the two are not connected. Twitter is also a much more public outlet than Facebook; so although Periscope has a much smaller audience base, Twitter doesn’t. Twitter also allows users to set their profile to private or public, so users with public profiles can offer up their videos to anyone and everyone thus creating a larger span of visibility.
- Video viewing: Periscope videos are livestreaming; once the user stops recording, the video is available for 24 hours after uploaded. This creates a sense of urgency for viewers, compelling them to watch the videos as soon as they’re made available. For a branded product launch or reveal, this platform has the ability to create “buzz”, driving users to watch the video sooner rather than later, capturing focused attention.
Also, Twitter’s real-time feed shows Periscopes in the order that they were recorded. However, a long video might be knocked down on the feed so that users can only find it if it’s been retweeted. Twitter relies on amplification by viewers. Twitter and Periscope are both live stream platforms.
- Insights: Periscope provides extensive analytics, allowing brands to see their video’s viewers and number of viewers, retention rate, the amount of time viewers spent watching the video and more.
To conclude, both platforms work well; it just depends on what type of campaign a brand is looking to launch. Twitter’s Periscope can reach a wide amount of people, but Facebook LIVE allows brands to reach consumers who are actively interested in the branded product and have expressed previous interest. Facebook LIVE allows viewers to re-watch the videos whenever they want, whereas Periscope pushes a sense of urgency, requiring viewers to watch the videos within 24 hours.