If you’re not using live videos to attract leads and convert them into customers, then you’re doing your brand a disservice.
According to Livestream, live video appeals to brand audiences more: 80% would rather watch a valuable live video from a brand than read an article or written content, and 82% prefer live videos than Facebook posts. Interestingly, users spend three times more time on live videos than traditional videos.
But now that Facebook live and Periscope provides live video broadcasts, which one is best for your brand?
I get this question every other week.
And my answer is simple: “It depends on what your business objectives are.”
There’s no hard and fast rule here – I may choose to use Periscope because it meets my needs, whereas another marketer would do well with Facebook Live.
If you’re struggling to choose between Periscope and Facebook Live as your live broadcasting platform, I wrote this post with you in mind. For better clarity, you’ve got to understand that each platform has its peculiar benefits and features.
Why you need live video streaming
In a survey of 208 brands by MarketingCharts, to determine the perceived benefits of producing live streaming videos, 76% said that it creates a more authentic interaction with the audience.
You’ll always win as long as the quality of your live videos is great. Of course, this is the sole responsibility of the broadcasting app you use, however, there’s been a lot of improvements already.
One of the essential factors that up to a 67% of viewers consider when watching a live stream broadcast is video quality.
Are you considering Periscope?
Periscope is a powerful live video broadcasting social app. Since it’s launch in March 2015, there are over 10 million users already.
You may not be totally wrong if you decide to use Periscope to attract new users and establish a deeper connection.
I’m an active Scoper, and since the app was 8 weeks old, I’ve used it to grow my audience and expand my reach.
Getting started is simple. Follow this 5-step process:
- Download the free app.
- Add your Twitter account. (If you don’t have one, you can still use it.)
- Complete your information in your bio.
- Start following some people from Twitter or look up other people to follow.
- Once you start watching live broadcasts, make sure to give lots of hearts on the screen by tapping and be sure to comment plenty of times to get noticed by the broadcaster.
Several marketers have increased both traffic, engagement, and revenue through Periscope.
Sue B Zimmerman uses Periscope to get qualified visitors to her web properties, and generate sales. She’s generated over $30,000 from Periscope. In her words, “I saw that the power of standing out in today’s digital space was all about video and I adapted to Periscope early last summer.”
Sue currently has well over 11,0000 followers on Periscope and delivered over 420 live broadcasts.
One good reason why you might want to use Periscope is the fact that it integrates seamlessly with a user’s Twitter account. Apple even named Periscope the “App of the Year.”
Here are some of the reasons to use Periscope:
- Easy to use: Yes, you can easily log into Periscope with your Twitter account details and get the best of both platforms. The live streaming dashboard is user-friendly – thus, it encourages seamless communication via direct interaction between you and your viewers.
- Engage focus groups: Chris Moody, the V.P. of Data Strategy for Twitter told New York Times, that “Twitter is the world’s best focus group.” At the time, marketers accepted this claim with a pinch of salt, but Periscope makes the dream come true.
Periscope is a new definition of Twitter’s focus app. Through the live streaming app, you can get feedback from customers as they engage with your brand, products, and services.
If you’ve ever desired to request detailed information from your target audience/customers, you need to use Periscope’s Live video app to drive it.
- Evergreen content: Periscope’s Live videos remain relevant as time passes by; they live on on the platform forever. Of course, users can make a live video available for only 24 hours. Aside from that, a streamed live video will always be there.
And because these live videos are compelling and stay forever, you can use them to generate quality leads on Periscope.
Why use Facebook Live?
You know how popular Facebook is, right? With live streaming gaining popularity, brands like Amazon and Shopify uses Facebook Live to answer customer’s questions and build brand awareness as well.
In fact, The Verge, Vox Media’s Tech and Culture Vertical has been using Facebook Live videos to generate between 100,000 to 200,000 views, which Havlak, engagement editor at The Verge described as a “Huge Win.”
Facebook is huge. For most digital marketers, their loyal following on Facebook far outweighs their presence on Periscope. More so, the mobile experience it provides users is without rival.
It’s true that most marketers and brands have recorded significant success on Periscope, but Facebook Live video often makes a greater impact.
Your ability to tap into Facebook’s ONE BILLION active users shows that the potential for growth is far greater and easier on Facebook than on Periscope.
Here are some of the benefits of Facebook Live:
- Great usability: Facebook Live isn’t just another Meerkat or Periscope, it’s actually more dynamic — because you can start broadcasting your message and have it appear instantly on your news feed.Yes, Periscope does the same thing, but the smooth streaming on Facebook is unmatchable.This also means that while you’re shooting the video, people can watch it, and you get to see their names, where they’re watching from, and their comments. What a great way to improve your customer service?You can find some of the most-watched Facebook live videos on this page.
- More sharing features: Since Twitter owns Periscope, it’s easier to tweet your live video link on Twitter, but sharing on other networks isn’t as straightforward as that.On Facebook live, you can share your link, tweet it, embed it on your posts, or repurpose the videos for YouTube, Vimeo, and other video-sharing sites.
- Attract targeted viewers: Aside from using Facebook live video to reach everyone, which may not be effective, you can use it on your group, Fan page, or personal profile.This way, you’ll reach fans who believe, trust, and like your brand. People who have visited your website, purchased your products, or attended an event in the past. They trust you now. You’ve got all the flexibility that you need on Facebook Live.
Facebook Live Vs. Periscope?
As I said earlier, both live video streaming applications will work for you. But if I don’t have experience with live videos, and you have at least 1,000 fans on Facebook already, you should kickoff with Facebook Live. Because there’s a community of people who will join your live broadcast.
Achieving success on Periscope can be difficult, especially when you’re just starting out and have no following. No influence. How do you scale?
Periscope: Pros and Cons
- You’re able to connect with new people who will eventually become loyal followers and viewers. With Facebook Live, you’re reaching an existing fan base who are familiar with your brand.
- Periscope encourages a more intimate broadcasting experience. The hearts floating up adds a personal touch to the conversation. There’s a limitation on Facebook since the comments are restricted in a box below the broadcaster.
- Periscope isn’t as user-friendly as Facebook. The analytics and broadcast stability are two technical issues that users have to deal with. Whereas, Facebook Live is easier and has a more stable interface.
- Trolls and creepers on Periscope is a huge distraction. Sometimes, it fills a broadcast with too many unnecessary comments, hindering the smooth flow of conversation. This is common on Periscope because of the new audience, but it’s less frequent on Facebook.
Facebook Live: Pros/Cons
- When shooting a live video, experts will tell you that the first few seconds into the broadcast is the most delicate. If you’re not savvy, you could mess up everything. With Facebook Live, you can adjust and get ready for your video – as first 3-second gives you a warning before the live broadcast, unfortunately, Periscope broadcast begins instantly, whether you’re prepared or not.
- How you decide to start your broadcast is entirely up to you. You could begin with either the rear or front-facing camera on Facebook Live, unlike Periscope where you’re expected to start with the rear-facing camera. Though, during your live broadcast you can double tap to flip the screen as you see fit.
- There’s a limitation in the physical location that you’re on when broadcasting on Facebook Live. Square is the only acceptable mode. But on Periscope, you’re free to use full landscape or portrait mode as the case may be.
- Replays are an essential aspect of a live video broadcast. For Facebook Live, the replay usually appears as your typical video, and comments are not as intimate and personal as they are on Periscope.
With all these huge benefits of live videos, it’s clear that Facebook Live and Periscope will do your brand a lot of good.
Do your best to learn the features of each broadcasting application and consider using either of them in the future to help strengthen your brand image.