5 Ways Brands Can Use Immersive Celebrity Marketing via Periscope

Live video social media outlets have great potential for celebrity marketing.

Periscope is a social media app owned by Twitter that allows users to both share and stream live videos. Not only does it air 360 degree videos in real-time, it also lets viewers send messages during the live video that appear on the screen for the host and other viewers to see. Periscope has gained plenty of buzz, and will only continue to in 2017. In one month, Periscope had about 397,000 mentions on Twitter and who is primarily using the app to share videos? Celebrities.

Louis Vuitton capitalized on Periscope 360 at Paris Fashion Week when showing off their men’s fall line, having A-list celebrities such as Kate Moss, Usher, and David Beckham in the front row. Through the help of Periscope 360, Louis Vuitton was able to get 160,000 eyes on their show in the first hour alone.

With celebrities being hot to use the app, there is great opportunity for brands to team with celebrities.

Here are five ways celebrities can use Periscope live videos to help companies promote their brands:

The use of vloggers: Right now, YouTube is the main outlet for vloggers to share their expertise. Periscope Live could become a successful way for this new-wave of celebrities to be seen. Viewers can ask questions and pose their responses in real-time and the vlogger can answer live on camera. If a brand has a deal with a vlogger where they feature or review products, these social media platforms become another window for promotion.

Behind the scene at live events: Behind the scene footage of celebrities during big programs such as the Oscars or Grammys is a popular tactic on TV. However, celebrities are not likely to go in to much more detail about their beauty or fashion choices other than “I’m wearing Calvin Klein”. By using celebrity accounts on Periscope, brands can gift celebrities products to use in a “how I got my look” video featuring the brand’s goods.

Press conferences: When a campaign begins, it is common to hold a press conference. If the campaign involves a celebrity, having them appear at the press conference to speak and live stream on their Periscope account will bring more traffic to the event and cause more buzz about the brand and product.

Contests and special offers: Just like for any social media platform, user engagement is critical for effectiveness. Creating live contests or offers exclusive to viewers is a great option when using Periscope. Celebrities can either host the video or be involved with the prizes and offers.

Celebrity takeovers of brand accounts: If a company is interested in building more awareness of their brand they may want to look in to a celebrity hosting one of their videos. Promoting how fans can see their favorite star by watching the company’s channel is likely to draw in more viewers. Imagine a big name celebrity like Ed Sheeran taking over the BMW account to host a driving jam session. The number of viewers would be immense.

photo credit: https://c1.staticflickr.com

4 Live Streaming Platforms for Celebrity Marketing

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Exponentially increase traffic and engagement using four similar, yet different platforms.

Video content is becoming one of the best ways to share information online, as video is unparalleled in engaging an audience and getting their attention. When content is shared live, it only increases the benefits of video marketing.

Statistics show live video dramatically increases both traffic and engagement to a brand’s content. With video, organic traffic increases by 157%, and consumers become 85% more likely to buy a product and 46% more likely to seek out information about your brand. Live video is a great way to make your brand more personable and engaging.

In utilizing celebrities who are already bringing in a large, engaging audience on these platforms, your brand can expand its reach and create an even more unique experience for fans and consumers. You just have to make sure you’re picking the right platform for your brand.

1. Periscope was one of the first widely-used live streaming platforms, highlighting its ability to take audiences to places not shown to the public, such as music festivals, concerts or personal events. The app offers a couple ways for audiences to engage with the platform, such as live comments and giving ‘hearts’ to show appreciation. Since the app is owned by Twitter, it makes it easy for multi-platform sharing, reaching audiences on both Periscope and Twitter. These videos can be kept on the platform forever or deleted after 24 hours, whichever you prefer.

2. Facebook Live makes it easy to connect with Facebook audiences, as Facebook controls the reach of these live videos using the same algorithm it uses for regular posts. One unique thing about Facebook Live is that users can stream for up to four hours at a time, and videos remain on the platform to be retrieved or re-purposed for later use. Facebook Live is a great platform for celebrity marketing, as celebrity pages on Facebook often outperform brand pages, and Facebook recently signed deals with multiple media companies and celebrities to grow the platform’s popularity even further.

3. YouTube Live claims to be the fastest and most reliable live streaming platform, and was notably the first to offer 360-degree streaming. Since then, brands such as GoPro, Nike and Lionsgate have experimented with it. This platform is great to use with YouTube influencers, as they can broadcast directly to their subscribers, and the stream is made available immediately after the broadcast on the influencer’s channel and in subscription boxes. It is similar to creating a regular YouTube video, but with the added bonus of live engagement from the audience through comment features.

4. Snapchat, with its 150 million daily active users, is a unique type of live streaming platform. The app has been used by brands in a variety of ways, including celebrity takeovers, product placement and revealing exclusive content. The quick, ten-second clips and 24-hour lifespan of these videos allows for urgent and exclusive interactions with an audience. Plus, many celebrities already have their own accounts and large followings on this platform.

No matter the platform, live streaming and celebrity marketing together are a great way for your brand to create exciting and engaging video content. Whether it’s special promotions, VIP access or every day moments, live streaming is great for brands to engage an audience in a new exciting way.