How Does Periscope Appear To Its Users?

Periscope’s User Interface (UI) looks like this:

periscopebrowse
Source: CNET

Periscope’s mission is to provide an easy to use live streaming service at the palm of your hands and a swipe of your phone screen, therefore, implementing and maintaining a very simple user interface is key for Periscope. Let’s take it back to the target audience and remember that Twitter and Periscope have been working hand in hand since Twitter’s purchase of Periscope making Twitter’s target audience the same as Periscope’s target audience. Twitter has an easy to navigate UI along with a simple Information Architecture (IA) that provides an orderly structure that draws in and preserves target users. According to CNET, Twitter is considered one of “the easiest social media platforms to use” – it is quick, simple, and easy. It may be no surprise that Periscope’s UI and IA is just as simple and easy to understand, but also very similar to Twitter’s. As it is known that a majority of Twitter and Periscope users are educated, knowledge seeking individuals, it can be fair to assume that these individuals are occupied with jobs and careers and are on-the-go making it even more necessary for Periscope and Twitter to make their application interface and architecture easy and quick to solve and utilize. Now let’s examine details of Periscope’s UI and IA. Similar to Twitter, it offers a main page that gets straight to the point, which in this case is a page that tells you whether your followers are live or not as seen in the image above. It also tells you how many viewers are watching any current live streams and the subject of the stream if that user chooses to provide that information. Below the main page screen, you see two other menu items (a total of three including the main page displayed). These two items are for finding more connections to add to your account (the far right icon), and for starting your own live stream (the middle icon).

periscopelive
Source: CNET

The image above shows what the application interface looks like during a live stream. It appears the same whether you are watching someone else’s live stream or conducting your own. Your followers and connections are able to chat with you during your stream and these chats disappear after a few seconds or until the next set of chats pushes it off screen.

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Where Periscope Stands on the Hype Cycle

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Source: Genesis Mining

Gartner’s Hype Cycle is a graph that illustrates the lifetime of certain technologies and different phases it may go through in its social application. The cycle consists of five stages that essentially range from the a product’s discovery point to its peak, and leads ultimately to a plateau where irrelevance of the advancement starts to occur after it has reached its full potential. Now let’s consider Periscope and where it may stand on the graph. Periscope having launched in 2015 is still a fairly new application, however, not long after its launch did it join forces with Twitter. Although Twitter is still a heavily used platform, it launched in 2006 making it a lot older than Periscope and more likely to die out in the near upcoming years (more or less about 5 years), especially with competition from other social media platforms such as Snapchat, Instagram, and Facebook, and perhaps the possibility of the development of entirely new applications entering the market. Keeping these factors in consideration, Periscope is most likely located at a phase in between ‘the peak of inflated expectations’ and ‘trough of disillusionment’. Periscope’s initial rapid success within the social media world enables it to be at the peak of expectations allowing room for it to still add advancements to its service that people will care to trial. However, with the recent increase in competition from major applications incorporating a live stream feature into their platforms Periscope is heading toward  their trough of disillusionment and has seen some failure in harboring the interest of their users over using other services. Nothing seems to be making Periscope stand out over the convenient live streams in the already widely used social media platforms. Periscope’s partnership with Twitter has aided in preserving some of its success, but a suggestion that I would make for Periscope to avoid a fast decline would be for it to focus more on up and coming businesses, or even well-established big businesses and propose their live streaming service to them so that these companies can make an advancement towards live streaming to consumers through Periscope. That way Periscope will stay relevant and businesses can prosper from the advancement.

Click here to learn more about Periscope’s relationship with Twitter

Live Streaming In The Fashion Marketing Industry

Wanelo is a online platform that well known and local retailers can utilize to sell and promote their products. There has been a major wave in online and mobile shopping throughout the past decade but Wanelo has been able to take numerous stores and create an efficient distribution channel for these clothing items. Recently, wanelo has been known for its customer to be able to interact with the retailers and the individuals at wanelo. Due to the fact users can give feedback about a certain item they bought or what they think about the brand overall. Despite these innovative changes, wanelo is in need of establishing brand awareness to people who love fashion. Periscope can help expand the company’s brand through live streaming since it would encourage more of its users to become engaged with the company’s newest offerings and given an insight to what other retailers have to offer. If Periscope were to start engaging in livestream events with wanelo there would definitely be a unique way to pull their target audience in. The models and employees at Wanelo could also use Periscope to showcase their day to day activities by livestreaming the brand name clothing that they are wearing. As well as, giving their own input about the products that they have in store and the upcoming fashion trends for the season. Fashion week and runways are a big part of the fashion industry itself and by partnering with brands that use wanelo, customers could possibly watch live stream events of runway shows to see their favorite brands. While the runway show is happening it is possible for wanelo to set up live purchases for its customers and maybe even tailor some discount options for when they purchase it during the live stream. Periscope could rebrand itself as the live stream service for the fashion industry and other related products. Wanelo already has its own competitive advantage for being interactive with its customers, periscope could help broaden that spectrum that they may be missing. There are still many aspects to consider in terms of whether or not Periscope could adapt to a new and rapid changing environment. There are always new trends being followed in fashion and besides the runway show, new ideas and opportunities would have to be created to catch up with these changes.  

Guest post made by Anushah Kaisani. Check out my take on live streaming in the fashion marketing industry!

Periscope Audience Analysis

Periscope is an instant live streaming application that launched in March 2015 by a startup company that averages about 10 million users. The application provides users a way to share live moments from their personal lives with their followers as well as build connections with other users. It was one of the first live streaming services offered in the social media world, another to exist was Meerkat which was a smaller rival streaming service that Periscope blew out of the water with its initial success. As the concept of live streaming began circulating the social media world, larger apps started to notice, one of which was Twitter. Twitter took full advantage of the opportunity and decided to acquire Periscope in order provide a live streaming feature on their platform. The purchase is said to have been anywhere between $50 million to $100 million; specifics are unknown as both platforms have declined to give insight into the deal. That being considered, Periscope’s target audience is now joint with Twitter’s target audience, so let’s take a look at the target audience of Twitter. Twitter users consist of a wide range of audiences and according to a social media demographics study done by the Pew Research Center “Twitter is somewhat more popular among the highly educated”. Younger generations such as high schoolers and college students use the platform to stay updated on the latest trends, news updates, social environment, and celebrity news while older generations  may use the platform for news updates, business concerns, etc. People in between those audience categories also have a variety of reasons for using the platform, but incorporating live streaming into Twitter allows each of these users to establish a more personal connection with any of the pages they follow. Typically, someone that is a Twitter user knows how to navigate their way around social media websites and applications and enjoy the technological advancements and updates offered to them. All in all, Periscope targets anyone that successfully utilizes the functions of Twitter and seeks to connect more in depth with the pages they are following, so their target audience consists of individuals that may be in their early teens to individuals that may be considering retirement. Of course these categories of individuals are not definite and their will be outliers such as Twitter users younger than early-aged teenagers, and users older than an average retiree, as well as everyone in between, but the main point is that Periscope targets a large audience that is involved in the social media world.

Check out where Periscope Stands in Gartner’s Hype Cycle

Facebook Live Crushes Periscope?

Facebook officially launched its website some time ago in February 2004 and it launched its live feature fairly recently in April 2016, about a year after Periscope’s launch. Facebook’s incorporation of a live feature had a heavy impact on the declining use of Periscope due to it being the largest social media network in the world. Over a billion and a half people are active on Facebook monthly, while a billion are active daily. In comparison, Periscope is a much smaller application, but it had partnered with the larger platform, Twitter,  early in its launch allowing for Twitter users to access a live feature through Periscope on Twitter. Twitter and Facebook are currently both dominating the social media world. Twitter’s platform traffic is much more comparable to Facebook’s than is Periscope’s platform alone. This live broadcast partnership and option was in the works between Periscope and Twitter near the end of 2015 and officially launched early 2016, just a few months before Facebook launched its live feature. Did Facebook steal the concept from Twitter and Periscope? Perhaps, but it is simply integrating a certainly popular feature to its already widely-used platform, so it was a smart move on behalf of Facebook, but a negative impact on Periscope further leading it to its recent decline. Initially when Periscope launched, it only allowed viewers to view past live streams for twenty-four hours after it was live streamed, but due to user demand, it changed this feature to allowing users to view missed or past live streams indefinitely at the convenience of their own time. Facebook took note of this and did the same; it allows for their live streams to be saved as videos on the page it was streamed from for indefinite viewing by page viewers or followers, as well as the additional ability to like, share, and comment on the video that has now become a post. Being the largest social media platform used in the world, numerous

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source: google images

Celebrities and organizations commonly make use of the Facebook live feature as it makes it convenient for most people that already had a Facebook page. This affects the usage of Periscope since it itself is a  newer platform strictly for live streams, therefore, more people may be skeptical to begin using it or may rely on other platforms they have already had that now include the live feature. Partnering with Twitter has helped Periscope to not completely be brushed under and die out, but Facebook live has knocked much of the competition out of the way from Periscope.

Copy Cat Competition: Instagram Live VS. Periscope

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source: google images

Periscope’s live streaming service connects people right in the moment. For a while, it was the only moderately well-known app that held this service, specifically for about one year since its launch, but with the recent integration of the live feature into many major apps such as Facebook and Instagram at the end of 2016, it has created heavy competition for Periscope and stolen many of its users. Instagram is already a very widely-used app with about 600 million active monthly users, and about 400 million daily active users.Once Instagram launched its live streaming feature which are called “stories”, it acquired about 150 million daily active story users. It is clear that Instagram has taken some notes from Periscope for its story launch, but it had the advantage of already having a large user base including celebrities, organization pages, and our friends and family members. This advantage quickly drew people into the featuring giving them the opportunity to connect live with essentially whomever they pleased (that has an Instagram account). Similar to Instagram, Periscope offers people the ability to connect with people from their personal lives as well as any celebrities and organizations that uses the application but it is only limited to the people that use the application which is significantly less than Instagram since after all, it is an application dedicated to what now seems as only one feature from Instagram – the live feature. These factors ultimately categorize Instagram Live as a competitor to Periscope and are contributing to Periscope’s recent decline. One feature that Periscope does still have an advantage in over Instagram live is that its live videos can be viewed after the stream has ended, therefore, the video will be saved onto the profile it was streamed through and any follower that has missed the live stream can catch up on it any time later on. On Instagram live however, the live streams can only be viewed while live, therefore, in order to partake in viewership of the stream, you must be present and available on the app as well as following the individual(s) that are broadcasting from their profile when the stream occurs; otherwise you have missed the “event” and are unable to view it later.