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Video Wars: Twitter, Periscope & Curator

April 14th, 2015 by

Following on from our previous post, live video streaming continues to be the medium of choice. Twitter is continuing its charm offensive to become indispensable for businesses with its vdeo streaming service Periscope, and stream filtering tool Curator.

Social seems to be changing day by day. And as a result, the networks are also changing. Twitter has launched two new services to challenge Meerkat, which launched recently allowing users to live-stream video.

The first, Periscope, is a fun new live-stream video tool allows you to notify your Twitter followers that a live-stream is underway. However, the USP is that users can also make the stream available for viewing over the next 24 hours. “While there are many ways to discover events and places, we realised there is no better way to experience a place right now than through live video,” the creators of Periscope wrote on ‘Medium’. “On Periscope, viewers influence the broadcaster by sending messages, and expressing their love by tapping the screen to send hearts”. This is all done in real time.

Curator is a tool that should be very useful for brands as it lets you publish curated Twitter content on any screen. Similar to Storify, and initially aimed at media companies, Curator helps people sift through the volume of Twitter content to find what’s relevant, then publish the results onto the relevant broadcasting systems. The business aim is to help brands make more sense of the “stream” of content that flows through Twitter every day, and make it possible for them to display it in a more permanent manner. Curator allows users to filter content, for example by hashtag, mentions or even tone, and this happens in real time rather than having to wait until after the moment is gone.

There is already a number of third-party providers who provide Twitter analytics, but this isn’t really what Curator is about. Mark Ghuneim, Curator General Manager of Twitter, told TechCrunchthat Curator is meant to be more of a “baseline” product which third parties (like the media or businesses) can extend to their own audience: “That’s where the opportunities pick up for others. We’re there to enable and partner with them.”.

Curator will also help Twitter reach out to its ghost users – the observers who visit Twitter without being members. “500 million people come to Twitter each month without logging in, versus 288 million monthly active users. If the service is to meet the rapacious growth expectations of investors and pundits then these are an obvious audience to go after,” David Carr, strategy director at marketing agency DigitasLBi, told advertising magazine, ‘Campaign’.

Twitter announced in February that Tweets would start showing up in Google searches and that ghost users would be met with a timeline similar to those who are logged in. “A timeline for logged-out users promises a way to show the unconvinced what Twitter is about in the hope of getting them to sign up,” said Carr. In any case, the timeline will mean Twitter can sell advertising also to ghost users, offering a much broader reach to companies who want to advertise on the network.

Nine out of ten active Twitter users have had a conversation with a business, making the social network with the blue bird one of the most efficient places to reach out to customers. Twitter is a pretty simple premise: it enables companies to respond in real time as people contact them, creating a personal connection. This feeling of speaking only to people who want to know is amplified by the fact that only people who are fans will follow a company Twitter feed.

Here are some more facts about Twitter and brands, courtesy of Visually:

  • Brand engagement on Twitter is 17% higher on weekends
  • People with the Twitter mobile app are 181% more likely to be using it during their commute
  • 66% of user-generated Tweets which mention brands come from mobile users
  • The fastest-growing demographic on Twitter are people aged 55-64
  • Tweets with photos in them get double the engagement than those without, as do Tweets with hashtags

While the most important thing for businesses to do on Twitter is to be responsive, there are plenty of advantages in taking things further. 60% of people who follow small businesses on Twitter have bought something as a result of the social network, according to a study by Twitter, where 73% of respondents say they have more positive feelings about a company after reading its Tweets.

Twitter’s new tools may be just the ticket for brands. Did you see Video Wars Part One yesterday? If not, catch it here.

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