With more than 10 million users watching 40 years’ worth of video every day, Periscope – recently named the iPhone app of the year – has become the next arena for brand promotion. While the livestreaming app lacks the advertising opportunities offered by other social platforms, popular Sportswear accounts such as Nike demonstrate how brands can use content to generate impressive engagement.
Sportswear brands receive more than five times as many hearts as the average brand account, according to L2’s Intelligence Report: Social Platforms. While other industries have embraced the platform more aggressively – the study counts 103 Periscope accounts in the Auto vertical, compared to Sportswear’s 61 – Sportswear brands have been better able to leverage the platform’s inherent resources. Live sporting events and product releases are a natural fit for Periscope; by posting this type of rich content frequently, Sportswear brands have greater potential to earn hearts.
Nike is one of the biggest winners in that arena. Followers of the @NikeBasketball account have been treated to the exclusive unveiling of Kobe Bryant and LeBron James-sponsored shoes; in another sports realm, @NikeSB live-streams sponsored skateboarding events. The two accounts generated more than 50,000 hearts during L2’s study period. In comparison, New Balance’s two U.S.-based accounts received less than 15,000.
The secret to Nike’s popularity is compelling content, rather than direct advertising. In an interview with Adweek, Periscope CEO Kayvon Beykpour pointed to BMW as a similar success story.
“They had this beautifully well-lit studio where they had this new car that one of the product managers walked around and gave a tour of,” he said. “That’s work that BMW put into producing that content themselves, and it wasn’t sponsored in any way on Periscope.”