In SocialVideoContent

Last week's TMI Hot Topic event provided a great opportunity for the team at New Mind | tellUs to to catch up with clients and partners and also find out more about how the travel sector is using new and emerging technologies.  One development which attracted our attention is the rising popularity of Periscope and its potential to become a disruptive technology.

For the uninitiated, Periscope is a live streaming app which runs via (and is now owned by) Twitter enabling brands to deliver engaging content through shared experiences with their customers in real time. According to Periscope's promotional media, viewers get a new set of eyes and ears allowing them to travel the world and step into someone else's shoes.

Periscope isn't to be confused with Meercat, another recently launched live streaming app.  The main difference is that with Periscope the video streams are saved for 24 hours once they've been watched whereas Meercat's live videos disappear once the broadcast has ended.

So how does it work?  In order to shoot video via the app, users need a Twitter account.  Once Periscope has been downloaded from the App Store, users are given the option to subscribe to the Periscope broadcasts of people they follow on Twitter.  Each time one of them starts streaming, users are notified and once the broadcast is being watched, a message can be sent to the broadcaster and fellow watchers, or a heart can be sent to indicate approval.

Although it was only launched in March this year it is already considered to have massive potential for the travel industry.  Last month the global search engine Skyscanner, which provides comparisons for flights, hotel and car hire, opted to trial Periscope for an ambitious promotional campaign involving 24 destinations, all covered in 24 hours of consecutive broadcasting from 19 travel bloggers located around the globe. Skyscanner believed that Periscope would not only deliver a richer, more inspirational experience but would also allow the organisation to be perceived as an early adopter of the technology.  The other key benefit is the relatively low cost of initiating a Periscope campaign. 

In the early days of social media, brands and destinations would adopt a wait and see approach to new technologies whereas now, jumping in at the deep end as quickly as possible is the norm. Travel related companies and destinations really need to be aware of Periscope as it appears to be ideal for the travel industry.  The potential for video blogging from travel destinations is particularly exciting.  Brands and destinations could gain a massive advantage by becoming early adopters.




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