With Generation Beauty sadly behind us, I joined Digital LA and beauty experts Susan Yara, Founder of Mixed Makeup, Lizzy Sherman, Senior Web Editor of Creative Age and Trina Albus, Founder of Magenta Agency last evening for a round table discussion on the current state of the beauty industry.
We discussed topics ranging from content and social media best practices, to audience development and acquisition, but it was a subtle nugget of wisdom that we sort of stumbled upon that I’d like to share with you. The two mobile apps beauty bloggers have yet to claim.
“There’s an opportunity to claim the beauty Periscope personality,” says Yara. There’s already handfuls of influencers owning Snapchat, but there’s no one really owning Periscope in the same way.
Real quickly, Periscope is a mobile app that allows for you to livestream video content to your Periscope and Twitter followers. (Side whipsper, Twitter bought the company for a reported $100 Million in March of last year). Your fans can comment and ask questions, can send you love hearts and can even appear on your live broadcast to make it easier for fan participation. Your livestream then lasts for 24 hours until it disappears.
Of the three, Lizzy was the most seasoned expert with the app and says “Creative Age’s community loves Periscoping because they feel involved.” Brands can create a more personal relationship with consumers/fans by giving them real-time access to moments that matter, from big announcements to fashion shows to sponsored events. It’s also wonderful for Q&A’s, beauty how to’s and VIP access.
To side step into the fashion world, last year Target used Periscope to tease its Lilly Pulitzer line to drive hype. They leaned on all their marketing channels from SMS to email and every social media account to drive awareness to the livestream, and in a few days, 90% of the collection was sold out.
2. Facebook Live Video
The newest member to the live streaming clan, Facebook has expanded its Live Video feature to the public, yes you and me, less than a week ago. The biggest difference between Periscope and Facebook Live is that your content doesn’t disappear in 24 hours, in fact, you can share your video like any other Facebook post and even embed on another site or blog. Another difference, and I believe this is a downside, is that your audience is confined to your Facebook followers alone, whereas Periscope has a discovery feature allowing people around the world to find your content.
Naturally, I had to test it out. It’s extremely easy to set up and you’re rolling in less than 20 seconds. If you already have a large Facebook following or are looking to diversify your content on your feed, I think it’s a great tool to use. And since everyone already has the Facebook app, I can see the portability of your videos, meaning you can post them anywhere, really working well to drive eyes to future livestreams – then gaining the same benefits outlined above.
Now there you go. Get your hustle on and get your edge by owning either two of these channels. Jen Aktin had to start somewhere….