unidirectional and boring. (Don’t believe me? Check out the Twitter feed of the Microsoft CEO, which has to hold the world record for the most canned and unoriginal content in the history of Twitter.)
The problem with social media, as understood by the public relations departments of most major companies and social media ‘stars’ is that they aim rather low. They seek to have a “conversation” and then love to talk about how the conversation is leading to engagement, but “engagement” is a rather hollow concept and many traditional measurements of ‘engagement’ are as useless as ‘eyeballs’ as a metric. It may be a quantifiable (and billable) number, but does it really matter?
Into this landscape comes Periscope and a host of other live video streaming services. Live, raw, unfiltered views of the world from ordinary people communicated out to waiting eyes and ears. With a motto of “See the world through someone else’s eyes” Periscope has millions of producers around the world sharing their slice of life to a waiting and eager audience. And while it, at times, has dropped in the banal and boring, there is something else going on that is worthy of note.
Despite some feeble attempts to script and control the narrative of a live video stream by some broadcasters, the end users of live video actually have far more control over the conversation than most public relations professionals would ever allow. Discussions overlaying the presentation can go on tangents of their own, and users can often stray the conversation off the intended course and subject despite the best efforts of the broadcaster. The conversation can turn directions and spin and it takes a steadied broadcaster to keep it on focus and moving toward the real goal.
It is this ebb and flow of conversation that offers the best opportunity for social media in its history.
What should be sought, developed and fought for with this new medium is the true Holy Grail of social media. People should cast aside the one-sided conversations that are pointlessly supported by the hollow engagement metrics of likes and shares. With live streaming we have a chance to really communicate what is most important:
Understanding comes when you see the world through someone else’s eyes and UNDERSTAND why they see it a certain way. A person who watches a live video experiences the decision-making process of another person first hand and begins to UNDERSTAND why they turned this way or that, why they eat this or that, why they buy this or that. When a person is given the chance to see things live as they occur, and occasionally even take part in the decision-making process of that individual or guide a conversation a certain way, that person develops a much greater understanding of what is going on, and a greater respect for the other person.
Periscope started with the voyeuristic view of the world: “Look at this, I’m seeing a guy in Hong Kong ride the ferry to the toy store. He’s taking his morning hike in the clouds above the city. He’s taking a tram to get some lunch. Wow. This is amazing”. But as time goes by and people start to think more about what they are seeing, a new, empathetic realization takes starts to take hold. “Yes, I am seeing a guy on a tall mountain, but he’s really just out for his morning walk. And he’s really just going to get some lunch. Hey, I go for hikes, I eat lunch–wait a minute–this guy is a lot like me.”
The empathetic instead of voyeuristic reading of “See the world through someone else’s eyes” is what offer the greatest potential for live video to rule social media. A person who listens and understands is someone who has learned something and may alter their own behavior to that in line with that understanding.
A myriad of choices, from political decisions to simple mundane tasks can be altered when an understanding consumer of social media makes their own decisions with the views of another person in mind. It also leads to a tremendous marketing potential in that a person who understands why they should do something a certain way become a consumer who will perform that way without additional influencing. It’s one thing to have a conversation with a person and say to them “I really think you should buy this product” but it is something far greater, and more valuable, to have a person say “I understand why I should buy this product and will buy it myself, now and in the future.” Getting to this level creates a consumer FOR LIFE, not just for one transaction.
While difficult to quantify, the empathetic consumption of live video can truly be the revolutionary social media development of the next decade.
Or it might just end up as an updated version of Chatroulette… (more on that in my next post).
Periscope. It is easily in the hundreds, as I have been making videos since the first day of the public release and now have over 31,000 followers.
In using an app this thoroughly, I’ve come across a few features that would really enhance the experience from a broadcaster’s perspective. So without too much ado, here is my wish list for new features for Persicope:
Time and Temperature.
It seems so easy, possibly a throw back to the 1970s when every bank had a blinking time and temperature sign, but probably the most asked question I receive is “What is the Time” and “How it the weather?” A new update for the iOS app has added time to the map, but personally I’d prefer it on the main video, perhaps as a 10 second overlay every so many minutes. Just a little time and temp ‘bug’ that pops up on screen or in the chat to save me having to be a weatherman and a clock every few minutes.
Chat response presets
I spend an inordinate amount of time re-answering the same questions day after day. “What do you do?” “How old are you?” “Why did you move there” etc. It’s gotten to the point that even some of my regular viewers can answer the questions should I not notice them.
What would be really helpful would be five buttons on the side of my screen or appearing through a ‘long touch’ that would pump into the chat preset answers or statements from me to my community. If I could save short amount of text as a preset answer I could just click ‘1-2-3-4-5’ and focus more on being alive and less on repeating myself.
Pause the Phone
Facebook Live has a new feature that Persicope needs. The ability to put a broadcast on ‘pause’ when someone calls in on the phone. It is absolutely frustrating when you have a good Periscope underway only to have a phone call come in and disrupt or disconnect the stream. A pause, perhaps with a little “telephone icon” appearing on the screen would be a wonderful addition.
Scroll back of comments
When comments are fast and furious, or when a broadcaster is walking down the street, it’s incredibly easy to ‘miss’ a comment as it has faded or passed from view before you had a chance to react. The ability to scroll back even only 5-10 seconds would be a welcome addition, as a broadcaster could go back and see a comment even after it has faded from the screen. A swish down over the chat to pull up the last few comments in a conversation would be quite helpful.
Enhanced following options
At present to follow someone on Periscope you’ve got to slide the screen to the left (1), tap the profile (2) and then hit the follow button (3). This three step process was designed to prevent accidental follows, but has had the effect of making new subscriptions difficult and even confusing to new users. Broadcasters have to explain several times through a broadcast how to become a follower. “If you would like to follow, please slide left (or up for Android), tap my profile, and then click the follow button”.
Periscope should consider going back to the old solution, where following was a bit easier. But if not then the other solution is already present in Periscope’s system. An automatic “follow this broadcaster” message appears in the chat (far too early) when you start watching a new Periscope, but if it was able to appear and reappear on a periodic basis throughout the chat new followers could more easily subscribe to broadcasters they wish to follow. A user setting to enable the ‘follow me’ message to appear every 1-5-10 minutes would be easy to implement and would eliminate the need for broadcasters to “beg” for followers every so often
As Periscope grows into the professional world, the demand for detailed analytics will rise. How many users is great, but when are they watching, when are they turning off, how did they find my scope are all questions most other social media sites can offer their content creators.
From a regular broadcaster perspective, some interesting additions would be something like “how many new people in the last five minutes”. I frequently do a broadcast that will hover around 100 people, but what surprises me is that very few of the 100 people at the end are the same 100 people that were there at the beginning. People come in and out, thus requiring you to re-answer some simple questions, but you often don’t how many are new and how many are the ones who have stuck with you from the start. Some sort of system where you could tell how many new watchers you have in a scope would be quite helpful.
High Quality Upload
I’m spoiled by 4k. Well not even 4k, but by 1080p at 60fps. The image quality of today’s phones is getting better and better, but due to the nature of live streaming of an HD signal is probably a monstrous bandwidth hog.
Speak of hogs, here is a great example, I came across a breaking news story of a wild pig running amok through Central Hong Kong. The footage from my chase was used by the Guardian and the BBC, but unfortunately, the quality of the video was somewhat subpar vs. what I could have recorded in 1080p.
[iframe src=”https://embed.theguardian.com/embed/video/world/video/2016/jan/15/hong-kong-riot-police-capture-wild-boar-video” width=”560″ height=”315″ ]
If there is the option for a high quality video upload after the broadcast had ended, this would be a great addition for Persicope to roll out, especially if Periscope migrates toward longer playback and storage of previous scopes. Note I’m not talking about a delayed update like we used to have with the app, but an upload of a full 1080p version of the Periscope (though I suspect this might prove a tremendous technical difficulty with one version of the video being saved at 1080p and another being streamed at a lower bit rate, all on the fly at the same time).
Overlays have become part of the standard television and even Youtube broadcasting environment. The ability to display and rend graphics on the screen while broadcasting is now available in even the simplest free broadcast tools. Adding some functionality to have an overlay of an image or even a ticker would be something some broadcasters, especially the professional ones, would find quite helpful.
“See my lunch of noodles in Hong Kong” is an interesting title, but after starting a broadcast and getting a good crowd I generally don’t like to hang up on them as I leave the restaurant and go run my next errand. In fact broadcasts over 5 minutes rarely stay on the same topic as the original title. A Periscope starting on a mountain path could easily end up on a city sidewalk. A conversation about movies could change to politics.
New users see a title and come expecting a noodle lunch or a conversation about movies and quickly get annoyed when they discovered the “missed that” part earlier. Giving the user the ability to keep his existing community and conversation ongoing without having to endure new users coming in expecting something else would improve the overall experience.
And that’s enough for now….