Twitter Is Bullish on Periscope as Brands Adapt to Livestreaming’s Growing Popularity

Gun-control sit-in shows its value

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CANNES, France—If it wasn't clear whether Twitter was recoiling its emphasis on livestreaming app Periscope in light of Facebook Live's increasing popularity, Twitter's beachfront activation, dubbed #GoLive, answers that question pretty quickly. And the buzz Periscope received due to Wednesday's gun-control sit-in at the U.S. House of Representatives seems to underscore the tech company's faith.

Periscope has given birth to more than 200 million live broadcasts from some 10 million accounts on the mobile app. Brands are increasingly interested in live video, said Joel Lunenfeld, vp of global brand and creative strategy, who cited how Harley-Davidson rolled out one of its 2016 bike lines on Periscope.

His team set up a cool, Periscope-driven activation at Twitter Beach here at Cannes Lions to potentially wow international marketers from far-flung locales.  

"Here, we are able to get a much more global perspective of our business," Lunenfeld explained. "We meet with global brands and agencies, and we talk about growth in different markets, and how products perform all around the world."

Also, the company on Wednesday unveiled 140-second videos to its platform, conceptually mirroring the social platform's 140-character limit for text-based messaging. 

Check out what Lunenfeld has to say about Twitter video, the international-minded opportunities at Cannes Lions as well as what brands are doing cool work on his company's platforms. 

@Chris_Heine Christopher Heine is a New York-based editor and writer.
Publish date: June 23, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT