In a bid to let brands make the periscope live video experience more engaging for customers, Twitter has announced that it will let them build custom hearts for their videos. Customers will then be able to use these custom hearts to show their appreciation for the video. It’s a small update, but nevertheless, it will make its presence whenever users sit down to watch content over periscope.
Announcing the service, Twitter said:
Starting today, we are offering brands an immersive and personalized way to integrate their campaigns into video via Custom Hearts on live and on-demand Periscope video. As video continues to play a prominent role in brands’ campaigns and content strategy, activating Custom Hearts is a new way for brands to visually and natively amplify their campaigns within live video.
So basically, here is how stuff works: Custom Hearts consist of custom graphics that are nestled amongst the standard Periscope hearts., These hearts can be activated through a specific hashtag and are activated through a specific hashtag present in the broadcast’s title. These custom hearts are then mixed with and displayed alongside the standard hearts. They can also be used in combination with pre-roll ads in brand sponsorships of broadcasts.
Twitter has given its feature a good debut by linking arms with NBC Universal. The famous recording studio is using the feature in its marketing campaign for the launch of its latest Fate of the Furious movie. The campaign now includes an integrated “F8” custom heart that fans can now tap on to show their support for the campaign.
.@ScottEastwood is taking over at the #F8Premiere https://t.co/3lG693uL2N
— Fast & Furious (@FastFurious) April 8, 2017
Meanwhile, brands don’t exactly have a carte blanche in creating their custom hearts. Twitter will be having a say in the customized heart and it will bedesigning it in partnership with the brand itself. This saves the company from having to vet every submission or go through the hassle of rejecting inappropriate ones.
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