comscore Twitter now lets brands customize ‘hearts’ for Periscope live videos
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Twitter now lets brands customize ‘hearts’ for Periscope live videos

Called Custom Hearts, Twitter has launched a new feature for brand to customise their own reactions for live broadcasts.

hearts-twitter-periscope

So, you know how when you watch a Periscope live video on Twitter, you can send out hearts during the broadcast to show your support and love for the content. Well, Twitter is making things a bit more interesting in its live video feature, those little hearts you tap on may look a little different. In a blog post, Twitter announced today it will now let brand s create their own Custom Hearts for use in Periscope s live video. Also Read - Twitter vs Koo: Nigeria government joins India's Koo app after Twitter’s ban in the country

Also Read - Twitter seeks more time to comply with new rules in response to “one last notice”

Basically, now, via Custom Hearts, Periscope hearts can be tailored to a brand s campaign, opening up an organic way for branded content to be present throughout a live experience. So, if it is a broadcast by say, Coca Cola, they could may be replace the hearts with fizz bubbles or the classic bottle lids. These customizations can be used alone or combined with pre-roll ads in brand sponsorships of broadcasts, says Twitter. And these custom hearts can be seen on live and on-demand Periscope videos, regardless of whether that video is viewed on Periscope or Twitter. Also Read - Twitter ban: India's alternative Koo now available in Nigeria

How it basically works is, these custom hearts appear alongside the multi-colored hearts that are generally shown. The idea is that this variation in the hearts could induce users to tap more frequently, translating into some sort of increased engagement metric for the brand advertisers to tout. Twitter explains that the Custom Hearts feature lets brands add more branding to their Periscope Broadcasts through this custom graphic, which displays natively amongst standard Periscope hearts. The Custom Hearts are activated through a specific hashtag in the broadcast s title. Once activated, the Custom Heart design is then natively mixed in with the standard hearts. ALSO READ: Twitter introduces pre-roll ads on Periscope

The first campaign to feature Custom Hearts already went live, with NBC Universal being the debut client. The studio used its own graphics in a marketing campaign for its new movie, The Fate of the Furious, which includes an integrated F8 custom heart for fans to tap on.

 

However, with Custom Hearts brands don t exactly have a free reign to create their graphics through some sort of self-serve system. TechCrunch explains, that the customizations are instead designed in partnership with the brand before going live. ALSO READ: Sir Tim Berners-Lee questions if platforms like Facebook, Twitter are good for the planet

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  • Published Date: April 11, 2017 1:11 PM IST



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