Twitter in a blog post today announced it would start offering brands the opportunity to make custom hearts for Periscope live videos. The company said this today while explaining how brands can activate Custom Hearts to “visually and natively amplify their campaigns within live video.”
Mike Folgner, Group Project Manager, Periscope said:
“Periscope hearts are unique to the live video experience on Twitter and Periscope and allow anyone in the audience to engage and show support for the broadcaster by tapping to send hearts. 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. Custom Hearts are present throughout the entire video and are sent by the audience by tapping the screen, giving brands an opportunity to capture a high number of engagements and allowing people to express their enthusiasm for the content while amplifying the brand’s message.”
Custom Hearts will offer brands an opportunity to add more branding to their Periscope Broadcasts through custom graphics. Such graphics according to Folgner, will be ones that display natively among standard Periscope hearts and are activated through specific hashtag in the broadcast’s title.
As soon as it [custom hearts] is activated, it is then natively mixed in the standard hearts. It can be used alone or combined with pre-roll-ads in brand sponsorships of broadcasts, Twitter said.
NBC Universal becomes the first company to go live, and is using its own graphics in a marketing campaign for its new movies, “The Fate of the Furious,” which includes an integrated “F8” custom heart for fans to tap on, reports TechCrunch.
Twitter has been very active lately; adding some cool new features as well as a lite mobile web version of its app to work in areas where there is low internet connection. Launching Twitter lite is an indication that the microblogging company acknowledges that several barriers hinder some users to quit using its service. Some of these obstacles would include slow mobile connection, lack of storage and expensive data plans.
The company has also ditched its default egg avatar, and is replacing it with the image of a genderless person. The company made the announcement almost a fortnight ago in a blog post where it explained some of the reasons that inspired its action.
According to Twitter, the decision was inspired by the need to help prompt more self-expression among its users. The new image is designed to be less interesting and can best be described as more like a placeholder. This, according to Twitter, will encourage users to customize their profiles to an image that is more unique.
Twitter arrived at the new default profile photo by reviewing all of its previous default profile photos in the last few years. Having reviewed all the previous images, the company settled for a people’s existing expectations for default photos and how they serve as a temporary placeholder. This helped the company to identify some of the features the new default profile should have.