Vincenzo Landino is an entrepreneur, speaker and host of the Brand Boost Podcast. Vincenzo is the the co-founder and Creative Director of Aftermarq, a creative studio that specializes in brand amplification, strategy and storytelling through video and live streaming. With experience as a brand correspondent, Vincenzo’s portfolio includes a 1 billion impression campaign launch for Applebee’s as well as work for Kia Motors, Paul Mitchell Schools, Homes.com, Barilla Pasta, DC United, Tinder, SAP, and Zoomph.

When Twitter announced they would place a button within their mobile app for users to use live video, many of us creators got very excited.
 
Did Twitter finally answer the call for integrated live video broadcasts to be built into their mobile app? Did Twitter finally figure out how to flatten the learning curve for new or non-power users? 
 
No to both.
 
As of writing this, the Go Live video button simply pulls you out of Twitter and into the Periscope app. Those that want to watch only, can still do so within the feed, however, commenting can only be done by having the Periscope app installed.
 
Maybe this will change, maybe not. Either way, it leaves a lot to be desired. This move doesn’t make me feel comfortable knowing that Twitter/Periscope has its community in mind when rolling out new features.

In today’s attention economy, community and relationships reign supreme, and even though Facebook may not have their executives talking to creators or interacting constantly with the “common folk”, they always seem to know what’s going on and how to roll out products in today’s environment. (Remember when Facebook was criticized heavily for not allowing all users to have access to Facebook Live? Seems like a thing of the past at this point.)
If Twitter wants to remain relevant, the time is now. They must build a seamless experience that keeps you in their app for all things, including live video.
What are your thoughts? Feel free to comment below.

Comments

  1. Excellent post, Vincenzo! IMHO, the Periscope button should have replaced the current record button allowing for 140 seconds of recording. Or at the minimum, you should be able to go live in the Twitter app. Being redirected, does not seem to be the highest and best use of Periscope. Integration has to be a priority. More features in less apps. Many of us, active in the live video arena, experience app overload… Where does that leave the average user?

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