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Dive Brief:
- Applause, the first influencer network for Periscope launched last week, which was first announced byTechCrunch.
- The network was founded by Dan Ragan, former marketing executive with GroupM, and Jon Jacques, a Periscope influencer.
- According to Applause, it already has Periscope influencers and brands signed up for the network.
Dive Insight:
Speaking on the value of Periscope as a marketing channel, Ragan told Marketing Dive, “Live streaming is going to take off in 2016 because it’s authentic, real-time, and more engaging than any other media format. Toss influencers into the mix, and brands now have the ability to supercharge their campaigns by delivering the effectiveness of word of mouth with the benefit of massive scale."
In a statement about the launch, Ragan pointed out the marketing on Periscope can be challenging and the Applause team will be able to help brands "understand the unique live streaming environment and avoid common pitfalls."
Co-Founder Jacques described the company as a multi-channel network in a statement, saying it focuses on creating and distributing live-stream content while offering marketers live-stream expertise in a channel that builds "trust and loyalty at scale."
Influencer marketing is a tactic growing in popularity, but it doesn't come without its own slew of challenges, specifically the ability to accurately measure metrics. And though it doesn't appear to be slowing down anytime soon, social media and influencer networks are going to have work to improve their measurement analytics tools if they want more marketers to buy in.
Twitter recently announced it would begin integrating Periscope into tweets. Meanwhile, Facebook rolled out its own livestreaming feature, Facebook Live. Some of the brands already signed up for Applause include Warner Bros. Pictures, KIND Snacks and Starwood Hotels & Resorts.
