Startup connects brands with Periscope stars

Applause helps brands promote their content by connecting them with live video influencers.

Brands have been connecting with famous social media influencers to help promote their content for some time, and we recently saw three platforms that link brands with user-generated images. With the advent of live video streaming services such as Periscope, it was only a matter of time before marketers sought out new ways to connect with this live audience.

That’s what Applause is trying to achieve. The New York-based startup was founded by Periscope influencer Jon Jacques, and is connecting live streamers from around the world with brands and companies. Applause also wants to help brands create custom campaign reporting on the effectiveness and engagement of their content, including details such as minutes watched and average viewer length. Jaques previously quit his job to pursue working on his Periscope videos full time — starting out performing street magic — before founding Applause.

The company’s early campaigns have focused on Periscope, working with brands including Bose at this year’s CES and the Warner Bros film Creed. The company believes that live video streaming services and the stars of those platforms will be key to future content marketing.

With Facebook and Twitter both investing in live streaming functionalities, how else can brands use this channel to reach out to new audiences?