Twitter Introduces Custom Hearts for Brands in Periscope Livestreams
Twitter is expanding creative opportunities for brands in live video with the launch of Custom Hearts—a new feature allowing broadcasters to personalize heart reactions in Periscope livestreams to align with their branding. This update enhances engagement while maintaining the familiar user experience.
How Custom Hearts Work
- Branded Reactions: Instead of standard hearts, viewers may see custom icons (e.g., logos, campaign-specific imagery).
- Seamless Interaction: Users tap the heart button as usual, with Periscope randomly displaying branded versions.
- Campaign-Based: Custom Hearts require collaboration with Twitter’s team and are tied to specific hashtags or promotions.
Key Details:
- Activation: Only available for partnered campaigns (e.g., NBC Universal’s Fate of the Furious premiere used “F8” hearts).
- No Viewer Action Needed: The feature works automatically—no changes required from the audience.
- Persistence: Custom Hearts appear throughout the entire livestream and can integrate with Periscope’s pre-roll ads.
“@ScottEastwood is taking over at the #F8Premiere”
— The Fast Saga (@TheFastSaga)
Why It Matters for Brands
While subtle, Custom Hearts offer brands:
- Unique Identity: Differentiates livestreams from compe*****s with tailored visuals.
- Enhanced Campaigns: Reinforces branding without disrupting viewer engagement.
- Marketing Synergy: Complements other Periscope ad products for cohesive campaigns.
Limitations
- Exclusive Access: Currently limited to broadcasts coordinated with Twitter’s team—hashtags alone won’t enable the feature.
- Temporary Use: Linked to specific campaigns with undisclosed durations.
Twitter’s move follows earlier experiments with special hearts (e.g., anniversary editions) and underscores its focus on monetizing live video while keeping interactions intuitive. For brands, it’s a small but strategic step toward more immersive livestream experiences.
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