For all of the social media innovations to appear on the radar, Periscope is perhaps the most intriguing.

There’s just something captivating about raw, unedited video that is here today and, well, gone tomorrow. It’s particularly infatuating to millennials. Why? Because millennials find experiences to be more exciting than material things.

In many ways, the time-sensitive nature of Periscope appeals to this generational desire.

Periscope offers several ways for brands to engage with millennials: product launches, special offers and contests, live Q&A sessions, behind-the-scenes footage, sneak peeks, teasers — you get the idea. Here are some good examples of brands using the app so far, including big retailer names like H&M, DKNY and Marc Jacobs, which are utilizing Periscope to provide coveted behind-the-scenes peeks into the world of fashion.

Perhaps the most interesting feature is the 24-hour replay option that allows people to go back and view a video if they missed it live. This particular function is so important for busy, on-the-go millennials. The videos then disappear after the 24-hour timeframe has passed.

But why? For starters, the disappearance of content is why Snapchat has become so popular (and the No. 3 social app among millennials). Young people enjoy the app’s fleetingness and sense of intrigue when images and videos disappear. Periscope certainly follows this ephemeral idea of disposable content.

While there are still some serious questions about livestreaming that need to be answered (especially around privacy), for now, Periscope’s “instantaneous” capability is something that’s becoming a pretty big deal — not to mention the hundreds of strategies for product advertising and viral marketing it could provide. It’s also an opportunity for people to participate and contribute with immediacy, authenticity and mobility — all must-haves (and expectations) of this generation and the ones to follow.

While early competitors Meerkat (the breakout success of SXSW) and YouNow (popular among teens) have both racked up an impressive following, Periscope appears to have the most momentum in the live video market.

All told, millennials want to feel informed and involved. They’d rather buy into an experience and connect with brands that provide useful tools in their daily lives. Periscope offers a direct and humanly relevant connection to this audience. For brands, it is an opportunity to create compelling and personable content that keeps people coming back for more.