What is Twitch and Why is it Important?
Twitch is an interactive live-streaming platform. Creators on the platform are streamers who connect with their communities via live chat. The platform is home to various content categories viewers can interact with, from Gaming and Esports to Creative categories such as Art and Music.
With a combined total of 5.71 billion hours watched on the platform, Twitch is easily one of the most popular ways viewers enjoy watching their favorite live content. Twitch streamers can become “affiliates” and “partners” on the platform once they’ve reached certain milestones (e.g., a certain number of average monthly views or subscribers). This means they can gain more revenue from streaming, depending on different metrics.
Live-streaming is a great way for creators to build a close relationship with their followers and subscribers, making the platform an excellent candidate for influencer marketing. The long-form nature of Twitch content also lends itself to creating a tight community. This allows creators to spend more time with their audience and share more of their lives and interests.
Twitch influencers also generate a lot of engagement with their content by having a live form of interaction with their community. This makes them ideal brand ambassadors as they can answer live questions about your products and services or demonstrate how they work to their live audience.
While the platform is primarily famous for its gaming content, non-gaming brands can still reap the benefits of using Twitch influencers in their marketing campaigns. For example, many popular food services often advertise on the platform. They choose to do so because most gamers comprise the perfect audience for products such as quick frozen meals and convenient delivery services.
How to Leverage Twitch for Influencer Marketing
As we’ve mentioned, advertising on Twitch can offer marketers an invaluable advantage over other social media platforms – extremely high engagement rates. Streamers are not perceived as traditional influencers by their communities. They create strong bonds with their audience, making their viewers much more likely to trust their recommendations.
You can advertise your products, services, and other content on Twitch channels. If the streamer’s chosen content category is a good fit for your marketing goals, they can integrate the ad before, during, and after their broadcasts. You can also suggest a different streaming category, such as a specific game that might appeal to your audience.
Make sure that the campaign aligns with the streamers’ interests and values so that they will be more likely to share it with their followers and do an excellent job of doing so. If they prove to be a good fit, it would be beneficial to continue working with them so they can eventually become long-term brand ambassadors.
When combining the streamers’ unique bonds with their followers and the platform’s immense reach of over 33.2 million users in the US alone, it becomes clear that Twitch is a top contender for effective influencer marketing.
Types of Twitch Influencer Marketing Campaigns
1. Giveaways, Contests, and Discount Codes
A great way to use Twitch for Influencer marketing is by hosting exclusive live contests and giveaways. This will ensure more engagement for your live campaign and promote a sense of excitement within the creators’ communities. You can also ask the streamers to add a QR code to their stream layout so that viewers can scan it and reach the targeted content easily.
Factor75’s custom discount code Twitch overlay – featured on Sekapoko’s live stream
2. Unboxing and Gameplay
Unboxing and gameplay live streams follow the same principle; showcasing products to the streamer’s audience. Unboxing streams can generate a lot of hype for your products if done correctly. Viewers will enjoy watching their favorite streamers’ reactions to them and even receive live answers to any questions they may have.
Incorporating gameplay live streams in your Twitch influencer marketing strategy is very effective if you’re promoting a gaming brand or service. This sponsorship model has been utilized by some of the most popular games like Clash Royale, Genshin Impact, and Fortnite. They’re also a great way to advertise an indie game to a broader audience, as Twitch viewers and subscribers will likely try the games their favorite streamers recommend.
3. Channel Sponsorship
Twitch streamers can become incredibly valuable brand ambassadors through ongoing channel sponsorships. Streamers can feature your products through multiple streams by wearing them, using them, or simply including your brand’s logo in their Twitch overlay. Brands like HyperX, Intel, and Razer, often collaborate with Twitch influencers to promote their products, such as gaming headsets and computer accessories. Lastly, the long-term nature of channel sponsorships can build a lot of credibility for your brand and its products.
Legion Series Twitch overlay – featured on Aims’ live streams
How to Find the best Twitch Streamers for Your Brand
The most effective Twitch streamers for your brand are those with a loyal audience and a high entertainment value within their communities. They should be able to provide value for the brand but also be a good fit for it.
There are many ways to find Twitch influencers to promote your products. The most efficient way to go about it is by using an influencer marketing platform or hiring an influencer marketing agency to help find the best influencers for your brand. Otherwise, you can also look on Twitch itself or use other websites like SocialBlade to find ones with good engagement and viewership rates.
We recommend considering the following criteria to find the best influencers for your brand:
Niche & Genre
Twitch is mainly a gaming social media platform, meaning most of its creators are focused on such content. While some streamers may have a large following, they might not fit your brand’s niche.
So, take some time to research what type of content your audience may be interested in, whether it’s a specific game genre or other content categories that can be found on the platform (e.g., art, music, etc.).
Audience
The next step would be getting more specific about who you’re marketing to. Aim to find influencers who match your brand’s personality and values. For example, if your brand’s audience is on the younger side, finding a family-friendly Twitch channel would be a great fit. On the contrary, you would avoid streamers who often use profanity or stream violent games.
Location & Language
Localization is a crucial part of any marketing strategy. Before choosing which streamers to collaborate with, ensure your products or services can be purchased by their audience. Research which languages your target audience speaks and which channels they watch on the platform.
Activity Level
Activity level is another critical metric to look out for when picking the best creators for your influencer marketing campaign. An active streamer is more consistent and reliable than one who streams casually. Streamers who go live often also have a loyal audience, which can significantly help promote your campaign.
Viewer Engagement
In addition to their activity levels, you should look for streamers with an active community and positive viewer sentiments. These creators are highly valued by their followers and can greatly impact their purchasing decisions, making them invaluable to your brand’s marketing goals.