While one might think that it is just a simple video game streaming platform where only streamers and viewers can benefit from it, the opposite is looming. Indeed, since 2020, the platform has enjoyed great success that some brands have been able to seize to deploy influencer campaigns on Twitch.
While at its launch, Twitch was fully focused on video game streaming, today and especially since the various confinements due to the pandemic , the platform has greatly diversified. We now can find the broadcast of events, meetings during the presidential elections, broadcasts, discussions… Here are some categories that you can find on Twitch:
These five categories are the first to appear on Twitch. We can still see that gaming represents 3 out of 5 categories, but the categories other than video games are broader and less restricted.With approximately more than 30 million users per day and 7 million streamers every month, Twitch is becoming increasingly popular and is now considered the future of television. So, why and how to take Twitch into account in your digital strategy? What are the benefits?
The live video platform is based on the immediacy of the content. The content is real events, where viewers meet with the streamer, to discuss a subject or, of course, to play games. If Twitch is so successful, it is because through these lives, exchanges are more natural and spontaneous between the viewers and the streamer. It is a real feeling of belonging that is created and that will make the viewers more loyal. Through appointments, the streamer will create his own community, which will follow him in this way regularly as we did – or still do – with our favorite television shows. Considered the future of television, streamers vary their content by no longer limiting themselves to just gaming. Indeed, to give you an idea, in 2022, the first category of streams on Twitch is “Just Chatting” which allows you to exchange with the public present on any subject.
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Thanks to these meetings and this link between the community and the viewers, the engagement rate, an important KPI for digital marketing strategies, is relatively high. Indeed, viewers communicate more easily and more naturally than on Instagram posts. While the engagement rate on Instagram is 1.5%, on Twitch, it averages 20%. Just take the example of Z-Event, the biggest charity event in streaming, where the scores explode in terms of engagement but also in terms of average simultaneous audience (ACV: Average Concurrent Viewership), which corresponds to the number of average viewership during a live stream.
Twitch is an interesting channel for reaching a specific target. Each streamer has their own universe with their identity and values that they share with their community. By recruiting the streamer that matches your brand, you will be able to reach a specific demographic and target that is well segmented beforehand. A godsend, which allows the brand to reach the very heart of the one it has set itself the goal of reaching. Targeting a specific channel on Twitch allows you to reach a lower volume but more likely to receive the message than on other networks.
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Integration into video games: Although the platform has diversified, the video game remains its very essence. A brand can be integrated into a video game without having any connection with gaming. For example, we conducted an operation with Daunat and the streamer Doigby in the form of a challenge by establishing a map in the Fortnite game specifically for this operation.
Banner Ads: This is one of the most popular ways to showcase your brand on Twitch. The concept is simple, you just have to sponsor a streamer and create a design highlighting your brand, which will then be inserted on the streamer’s live. This method is interesting because the broadcast windows of streamers are often very wide, and a reminder of your brand over 5 hours of live, is often more interesting than an ephemeral appearance of a few seconds.
Product placement: As we are used to seeing on YouTube, the concept is similar on Twitch. The streamer will directly thank the brand and talk about its activity or its products generally at the start of the video, such as for example Klorane with the streamer AVAMind.
Unique campaign creation: Beyond simple product placement, brands can implement a more advanced and thoughtful strategy that will stand out from what the competition is already doing. Generally, brands adopting this method use agencies like Maison Made in with strategists who are used to the platform and who know what can perform for your brand. An example of an innovative concept is Orange “Subs or no Subs”. On the concept of the game show that we all know, “Take it or leave it”, “Subs or not Subs” offers different streamers the chance to win lots of subs… or not! Hosted by Squeezie, this show sponsored by Orange offers several episodes with various well-known Twitch streamers such as Locklear, Doigby and Gotaga. This allows a repetition of the message without having too intrusive and uninteresting product placement.
Now holding a 72.3% market share in the areas of streaming platforms, Twitch has become the benchmark platform for live streaming. Its strong evolution due mainly to a period which proved favorable to the rise of new socia medias (as we have seen with TikTok) Twitch has succeeded in making its place and has brought with it a profound evolution in the way to consume the content. This is not an phenomenon that will run out of steam in the coming years, but a manifestation of changes on the web. We can cite, for example, the evolution of our internet connections, which have become more efficient, the desire of Internet users to communicate more naturally with content creators or the democratization of video games.
Representing a strong point of contact for brands, the plateform is very interesting for developing an original influencer marketing campaign that generates a lot of engagement. Twitch can therefore represent a major opportunity for your brand, it is enough to understand the codes as on each new platform and to call on specialists who will be able to think of a strategy in line with the values conveyed by their brands and which will be established perfectly on the platform.
Photo Credit : ELLA DON
