Twitch is a massive global broadcast live platform and is quickly becoming one of the most effective marketing influence platforms. Live streaming is the fusion of TV, digital, social, influence and podcast marketing, offering marketers a dizzying array of options.
Working with streamers on Twitch has two unique advantages that have more impact and response than other social influence campaigns. For starters, they offer brands access to hours of attention from viewers. Streaming sessions generally last between two and five hours, with the average viewer watching for 20 to 60 minutes several times a week. Twitch sponsor activations allow for a high voice and attention share with tastefully integrated messaging and a persistent call to action. The second unique benefit is the interactive nature of the platform and the real-time engagement via chat, which is often as attractive as the feed itself.
Viewers communicate directly with each other and with the streamer, tilting and subscribing often to gain public recognition and establish a relationship with the streamer. Brands can seamlessly integrate the experience of gifts, promotions and benefits for viewers while observing real-time feedback and engagement.
Twitch has over 2 million streamers producing close to one billion hours of content per month. That said, about 90% of the views can be attributed to the 5,000 largest streamers. To optimize your budget and performance, consider the following when selecting streamers with whom you want to partner.
Brands can seamlessly integrate into the experience of gifts, promotions and benefits for viewers while observing real-time feedback and engagement.
More than megastars
It is often more efficient to collaborate with 30 streamers whose combined audience is greater than 1 megastar. Small TV viewers are loyal, committed and more likely to respond to your call for action. With this approach, you create a broader network on the platform and see that voice share, unique reach, campaign duration, and performance increase.
Search the professionals
Work with banners that have the tools, formats, and capabilities to present your brand resources with consistency and accountability. For many, streaming is a full-time job, so look for those who take a sophisticated approach to partnering with brands.
There are nuances in targeting, but do not think too much about it
Although you can certainly work with streamers based on their content category and the geographic make-up of their audience, Twitch is a global platform designed for reach and mass. Take the opportunity to broaden your message to the entire Generation X demographic and millennial audience.
Live Streaming offers everything from banner ads to co-viewing experiences to creating personalized content. With so many options, it can be difficult to determine how to allocate a budget and set indicators of success. Here are some tips to consider when you start with a live broadcast campaign.
Think Beyond Traditional CPM
The best way to work with streamers is a flat rate flow referral based on various factors, including the total number of views, viewers, simultaneous viewers, on-screen hours, duration sponsorship and levels of public engagement. In this context, also think about how your mail will be displayed via ad formats, charts and chat orders.
That they are themselves
You want to provide guidance on the messaging that you want but resist the urge to micro-manage. The link between the streamer and its audience is the key to effective marketing. You have selected streamers that align naturally with your brand, so let them be themselves when you mention them in their feeds.
Your friend is the frequency
Twitch marketing is about building trust and strengthening relationships with viewers by supporting their favorite streamers. Be consistent and maintain these relationships over time. Extending sponsorship campaigns over weeks and months ensures that the right combination of reach and frequency is memorable and effective.
Live streaming is becoming more popular and brand advertising and feed sponsorship activities are starting to grow. The time has come for brands to test, learn and adopt live streaming as a global marketing channel.