gaming

Twitch is, nowadays, one of the main platforms to take into account when carrying out an influencer marketing strategy, thanks to its capacity for reach, engagement and providing the naturalness that brands and users are looking for.

Social networks are constantly evolving, adapting to the needs of their users and offering continuous modifications and improvements to keep up to date with trends in the digital world.

At the moment, livestreaming is, without a doubt, one of the concepts most in demand by the public, thanks to both the immediacy of the moment and the generation of the dreaded FOMO.

And when it comes to livestreaming, Twitch is undoubtedly the king.

But… What is Twitch?

Born in 2011, Twitch is a livestreaming platform that gained popularity in the gaming world thanks to its functionalities, which made it easy to show live games, gameplays, as well as live streams simply by talking.

The peak of the platform was achieved in the early 2020s, when, during the lockdown, many people were encouraged to join as users and feel more like they were in the company of others, and thousands, if not millions, of new viewers were hooked.

How influencer marketing appears on the platform

More and more consumers are looking for naturalness in influencers and there is no better way to achieve this than live. In a live show, you can’t predict what is going to happen or what you are going to talk about, and it generates a sense of closeness and direct conversation with the audience.

Brands definitely recognise the potential of this type of close relationship between influencers and have not hesitated to jump on the streaming bandwagon which, although it carries risks, the benefits it brings are even greater.

Entertain First, Advertise Second

Although this concept is increasingly being taken on board by profiles and brands, it is undoubtedly Twitch’s maxim. The consumer does not want to see a clear advertisement when they are navigating their social networks or watching a live stream of their favourite streamer, they want to be entertained.

Something that brands must assume is that their product is not going to be the protagonist, the protagonist is the entertainment, and therefore the influencer. It is not so much interesting to see the product, although it can be entertaining, as it is to see the streamer’s reaction to the product.

Why choose Twitch for my brand

The platform has several strengths that encourage you as a brand to collaborate with streamers.

• It is multi-sectorial, although most people consider Twitch to be a platform focused on the world of video games, more and more different types of topics are associated with it.
• More than half of Twitch users are between 18 and 30 years old, 65% of whom are male (according to GlobalWebindex), i.e. an audience that is very difficult to reach by other means.
• The average Twitch user spends 95 minutes a day on Twitch. These users, or viewers, also become loyal followers of the live streams they watch.
• Amazon bought Twitch on 2014.Since then its profits have grown to generate $1.54 billion in 2019.
• Depending on the type of content, we find a niche audience, which helps to reach people with very specific characteristics.
• Due to its format, Twitch presents new ways to promote your product or service, such as unboxings, giveaways or shoutouts. In addition, you can measure performance by including, if you wish, a direct link to your brand’s e-commerce.

Want to know more about how to implement it in your strategy?

The options offered by Twitch are very varied, at Samyroad we have prepared a report on the platform, here you have the preview.

In addition, we did a webinar on the rise of livestreaming platforms, if you missed it you can watch the full recording here (in Spanish).

If you want to know more about the possibilities of Twitch, about how to integrate an influencer marketing strategy in your brand or you are just curious to meet us, don’t hesitate to contact us.

Sources: backlinko, businessofapps, GlobalWebindex, Rockwater