With more than 17.5 million daily users, Twitch is the streaming platform that can be a great opportunity for your marketing campaigns. Forecasts say that the audience on Twitch will grow by more than 5.9% in 2021 and this will become the year of its settlement.
Although the origin of the transmissions are video games, the growth of the platform has led to other themes taking place there. Now we can find contents such as music, cooking and performing arts among others. This makes more and more brands attractive to viewers.
At the moment, advertising within Twitch is directly related to the interests of each user. This, together with the low saturation of the market, makes the audience loyal and open to advertising.
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A tool like Twitch, constantly growing and with such a loyal audience, is a very fertile field for brands that want to position themselves among this target audience. The novelty of being able to receive feedback instantly attracts companies that need to penetrate society more urgently than others.
Here are the marketing strategies that work best within Twitch:
Influence marketing
As in other social networks, influence marketing campaigns here also have a place.
It is important to look for an influencer or streamer who conveys trust and closeness in your message. In addition to this, the way for a campaign to be effective is to achieve a connection between the message, the interests of your audience and the product or brand.
The engagement, feedback and reactions of the public are seen live, something that allows to correct the strategy or adapt it in real time if necessary.
The influencers present in this network are not only on Twitch,so it is interesting to perform multichannel actions. All of them have profiles with hundreds of thousands of followers on Youtube, where they mostly come from.
Self-serve ads
Brands can create their own Twitch channel and nurture it with engaging content. Some of the options are to broadcast conferences or any type of live event in which the public can participate online.
Once the channel is opened, they can advertise it within the platform with different types of ads:
Branding by giving away subscriptions to other channels is also a good strategy. With them you get to create a good image and start making yourself known in a friendly way.
Another very interesting option, which at the moment is only available in the US, Canada, UK, Germany and France, is the Bounty Board. It’s about a program in which the platform puts content creators in contact with brands. Streamers browse through the Bounty Board seeing all the available campaigns that the different brands have created. It is they themselves who choose the ones that best match their interests.
Partners and sponsors
Partners or sponsors are those streamers who have a loyal audience, a constant number of weekly broadcasts and broadcasts that meet the conditions of the platform.
These streamers can insert pre-roll, mid-roll or post-roll ads with a maximum duration of 8 minutes into their live ads.
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Pre-roll ads: they are presented before the content that the user wants to see is launched. They usually last 30 seconds maximum.
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Mid-roll ads: Appear while the content is being viewed. These types of ads can be inserted by the partner when it deems appropriate. Another option is the embedded image function, thanks to which ads can be played without cutting the broadcast.
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Post-roll or end-of-streaming ads: These are displayed when the content has finished. In this type of ads it is very important to capture attention from the first second.
Sweepstakes and contests
Thanks to the Socialman app, influencers can make sweepstakes and contests encouraging users to perform tasks. One of them can be to share your content or subscribe to your channel. In this way the participants get more points and, therefore, more chances of winning the prize.
