Using Twitch for Business: What You Need to Know
Grab the future of live TV and understand how to take advantage of multiplayer entertainment on Twitch.
Amazon-owned Twitch platform aims to build a community around shared transferable profits. Originally designed for gamers, this popular website has recently switched to other lifestyle topics, creating compelling content marketing opportunities for tech brands in the process. Here's how to get the most out of Twitch in your business:
What is Twitch?
Released in 2011, Twitch is an interactive live streaming platform for gamers. This allows you to stream content in real-time and recreate your live TV. By 2021, 6.7 million streamers are posting content each month. And these are just creators. Twitch has 140 million monthly active users.
It’s not all about streaming
Twitch is essentially creating a connection. Fans can communicate online with streamers, and twice a year, the platform hosts its own convention, TwitchCon. This event celebrates the streaming industry and provides fans and broadcasters with a face-to-face moment. Event sponsors sell branded products and offer industry-related sessions. This is direct access to the most involved audience.
Who uses Twitch?
Although Twitch has moved to more lifestyle content, the majority of its viewers still belong to the gaming community. SimilarWeb has published a survey identifying that 22.68% of traffic to Twitch comes from the United States and 42.13% goes through YouTube through its website. The platform has more than 28 million unique users per month in the United States, 80% of whom are teenage men.
4 ways your brand could use Twitch
Brand awareness
Twitch offers a unique opportunity to communicate with potential customers. His recent collaboration with the 1,000 Dreams Fund has provided a whole new audience with a nonprofit introduction. The association hosted a female Twitch streamer who is currently attending college for tuition. Mutual pollination of content on Twitch's social media channels has highlighted the cause and raised brand awareness. Doritos and Twitch did the same at TwitchCon 2018, which drives the branding content experience.
Influencer marketing
Twitch is the perfect platform for influencer marketing because it focuses on connecting and building communities. Working with relevant Twitch influencers is a great way to publish your brand to a group of loyal followers. KFC has recently been Sacriel, Sequisha, Anthony Kongphan and Dr. Affiliated with. Lupo participated to create a Chicken Dinner Challenge.
Lead generation
Use Twitch to generate new leads for your business. Both Head & Shoulders and Wendy's were successful. Wendy's goes one step further by partnering with Fortnite to launch its channel. They partnered with a popular streamer to generate views, leaving behind what players consider to be "advertising" to create the ultimate embedded content. Wendy's freezer destruction campaign in the game generated over 1.5 million views, and the list on social channels increased by 119%.
Paid Media
Like Facebook, Twitter, and YouTube, Twitch plays video ads before they air. These protagonists are a great opportunity to increase sales and awareness. Indeed, paid media was used to connect talent and broadcasters with campaigns, or carrier search engines, designed to show exactly what they were. This content has identified how players, streamers, and developers find talent and vice versa. Pre-video and paid media ads are used to generate clicks and get the user's attention with smart targeting. Treat Twitch like any other social media channel to reach a whole new audience.
Need to use the Twitch brand?
Twitch is an intimidating platform that most marketers avoid. Brands that were willing to take the opportunity to join the platform saw some serious consequences. Exploring Twitch is easy when it comes to serving a young audience.
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