In recent years, streaming content has been gaining in importance. We don’t just mean Netflix and other VOD services, but also Twitch. It is a dynamically developing service that attracts millions of users every day who consume the published content. This also makes it an ideal place to use from a marketing perspective. How can we do this?
What is Twitch?
It’s a platform designed for streaming. Users can both broadcast content and watch others. Streamers usually comment on their actions, and viewers talk to them and each other in the chat of the service.
Twitch isn’t just about streaming, though. The platform also has its own convention where it promotes the industry and gives creators a chance to meet their fans. They can not only attend the panels of their favorite streamers, but also buy items with their brands or the brands of the event’s sponsors (one of them is, for example, Doritos).
What is the audience on Twitch?
The viewers of the portal are mainly teenage gamers, but it is worth taking a closer look at them. The largest part of the website’s traffic comes from the United States – 22%, but right after that are Germany and France. This data comes from a report by SimilarWeb, which studied the behavior of the portal’s users. Even though a significant part of the audience is young men, you will also find many older people as well as women on the platform. So, if you think that your target customers can’t be met there, you might be wrong.
How to use Twitch in marketing?
In many ways – increasing brand awareness, targeting a specific audience, creating streams promoting products and services, or using influencers. It’s the perfect platform to connect with customers and engage them in your activities.
Twitch is a good way to generate leads. Brands can collaborate with creators who use their products on stream. The young audience who watches them may be very interested in the things they will see in their idols.
On Twitch, we also have the opportunity to create our own broadcast, which will be related to events important to the audience. Wendy’s, a popular fast food chain in the US, streamed the gameplay of Animal Crossing (a game released in March 2020, currently one of the most popular watched on the platform), in which the protagonist is the brand’s mascot. Most of the titles of the broadcast also referred to free shipping, which reminded users that they did not have to leave the service to order food.
Similar to Facebook or YouTube, Twitch also shows ads before broadcasts. These cannot be skipped, which means that our spots can be shown to users every time they visit a new stream.
Twitch can be used in marketing in many ways. We have the opportunity to use the ingenuity of people who publish content there, or the built-in capabilities of the platform to create a place where the brand will connect with customers.