In 2018, livestreaming platform Twitch had over 9 billion hours watched, which was a 43.4% increase from the previous year. In 2019, the total number of hours surpassed 10 billion.
The popularity of Twitch has a lot to do with users who livestream gameplay and esports. In fact, in 2019, some of the most-watched games were League of Legends, Fortnite, and Dota 2. In 2019, the fastest-growing channels included Tfue, shroud, and Ninja. The most-watched Twitch channels included Riot Games, Overwatch League, and ESL CSGO.
Advertisements can be shown during livestream breaks. In addition, a player can promote sponsored content to their audience in order to spread awareness of a brand, product, or service. For example, popular Hearthstone player Jeffrey “TrumpSC” Shih promoted Geico to his viewers in the past.
This form of influencer marketing can be advantageous because of the wide, yet targeted audience reach. A business that specializes in computers can attract potential customers and maintain customer confidence by providing Twitch livestreamers with specialized gaming computers. As an example, CS:GO professional Stephanie “missharvey” Harvey worked with OMEN by HP, which is a line of desktop computers, laptops, and accessories.
There are several ways a business can conduct influencer marketing on Twitch.
1. Ask for product placement
Think about a movie you’ve recently watched in theatres. You probably didn’t notice product placements by popular brands. The same marketing technique can be used for Twitch, where a player can be drinking a beverage or showcasing a brand logo in the corner of their videos. Product placement is a subtle form of advertising that viewers won’t find invasive.
2. Have a giveaway
Businesses that want to get their brand name, products, and services out there can also work with a Twitch influencer to create a giveaway. Giveaways can help with a target audience’s brand perception while grabbing attention with free items. Giveaways can also help with social media brand growth by requiring customers to like pages, follow accounts, and share posts.
3. Send products for an unboxing video
Unboxing videos can surprise both the influencer recording the video and the audience watching them. These types of videos can also let an influencer share their opinion and discuss product features. In turn, their audience may want the product as well because of the level of trust between the influencer and their subscribers.
4. Create unique affiliate codes
Another way to generate hype around a product or a service is by creating unique affiliate codes for influencers. An influencer may receive a percentage of the sales depending on how many customers purchase the product or service. This type of marketing is also useful for keeping track of a business’ return of interest (ROI) while building relationships.
5. Promote an event
Event promotion can be another effective way to increase brand awareness. For example, a Twitch livestreamer can be invited to either a gaming or esports event sponsored by a brand and share their experience with their viewers.
As the popularity of Twitch grows, businesses should take advantage of the various marketing opportunities available. To take your business and marketing to the next level, be sure to contact the Find Your Audience team at either firstname.lastname@example.org or 647-479-0688.