The streaming platform Twitch has revolutionized the online entertainment industry. It is a huge virtual stage on which people from all over the world share their passions. Users can mainly watch streamers play a wide variety of games on Twitch. However, you can find streams of all kinds on the platform. Streamers can also simply chat with their community or share real-life activities with their viewers in so-called IRL streams (In Real Life), for example on bike tours or city trips. Countless events, such as gaming or soccer tournaments, are now also streamed live here.
Twitch works very simply: streamers broadcast live while viewers watch and can interact with each other and with the streamer themselves in the chat. The platform offers a colorful mix of content, from exciting gaming sessions to creative talk shows. The variety and constantly changing trends make Twitch particularly attractive. Sometimes it’s a new game that captivates everyone, sometimes it’s a fun streaming competition that goes viral.
Who uses Twitch?
According to Influencer Marketing Hub, just over half of Twitch users are between 25 and 34 years old. In addition, almost 70% of Twitch users are male. Despite this clear distribution, however, all possible age groups and genders can be found on the platform. This is simply due to the incredibly wide range of content that can be found on Twitch.
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Find the right Creator
First of all, you should be clear about your target group. If it tends to be younger, you should look at where young people are mainly interested, for example in games such as Fortnite or Brawl Stars. For streams in these categories, you can assume that the viewers are logically also usually younger. If you are looking for categories with an older audience, this shouldn’t be a problem either. For example, you might find what you are looking for in certain comedy shows or cooking shows.
Twitch is best known for gaming streams, but you can find streams in all kinds of categories. In addition to gaming, the most popular category is “Just Chatting”, where streamers simply chat with their community. But there are also crafting streams, beauty streams, podcasts and talk shows, music streams and many other categories.
Observe which streamers are particularly popular in your target category. Size is not everything! Sometimes a smaller streamer with a very dedicated community can be more valuable than very large streamers.
Also pay attention to the style and values of the streamer so that they also match your brand.
Advertising on Twitch
Advertising on Twitch via streamers offers a wide range of opportunities for brands. Brands can present their products creatively and effectively. One popular option is classic product placement during the stream. Here, the streamer places the product visibly in the background or on their desk. This way, it catches the viewers’ attention without being obtrusive.
The product presentation in the stream is even more direct. The streamer takes the time to present the product in detail. They can explain its functions and share their personal experiences. This authentic recommendation is often more convincing than traditional commercials.
Some streamers also integrate products directly into their gameplay. For example, an energy drink could appear as a virtual boost in the game. Or the streamer wears a branded headset while playing. In this way, the product is naturally integrated into the content.
Sponsored challenges or competitions are another option. Here, the streamer challenges their viewers to take part in an action. This is related to the advertised product. This encourages interaction and makes advertising an entertaining experience.
Exclusive discount codes for the community are also popular. The streamer shares a special code with their viewers. This gives them discounts when purchasing the product. This creates added value for the community and increases sales figures.
Some brands also sponsor entire streaming sessions. The stream is completely designed in the brand’s design. The logo appears prominently and the streamer mentions the company regularly. This creates an intensive brand presence during the entire stream.
Example for Advertisement on Twitch
One example is the streamer Ninja, who is best known for the game Fortnite. Ninja’s main sponsor is RedBull. He designs the product placement by permanently showing a Red Bull refrigerator in the background of his face cam. He also permanently wears a headband with the brand’s logo.
Most gaming streams are set up so that both the streamer’s screen and his face can be seen in the form of a face cam. This means that product placements, like those on Ninja, are permanently integrated in a natural way.
Conclusion
To summarize, advertising on Twitch via streamers is an effective way for brands to present their products in a creative and authentic way. The various approaches, such as product placements, sponsored challenges or exclusive discount codes, offer numerous opportunities to address the target group directly.
By working closely with streamers, you can ensure that your brand is naturally integrated into the content. This not only builds trust with users, but also encourages interaction and engagement. Use the opportunities Twitch offers to successfully position your brand and build a loyal community. This way, your advertising will not only be noticed, but also appreciated.
