Marketing on Twitch : The new way to reach the new generation

Nowadays, new resources and strategies are emerging to reach the new generations and one of them is marketing on Twitch. This streaming platform is booming and can be a great asset for your digital marketing strategy .

Taking into account that the youngest are increasingly active on the Internet, betting on Twitch can be a great step for companies and brands trying to reach the new generations.

Spotlight on Twitch: What exactly does it offer?

It is the largest live streaming platform in the world and is owned by Amazon. Since it was created in 2011, most of its content has been related to the gamer world . It became famous thanks to the videos that users uploaded with their live games. Another determining factor of its success has been the link between players and viewers thanks to the interaction in real time through the broadcast chat.

Over time it has become a home for content creators and influencers . The variety of content has been expanding so much to the point that today you can find channels and videos of various kinds : live broadcasts of musical and sporting events, cooking videos, talks, tourist visits...

Subscription Entertainment

Twitch viewers can enjoy the aforementioned broadcasts and, if they wish, subscribe to the channel. In this way they financially support the sender of the video.

Many times subscribers have exclusive benefits or options . Ad-free content, private chat rooms and broadcasts only for users who pay a monthly fee. Subscriptions are of three types for all channels:

In addition, there is also the option to gift a subscription to another user . Thus, the user you choose will be able to enjoy a month of content for channel subscribers. In this case you have to choose between the 3 subscription levels. It is also necessary that the recipient of the gift has a Twitch account and is watching the subscription channel that has been given to him.

Regarding the money that the content creator receives, these are the percentages that he receives for each subscription to his channel:

What is the Twitch user profile like?

According to the data published by Twitch in 2021, there are around 15 million active daily users in the 230 countries that have access to this platform. It also has 2.2 million monthly streamers and more than 100 million monthly active users .

99% of users watch broadcasts related to video games, 61% chat, 38% consume other types of videos and 25% broadcast their own games. Despite the fact that the Twitch community is smaller compared to the one that exists in other networks, its activity is great and it goes for more. To the point that 58% of users spend more than 20 hours a month connected to the platform.

As you can see, the activity on Twitch is constant and makes it dominate 76.5% of the live broadcast market.

Regarding its main characteristics, the data shows that the majority of users (80%) are men. Regular users of the platform, 55%, are young people between 18 and 34 years old; and 14% of them are between 13 and 17 years old. It proves that the public that connects to the video broadcast platform is, to a large extent, very young.

In addition, its relevance is increasing, so it is not risky to ensure that it will be a social network at the level of the best known and used in the near future. For this reason, just like on Facebook, YouTube or Instagram, companies and brands are already carrying out marketing plans and strategies on Twitch.

Benefits and advantages of Twitch to reach the youngest

It is essential to be on a booming platform if you want to continue to be relevant within a sector. Marketing on Twitch to reach new generations can provide you with the following benefits:

1.- Interaction with millennials and centennials

With the advent of digital platforms and multiple new formats, both young people and older people have been leaving traditional media aside. Brands are aware of this change, which is why they are increasingly running more marketing campaigns on Twitch. The brands know that it will be a more useful and economical way to reach the new generations.

Much of the Twitch audience belongs to the centennial and millennial generation. These are in the crosshairs of large companies, who want to attract them to create a long-term business relationship.

2.- Low advertising saturation

On Twitch, unlike what happens on social platforms like Facebook, Instagram or Youtube, there is still not so much advertising . The excess of ads has the risk of tiring the user and that he goes on to another activity. On Twitch, on the other hand, the commercials do not have as much presence, which makes the marketing have a greater impact and views.

3-Trend and growth

Twitch is practically a newcomer and still has a long way to go. Despite the fact that in 2012 it began with broadcasts of video games, its content has been expanding. This represents an opportunity for brands of all kinds that want to reach their target audience.

Perhaps it is the successor to YouTube, so being one of the first brands in your sector to have an active presence on Twitch can be a profitable investment in the long term .

4.- Access to the world and global market global twitch data

Gamers and streamers from all over the world meet on Amazon's video platform . This represents a great opportunity for brands to reach audiences anywhere on the planet.

5.- Great social possibilities and interaction with the public

One of Twitch's strengths is that the action and interaction happens in real time. This makes the relationship with the public easier and more frequent . Thus, the issuing figure has more chances of knowing and connecting with their audience. On the other hand, subscribers also see how their bond with the company or influencer is reinforced.

Here the conversations that take place in the chat play a fundamental role. The fact that it is such a social network is the key to its success .

6.-Own content

Brands can undertake their own content strategy without having to resort to the classic advertising campaign to reach their target audience. They have the possibility to create and broadcast their own creations.

Some brands, for example, broadcast their own events live. The number of channels, influencers and communities continues to increase, so you have to be creative and original if you want to stand out and capture the attention of the viewer .

7.- Pre-roll ads, a flexible branding option

This form of advertising allows brands not to have to collaborate with any other specific channel to advertise . For any brand that can't afford excessive advertising spend, pre-roll ads are a great option.

On top of that, they can collaborate with well-known streamers to talk about their product during a broadcast.

8- The power of live broadcasts

The essence of Twitch is direct broadcasting. This format has the ability to engage the audience more and the active conversation in the chat makes them feel part of what they are seeing.

Ways to Develop Twitch Marketing Actions

In the following list you will find several ways to advertise on Twitch that you can implement in your strategy:

1.- Announcements and streams

Although it does not allow it in all countries, in Spain you can show ads on Twitch . It has several types of ads: banners, pre-roll (before the live), mid-roll (during the live) or at the end of the live.

2.- Influencer Marketing

This is one of the most widely used Twitch marketing strategies. Influencers currently have the ability to reach many people. Therefore, it can be the perfect way to reach your ideal audience. But you must choose the right influencer, who has an affinity with your community.

3.- Have a partner

Brands are interested in collaborating with streamers whose channels have excellent audience and engagement data . These must have a wide audience and an active chat with a continuously increasing number of participants .

In addition, their broadcasts must be regular, that is, about three times a week and, of course, comply with the rules and conditions of Twitch and the brand that hires them.

4.- Events

Creating and broadcasting events is another opportunity Twitch makes available to publicize a particular brand, product, or service. You can also take advantage of external tournaments or events to advertise your brand as a sponsor .

The marketing on Twitch that is coming is marked by the role of influencers. But the so-called influencer marketing can be complicated to carry out for some companies. In this case, it is best to have a professional platform with extensive experience.

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