What is Twitch? How do Brands Use it

Twitch, the renowned live-streaming website, has achieved remarkable success, boasting over 140 million monthly active users as of July 2023. Conceived by a pair of bright Yale graduates in 2011, it swiftly gained popularity before being acquired by Amazon in 2014.

Initially celebrated for its video game content, Twitch’s captivating live streams involve hosts engaging with their audiences while playing video games. Viewers actively participate by leaving real-time comments, offering a truly interactive experience. Over time, Twitch’s diverse community expanded to encompass musicians, artists, crafters, VTubers, and more.

Twitch’s growth has led to the emergence of various niche terms, possibly unfamiliar to newcomers. Here are a few commonly used terms to help you navigate this dynamic platform:

1. Streamer: The individual hosting the live stream.
2. Viewers: The audience tuning in to watch the stream.
3. Chat: The collective term used by streamers to address their chatroom.
4. Bits: A form of in-site currency viewers purchases to donate to streamers.
5. Sub: Short for “subscription,” allowing viewers to access perks by subscribing to a streamer for a monthly fee.
6. Mods: Abbreviation for “moderator,” responsible for monitoring the chat for inappropriate content or spam.
7. Lurk is an affectionate term for viewers who silently observe the stream without engaging.

How Brands Harness the Power of Twitch

For marketers, it presents a wealth of possibilities. As a fresh and highly engaging platform, it fosters a robust community and offers interactive experiences that adapt in real-time.

The key to successful marketing on Twitch lies in creativity. Traditional campaigns, such as pre-roll ads or overt product promotions, might not resonate with Twitch users. Instead, brands succeed with unboxing videos, clever shout-outs, giveaways, and gamified initiatives.

Here are some innovative ways brands utilize Twitch:

1. Joining esports competitions or sponsoring notable players.
2. Livestreaming digital events.
3. Hosting masterclasses and group activities.
4. Broadcasting interviews and panel discussions.
5. Sponsoring top streamers.
6. Organizing charity fundraisers through game streams or other activities.
7. Unboxing new products.
8. Running viewer giveaways.

A strong emphasis on content marketing pervades Twitch, with several ideas centred around fostering a sense of community—learning together, supporting causes, and initiating conversations.

Moreover, during the pandemic lockdowns of 2020-2021, many brands turned to Twitch to replace physical events and experiential marketing. The platform’s live nature allowed them to capture the excitement akin to one-off events.

Unleashing Twitch’s Marketing Potential – How to use It for marketing

The gaming community on Twitch is vast and diverse, offering advertisers immense potential. For brands stepping into the world of Twitch and gaming, it’s crucial to identify clear marketing goals and develop a strategy to achieve them. Ensure that your goals are measurable and time-bound, aligned with your overall business needs and marketing approach.

Understanding the average Twitch user is essential before diving into marketing efforts. With a predominantly young and male audience, researching channels and influencers becomes vital to making informed marketing decisions.

Remember, entertainment takes precedence over advertisements on Twitch. People flock to the platform to be entertained, and while many users welcome streamers’ sponsorships, blatant sales pitches might not resonate well.

Collaborating with the right influencer or brand is paramount to reaching a loyal and engaged audience. The choice of influencer should align with your marketing goals, considering factors like genre, audience demographics, reach, and language.

To succeed on Twitch, interaction is key during live streams. Engaging with viewers through the chat window builds a dedicated fan base, fostering genuine connections with the audience.

Finally, creating original Twitch content can be an excellent alternative if neither influencer marketing nor traditional advertising aligns with your brand.

By embracing Twitch’s interactive and vibrant community, brands can tap into an extensive audience, uncovering exciting marketing opportunities and potential growth in this digital realm.

Frequently Asked Questions About Twitch

What is Twitch?

Twitch is a popular live-streaming website that allows users to broadcast and watch live video content. It started primarily as a platform for gamers to stream their gameplay, but it has expanded to include a wide range of content, such as music, art, talk shows, and more.

How do I watch streams on Twitch?

To watch streams on Twitch, simply visit the Twitch website or use the Twitch mobile app. You can browse different categories, search for specific streamers, or explore trending content. Click on a live stream to start watching, and you can interact with the streamer and other viewers through the chat feature.

Do I need an account to use Twitch?

While you can watch streams on Twitch without an account, creating one offers additional benefits. Having an account allows you to follow your favourite streamers, chat during streams, participate in community discussions, and receive notifications when your favourite channels go live.

Can I stream on Twitch?

Yes, Twitch allows users to become content creators and stream their own live broadcasts. To start streaming, you must create a Twitch account and set up broadcasting software. It’s essential to familiarize yourself with Twitch’s community guidelines and terms of service to ensure compliance while streaming.

What are Twitch emotes and bits?

Twitch emotes are small custom icons used in chat to express emotions or reactions. Some emotes are standard, while others are specific to certain channels or streamers. Bits, on the other hand, are a form of virtual currency on Twitch. Viewers can purchase bits and then use them to cheer for their favourite streamers in chat or unlock special emotes and perks.