One of the most up-and-coming websites is ripe for brands to seize competitive advantage.
Twitch is a video streaming platform where users can broadcast their gaming to the world, and is currently fourth in U.S. internet traffic, only trailing Netflix, Google and Apple. It has been a blossoming site since its launch in 2011, so much so that Amazon spent almost a billion dollars to acquire it in 2014. With 9.7 million active daily users and over 2 million unique streamers per month, there is no denying the reach Twitch has as a social network platform. Twitch has a huge growing audience and brands should take advantage of it, especially if they are looking to market to gamers and millennials. It is interactive, uncut, live, and genuine, something that millennials crave from influencers.
One of the most straightforward ways brands can utilize is to hire a gamer for a sponsored stream. There are plenty of celebrities on Twitch from actors to athletes. Twitch also has plenty of “Twitch famous” gamers with vast and loyal followings. Gamers love the concept of playing a video game with one of their favorite celebrities. When sponsoring a gamer on Twitch, brands can broaden their audience because they are reaching the gaming community as well as the celebrity’s audience.
Another way to sponsor a stream is to have your brand logo on the stream and in the stream’s title. This option is a great opportunity for product placement in the gamer’s camera throughout the stream. For example, Jack Link’s sponsored three gamers known to have lively outburst, so it aligned well with their “hangry” campaign. Also, a brand could create a special tag associated with the brand or product that would pop up when certain achievements or frustrating fails occur, such as sponsoring a big play in a game.
E-Sports are also a unique sponsorship opportunity for brands. E-Sports is like a professional league of tournaments for gamers, and has really taken off in recent years. Brands can take advantage of the large viewership of this new phenomenon by sponsoring these big tournaments. Twitch hosts these live tournaments on their site where people can watch and play, so brands can get online advertising as well as brand integration and real life advertising at the event. For example, Totino’s hosted a Call of Duty tournament that averaged 30,000 live viewers and handed out pizza rolls to the fans at the tournament.
With Twitch, there are many opportunities for brands to sponsor celebrities, streams and tournaments in the gaming world. This unique streaming site allows for brands to reach a new audience, specifically male gaming millennials. Twitch is also currently working to expand their user demographic, branching out from gaming to include cooking, painting, beauty tutorials and more. This allows for a variety of opportunities for brands to take advantage of this growing platform and reach millennials in a new and exciting way with influencer marketing.
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