Why it pays to integrate Twitch Ads into your marketing mix!

The provider Twitch started its successful story as a streaming platform in 2011 and has since grown into one of the most significant players in the digital entertainment industry. In 2014, the platform was acquired by Amazon and experienced explosive growth in the following years. Twitch currently records around 140 million monthly active users and an average of 2.41 million simultaneous active viewers, which speaks for the popularity and global reach of the company. Initially, Twitch presented itself as a streaming website for gamers, simplifying the live streaming of games and providing the gamer community with a communication channel among like-minded people.

However, the platform has greatly evolved over the years. Whether as a result of or despite focusing on its roots in the gaming community, Twitch now attracts a diverse range of streamers who share content on various topics worldwide. In addition to entertainment and music, the platform also features interesting, social and political comments, educational content, informative discussions, fitness offerings, hobby groups covering interests such as cooking, and much, much more. This diversification of content has led Twitch to become a significant gathering place for a vibrant and continuously growing online community, appealing to a wide array of interests, hobbies, and people.

Despite attempts by established players like YouTube or Facebook and emerging direct competitors like Kick or Rumble to launch a competitive platform, Twitch remains the most important player in the live streaming services market. The initial focus on live interactivity and community building has always provided the platform with a unique advantage, continuously attracting and retaining new users.

Online Marketing via Twitch | Sponsorships

Online marketing on Twitch is divided into two categories: sponsorships and ads. Sponsorships are similar to influencer marketing strategies on platforms like YouTube or Instagram and involve collaboration between brands and influential streamers. Companies choose streamers to work with, who then test and review the company’s products/services live before their audience. It is also worthwhile to host fully sponsored live sessions, where the brand is introduced to viewers in a familiar environment, such as with a banner in the background or an ad frame. Streamers can also integrate product placements into their streams. It is crucial for companies to identify streamers whose content, personality, and audience align with their brand identity.

Online Marketing via Twitch | Twitch Ads

The other option for online marketers to become active on Twitch includes conventional ad formats. On Twitch, ad formats such as static or animated banners, carousels, and video ads can be posted. Among the most popular formats are skippable and non-skippable in-stream ads, which play before or during a stream and can last from 30 seconds to up to 3 minutes. The frequency and duration of these ad breaks are generally determined by the streamers themselves.

Online Marketing via Twitch | Limits and Limitations

Twitch has yet to offer an ads manager, similar to Google, META, or LinkedIn Ads, which would allow advertisers to create and manage their own campaigns. Companies wishing to advertise on Twitch must therefore negotiate directly with the platform's sales team to plan and execute their campaigns. This approach has its drawbacks but does not overshadow the advantages of advertising on Twitch. Companies can target their campaigns to homogeneous, highly connected communities, thus benefiting from significant multiplier effects, such as "word-of-mouth communication." By delivering unique and targeted advertising messages, entire communities can be won over to the brand.

Twitch, From Outsider to Pioneer

Due to its perception as a pure entertainment channel for gamers, Twitch is often overlooked or outright ignored in online marketing campaign planning. The platform lacks a professional veneer like LinkedIn, the extensive content diversity and depth of YouTube, or Facebook's long-standing industry lead.

Nonetheless, Twitch is a hidden gem in the online marketing landscape. It is noteworthy that nearly 60% of the Twitch audience is over 25 years old. An intriguing metric for brands whose core business targets this demographic. Furthermore, this audience is characterized by high participation, which enhances the potential for creative, interactive marketing campaigns on this platform.

Like any other marketing activity, developing a strategy for Twitch requires clear objectives and an appropriate approach tailored to the platform's unique attributes. While Twitch may not serve as an ideal platform for your B2B lead generation campaign due to differing demographic and content circumstances, it nonetheless offers a valuable channel for reaching a specific target audience and an interesting starting point in the customer journey.

Twitch is an excellent tool for B2B companies, particularly for those eager to experiment, especially those seeking to connect with a young, professional audience. The platform provides a unique opportunity to engage young professionals who are not only users but also financially potent consumers who are firmly established in their lives. With diverse communities and high engagement rates, Twitch offers digital marketing opportunities that should not be overlooked.

Remember the viral Volvo Truck campaign with Jean Claude Van Damme! It represents an impressive example of extraordinary and creative marketing. Similarly, Twitch can work wonders with its loyal and interactive user base when it comes to repositioning brands. The platform offers the ideal space to introduce a brand in a relaxed and interactive environment, strengthening customer loyalty from day one.

Moreover, Twitch not only offers the possibility to market products or services but also holds immense potential in the area of employer branding. B2B companies seriously looking to hire young and mid-age, creative and tech-savvy professionals should consider Twitch as part of their recruitment strategy. For instance, leveraging the platform's reach and connection to the gamer community can help showcase company culture, values, and career opportunities where your target audience, digital natives, are more likely to be found. This strategy helps engage potential applicants on a personal level and position the company as a forward-thinking and attractive workplace.

Summary

In summary, Twitch is gradually establishing itself as a lucrative marketing platform, yet largely untapped in terms of B2B marketing. This presents an exciting opportunity for those bold enough to tread new paths. As an early pioneer, a company can still attract attention there without having to vie for it with many competitors.

With low competition for attention, a B2B company has the chance to pioneer and shape the future use of the platform for marketing and recruitment.

Additionally, the marketing opportunities on the platform are already diverse enough to plan an appropriate marketing strategy.
With the continuous growth of users and communities, one may cautiously predict that Twitch will develop more innovative ways to utilize the platform for online marketing in the future. Those willing to take the plunge now can already reap the benefits of an as yet uncontested market.

We are happy to advise you on Twitch marketing. Explore with us how you can integrate Twitch into your marketing plans. With our extensive experience in all areas of digital marketing, we are happy to help you plan and broadcast your first Twitch campaign.