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

The provider Twitch started its success story as a streaming platform in 2011 and has since developed 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 has around 140 million monthly active users and an average of 2.41 million concurrent viewers, which speaks to the company's popularity and global reach. Initially, Twitch presented itself as a streaming site for gamers that simplified live streaming of games and provided the gaming community with a communication channel with like-minded people.

Over the years, however, the platform has evolved significantly. Despite or even due to its return to its roots in the gaming community, Twitch now manages to attract a diverse spectrum of streamers who share content on a wide variety of topics worldwide. In addition to entertainment and music, the platform also features interesting social and political commentary, educational content, informative discussions, fitness offerings, hobby groups with interests like cooking, and much more. This diversification of content has led to Twitch becoming an important meeting place for a lively and continually growing online community that appeals to a vibrant array of interests, hobbies, and people.

Despite attempts by established players like YouTube or Facebook, as well as emerging direct competitors like Kick or Rumble to launch a competitive platform, Twitch remains the most important player in the market for live streaming services. The initial focus on live interactivity and community-building has always given the platform a unique advantage that continues to attract and retain new users.

Online Marketing via Twitch | Sponsorships

Online marketing on Twitch is divided into two categories: Sponsorships and Ads. Similar to influencer marketing strategies on platforms like YouTube or Instagram, sponsorships are based on collaboration between brands and influential streamers. Companies choose streamers they want to work with, who then test and evaluate the company's products/services live in front of 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 in the form of a banner in the background or an ad frame. Streamers can also integrate product placements into their streams. It is important that companies identify streamers whose content, personality, and audience harmonize with the brand identity.

Online Marketing via Twitch | Twitch Ads

The other option for online marketers to get active on Twitch involves conventional ad formats. Ads formats such as static or animated banners, carousels, and video ads can be posted on Twitch. The most popular formats include 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 usually determined by the streamers themselves.

Online Marketing via Twitch | Limits and Limitations

Twitch still does not offer an ads manager that, like Google, META, or LinkedIn Ads, allows 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 disadvantages but does not overshadow the benefits that advertising on Twitch brings. Companies can target their campaigns to homogenous, highly connected communities and thus benefit from important multiplier effects such as "word-of-mouth communication.” Unique and targeted advertising messages can thus involve entire communities for the brand.

Twitch, from Outsider to Leader

Due to being perceived as a pure entertainment channel for gamers, Twitch is often overlooked or ignored altogether in planning online marketing campaigns. The platform lacks a professional appearance like LinkedIn, the extensive content variety and depth of YouTube, or Facebook's long-standing industry lead.

Nevertheless, Twitch is a hidden gem in the online marketing landscape. Remarkably, almost 60% of the Twitch audience is over 25 years old, an interesting figure for brands whose core business targets this demographic. Moreover, this audience is characterized by high engagement, enhancing the potential for creative, interactive marketing campaigns on this platform.

As with any other marketing activity, developing a strategy for Twitch requires clear objectives and a suitable approach tailored to the platform's unique conditions. While Twitch may not serve as the ideal platform for your B2B lead-generation campaign due to different demographic and content contexts, it still offers a valuable channel to reach a specific audience and an intriguing starting point in the customer journey.

Twitch is an excellent tool for B2B companies, especially those daring and ready to experiment, targeting a young, working audience. The platform offers a unique opportunity to reach young professionals who are not only users but also already well-established in life. Thanks to diverse communities and high engagement rates, Twitch provides digital marketing opportunities that should not be overlooked.

Think back to the viral Volvo truck campaign with Jean-Claude Van Damme! It is a striking example of exceptional and creative marketing. Similarly, Twitch, with its loyal and interactive user base, can work wonders in repositioning brands. The platform provides the ideal space to present a brand in a casual and interactive environment and foster customer loyalty from day one.

Furthermore, Twitch not only offers the opportunity to market products or services but also holds immense potential in the field of employer branding. B2B companies serious about hiring young and middle-aged, creative, and technically skilled professionals should consider Twitch as part of their recruitment strategy. It is worth using the platform's reach and connection to the gamer community to showcase their corporate culture, values, and career opportunities where their target audience, digital natives, is most likely to be found. This strategy helps address potential candidates on a personal level and present the company as a forward-thinking and attractive workplace.

Conclusion

In conclusion, Twitch is gradually establishing itself as a profitable marketing platform but remains largely untapped in terms of B2B marketing. This presents an exciting opportunity for those bold enough to explore new paths. As an early adopter, a company can still attract attention without having to compete with many rivals.

With little competition for attention, a B2B company has the chance to pioneer and shape the platform's use for marketing and recruitment in the future.

Furthermore, the marketing opportunities on the platform are already diverse enough to plan a suitable marketing strategy. With the continuous growth of users and communities, it is a cautious prediction that Twitch will develop more innovative ways to use the platform for online marketing in the future. Those willing to take the step now can already benefit from the advantages of a still uncontested market.

We would be happy to advise you on the topic of Twitch marketing. Explore together 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.