Thorough research and due diligence are
Posted: Tue Jan 21, 2025 3:43 am
The impact is clear: attracting larger audiences for everyone . And IRL livestreaming events generate massive engagement impact not only through the livestream, but also on social media at large.
GP Explorer, for example, generated 864 stories and 56 million reactions on Instagram, and 121 million views on TikTok, according to The Metrics Factory . It was the top trending topic on Twitter for 12 hours in France and for two hours worldwide, and sponsors activated an additional 35 influencers on Instagram around the event.
Joffrin argues that French streamers are ahead of their Spanish and American counterparts when it comes to banding together to organise events and livestreams.
« The relationship between streamers, who often do many events together, is a specificity that we have in France compared to other countries ,» says Joffrin. « They exchange regularly and rising streamers on Twitch benefit from the help of other streamers. The 'raid' function at the end of a stream allows you to send your community to someone else, and this is often how tens of thousands of viewers can discover new channels .»
Proceed... with caution
« [IRL events are] part of a trend that sees content creators trying to win back their audience. There is a kind of emancipation from platforms and methods of dissemination in the face of the search for the most original content ,» comments Vilgrain. « It is good for the market because it means that content creators are regaining control over their audience, or at least over how they activate and monetize it .»
Opportunities abound for brands looking to capitalize on the growing power of Twitch streamers and their communities . But because the platform is so diverse and the communities so passionate, influencer campaigns require a great deal of nuance and a decidedly light touch.
“ All brands can work with streamers, but the difficulty lies in identifying the community that will be receptive to the brand’s message ,” Joffrin warns. “ Twitch has very defined codes, and communities that are very close to the streamer because they have spent hours and hours each week with that person. If a brand promotes a product too directly or abruptly, there will be an outcry because people won’t understand why it suddenly appears on their favorite streamer’s stream .”
paramount to successful campaigns , as is building relationships with strea chief of vp and training email database mers prior to any launch.
« You have to set rules in advance, but you have to maintain freedom of tone, expression and creativity. There are brands that have perfectly understood how it works, and even those that go beyond and participate in the chat and answer questions ,» says Chabrier. « Influencer marketing on Twitch, when done well, generates more loyalty than other channels .»
Twitch may be a brave new world for many influencer marketers, but those bold enough to take it on could see their brands get closer to their target audience than ever before.
And who wouldn't like that?
GP Explorer, for example, generated 864 stories and 56 million reactions on Instagram, and 121 million views on TikTok, according to The Metrics Factory . It was the top trending topic on Twitter for 12 hours in France and for two hours worldwide, and sponsors activated an additional 35 influencers on Instagram around the event.
Joffrin argues that French streamers are ahead of their Spanish and American counterparts when it comes to banding together to organise events and livestreams.
« The relationship between streamers, who often do many events together, is a specificity that we have in France compared to other countries ,» says Joffrin. « They exchange regularly and rising streamers on Twitch benefit from the help of other streamers. The 'raid' function at the end of a stream allows you to send your community to someone else, and this is often how tens of thousands of viewers can discover new channels .»
Proceed... with caution
« [IRL events are] part of a trend that sees content creators trying to win back their audience. There is a kind of emancipation from platforms and methods of dissemination in the face of the search for the most original content ,» comments Vilgrain. « It is good for the market because it means that content creators are regaining control over their audience, or at least over how they activate and monetize it .»
Opportunities abound for brands looking to capitalize on the growing power of Twitch streamers and their communities . But because the platform is so diverse and the communities so passionate, influencer campaigns require a great deal of nuance and a decidedly light touch.
“ All brands can work with streamers, but the difficulty lies in identifying the community that will be receptive to the brand’s message ,” Joffrin warns. “ Twitch has very defined codes, and communities that are very close to the streamer because they have spent hours and hours each week with that person. If a brand promotes a product too directly or abruptly, there will be an outcry because people won’t understand why it suddenly appears on their favorite streamer’s stream .”
paramount to successful campaigns , as is building relationships with strea chief of vp and training email database mers prior to any launch.
« You have to set rules in advance, but you have to maintain freedom of tone, expression and creativity. There are brands that have perfectly understood how it works, and even those that go beyond and participate in the chat and answer questions ,» says Chabrier. « Influencer marketing on Twitch, when done well, generates more loyalty than other channels .»
Twitch may be a brave new world for many influencer marketers, but those bold enough to take it on could see their brands get closer to their target audience than ever before.
And who wouldn't like that?