Twitch: a new way to implement your brand's marketing strategies

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We will not go into much detail about how the platform works, per se , or whether it is the possible successor to conventional media, as this is another, more extensive debate.

Twitch is a platform where streamers (content creators) broadcast live content dedicated to their viewers or subscribers. It became popular relatively recently, and video games were the most common content offered on it. Today, there are all kinds of channels: from cooking, ASMR or chats to the most common, gameplays of the most played video games of the moment.

Depending on the number of people watching a particular channel, the number of subscriptions the streamer has , or even the interaction, are factors of great interest when defining a marketing strategy.

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Reasons to integrate Twitch into your marketing strategy
It's all very well to say that Twitch is a platform that should be leveraged for international email database marketing strategies, but... What are the reasons that lead us to this conclusion?

Trend and growth: Since its inception, Twitch has only grown. Although video games are currently the mainstay of its operations, it is expected that, with the introduction of new themes, the platform will continue to grow and offer new challenges to both brands and streamers .
A channel to discover: Given the low market saturation and the novelty of the platform, it allows new opportunities to be given to streamers and new visions of the future to marketing strategies.
Increased interaction with the target audience: Those who broadcast live can interact with their viewers through a chat provided by Twitch. In it, they interact and discuss topics that may appear spontaneously. This is where the interaction of the platform is born, and it is also the point of interest on which your brand should focus.
Reach a more global and international audience: Twitch allows the internationalization of audiences, since whether they are from America, Europe, Asia, Africa or Oceania, the platform broadcasts all its retransmissions worldwide. Therefore, it represents a greater audience reach for a marketing/brand strategy.
Can it be considered the perfect channel to reach a teenage (centennial) and adult (millennial) audience?
How can we make our marketing strategy reach the millennial and centennial generation? With the arrival of multiple formats and digital platforms, teenagers and young adults have been moving away from traditional media and paying more attention to new proposals such as those offered by Twitch.

This movement has created an undeniable gap between new and traditional media. A rupture that brands cannot ignore, since they invest huge amounts of effort and budget in their campaigns. This has been especially noticed by those whose target audience was a young audience that has already reached adulthood, since they have seen the need to adapt to a completely new language with the new generation.

Well, the answer to this uncertainty lies in Twitch. This platform has established itself as the place to connect with new audiences and thus find success for the marketing strategy.

How Twitch can help your marketing strategy
At this point, the big question arises: how can Twitch help my marketing or brand strategy achieve good results?

There are several ways to advertise/market on Twitch. We share with you the most common ones, as well as those that can help you achieve the objectives within your marketing plan:

1. Streaming ads
When we talk about ads, we're talking about advertising. This consists of broadcasting spots before, during or after a channel's streaming on Twitch.

First there are the pre-roll ad types , or before the streaming starts.
Those that are broadcast during streaming or Mid-roll. These are perhaps the most effective, since the audience you want to target is watching the streaming and you can capture their attention with the ad.
And finally, there are the ads at the end of the stream. These must have a differentiating factor from the rest, as they must capture attention before they leave the stream.
2. Have a partner/sponsor
Perhaps this is the strategy closest to traditional media, as its functional basis is simple.

As a brand, it is interesting to collaborate, whether through advertisements, campaigns or specific actions, with those streamers (or content creators) with good data on their channel.

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How to recognize them? They must have good audience data, with an upward trend and also be faithful in their broadcasts. To this we must add the periodicity and temporal consistency, and above all that they comply with the regulations established by the Twitch platform.

We can add many more to these requirements, always depending on the needs of each brand strategy. But, ultimately, the factors mentioned above must be taken into account.

3. Use of Influencer Marketing
Extrapolating this type of strategy from other social networks such as Instagram, influencer marketing becomes more plausible. The immediacy of streaming broadcasts makes the streamers themselves become the influencers of the campaign, mentioning and announcing a brand at the same time they are live.

4. Events
Another opportunity we can find on Twitch is events. Knowing which ones are of most interest to the target audience and which streamer your brand best fits with are essential factors in establishing a collaboration between broadcasting the event on the channel and sponsoring your brand at said event.

A new stage is about to arrive
It has always been said that with the arrival of new technologies the world began to change, and in the world of marketing and advertising this could not be any different. What we knew has evolved to adapt to the needs and demands of the target audiences, which can vary depending on many factors.

The most conventional media and strategies will gradually become obsolete as the new generations opt for new digital media that better adapt to their needs.