Why Should You Use Twitch for Business?

Who would have thought that Twitch was no longer an exclusive place for gamers? Over the years, Twitch has introduced a number of features that are not just limited to gaming. The platform’s ability to draw in a diverse roster of content creators and non-gaming communities gave rise to IRL or “In Real Life” streaming in 2016, which is a type of broadcasting unrelated to video gaming. Eight years later, Twitch has proven to be a good platform for companies trying to reach a wide audience, with over 240 million unique monthly visitors by 2024.

Continue reading to explore the potential of Twitch for businesses.

Twitch is an interactive livestreaming platform that was launched in 2011 and is primarily targeted towards gamers. It became well-known among gamers at first, but it has now expanded to include creative categories like music, art, food and beverages, outdoor content, and even casual chatting.

Twitch operates on a freemium model. Users can watch streams for free with ads, or subscribe to channels for an ad-free experience and other perks. Streamers earn money through ads, subscriptions, and donations, creating a thriving ecosystem that benefits both creators and brands.

While live streaming is the core feature, Twitch also offers other engagement tools such as chat rooms, clips, and highlights. These features allow for a more interactive experience, making it easier for brands to engage with their audience on a personal level.

To effectively maximise Twitch for business, you need to understand the diverse user base of the platform. The most recent data on Twitch demographics can be found here.

The term "Twitch marketing" describes the approaches and activities used by companies to promote business on Twitch. Similar to other popular social media sites, Twitch offers several ways for your brand to make use of the platform.

Sponsoring events on Twitch can help your brand gain greater exposure among established audiences. For instance, Ibai's fourth influencer boxing event on July 13 set a Twitch record with 3.85 million concurrent viewers, showcasing the promotional benefits that this strategy can provide.

45% of Twitch viewers claim they would purchase a good or service just to be a part of the online community that surrounds it. Leveraging Twitch for live product launches offers a great opportunity to showcase your product in real-time, allowing your audience to see it in action and ask questions on the spot. This approach generates excitement and engagement around your brand.

While users browse through content on Twitch, brands can place display ads on the homepage headliner, carousel, medium rectangle, and super leaderboard. For desktop, mobile, tablet, and connected TV (CTV) platforms, brands can add commercials to live broadcasts using Twitch premium video ads.

In 2022, HelloFresh partnered with StreamElements for a performance marketing campaign with over 10,000 content creators. The campaign allowed streamers to promote HelloFresh through branded overlays and unique product links, earning rewards based on actual purchases made through their links. StreamElements highlighted this campaign as a risk-free opportunity for brands, showcasing its platform's potential to reach a broader market beyond gaming.

UberEats partnered with Ninja, a popular American gaming streamer, to offer his followers a 25% discount through a Fortnite challenge. Fans received 1% off their UberEats order for each "kill" Ninja made, with the promotion running from his order until his food arrived. This approach highlights the benefits of influencer marketing, such as driving engagement and offering unique, interactive promotions that effectively connect with audiences.

Deciding whether to use Twitch for your brand depends on several factors, including your target market, budget, and content strategy. With its younger, predominantly male audience and global reach, Twitch offers unique opportunities for brands looking to engage with a tech-savvy demographic. However, it's important to consider the costs associated with influencer marketing and the need for content that fits the platform’s dynamic environment. If these factors align with your business goals and resources, then Twitch could be an excellent platform to explore.

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