When it comes to online branding, most digital marketers are accustomed to burying their heads deep into SEM and SEO tactics. But as we’re about to enter a new year into 2022, the marketing tactics of content creators are about to evolve too.
Let’s see how online streaming can change the face of internet consumerism and help build brand awareness for an online business.
The Rise of Streaming
When it comes to brand awareness, businesses strive to emphasize their ability to make significant changes for customers through PR, marketing strategies and product led growth. And while these methods are still in place and effective, certain industries have begun catering towards different ways for get customer engagement.
Online streaming is one of them. While ten or fifteen years ago this may have seemed ridiculous, today it is very common for big brands and SMEs to paste their logos behind influential streamers.
Twitch, the Amazon-owned platform that live-broadcasts gamers playing video games, is the undisputed champion in this space. The platform is host to 91% of all video game streaming, dwarfing competitors from YouTube and Facebook. In less than a decade, Twitch has become one of the most popular platforms on the internet, serving more than 2 million viewers at any given time of any given day.
Channels like YouTube TV, Curiosity stream or Vimeo have reached unprecedented heights during the pandemic, turning into a go-to entertainment destination for consumers confined to their homes. There are now 7 million streamers who broadcast themselves playing video games each month—nearly twice as many as there were before the pandemic began.
Twitch Streaming as a Marketing Opportunity
By now I’m sure it comes without question that platforms like Twitch can be a literal goldmine for brands targeting a Gen Z audience. But how can a company associated with video gaming and eSports be aligned with someone’s business model?
Video content is a growing trend, with live video standing at its forefront. Twitch has an explanation stating that a large number of their viewers engage with streamers on a daily basis and are mostly recurring visitors who support their favorite streamers monetarily. This
Affiliate marketing is at the heart of every business that wants to brand itself and associate its sales strategy with content creators. This gives more reason for video streamers to promote their videos and thus online businesses can build their brands through affiliate programs without incurring heavy costs on employing sales representatives. There is also a Twitch affiliate marketing platform that offers various subscription levels with a 50% deduction fee, making Twitch an even more desirable place for ambitious content creators to connect with businesses and become their affiliate partners.
Unlike Vimeo and Youtube, viewers can directly award their favorite content creators. The amount of money a popular streamer can make through various sources is really staggering
How to leverage Twitch as a marketing team?
As mentioned earlier, if a company has an attractive affiliate program they can cater it to video content creators. But there are more ways to leverage influential streamers, which can be done mostly on Twitch due to its ability to host millions. Big names like Gilette or Monster Energy are sponsoring content creators to promote their brands, share free giveaways and display ads in their videos.
If a company’s core product or service is targeted at Gen Z or young Millenials, this can be a perfect opportunity to make the most of live streaming videos. Unlike YouTube, Twitch is not bombarded by ads and duer to its narrow niche in gaming and eSports, well-placed ads have a bigger impact in general.
Marketers are advised to research content creators though as misplaced ads can hurt a brand or have little to no impact.
Video streaming can be a host to a young audience that’s not afraid to engage with new products and brands. As the age of Gen Z grows and matures into the highest online consumers, they will most likely adapt to other forms of entertainment than the previous generations and it shows. Leveraging this market is key importance for many marketers in online businesses to help channel their growth.
Twitch marketing is still at an infancy stage. So, anyone entering it has a higher chance of reaching the younger generations who are looking for new ways for entertainment.
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