“Niche” social media? Meet Twitch.

Margaret Marton, Community Moderator at Artegence

The release of Cyberpunk 2077 was talked about almost everywhere, and actors known from the real world, such as Keanu Reeves and Elliot Page can be found in popular games. And these are getting more interesting, realistic and advanced. They often require a lot of dexterity, so some people prefer to watch game streams rather than go through the games themselves. Just as many of us are limited to cheering on sports games in the real world. Quite a few people also like to simply see beforehand if the game they are interested in is worth buying. In addition, the games allow you to experience events together wherever you are, even during a pandemic. In April 2020. Famous rapper Travis Scott played a live concert in the game Fortnite. More than…12 million players participated! And many more people watched the concert via streams. Game fans need a place where, in addition to watching, they can also talk about them, and Twitch has given them that opportunity.

What is Twitch?

Twitch is a social platform for live video streaming. It was founded in 2011. and was initially used mainly for broadcasting computer games. Now you can stream almost anything on it. Do you cook? Do you paint? Do you play an instrument? Do you create podcasts? Or do you play…chess? As long as you have access to a computer, a game console and a smartphone, you can become a streamer or watch broadcasts.

Twitch has a variety of themed channels that also allow people to raise money for charity. It has its own channel on this platform, for example. Pol’and’Rock Festival, and the Warsaw Uprising Museum held a knowledge quiz there. But how is Twitch different from other popular video servers?

How is this different from YouTube?

Although YouTube also introduced live streaming a few years ago, the platforms are very different. Youtube is still primarily used for uploading pre-edited videos, while Twitch relies on online streams with live commentary. In addition, viewers of the channels can talk among themselves about various topics in special chat rooms. They also have the opportunity to play with their favorite streamer. In addition, Twitch does not have an algorithm that displays sponsored videos in the feed. Users only get a notification when a streamer they follow posts a new video. The streaming platform therefore relies on greater authenticity and community building. Initially, Twitch also did not display ads, but this has recently changed. Interestingly, YouTube attracts women and men about equally. The situation is different with Twitch. And while its users are a specific audience, it is not a niche platform.

Data as of December 2020, source: https://videogamesstats.com/twitch-stats-facts/

TWITCH IN POLAND

Twitch is also popular in Poland. The most popular Polish streamers on Twitch are: Ewroon, xtentacion, pago3, xth0rek, polsatgames, mandzio, h2p_gucio, diables, overpow, zony.

Ranked as of April 2021, source: https://streamerzy.pl/ranking-streamerow/

Although most Twitch users are male, female streamers are also popular: urqueeen, brunecia, unblessed, veneea, mamiko, kasix__, koposava, mrs_honey, angela35, mailinh.

Source: https://streamerzy.pl/blog/najpopularniejsze-polskie-streamerki

What do Poles watch most often?

Interesting from the advertisers’ perspective is the data on the ratio to streaming ads.

They show that Twitch users don’t have an extremely negative attitude toward ads, because they know that it gives their favorite streamers a chance to earn money for their business. Still, quite a few people declare that they find the ads annoying.

So how is it worth advertising on Twitch?

It seems that subtle forms of advertising, such as product placement or special campaigns, are a better way to reach this audience. Popular streamers can wear clothing or gadget with the sponsor’s logo. This ensures that it will always be visible, even while streaming the game. You can also sponsor special room decor or a chair with the brand’s logo. Sponsored streams, where players announce discounts on product for viewers, are also popular. However, it is good if the action is creatively combined with the stream’s theme. As a result, it engages the community more. A good example is UberEats in the United States. There, the company organized a special action with an influencer, in which each kill of an opponent in Fortnite corresponded to a 1% discount for viewers. KFC, on the other hand, has introduced a special slogan to type in the chat referring to their slogan and an emoticon symbolizing a bucket of wings. Duolingo, meanwhile, takes advantage of the fact that many people learn languages from games. So he sponsors streams, promoting listening to native speakers. There are many possibilities and it is worth being creative.

Source: https://shanebarker.com/blog/twitch-influencer-marketing/

Summary

Gaming is the future, and social media is not limited to Facebook, Instagram, Twitter, TikTok and Youtube. Twitch allows you not only to interact live with your favorite streamer, but also to share comments and experiences with other fans. So it’s worth considering whether Twitch is the right place to advertise your product. If you need creative support for your various social media campaigns, we’d be happy to help?

Contact us: contact@artegence.com.

Sources:
https://www.twitch.tv/
https://streamerzy.pl/blog/
https://streamerzy.pl/ranking-streamerow/
https://shanebarker.com/blog/twitch-influencer-marketing/
https://www.theguardian.com/games/2020/apr/24/travis-scott-concert-fortnite-more-than-12m-players-watch