We’ve taken you through Twitch influencer marketing, now it’s time to tunnel into how you start making a marketing plan based on insider knowledge.
It’s all well and good to decide to tackle Twitch and leverage the influence of the platform’s superstars. But there’s more to gaining brand recognition amongst their fans than a simple product placement. You need to know who the giants of Twitch are, their fans’ demographics, and build a strategy based on this to create an effective influencer marketing campaign.
Mastering your marketing style for Twitch
If you’re used to Instagram, Youtube or Facebook marketing, you’re likely familiar with their filters. These platforms are worlds built upon #flawless portrayals of both people and products.
Twitch is different in the style it portrays. Most of the content is in live stream format and largely unrehearsed: it’s an unfiltered world. Gleaming marketing ploys are glaringly obvious and fobbed off by viewers as fake. The fact that streamers spend so long on camera leaves little room for a fake persona. Their audience appreciates the authenticity of the medium and to do well on Twitch your products need to be marketed for what they are; in an unfiltered light.
Why is Twitch so popular?
The act of watching other gamers playing video games is known as Let’s Play. Consider the early days of arcade gaming where people would gather around the player offering tips, support or simply for the joy of watching. It isn’t surprising that the same approach has evolved along with modern media consumption and technological advances to become one of the biggest peer-to-peer production and consumption media.
Gaming is often a solitary activity: watching Twitch streams draws together a community of people with like-minded interests. Twitch is set up to promote viewer engagement with live chat and a subscription option that furthers the link between streamers and viewers. These Twitch channels help individuals build a better connection with the broader world and cement their sense of identity.
The success of top Twitch streamers in the industry reveals astonishing six-figure annual incomes, with competitive gaming championship, eSports, boasting a staggering net worth of 1.5 billion in 2018.
One thing is for certain, as a marketer it’s essential to understand what entices viewers to watch these entertainers play video games.
This insight will help you to approach your target audience with more understanding. It’s important to understand what they are looking for in Twitch’s content. Strengthening the digital community, providing entertainment and adding value to your influencer marketing campaign ensures you have the best shot at success.
Image via EpicGames
There are not many people left in the Western world who haven’t heard of this phenomenon. Fortnite is what’s known as a Player vs Player (PvP) game in which 100 competitors battle it out to be the last one standing at the end of the match. The game launched in July 2017 and rocketed to success almost instantly.
In the Twitch world, Fortnite is king.
Dakotaz is one of the top streamers of Fortnite on Twitch with 1.8 million followers in his community. In this interview, he states that Twitch is the most powerful live streaming gaming platform and Epic Games, the creator of Fortnite, is one of the top game developers. So, it’s a match made in heaven.
Fortnite is currently on season six and shows no signs of losing its lustre. Dakotaz agrees that Fortnite’s battle royales are here to stay due to their intensely entertaining content.
Image via PUBG
Brendan Greene, the creative director of PUBG, has played around with the concept of a battle royal mode with H1Z1 as well as implementing aspects of it into Arma 2 and 3. However, it wasn’t until PlayerUnknown’s Battlegrounds that he really nailed creating an incredible experience for gamers.
PUBG is more than a shooter game. It is crammed with tactical decisions that gamers need to make at a moment’s notice. That’s what makes it so enjoyable. The excitement stems from the rush of trying to make it out of the game alive, as it were. Players want to be the last one standing and winning requires practice. The game is perfectly engineered to keep players coming back. So now, you can start to see why it’s Twitch’s second most streamed game.
Like Fortnite, PUBG also makes the most out of duo and squad modes. Creating communities and teams within gaming duplicates the number of tactics that a player gets to make. They have to watch each other’s back, check inventory levels, help downed teammates.
PUBG has all covered all bases when it comes to delivering the best user experience. This directly translates to higher volumes of streamers. Unlike games such as Overwatch, PUBG has minimal wait times, which is impressive as there is often up to one million gamers playing at a time. The lack of lags and load times really helps to create an immersive experience.
League of Legends
Image via League of Legends
League of Legends is a free online game set up in 2010. This year the game’s official channel on Twitch was the first to surpass 1 billion views. This is enormous news for eSports fans as it is concrete evidence of the migration of gaming into mainstream culture.
League of Legends is a MOBA (multiplayer online battle arena) which matches up five players to play another team of five in a winner takes all battle. 7.5 million people across the globe are playing this game right as we speak which makes it easy to understand why it ranks as one of the top Twitch games.
Imaqtpie is one of League of Legends top streamers on Twitch. As a retired top eSports professional he’s got the knowledge and talent but also the personality to draw in subscribers. Although Twitch streamers are not at liberty to divulge their income, Imaqtpie’s is estimated to be around $1 million.
How games engage with their Twitch community
If you’re looking to succeed on Twitch, it’s all about focusing on what your goals are for each collaboration. Here are a few key examples:
- Promote a new patch or feature
- Generate launch hype
- Develop brand familiarity
- Increased lead generations
It’s always better to work towards a specific target when marketing on Twitch. Spreading your ambitions to thinly is more likely to fall on deaf ears. So instead of approaching a Twitch audience with the intention of getting ROI for collaborating with a gamer, it’s time to get strategic.
Watch previous videos and see what gets views, comments and audience engagement.
Successful features currently include:
- Giveaways – This is perfect if you want to increase awareness. Since most streamers on Twitch have a presence on several social media platforms, you can choose the channel that best fits your demographic. A video on InstaStories announcing the giveaway is an excellent method of getting the ball rolling. You can also ask an influencer to give a product review to create buzz. This will help you achieve a lasting impression with the influencer’s audience, even after the contest is over. Your chosen streamer’s fans will still have your brand on their minds. A great method of prolonging their interest is to provide a discount for fans who didn’t win the giveaway.
- Discussing game-play features
- Awarding upgrades
- Run competitions with their community for best in-game photo
You can also develop hype through creating custom designs or formulating a plan of attack: an approach that develops hypes on the run-up to a product launch.
Your Influencer Marketing Approach
Once you’ve narrowed it down, you can start incorporating your brand identity into the mix. Remember to keep in regular touch with your collaborator because they may not be comfortable marketing something that doesn’t align with their channel. A lot of League of Legends popularity comes down to its presence on Twitch. With the likes of Imaqtpie, Doublelift and Nightblue3 all placing League of Legends as their primary game on Twitch, this increases streams as well as increasing the number of people gaming on the MOBA.
As Twitch continues to move into the limelight, people are no longer as quick to dismiss eSports as merely a glorified past time. Twitch streamers hold a lot of influence over their supporters and create communities that make for a lucrative endeavour for marketers seeking to target this audience.
Why not have a look at our how-to guide to help you get started with Twitch influencer marketing.