Prioritise entertaining over advertising to engage audiences on Twitch

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 17, 2021, 1:31 PM GMT+0

While Twitch does offer monetary benefits through features like affiliate programmes and donations, brands need an engaged audience to earn revenue.

Twitch recorded 3.5 million live users in 2021. A significantly popular platform with the younger generation, Twitch is a potent space for businesses to target audiences open to engaging with new products and brands. The key here is prioritising entertainment over advertising.

In order the engage the audience, brands must find their niche on the platform. Video gaming is still a favourite among Twitch users. If not video gaming, marketers can also collaborate with popular streamers, artists and entertainers.

Similarly, brands can network with influencers to leverage live interactions between users and popular streamers. Additionally, brands can popularise products and services through unboxing videos and free giveaways. But marketers must ensure that their brand campaign aligns with the ecosystem of the influencer’s channel.

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