What Is Twitch? How Do Brands Use It?

So, I started watching YouTube videos of people playing the Sims. Most of the YouTubers promoted their Twitch accounts, where they would broadcast live play-throughs. I didn't pay attention to Twitch at first, but eventually, curiosity got the best of me and I decided to check it out one day.

Warning: Twitch can gethighlyaddicting.

The first time I tried Twitch, I was on the platform for three hours, exploring the content of my favorite YouTubers and chatting with others, like in the screenshot below:

Source

流媒体平台为我提供了一个更大的社区，因为每个广播中的聊天部分都可以与他们联系，用户可以在其中评论他们看到的内容。彩带也可以与他们互动，使体验变得更加自然。

But, other than a streaming platform, what exactly is Twitch? In this post, we'll explore what twitch is, and how you might use it to engage with prospects and increase brand awareness.

Let's begin by defining Twitch. Then, we'll talk about how Twitch is used and what it's used for.

When you visit Twitch, you'll see a screen very similar to this:

首页是根据先前的活动策划的，因此尽管此屏幕上覆盖了游戏内容，但彩带却没有限制其产生的内容。尽管Twitch在很大程度上是现场游戏和评论，脱口秀节目，烹饪表演，体育赛事和游戏惯例的平台，也出现在网站上。

Twitch使粉丝能够与彩带联系。它允许用户在支持长格式，实时广播的平台上观看他们感兴趣的内容。例如，您可能会发现，流的溪流超过一个小时甚至两个小时并不异常。

It's not all streaming, though. In fact, the platform has its own convention,Twitchcon。这个两年一次的活动庆祝流媒体行业，这是该平台广播公司亲自与粉丝和同龄人建立联系的机会。

Fans can attend sessions led by their favorite streamers and buy branded merchandise from a slew of vendors and event sponsors (For example,Doritos is a proud sponsorof TwitchCon).

Though the streamers produce the content, Twitch has a dedicated fanbase that expands across the globe. To get an idea of Twitch's users, next, we'll go more into depth about Twitch's primary audience.

Who uses Twitch?

Twitch's audience is mainly comprised of teen gamers. Let's look at that a little further.

When SimilarWeb studied the抽搐用户的网络行为,they found primary keywords this audience searched for were"games," "computers," and "technology". From that information, we can infer that the majority of Twitch users are interested in games and the technology needed to play them.

In the same report, it was also noted that 22% of traffic comes from the U.S., making it the country with the most representation on the platform, with Germany, Korea, and France not too far behind.

It's also important to note — according to Twitch,该平台在美国每月有超过2800万唯一用户。，他们平均每天看95分钟。在这些用户中，80％是青少年男性。

尽管观众有一个大的青少年男性在场，但要知道这不是整个平台的用户群。实际上，我最喜欢的抽水机是有色人种的成年女性。因此，如果您认为听众没有抽搐，那么实际上可能只是一个较小的数字。

尽管如此，正如营销人员所知道的，这些数字可能是您目标受众的重要组成部分。

如果到目前为止，您正在考虑一些有关如何在营销工作中进行抽搐的想法，那么让我们谈谈品牌如何使用Twitch。

品牌使用Twitch的6种方式

Brands use Twitch to increase brand awareness, target specific audiences, produce branded streams, and leverage influencer marketing.Twitch reportsthat the platform is great for scaled engagement and reaching specific campaign goals. Because the site is powered by visual content, let's explore some examples to back up these goals.

1.1,000个梦想基金

Tactic: Brand Awareness

1,000个梦想基金is a non-profit devoted to providing 1,000 university women with grants to help them achieve their dreams and provides new grants every academic semester. The people behind 1DF partnered with Twitch to bring the program to streamers.

The Twitch spin on the fund gives financial assistance to streamers who are female and currently attending university, to help with school expenses.For example, Twitch might provide financial aid for conventions like TwitchCon, conferences, new hardware, or educational programs that are devoted to creative pursuits.

For Women's History Month, Twitch's Facebook account ran an ad that supported the fund, bringing awareness to 1DF and what it does for women streamers.

这为全新的听众提供了对非营利组织的介绍。它还显示了Twitch的多元化用户群，并强调了公司支持的原因。bob全站app

2.野生

策略：针对特定受众

野生(WE) is a broadcaster that shows the day-to-day lives of animals, led by expert zoologists in Johannesburg, Australia. Recently, the site's leaders decided to expand their broadcast onto Twitch in order to broaden their audience.

溪流很短，对于Twitch来说是不寻常的，但对于野生来说是有意义的。内容包括由专家劳伦（Lauren）领导的日出野生动物园（Sunrise Safari），她专注于自己在驱动器上看到的动物并提供有关它们的信息。

Source

In the clip above, Lauren talked about how elephants are shy but friendly. Most clips on the channel are similar in that they show close-ups of animals making their homes or other animals roaming about.

我们的目标是年轻的观众，因此广播扩展到Twitch和YouTube也就不足为奇了。一些剪辑甚至与表情符号和当前语的儿童友好型游戏一起吸引了这些年轻的观众。

3.Nissin Noodles

Tactic: Lead Generation

流媒体Pokimane她的频道上拥有超过400万追随者，并且主要扮演角色扮演的幻想游戏。最近，她与Nissin Foods合作生产品牌League of Legends播送。

The broadcast featured her making the instant noodles during a stream. To keep the content fun and engaging, Pokimane added a 'Slurp Meter' graphic on-screen that measures the volume of her eating her meal.

Source

如果我是一个年轻的观众观看这段流，我会想像Pokimane一样，在使用Twitch时，准备和吃Nissin Nodles会很容易。我想使用“ slurp仪表”来测量自己的噪音水平，并在评论中向社区报告。

Nissin's branded stream has been seen by over 11,000 of Pokimane's fans. This marketing technique cemented Nissin as a brand associated with her community, showing how their product fits into the gaming lifestyle.

4.PSD内衣

策略：影响者营销

Ninjais one of Twitch's most-followed streamers. For perspective, 14.7 million is half of the platform's U.S. user base. It's also the number of followers Ninja has. To get those followers interested in their brand, and celebrate TwitchCon 2018, athletic underwear brand PSD gave the streamer a bus.

No, really. A bus:

Hitting the road and heading to TwitchCon with our newly wrapped@ninjabus!pic.twitter.com/ahkdi1ocvc

— PSD Underwear (@PSDunderwear)October 25, 2018

PSD's marketing campaign used TwitchCon to build brand awareness with its 'Ninja Bus' and corresponding Twitter post.

This partnership is a change for PSD, which usually partners with basketball, football, or wrestling athletes. A video game athlete partnership could be part of a strategy to attract audiences on a different platform. It also shows the flexibility of the product.

If I were a Ninja follower attending TwitchCon and saw the bus, plastered with Ninja's branding, my very first instinct would be to Google PSD and browse the products. This advertisement speaks for itself, and no doubt earned some looks at TwitchCon.

5.Indeed

策略：付费广告

In a similar practice to Facebook and YouTube, Twitch plays video ads before their streams, also known aspre-roll ads。

This Indeed ad shows a case study about how a Twitch streamer and digital artist used Indeed to connect. The streamer was looking for a designer to make her streams more engaging and found her talent on Indeed, a career search engine.

Source

该广告描绘了游戏玩家，彩带，开发人员和创意者如何确实可以使用Twitch的作品来支持。它显示了流媒体如何利用抽搐来寻找人才 -andhow talent can find work.

6。温迪的

Tactic: Lead Generation

Popular gaming seriesAnimal Crossinghas a new addition, New Horizons, that came out in March 2020. Marketers at Wendy's knew Twitch would be flooded with Animal Crossing streams upon the release, so they decided to capitalize on that.

The campaign is simple: a gameplay broadcast, following the Animal Crossing adventures of the store's mascot Wendy. There are several clips and streams on the account, and most of the titles include "Free Delivery" to remind Twitch users that they don't have to leave the site to eat Wendy's.

Source

Notice the extra steps the campaign takes for the branded stream. In the bottom left, there's an advertisement for free delivery from Postmates and GrubHub. At the top is the title of the campaign, "Choppin' Trees & Free Deliveries," as well as the logos of participating brands.

您的品牌应该发抖吗？

You might be unsure about using Twitch in your next campaign, and trust me, you're not the only one. However, as we've seen, multiple brands use Twitch to promote their brand by catering to a young audience. If your company has a similar goal, then Twitch might be a great asset to you.

如果你影响力营销感兴趣,你might think about using Twitch, as well. Influencers expand your audience by endorsing your brand, as we saw with Pokimane's noodle stream.

利用Twitch的另一个好处是通过广告来提高潜在客户。采用护发品牌Head & Shoulders， 例如。为了推销他们的新男士造型面霜，这家创意团队与该平台合作开展比赛，在该竞赛中，Twitch用户可以赢得100,000位，这是该网站的虚拟货币。

Source

The target audience for this campaign is men, so the team behind the campaign knew they would have an audience on Twitch. This is also another great reason to use the platform: if your audience is mostly male. Recall that 80% of Twitch's users are teen males, so if your product needs that kind of audience, look to Twitch.

另外,如果你的听众是利用抽搐part of their web behavior, you might look into investing in Twitch content. While you don't have to create a Twitch account and start uploading numerous streams, you can go the Indeed route and use an ad that relates to Twitch's users.

For instance, maybe the company you work for sells computers. A great way to leverage Twitch in a product marketing campaign is by making an ad that shows a popular PC game on the platform right now, like League of Legends, and how it works with the computer you're aiming to sell.

Twitch is an expansive platform where creatives can engage with subjects that interest them. Remember, Twitch isn't all about games — there are other categories on the platform too, like cooking and live event broadcasting.

您可以通过多种方式利用抽搐，并这样做。作为休闲抽搐用户，我期待看到您为抽搐活动提出的内容。