The Growing Power of Influencer Marketing on Twitch

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If you know anything about the Amazon owned Twitch platform, you’re probably aware of it being a place for streamers to broadcast gameplay, but would you be surprised to find out that your perception of the platform might not reflect the whole truth? Matt Woods CEO and founder of influencer marketing agency AFK Digital has shared his knowledge on the power, potential and reach of influencer marketing on Twitch.

Although it is true that gaming is a huge part of Twitch, there is so much more to it. Matt explains that it might be surprising to find out that American Eagle is Twitch’s newest official marketing partner. As part of this, American Eagle is creating a five-part docuseries in which the featured creators wear the clothing of Twitch’s official apparel partner.

Thanks to the change in consumer behaviour spurred on by the pandemioc, live-streaming platforms have experienced massive growth in the past two years. The live-streaming platform exploded, with an 82% increase in the amount of hours people spent watching in the first year of the pandemic.

With the already popular Twitch growing in viewership and millions of creators from all backgrounds streaming on the platform, it is no longer just about gaming. Twitch channels are now covering cooking, music, food, fitness and more! Following the takeover by Amazon in 2014, the lifestyle section has gradually developed further to include shopping channels. This marks a huge transformation from 2011 when Twitch was originally an offshoot of the streaming platform for e-sports broadcasts.

Many brands are yet to discover the potential of utilising Twitch. Compared to other social media platforms, the livestreams drive consumers to stay on the platform for significantly longer which gives creators more time to talk about products in-depth. Twitch also allows for fans to engage directly with the creators. Key, as always, is to find the right influencer to promote your brand, brand values and the product. From experience, this is more important for Twitch than any other social media platform.

The fact that content cannot be pre-recorded but is done in livestreams gives the creator more freedom and more responsibility to promote the brand and product adequately, it also increases authenticity and trust from the consumer. The spontaneity which can bring the product so much closer to the consumer is a double-edged sword so brands must be aware of this when planning.

You also need to be aware that Twitch allows sponsored links with UTM tracking in chat command and timer as well as in Twitch panels. Unlike other social media platforms, Twitch doesn’t use an algorithm to push specific creators’ content.

Matt Woods, CEO and founder, AFK Digital


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