Twitch and Customer Education
After watching the rise of Twitch, I admit that I was (and still am) intrigued with the platform. As a start-up person (and Educator) it struck me that the Twitch platform had potential well beyond games.
So … I started to “socialize” an idea with my peers: “What if we used Twitch for Customer Education?”
The response? Mostly something like … “ummm, what?”
Yep, I get it. You’d think that Twitch is just for gamers, right?
Nope. You’d be wrong …
Twitch is the most amazing Instructor-Led Training Platform that you’re probably not using.
How It Compares
I’ve used a number of tools for Customer Education. Everything from your standard meeting software like Zoom all the way to true VILT (Virtual Instructor-Led Training) platforms like GoToTraining and Adobe Connect.
Twitch delivers screen-sharing and audience interactivity just like the other products we know and love.
Unlike most platforms, however, Twitch was built for scale. The customer experiences a buttery-smooth stream nearly all the time regardless of the number of participants.
Why it’s Different (and That’s a Good Thing)
When I started learning what Twitch was all about, I picked a topic that seemed interesting (in my case, Diablo 3) and sought out streamers to watch.
What drew me into Twitch were the skilled, captivating streamers, that were both entertaining to watch. These experts manage to not only play a game, but simultaneously respond to questions from the audience. I was hooked and watched several channels religiously.
And then one day it clicked. I got it! Twitch is an interactive combination of learning and entertainment.
And this, my friends, is the Holy Grail of education.
Twitch is different from conventional VILT platforms because:
- The interactivity is “turned up to eleven”
- The “friction” associated with conventional platforms is stripped away (Marketers love this!)
- You can follow or “subscribe” to channels that interest you — which notify you when they’re live
What it Lacks (and How to Fix It)
@Twitch — if you’re paying attention, this is where you have a remarkable opportunity with this product for the Business sector, yet retain what makes your product amazing!
For those of us who use any VILT product (like GoToTraining) there are things we depend upon for course delivery such as:
- Registration / Enrollment
- Polls and Quizzes
- Password-protection (for private training)
- Reminders and Follow-Ups (Surveys, etc.)
Let me be clear: These are not actually deal-breakers!
Some of these functions already exist in various forms. For features that don’t currently exist, Twitch’s API is amazing and such functions could certainly be created by someone and offered as modules to the community fairly easily. In fact, at Azuqua we’ve already crafted some FLOs (workflows or business processes) to address some of these gaps, and you can too!
As a business user I would absolutely pay for these features. I’d also pay for the option to turn off ads, which may be a turn-off for those taking a course online.
What’s it Cost / What Do I Need to Get Started?
For most products you’re going to spend upwards of $100/month for similar functionality. Twitch, however, is free. In fact, if you develop a popular channel, Twitch will pay you!
Let that sink in a bit folks …
Developing a great Twitch channel isn’t something we’ll talk about here, so let’s stick with the facts. To get started, you’ll need to invest in a webcam, a quality microphone, a pop screen, and perhaps even a green screen. Even more, you will need a “personality” who can be your voice.
If you’re really serious, I’d recommend some more tools like a Focusrite audio interface, and some acoustic baffles. At Azuqua, we built a studio which serves us in many ways, from podcasts to webinars.
Finally, you will want to get a tool like OBS (Open Broadcasting Software), Streamlabs, or XSplit These are also free and often rival pro software. Hint: You can also use these tools to simply record locally for your training videos.
Twitch as Another Tool in Your Customer Education Toolbox
While traditional educational programs will always persist, platforms like YouTube have undeniably changed landscape of education. They will continue to disrupt education whether we like it or not …
An amazing number of people have found their voice, and thanks to platforms like Twitch many are even being rewarded for their time and effort (sometimes even well enough to make a living!). A large number of streams I’ve viewed are of really high production value, but I’d argue that “polish” is less important than an entertaining and engaging personality with a clear mission.
In Customer Education we’re often wrestling with limited budgets. Tools like Twitch are powerful new modes through which we can reach our learners in unique and captivating ways — and cost effectively! Even more, as we find with YouTube, many of your learners will already have Twitch accounts — making it a no-brainer for them to jump on and learn.
If you’re interested in learning more or want to chat about how you’re using this technology to serve your customers, feel free to reach out to me on LinkedIn or Twitter.
Even better, follow me on the Azuqua Twitch Channel! We stream regularly on Tuesdays at 10 am Pacific!
