Concerned About Twitch Advertising? Here’s Why You Shouldn’t Be.

When it comes to Twitch, advertisers might be a little hesitant to jump in when spending their dollars. It’s a new way of advertising that might make old school brands a little wary. However, if brands and advertisers are uncertain due to first impressions, they are missing is the bigger picture.

To start, 50% of millennial males in America are using the platform. There are about 15 million daily active users and 2.2-plus million unique content creators per month. 106 minutes are consumed per person per day with about 2+ million peak site-wide viewers.

With these numbers, Twitch makes advertisers might want to reconsider the points that make them scared to put dollars toward the streaming platform.

• Nervous about the culture of video games and streaming? How much traffic is actually being driven to the site? This new way to interact with gaming is a niche culture phenomenon. Twitch brings a community together, having consumers engage with each other about a common interest that includes video games, esports, cooking shows, and watching interviews. Sam Machkovech Culture Editor at ArsTechnica, has equated the platform to an arcade on the boardwalk and bringing the nostalgic feeling to older generations when they used to gather around the Pac-Man machines. The live streaming platform brings in millions of viewers per day forming a “crowd” around someone playing a certain game while others are discussing the game waiting for their turn to join in. The games range from social, family-oriented, and educational.
• How professionals are these streamers, and can a brand trust their content? Within recent years brands have transitioned traditional dollars into social dollars and working with influencers and streamers. Brands and advertisers have the benefit of working closely with streamers when they invest dollars into agencies like Powerspike. Being able to work with streamers on Twitch, a brand has control one how simple or creative they want to make their partnership with the influencers. According to Laura Herrewijn’s Computers in Human Behavior, researchers found significant improvement in brand recognition with consumers who are observing the gameplay of others. Most gameplay live streams are user-generated media and influenced greatly by individual streamers.
• Will brand’s and advertiser’s impressions only be seen on one screen? Absolutely not! Twitch is available to stream on not only desktop, but mobile, tablets, and popular gaming devices. Most recently mobile broadcasts on Twitch are gaining popularity with In Real Lifestreams. IRL streams will take the consumer into the life of their favorite streamers. So when you need to run out of the house to do an errand, you can switch from the computer to the mobile device streaming on Twitch.
• How do I know if I’m getting accurate results from Twitch? Powerspike is able to measure the results that matter to you most with our powerful reporting tools at your fingertips. Brands are able to receive personalized reports at the end of their campaign terms with key metrics and recommendations on how to optimize their marketing strategy. Metrics range from clicks & conversions to minutes watched and live impressions. Results are tracked through a combination of real time Twitch stream tracking and recording, our proprietary click and conversion tracking systems, and our content extraction tools. Layering these elements gives you a multi-dimensional view of who saw your content, who interacted with it, and who acted upon it

Advertising on Twitch shouldn’t be intimidating. These concerns are some of the most common we at Powerspike see from brands hesitant to make that jump into the live streaming sphere.

Interested in working with Twitch influencers? At Powerspike, we handle all the day-to-day busy work involved in running Twitch campaigns, so you can focus on what matters. Get in touch with our team of former influencers today to see how we can get your brand on Twitch.