Top 5 Tips For A Successful Twitch Influencer Campaign
Ready to jump into the world of twitch influencer marketing but don’t know where to start? Don’t worry, you’re not alone. Many brands are joining Twitch to revitalize their brand and increase brand awareness. Not a gaming brand? No worries! Non-gaming brands are also opening up to the platform and partnering with influencers.
80% of users are open to brands sponsoring games and teams and 82% agree that sponsorships are good for the gaming industry (https://twitchadvertising.tv/audience/). Brands like KFC, Burger King, and Red Bull are just a few industry giants that have jumped aboard the Twitch influencer bandwagon.
Now that we have gotten that out of the way, you may be asking yourself: What is Twitch? Twitch connects with streamers and viewers on their platform that supports long-form, live broadcasts. Typically running for more than an hour, Twitch streamers play games, chat, cook, and even exercise! Brands have found this authentic content creation helpful in not only increasing brand awareness but increasing sales and traffic.
Ready to start your adventure? Here are 5 tips for a successful Twitch influencer campaign:
- Know Your Audience
Researching your demographic can be hard but, luckily, we’re here. Powerspike helps you find the audience fit for your brand. The first thing you have to know going into a campaign creation is what your demographic is.
If you have a good understanding of your target audience, you can help cater to their interests and focus on what is most likely to grab their attention.
Take the time to research your target audience and really look at the content they’re consuming on Twitch. Who are they watching? What channels do they follow? Where do they spend their time on the platform?
There are many reasons your target audience might follow your brand on a live streaming platform like Twitch:
2. Pick What Works For Your Brand
Are you trying to drive engagement? Looking to increase membership? Before you begin your campaign, finding a campaign-style that works for your brand is vital.
Give them something to talk about — the more buzz around your brand, the better. You can do this through several different methods:
Chatbots: help automate content promotion. A chatbot can, periodically, run through a streamer’s chat — promoting a product, webpage, etc.. It’s a great way to manage and track click-throughs and help create a sense of urgency. It can be followed up with shout-outs to increase effectiveness!
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Shout outs: one of the most effective, easiest ways to get your brand out there. A streamer will often set aside some time at the start of their stream, and towards the midway point, to discuss your brand.
Usually, the streamer is given some points to talk about before the campaign begins to mention on a stream that includes a clear CTA (call-to-action) so viewers interested in your brand can know what to do next!
Overlays: Creating a custom overlay for a particular stream is a good way to maintain exposure throughout the entire stream. A streamer can display your logo throughout the duration of the stream in order to optimize brand exposure.
3. Give Up Some Creative Control
Working as your own agent, you’re used to overseeing little details for brand campaigns. Powerspike takes the hassle out of the endless search for influencers and simplifies it one click. Instead of having to oversee every little detail, we empower the content creators to do what they do best: create their content.
When you set up your campaign, you will have provided a streamer with a basic guideline of exactly what you’re looking for but you don’t have to micromanage every step of the campaign creation. Influencers love creative freedom and, after guidelines are set and established, they follow the steps accordingly. This is where the magic happens.
Sit back, relax, and get the results you want.
4. Choose The Appropriate Size Influencers
When creating campaigns, one of the most daunting tasks is research. Having to research the influencer you plan to partner with to ensure they are fit for your company (similar tone, voice, aesthetic, etc) can mean countless hours combing through a lot of past content. Whether it’s Twitter, Instagram, or their Twitch streams, you’ll have to invest a lot of time determining whether a streamer is fit for you.
Powerspike takes the hassle out of searching for influencers fit for your brand. Not only do we take the type of influencer into consideration, but we also look at your overall marketing goals. Traditional influencer marketing campaigns may have you searching for hours but we simplify the process in just a few clicks. Consider what size campaign you’re running and the appropriate influencer size for your campaign.
Mega influencers can definitely help you expand your reach but depending on your budget, they are costly. If you want to get short-term traffic or sales, consider turning to smaller communities. We’ve already touched on how beneficial micro-influencers are to a campaign (link to article here) but it goes without saying that hiring a bunch of smaller communities definitely generates more traffic. Choose a handful of influencers with smaller ACV to really drive up your traffic and get people talking!
Here are a few factors to consider when looking for the right partnership on Twitch:
Powerspike
5. Check & Optimize The Results
Powerspike helps you to analyze your results and gives you analytical reports based on your past campaigns. The goals that you decided with your influencer manager can help measure and determine the success of your campaign. You can measure the results against your KPIs and see where your campaign has succeeded and where it failed — going through the results as you see fit.
Luckily, the brand dashboard shows you all of the important stats you need to determine the success of your campaign. We can help track the success of your twitch influencer campaign through stats such as click-throughs, conversion rate, live impressions, estimated media value, minutes watched, and more.
Don’t stop there! Now that you have some analytics, fine-tune what worked best for you and optimize your next campaign. You can always talk to your brand manager to calibrate any stats to make future campaigns run smoother and fulfill your brand goals.
