Twitch Ads: how does it work?
Twitch Ads stands as a strategic addition to a mainstream platform. But let’s see how appreciated it is.
Originally launched as a streaming platform, Twitch has evolved over time. It has become a multiverse of content, consisting of a wide variety of categories, from art and music to cooking. With over 30 million daily active users, Twitch has become a gathering place for a diverse and engaged community.
Does it have potential for your brand? Let’s see how it works first. Twitch distinguishes itself through live streaming. Because it’s harder to be fake or edit your live image, it’s an uniquely good channel for promoting authenticity among creators and brands. This also gives brand associates the potential for authenticity and trust through partnerships with streamers whose communities are very loyal.
In addition, Twitch favours community marketing strategies. Since the 2020 pandemic, more and more marketers are turning to online communities to start conversations and create connections. The larger the community, the more opportunity you have to test opinions and perceptions of your brand directly through consumers. Discover their preferences and conduct market research at almost no cost. Twitch is the place to do this, and those Twitch Ads on the platform can strengthen your community marketing efforts.
Twitch Ads are shown before or during live streams, can be created in various formats and fall into two distinct types.
Pre-roll ads are those that run before live streaming. Pre-rolls are great video content opportunities because they run when the community is “captive”, waiting for the live. Mid-roll ads run during the stream and can last between 30 seconds and 3 minutes. Then there are Streamables: 30-second unskippable ads for Twitch streams that appear in mobile gaming apps. After running, users have the option to watch the stream on Twitch or continue playing the game. Streamables help grow communities of viewers to brand or creator streams.
How would a successful Twitch campaign be defined? Well, taking into account the following criteria:
1. Adapting to the audience
Twitch isn’t just for gamers. It’s a space that brings together very diverse communities, where all kinds of users come together to connect. The type of advertising you choose to use will depend on who you’re trying to reach. Keep in mind that over 70% of Twitch viewers are between the ages of 18 and 34. So appealing to these audiences will put you at an advantage. Your creativity will need to reflect this too.
2. Twitch influencers are reliable
Unlike other channels where there are filters between the creator and the target, here everything is out in the open: the brand and the influencer are in live conversation with the audience, in real time.
And the follower base on Twitch is huge – remember, over 30 million daily active users.
Why leave your brand to a content creator on Twitch? The platform’s statistics tell us that:
- 84% of users see actively supporting their favorite streamers as part of the experience. The more loyal the followers, the stronger the potential audience for the brand
- 76% of them appreciate brands that support streamers
And that’s relevant when you consider that 69% of the Gen Z population stubbornly avoids traditional ads and still follows brands active on platforms like Twitch.
The take-away here would be that creating relevant content in collaboration with valued creators is the way to go for the future of online advertising. On Twitch and elsewhere.
Of course, testing the platform is the first step. Getting a Twitch campaign right is all about measurement and testing. Keep an eye on how your campaign is performing and be prepared to be reactive and change content if necessary. Twitch is a dynamic platform and encourages adaptability.
In conclusion, brand communication on Twitch has nothing in common with classic product promotion. It’s a space where marketers can build authentic relationships with passionate communities, turning ads into integrated and valuable elements of the viewing experience.
