Posted on 09/18/2020 / by Alejandra Pimienta / in Blog / 1 comment

What is Twitch?

Article was updated in April 2023.

As experts in social media, we at Mochee see that Twitch has become one of the most popular live-streaming platforms on the internet today. This platform has grown rapidly in recent years and has gained a significant following of users who come to watch live streams of various content creators. Twitch is not just for gamers; it has expanded its reach to other areas, such as music, sports, talk shows, and more.

This article will explain how (small) businesses can leverage this popular platform for marketing campaigns and some best practices to consider.

Twitch is a live-streaming platform that was initially designed for the gaming community. It was founded by Justin Kan in 2011, originally as a spin-off of Justin. tv, and acquired by Amazon in 2014 for $1 billion. Today, Twitch has over 140 million monthly active users and over 7.6 million streamers broadcasting every month.

On this hugely popular platform, content creators can broadcast live videos of themselves, their gameplay, or any other content they choose to share with their audience. Viewers can engage with the content creator through a live chat feature, ask questions, donate, and subscribe to the channel.

Let's meet some popular Twitch streamers

While Twitch is primarily known as a platform for gaming content, some non-gaming streamers have successfully used the platform to promote their businesses or brands.

Bob Ross, the famous painter and TV host, has a Twitch channel that features reruns of his classic TV show “The Joy of Painting.” While he is no longer alive, his channel has over 5 million followers and is a popular destination for fans of his work.
Adriene Mishler, a popular yoga instructor, has a Twitch channel, Yoga with Adriene, that offers live yoga classes and other wellness content.
The French Laundry, a Michelin-starred restaurant in California, has used Twitch to live stream cooking demonstrations and other culinary content.
The Boba Guys, a chain of boba tea shops in California, have used Twitch to host live Q&A sessions and other interactive content.
Gary Vaynerchuk, a well-known entrepreneur and marketer has used Twitch to host live Q&A sessions and share business advice with his followers. He has used his platform to promote his marketing agency and reach a wider audience.
Kitboga is known for his entertaining content focused on scambaiting. He uses his platform to expose various online scams, particularly those that target vulnerable populations such as older people.
During his streams, Kitboga engages with scammers posing as different characters, using his quick wit and improvisational skills to keep the scammers on the line for as long as possible to waste their time and prevent them from scamming other people.
Kitboga’s channel has become increasingly popular due to his unique approach to raising awareness about online scams and his dedication to protecting people from falling victim to them. He also provides valuable insights into the psychology of scammers and how they operate, which can help people to recognize and avoid similar scams in the future.

While these examples may not be traditional small businesses, they demonstrate how non-gaming streamers can use Twitch to promote their brands and engage with their audiences.

How can small businesses use Twitch for marketing campaigns?

Small businesses can use Twitch as a marketing tool to reach a new audience and build a community of loyal customers. Here are a few of our suggestions:

Sponsorship and partnerships: Brands can sponsor or partner with popular Twitch streamers who share similar interests and values as their brand. Such partnership can be a mutually beneficial arrangement where the content creator can promote the brand to their followers, and the company or a brand can gain exposure to a new audience.
Product launches: A company can launch new products or services by broadcasting live product demonstrations, Q&A sessions, or live events. It generates excitement and builds buzz around the latest release.
Influencer marketing: Small businesses can collaborate with micro-influencers to promote their products or services. These micro-influencers have smaller audiences but are highly engaged and can significantly impact their followers’ purchasing decisions.
Branded content: Companies can create branded content to share with their audience on Twitch. Content can be educational, entertaining, or informative and can help establish the brand as an authority in the industry.
Advertisements: A company can run advertisements to reach a specific audience. Twitch offers various advertising options, including pre-roll, mid-roll, and display ads.

Best practices for using Twitch for marketing campaigns

When using Twitch for marketing, it’s essential to consider the following best practices:

Define your target audience: Identifying your target audience and their interests is crucial to create content that resonates with them.
Build a community: Engage with your audience by responding to their comments and creating a community around your brand.
Be authentic: It’s essential to be genuine when creating Twitch content. Audiences can quickly tell when a content creator or brand is not being original.
Provide value: Create content that provides value to your audience. This can include educational content, behind-the-scenes content, or exclusive access to events.
Measure your results: Measure the success of your marketing campaigns on Twitch to identify what’s working and what’s not. Use this data to refine your strategy and improve future campaigns.

How to start streaming on Twitch

Getting started on Twitch initially seems intimidating, but it’s a straightforward process. Here are the steps:

Create a Twitch account: The first step is to create an account. You can sign up for an account on the Twitch homepage (www.twitch.tv) by clicking the “Sign Up” button in the top right corner. You will need to provide your email address, username, and password.
Download streaming software: Once you have created your Twitch account, you must download streaming software. Popular options include OBS (Open Broadcaster Software) and Streamlabs OBS. These programs are free to download and offer powerful features to help you create high-quality streams.
Set up your stream: After downloading and installing your streaming software, you must set up your stream. This includes configuring your audio and video settings, selecting your streaming platform (in this case, Twitch), and connecting your Twitch account to your streaming software.
Create your content: Once your stream is set up, it’s time to create it! This could be anything from a live gameplay stream to a Q&A session or product demonstration. It’s essential to provide value to your viewers and engage with them through the live chat feature.
Promote your stream: To attract viewers to your stream, we suggest promoting it through various channels, including social media, email newsletters, and your website. It’s also essential to use relevant hashtags and keywords to help your content appear in search results.
Analyze your results: Finally, it’s crucial to analyze your results and use this data to refine your strategy. Twitch offers analytics tools that can help you track your viewership, engagement, and other key metrics. Use this data to identify what’s working and what’s not and adjust accordingly.

As a business owner, no matter how big, it’s important to approach Twitch with a strategic mindset. Identify your target audience, create engaging content, and leverage the platform’s features to drive brand awareness and, ultimately, grow your business. With dedication and effort, Twitch can be a powerful tool for small businesses looking to expand their reach and connect with their audience in new and exciting ways.

Twitch affiliate

Becoming a Twitch affiliate means you have met certain criteria set by Twitch and are now eligible to earn revenue from your content. Here are some of the benefits of being a Twitch affiliate and how it can benefit a company’s marketing efforts:

Monetization: As a Twitch affiliate, you can earn revenue through several channels, including channel subscriptions, bits (Twitch’s virtual currency), and ad revenue. This revenue can offset the costs of producing content and become a source of income.
Channel customization: Twitch affiliates can customize their channel with branding elements, including banners, emotes, and custom alerts. Customization allows you to create a unique experience for your viewers and helps to build your brand.
Increased discoverability: Affiliates are featured on the Twitch homepage, which can increase their visibility and help attract new viewers.
Fan engagement: Only affiliates can access several engagement tools, including sub-only chat, custom emotes, and subscriber badges. These tools can help you build a community around your brand and foster a deeper connection with your audience.

As you can see, becoming a Twitch affiliate can provide several benefits for your marketing efforts. By creating engaging content and building a community around your brand, you can increase your brand’s visibility and reach a larger audience. Additionally, the monetization options available to Twitch affiliates can lower the costs of producing content and provide an additional source of revenue. Being a Twitch affiliate can help you build a strong brand presence on the platform and connect with your audience in new and exciting ways.

Twitch Partner

The next step up from being a Twitch Affiliate is becoming a Twitch Partner. It offers even more benefits to streamers who must meet much higher requirements to apply to the Twitch Partnership Program. Let’s see what the benefits are:

Higher revenue potential: Twitch Partners can access more monetization options than Twitch Affiliates, including higher ad revenue rates and subscription tiers. Sometimes, it can be a significant source of income for streamers.
Custom channel URL: Partners can create a custom channel URL, making it easier for viewers to find and follow their channel.
Priority support: Partners have access to priority support from Twitch, which can be useful if they encounter technical issues or need help with their accounts.
More emote slots: Access to more emote slots than Twitch Affiliates, allowing them to create more custom emotes for their subscribers.
Stream quality options: Twitch Partners can allow viewers to watch their streams at higher quality settings for a better viewing experience.
Twitch front-page promotion: Partners may have the opportunity to be featured on the Twitch front page, which can be a significant source of exposure and new viewership.
Verified badge: Only Twitch Partners receive a verified badge next to their username, indicating that they are a trusted and established member of the Twitch community.

So, what's the bottom line?

Twitch has quickly become a dominant force in the live-streaming industry, and its popularity shows no signs of slowing down. With its focus on interactive and community-driven content, Twitch has carved out a unique niche in the market and has attracted a dedicated user base of millions. The platform’s live chat and other interactive features have transformed how viewers engage with content. Its ability to foster communities around specific interests has made it a powerful tool for building brands and businesses. As live streaming continues to grow in popularity, it’s clear that Twitch will play a major role in shaping the future of the industry. With its emphasis on interactivity, engagement, and community, Twitch is well-positioned to remain a leader in the live streaming space for years to come.

Posted by Alejandra Pimienta