What Is Twitch? How Do Brands Use It?

So, I started watching YouTube videos of people playing the Sims. Most of the YouTubers promoted their Twitch accounts, where they would broadcast live play-throughs. I didn't pay attention to Twitch at first, but eventually, curiosity got the best of me and I decided to check it out one day.

Warning: Twitch can get高度addicting.

The first time I tried Twitch, I was on the platform for three hours, exploring the content of my favorite YouTubers and chatting with others, like in the screenshot below:

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The streaming platform gave me a larger community to connect with because of the chat section in each broadcast, where users can comment on the content they're seeing. The streamer can also interact with them, making the experience feel more natural.

But, other than a streaming platform, what exactly is Twitch? In this post, we'll explore what twitch is, and how you might use it to engage with prospects and increase brand awareness.

让我们从定义抽搐开始。然后，我们将讨论如何使用Twitch以及它的用途。

当您访问Twitch时，您会看到与此相似的屏幕：

主页是基于之前的策划活动, so though this screen is covered with gaming content, streamers don't have a limit on what they produce. While Twitch is largely a platform for live gameplay and commentary, talk shows, cooking shows, sporting events, and gaming conventions also pop up on the site.

Twitch enables fans to connect with streamers. It allows users to watch content they're interested in on a platform that supports long-form, live broadcasts. For instance, you might find that it's not abnormal for streams to be over an hour, or sometimes even two hours.

不过，这并不是全部流媒体。实际上，该平台有自己的约定，TwitchCon. This bi-annual event celebrates the streaming industry and is a chance for the platform's broadcasters to connect with their fans and peers in person.

粉丝可以参加由他们最喜欢的彩带主持的会议，并从众多供应商和活动赞助商那里购买品牌商品（例如，Doritos is a proud sponsorof TwitchCon).

尽管彩带生成内容，但Twitch有一个专用的粉丝群，可以在全球范围内扩展。为了了解Twitch的用户，接下来，我们将对Twitch的主要受众更深入。

谁使用抽搐？

Twitch's audience is mainly comprised of teen gamers. Let's look at that a little further.

当类似的韦布研究web behavior of Twitch users,they found primary keywords this audience searched for were"games," "computers," and "technology". From that information, we can infer that the majority of Twitch users are interested in games and the technology needed to play them.

In the same report, it was also noted that 22% of traffic comes from the U.S., making it the country with the most representation on the platform, with Germany, Korea, and France not too far behind.

也要注意也很重要 - 根据Twitch的说法，the platform has over 28 million unique users per month in the U.S., who watch, on average, 95 minutes per day. And, of those users,80% are teen males.

Though the audience has a large teen male presence, know that this isn't the entire platform's user base. In fact, my favorite Twitch streamers are adult women of color. So, if you're thinking your audience isn't on Twitch, they actually might be, just in a smaller number.

Still, as marketers know, those numbers could be an essential part of your target audience.

If, by now, you are mulling over a few ideas about how you can fit in Twitch into your marketing efforts, let's talk about how brands are using Twitch, next.

6 Ways Brands Use Twitch

Brands use Twitch to increase brand awareness, target specific audiences, produce branded streams, and leverage influencer marketing.Twitch reportsthat the platform is great for scaled engagement and reaching specific campaign goals. Because the site is powered by visual content, let's explore some examples to back up these goals.

1.1,000 Dreams Fund

Tactic: Brand Awareness

1,000 Dreams Fund is a non-profit devoted to providing 1,000 university women with grants to help them achieve their dreams and provides new grants every academic semester. The people behind 1DF partnered with Twitch to bring the program to streamers.

该基金的Twitch旋转为女性和目前就读大学的流媒体提供了经济援助，以帮助学校开支。For example, Twitch might provide financial aid for conventions like TwitchCon, conferences, new hardware, or educational programs that are devoted to creative pursuits.

For Women's History Month, Twitch's Facebook account ran an ad that supported the fund, bringing awareness to 1DF and what it does for women streamers.

This gave an entirely new audience an introduction to the non-profit. It also showed Twitch's diverse user base, and highlighted a cause the company supports.

2.WildEarth

Tactic: Target Specific Audiences

Wildearth（We）是一家广播公司，展示了动物的日常生活，由澳大利亚约翰内斯堡的专业动物学家领导。最近，该网站的领导者决定将广播扩展到Twitch上，以扩大听众。

The streams are short, which is unusual for Twitch, but makes sense for WildEarth. Content includes a sunrise safari led by expert Lauren, in which she focuses on animals she sees on her drive and provides information about them.

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在上面的剪辑中，劳伦谈到了大象如何害羞但友好。通道上的大多数剪辑都相似，因为它们显示了动物的特写镜头，使他们的房屋或其他动物漫游。

WE is aimed towards younger viewers, so it's no surprise that broadcasts have expanded to Twitch and YouTube. Some clips even have kid-friendly titles with emojis and current slang to attract these younger viewers.

3.Nissin Noodles

战术：潜在客户产生

StreamerPokimaneboasts over four million followers on her channel and plays mostly role-playing, fantasy games. Recently, she partnered with Nissin Foods to produce a branded英雄联盟broadcast.

广播节目的特色是她在溪流中制作了即时面条。为了保持内容的乐趣和吸引人，Pokimane在屏幕上添加了“ Slurp Meter”图形，以衡量她吃饭的量。

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If I were a younger viewer watching this stream, I would think about how it would be easy to prepare and eat Nissin Noodles while using Twitch, as Pokimane did. I would want to use the 'Slurp Meter' to measure the noise-level of myself eating and report back to the community in the comments.

Nissin's branded stream has been seen by over 11,000 of Pokimane's fans. This marketing technique cemented Nissin as a brand associated with her community, showing how their product fits into the gaming lifestyle.

4.PSD Underwear

Tactic: Influencer Marketing

Ninja是Twitch最重要的彩带之一。从角度来看，1470万是该平台美国用户群的一半。这也是忍者的追随者人数。为了使这些追随者对自己的品牌感兴趣，并庆祝Twitchcon 2018，运动内衣品牌PSD为彩带提供了公共汽车。

No, really. A bus:

撞上道路，并以我们新包裹的方式前往Twitchcon@忍者公共汽车！pic.twitter.com/AHKDI1ocVC

- PSD内衣（@psdunderwear）October 25, 2018

PSD的营销活动使用Twitchcon使用其“忍者巴士”和相应的Twitter帖子来建立品牌知名度。

这种合作伙raybet平台伴关系是PSD的变化，PSD通常与篮球，足球或摔跤运动员合作。视频游戏运动员合作伙伴关系可能是吸引不同平raybet平台台上观众的策略的一部分。它还显示了产品的灵活性。

如果我是忍者追随者，参加了Twitchcon并看到了带有忍者品牌的公共汽车，那么我的第一个本能就是Google PSD并浏览产品。这部广告自言自语，毫无疑问，Twitchcon赢得了一些景象。

5.的确

Tactic: Paid Advertising

In a similar practice to Facebook and YouTube, Twitch plays video ads before their streams, also known aspre-roll ads.

该广告确实显示了一个案例研究，介绍了Twitch彩带和数字艺术家如何确实用于连接。彩带正在寻找设计师，以使自己的溪流更具吸引力，并在职业搜索引擎上发现自己的才华。

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The ad paints a picture of how gamers, streamers, developers, and creatives can use Indeed to find support for their work on Twitch. It shows how a streamer can leverage Twitch to find talent —和how talent can find work.

6.Wendy's

战术：潜在客户产生

流行游戏系列保护动物在2020年3月发布了新的新视野。温迪的营销人员知道Twitch将在发行时被动物交叉溪流淹没，因此他们决定利用这一点。

该活动很简单：在商店的吉祥物温迪（Wendy）的动物交叉冒险之后，游戏玩法广播。该帐户上有几个剪辑和流，大多数标题都包括“免费送货”，以提醒Twitch用户，他们不必离开网站吃Wendy's。

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请注意，该品牌流的活动采取的额外步骤。在左下角，有一个免费送货的广告。最重要的是广告系列的标题“ Choppin'Trees＆Free Deliveries”以及参与品牌的徽标。

Should your brand leverage Twitch?

您可能不确定在下一个广告系列中使用Twitch，并相信我，您不是唯一的一个。但是，正如我们所看到的，多个品牌通过迎合年轻观众来迎合Twitch来推广其品牌。如果您的公司有类raybet电子竞技似的目标，那么Twitch可能对您来说是一项巨大的资产。

如果你影响力营销感兴趣,你might think about using Twitch, as well. Influencers expand your audience by endorsing your brand, as we saw with Pokimane's noodle stream.

Another benefit of leveraging Twitch is boosting leads with ads. Take haircare brandHead & Shoulders, for example. To market their new men's styling creams, the creative team partnered with the platform to run a contest, in which Twitch users could win 100,000 Bits, which is the site's virtual currency.

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The target audience for this campaign is men, so the team behind the campaign knew they would have an audience on Twitch. This is also another great reason to use the platform: if your audience is mostly male. Recall that 80% of Twitch's users are teen males, so if your product needs that kind of audience, look to Twitch.

另外，如果您的受众将Twitch用作其网络行为的一部分，则可能会考虑投资于Twitch内容。虽然您不必创建一个Twitch帐户并启动上传大量流，但您确实可以走上路线并使用与Twitch用户相关的广告。

For instance, maybe the company you work for sells computers. A great way to leverage Twitch in a product marketing campaign is by making an ad that shows a popular PC game on the platform right now, like League of Legends, and how it works with the computer you're aiming to sell.

Twitch是一个宽敞的平台，创意人可以与他们感兴趣的主题互动。请记住，Twitch并不全都与游戏有关 - 平台上还有其他类别，例如烹饪和现场活动广播。

You can leverage Twitch in multiple ways and reach an expansive audience by doing so. As a casual Twitch user, I look forward to seeing what you come up with for your Twitch campaign.