If there’s one thing our time can deliver, it’s new and exciting platforms.
In previous posts, we took a closer look at TikTok, and in this post, we dive into the platform called Twitch. How this platform has revolutionized the streaming genre is explored further below.
The history of Twitch
The streaming platform Twitch has been around since 2011 and has experienced international success since its early days for its intuitive and playful format, which has made it possible for gamers, e-sports enthusiasts, and other creative minds to stream their content to the vast audience that follows their favorite creators’ content daily.
Massive engagement from users
The team behind the streaming service Twitch has truly understood the need for a platform where users can follow their favorite creators’ achievements and feel like they are an active part of it.
Twitch offers a feature that allows users to comment live as events unfold on the screen, where all other users, including the creator, can see the comments in real time and highlight the most relevant ones.
For users, this provides a unique opportunity to participate in the content created by the creators and, at the same time, build a network among other followers who also contribute with comments. This massive level of engagement gives creators the chance to build a community around their content.
How creators can make it work
In addition to the engagement from the comment section, users also have the option to donate and subscribe to content they find interesting. Some of these subscription models are available for specific amounts, while others are free.
Apparently, the involvement of creators such as micro-influencers, on Twitch helps ensure users’ continued interest and willingness to pay for the subscriptions their creators set up, as the number of users on the platform continues to grow.
There are often several benefits for users who sign up for a subscription, such as early access to new content, special prioritization in the comment section, extra content only for subscribers, and the list goes on…
Livestreaming format gets an overhaul
We have seen several platforms follow the same model, such as YouTube, which has opened up subscription options and donations to creators. YouTube also has its own streaming format, which has also achieved massive success.
The same goes for social media platforms like TikTok and Instagram, which in their story format invite users to participate in a livestream, where users can also comment along the way.
Opportunities for marketing on Twitch?
When it comes to Twitch, it’s a relatively young segment, with a user base that is growing significantly year by year. Several of the biggest brands have already seen the potential of being featured on the platform, such as Uber Eats, which partnered with some of the biggest Twitch creators to offer delivery discounts.
Additionally, several major fashion houses, including Burberry, have streamed their fashion shows via the platform, and this is just the beginning. Twitch is an incredibly exciting format to work with, and one cannot ignore the large following of loyal users who follow their favorite creators’ content daily.
In my opinion, there are many opportunities on the platform, and if parts of your target audience are on this platform, you will undoubtedly have the chance to market a product through the creators or influencers with the users sitting front and center.
The future of Twitch?
In my view, the future looks bright for Twitch and the streaming format that has already won many users’ hearts. I believe there will be further developments on the platform, such as the possibility for new types of content to gain a solid place and more ways to engage with your favorite content.
I still think that the e-sports genre will remain one of the most popular on the platform, and for good reason, as this genre has gained significant momentum in recent years, and I foresee it becoming even more popular.
Finally, we can’t ignore that Twitch will undoubtedly continue to develop its AR and VR capabilities for its users.
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