Twitch is a very successful streaming platform that continues to grow. The platform is also gaining a foothold in Germany. For large companies, but also for small and medium-sized businesses, the advertising market on Twitch can be very attractive. Because as explained in this blog post, the target group on Twitch consists mainly of male young adults aged 18-34. This target group is usually difficult to reach. Another advantage: the users are more willing to accept advertising.
Companies that already successfully advertise on Twitch
There are some examples of international companies that recognised the potential on Twitch in time. There are successful campaigns from Aldi, Gillette and Porsche. The carmaker, for example, took a completely new approach in August 2019 with its campaign for the launch of the new Formula 1 hybrid car. The Bolide was presented in a livestream on Twitch, reaching around 1 million viewers and collecting over 14 million contacts. But German start-ups like Ankerkraut and AirUp also regularly run advertising campaigns on Twitch. Whether as influencer collaborations or as Twitch Ads, viewers on Twitch now see the two brands as established players in the German market.
How companies can advertise on Twitch
Streaming on Twitch as a company yourself
Obvious, but at first connected with many question marks. How should a company act as a streamer? And what content should be conveyed in the livestream? And of course, how should the company and its products be placed in the livestream? All these questions should be thoroughly considered before the stream and the creation of an account. This can either be done in-house or with an external agency.
A successful example is Aldi. On the channel Aldi-Gaming, the company reaches the German Twitch community with formats such as Heldenschmiede and regular raffles. With around 31,400 followers, a loyal community was built up in a short time. With this step, Aldi set a milestone in Twitch marketing. The gaming platform is also very interesting and promising for non-gaming companies.
Classic Ads or Twitch Advertising
But there is also a second way to advertise on Twitch: classic ads. As on other platforms such as YouTube, advertisements are played before, during and after the live stream. The streamer has no influence on which advertisements are displayed. There are two different options for Twitch Advertising: Pre-Rolls or Mid-Rolls.
While with pre-rolls the advertising is played before the stream, with mid-rolls the live stream is interrupted. As a prerequisite for advertising, a minimum budget of 10,000 euros must be set on Twitch. This sum should be spent in a period of two to a maximum of eight weeks. For a complete marketing offer, the costs on Twitch start at around 75,000 euros.
Influencer marketing on Twitch
Influencer marketing is an integral part on Instagram. But on the gaming platform Twitch, streamers can also promote certain products for a fee. However, there are some differences to Instagram or TikTok. Because on average, around 25 users watch a German Twitch streamer permanently, most streamers have less than 100 viewers on Twitch. Of course, there are also big streamers like MontanaBlack or Gronkh who regularly reach viewer numbers of several thousand. But the potential for marketing on Twitch cannot be measured purely by viewer numbers. Twitch streamers are very credible due to their relatively small community. If a streamer presents a product in a livestream, this is more likely to be classified as credible and authentic by the viewers. The bond between Twitch streamers and users is much stronger and closer than on Instagram. Therefore, when choosing the right influencer on Twitch, the main focus should not necessarily be on follower numbers.
Chat messages as automated advertising
There is another special form of advertising on Twitch: codes and bot messages triggered by them. The whole thing works as follows: Viewers can enter certain codes such as “!Ankerkraut” or “!Socials” into the chat during the stream. Then they receive, for example, a message with a voucher code from Ankerkraut for 20 per cent. These responses are sent automatically by bots, the company does not have to respond to them itself.
Whichever form you decide on as an entrepreneur, we will be happy to help you. As a livestream agency, we are experts in livestreaming. We even have our own Twitch studio in Munich. Send us your request by email at hello@stream1.eu or feel free to call us at 0049 89 41 41 453 10.
