The rise of streaming platforms like Twitch and Kick has given people a new way to consume content. The driving force behind this recent surge in popularity is the streamers themselves. These streamers, who are often charismatic and entertaining, have millions of loyal followers. They have successfully built thriving communities around their content. Their personalities are the main appeal for many viewers.
A recent study has shown that viewers also often watch to relax, learn gaming strategies, and participate with streamers. Interaction with viewers or their ‘chat’ is vital for streamers. They grow their fanbase and allow for feedback through their chat. More comedic and entertainment-focused streamers use this function to rift off their fans. Streamers have a diverse, global audience, which marketers can make use of.
It’s not just gaming!
Starting as a niche way for people to collaborate and interact in the gaming community, streaming has expanded to encompass a variety of interests like music, art, and cooking. There are even more obscure activities that have gained traction on these platforms.
An example is streamer Broxh who became popular for his streams where he made Māori wood carvings. A key feature and revenue stream of these platforms is the donations viewers can make. Broxh made headlines when he offered to return donations during the pandemic and disabled his donation button during Christmas. Broxh demonstrated how ordinary people could gain millions of followers and make money doing things they enjoy.
influencer marketing
Some of social media’s largest influencers have made their name through streaming. Streamers have a huge capacity to influence the behaviour and opinions of their viewers. The number of fans and variety of genres provide a massive consumer base for marketers to take advantage of influencer marketing. This involves businesses collaborating with individuals with huge followings to improve brand exposure. More and more brands are reaching out to streamers to promote their products to fans.
Brands may offer to sponsor certain streams, which involves creators mixing the brand’s message and content into their commentary and gameplay. Companies will fund the stream and may even send streamers products to advertise while they are live. This strategy is highly effective for engaged fans who are receptive to the brand messaging. Brands must only align themselves with suitable influencers to achieve the most profitable return and prevent any damage to their image.
Collaborations also allow businesses to use interactive marketing within the streams. Brands can use platform features such as the chat to facilitate giveaways or Q&As which provide crucial feedback. Brands can create memorable experiences for viewers by encouraging meaningful connections and establishing a feeling of community.
Looking to the future
Streaming will continue to grow and with it, we should expect further innovations in marketing practices. Brands may merge the popularity of streaming with that of virtual reality to provide consumers with the most memorable experiences. By capitalizing on the unique opportunities provided by streamers and streaming platforms, digital marketers can remain ahead of the competition and connect with audiences in more meaningful and memorable ways than ever.