The Growing Power of Influencer Marketing on Twitch

As part of Bdaily’s latest feature week, The Business of Social Media, Bdaily hears from Matt Woods, CEO and founder of influencer marketing agency AFK Digital as he explains the power, potential and reach of influencer marketing on Twitch.

“Twitch is known as a live-streaming platform for gamers, however its growth over the last number of years means this couldn’t be further from the truth anymore. Twitch provides an outlet for creatives from all backgrounds, in turn attracting more and more brands who want to invest in influencer marketing.

“When speaking to people about Twitch, I am often surprised by people’s perception of the platform; yes, gaming is a huge part of the offering but there is so much more to it. It will therefore come as a surprise to many people that American Eagle is Twitch’s newest official marketing partner.

“As part of this partnership, American Eagle is creating a five-part docuseries in which the featured creators wear the clothing of Twitch’s official apparel partner.

“You might be wondering why American Eagle has chosen Twitch as their official partner? We all know how much the pandemic impacted our consumption behaviour; the live-streaming platform exploded, with an 82 per cent increase in the amount of hours people spent watching in the first year of the pandemic.”

Today, more than 30 million visitors click through the portal’s versatile channels every single day and over seven million creators live stream every month (Twitch, 2022). As mentioned, Twitch is no longer just about gaming; so-called IRL (In Real Life) channels now also cover cooking, music, food and fitness.

The reach and engagement you can achieve with Twitch is a new level for the industry. This has been proved by previous influencers. American YouTube beauty influencer Michelle Phan, for example, introduced her new foundation of her own label EM Cosmetics during a stream on Twitch.

She programmed a bot to add links-to-purchase to the chat, while a commercial for the foundation ran during the breaks in the game. This product launch was reportedly 278 per cent more effective than campaigns on other platforms convincing many other beauty brands of the platform’s potential. Even luxury fashion label Burberry livestreamed a fashion show on the platform.

Compared to other social media platforms, the livestreams drive consumers to stay on the platform for significantly longer which gives creators more time to talk about products in-depth. Twitch also allows for fans to engage directly with the creators. Key, as always, is to find the right influencer to promote your brand, brand values and the product.

It’s fair to say Twitch is one of the fastest growing social platforms and one that brands must get to grips with and include in influencer marketing strategies going forward. Over the last number of years, the results and growth of Twitch speaks for itself and puts the platform alongside social media channels including Instagram, Tik Tok and Twitter.

Looking to promote your product/service to SME businesses in your region? Find out how Bdaily can help →