Twitch has undoubtedly become a cultural element and already has figures such as Ibai (mentioned above), AuronPlay, Cristinini or TheGregf . All of them join the service and, as Pastor says: “We have many other streamers who are world leaders and from many fields. We have millions of content creators, that is why we claim to be that global community that comes to have a good time,” says Pastor. Although he recognizes that they are extremely proud of Ibai , since his channel has become a huge cultural force, both in Spain and Latin America for its innovative content that perfectly demonstrates the magic of Twitch.
meaning that users share finland number data strong connections with their favorite content creators. And brands must take this reality into account, since when entering the platform they will have to work closely with these characters if they want to maximize their opportunity for impact. In fact, Pastor has summarized the three keys to creating a good strategy on Twitch :
Right to play : When you want to get on Twitch you have to set your tone and play. You have to go in with an open mind and understand the goal of the campaign, as well as your community and its own culture.
Authenticity : As a brand, you have to be authentic in your values, i.e. be yourself. If you want to get on Twitch and create those all-important connections with the community and the content creator, you have to avoid entering in a forced way, because it doesn't have the same effect.
Activation : Advertising is something that is seen on Twitch as support for the content creator, something positive for the audience. It is part of that co-creation between streamer and brand.
Audience and strategy, the two levers of Twitch
Twitch is made up of two main audiences: millennials and Generation Z. In Pastor's words: " Twitch helps open up a range of possibilities with our audience with interactive live streaming technology ." In addition, the expert provides numerical data highlighting that 70% of the audience is part of these two groups and almost 40% is not watching traditional television .