Influencer marketing is increasingly used to highlight a brand or company for its products and services. In fact, the relationship that influencers have with their community is a privileged channel of communication, as it uses the principle of word of mouth.
New Profession: The influencer also finds himself on the Twitch platform where he develops a privileged relationship.
Live interactions that strengthen community bonds
Twitch is a platform where streamers interact with their community via chat. Life is almost daily meetings where we find habits, a pastime that has largely evolved with the pandemic and restrictions associated with COVID-19. Indeed, Twitch has seen an explosion in the number of its users, with the platform making it possible for many people to have a social link.
The conversation that is the power of streaming is live, bringing a real plus to the relationship with the live community. The spontaneity of the moment actually allows for more authenticity and makes the dreamer more real.
Hence gives more legitimacy to live streamers, as it is treated as a relative, a relative, a friend by a large part of its community. This relationship is conducive to talk of mouth.
A loyal community with a high engagement rate
Engagement rate is widely used in marketing and in particular in influence marketing. Interest in the positions and actions of influencers in your community makes it possible to measure and know whether the engagement rate is high. It is calculated differently between different media, but the same principle holds: community action (viewed/liked…). Not being a high metric, it is usually between 0 and 1%, the higher the viewership, the higher the engagement rate. Regardless of the network, the engagement rate of micro-influencers is very high.
However, the engagement rate varies depending on the network. Some networks have high engagement rates. For example, Instagram (most used platform for influencer marketing at around 5% engagement rate).
For Twitch, one can expect an engagement rate of 20%.
This high streaming engagement rate can be specifically explained by 3 important parameters:
- Closeness between the streamer and its community: the link attached to the link thanks to the authenticity of the live results in real contact, reinforced by the chat;
- bond of attachment between members of a community: chat also makes it possible to have direct exchanges with members of this community, strengthens woven ties and gives new reasons to return to each stream;
- The idea of making daily appointments: Coming back at specific times almost every day normalizes the appointment and therefore reinforces commitment.
Strong return on investment of streaming if we respect values and codes
The uniqueness of Twitch leads to a high rate of community engagement with streamers. This engagement rate and the fact that it gives influencers more authenticity and legitimacy on the live platform, makes it possible to achieve higher conversion rates for brands that initiate a live partnership.
However, you need to find the right streamers to represent your brand, product or service. Partnerships must be a win-win for the dreamer, the brand, and the community to be most effective.
Obviously, it’s important to give full rein to the creator’s imagination, as it’s the person who’s best positioned to speak to their community. The community is very committed and can become reluctant if we don’t respect the way the platform works and the tone of adoption.
Influencer marketing on Twitch is a great way to increase awareness of your brand, products or services, which have a high rate of community engagement and therefore a good return on investment.
You have to choose an influencer who likes your representation, because influence marketing is above all very human, we necessarily better protect something we like.
To find a streamer that suits you and approach them in the best possible way, you can approach or call specialized agencies that will save you time, energy and direction of this new way of communication. I will be able to guide you.
About the Author
Chabier Jeremy, founder of Maddie Stream Agency, specializing in influencer marketing for streamers, connects your company with the right influencer and their community that matches your goal.