In the ever-expanding digital landscape, Twitch has emerged as a powerhouse for advertising, offering a direct connection to audiences through live streaming. As brands flock to collaborate with Twitch streamers, a critical challenge arises—how can you ensure that your investment is delivering the promised returns? Today, we unravel the complexities of Twitch sponsorships and introduce a groundbreaking solution to the age-old problem of tracking brand mentions in real time.
In this guide we're going to teach you how to Maximize your Twitch Advertising and ensure you're getting a bang for your buck. Let's get started.
The Power of Twitch Streamers -
Twitch streamers are the new-age influencers, cultivating dedicated communities around their content. Leveraging these creators allows brands not only to tap into a massive audience but also to engage in real-time interactions during livestreams. By participating in the chat, brands can connect with potential customers authentically, showcasing their personality and humanizing their image. The Problem We Need to Solve Despite the popularity of Twitch sponsorships, brands face a significant challenge in ensuring that streamers fulfill their contractual obligations. The question looms—how do you know if a streamer is genuinely mentioning your brand or just leaving the overlay untouched? This uncertainty calls for a solution that provides clarity, transparency, and actionable insights.
The Power of Brands -
Brands play a pivotal role in enhancing the lives of consumers by offering products and services that address specific needs and desires. From cutting-edge technology to lifestyle essentials, brands contribute to the fabric of our daily experiences, enriching and simplifying our lives. The symbiotic relationship between brands and consumers is founded on mutual benefit—brands thrive when consumers find value in their offerings. In turn, consumers gain access to innovative solutions, quality goods, and memorable experiences that enhance their well-being.
Livestreamers, the digital storytellers of our age, form another crucial node in this symbiosis. Brands provide them with an avenue to monetize their content, turning passion into a sustainable livelihood. Through sponsorships and collaborations, livestreamers gain financial support, enabling them to create better and more engaging content for their audiences. In this dynamic ecosystem, brands benefit from the authentic connection that livestreamers have with their followers, reaching audiences in a more personal and genuine manner. It's a win-win scenario where brands amplify their reach and credibility, consumers receive valuable products and experiences, and livestreamers turn their creative pursuits into viable careers. This symbiotic dance creates a harmonious cycle of innovation, support, and shared success in the digital landscape.
The Problem we're trying to solve
In the ever-evolving landscape of influencer marketing, livestreaming has emerged as a dynamic but inherently unreliable avenue for brands seeking to connect with their target audiences. While influencers wield considerable influence over their followers, the real-time, unscripted nature of livestreams presents a significant challenge for brands aiming to measure their return on investment (ROI). The heart of the issue lies in the inability to accurately track how often a brand or product is mentioned during these live sessions. Brands invest substantial sums in influencer partnerships, envisioning a symbiotic relationship where their products seamlessly integrate into the content. However, the lack of robust tracking mechanisms leaves marketers in a precarious position, unable to ascertain the true impact of their collaborations.
Livestreaming's fluidity, while a strength in fostering authentic connections, becomes a drawback when attempting to quantify the success of influencer campaigns. Unlike pre-recorded content, livestreams unfold in real-time, making it challenging for brands to monitor and analyze every mention of their products or brand name. This uncertainty poses a direct threat to the transparency and accountability that brands crave in their marketing strategies.
The consequence of this tracking gap is a cloud of doubt hanging over the return on investment for influencer marketing through livestreams. Brands may witness spikes in website visits, downloads, or purchases, but the critical question remains—did the influencer genuinely integrate and promote the product as agreed upon? Without the ability to measure the frequency and context of brand mentions, brands are left navigating the murky waters of uncertainty, questioning the effectiveness of their influencer marketing strategies.
To address this challenge, there's a pressing need for innovative solutions that bridge the gap between livestreaming's spontaneity and brands' desire for tangible results. Tools like SocialBook's Twitch tracking tool aim to fill this void by providing a real-time, comprehensive overview of brand mentions during livestreams. This not only empowers brands to validate their investments but also offers influencers an opportunity to showcase their commitment to brand partnerships through transparent, measurable results.
As the influencer marketing landscape continues to evolve, the reliability of livestreaming as a vehicle for brand promotion hinges on the industry's ability to implement effective tracking mechanisms. Only with accurate insights into the impact of livestream collaborations can brands confidently navigate the influencer marketing terrain, ensuring that their investments translate into genuine engagement and tangible returns.
An Example From Corsair Gaming with NickMercs Youtube and Twitch:
This is one of the most clear examples that happens over and over again. Could you find where it shows his Corsair sponsorship on his stream? It took us a while!
As you can see, it's almost impossible to know that he's sponsored by Corsair, as the logo is constantly changing in that spot, and the logo is so thin and small relative to the gameplay, other overlays and his webcam movement/lighting. There is almost no way people are actively noticing that and checking out the Corsair website.
So we know he's sponsored by Corsair now, but most likely the average viewer will never see this. Furthermore, during his entire 3 hour livestream, he didn't mention or say the word Corsair or talk about their products not once. Now this is a general sponsorship, so he's likely getting paid monthly to have them in his overlay, or his organization get's paid by Corsair to represent them. But really.. where is this advertising revenue returning a profit? Very hard to say.
The Best Practices for Streamers To Promote A Product or Brand Live
As a company that has executed hundreds of influencer marketing campaigns, many of which have been through livestreams, we have best practices for streamers to follow and brands to be aware of, in order to ensure a good job is done!
Firstly the streamer should be mentioning the product or brand at least once every 15 minutes. Since new viewers are always coming in, that means that the viewers who were watching 5 minutes ago, might not be the same ones watching right now! Meaning that if the main promotion isn't mentioned or repeated often enough, so many will miss out on the key message and the potential call to action! It's been shown that there is a 40% drop off in campaign efficacy if this isn't done properly.
Secondly all the moderators of the streamer (and this includes chat bots as well) have to be on the same page. The streamer must prep his team to answer questions from viewers and program the chat bot to paste the brand's website url or product page every 5-10 minutes! This ensures that the moderators and chat bot are covering the streamer's blind spots. Especially popular streamers, aren't able to read their fast moving chat 100% of the time, while also focused on a game, product or simply being entertaining!
Thirdly the brand should have associates in the chat, or even technical developers to answer questions from viewers! This is a great opportunity to show your brand's tone, spirit and interact with potential fans and customers! The experts on the product can answer those curveball questions that maybe the streamer and moderation team doesn't know the answer to. This will also alleviate some pressure off of the streamer and boost the value of the company showing that they are down to earth and don't mind helping their customers as well. It's really really helpful to have all of these things lined up. Bonus points if the brand was able to give the streamer free coupon or discount codes to give away to his audience. Everyone loves free things, especially if they're trying a new product they may not know how they feel about yet!
Finally, if the streamer can collaborate with other big names, for example if the product is a multiplayer game, or the streamer has extra product he's able to give to his other streamer friends, this is a great way to spread the word and message! If it is an indie game for example, having so many large streamers playing your game at the same time will boost it to the top of Twitch's listing page, and this automatically causes a huge surge in traffic and viewership! The more viewers the better, and if you have a team of streamers all playing your game, the results will be monstrous.
How Smart Companies Save Costs and Optimize Marketing
Step 1: Visit the SocialBook Website Begin your journey to effective sponsorship management by navigating to the SocialBook website. This is the hub for our revolutionary Twitch tracking tool, designed to bring transparency to your influencer marketing campaigns.
Step 2: Install the Twitch Tracking Tool Unlock the power of real-time tracking by installing our Twitch tracking tool. Seamlessly integrated with the platform, this tool operates discreetly, capturing every mention of your brand and keywords during livestreams.
Step 3: Collaborate with Streamers Work closely with your chosen streamers to ensure optimal usage of the tracking tool. Have them run the tool in the background while streaming, enabling you to receive comprehensive reports at the end of each session.
Step 4: Receive Detailed Reports At the conclusion of the livestream, access a detailed report highlighting the frequency and context of brand mentions. This data empowers you to measure the impact of your sponsorship accurately.
Why SocialBook's Twitch Tracking Tool is One of Of A Kind
Currently it's one of a kind because it's the only one on the market! We haven't come across any other tools that do this specifically for this purpose. It's an under-represented niche yet it's an important niche to fill. Companies are losing thousands of dollars letting their logos stay idle on a streamer's overlay, essentially collecting dust. SocialBook has developed this tool custom tailored for each client's needs and they're flexible. With advanced AI and a top notch programming team, SocialBook is always updating their tools to best suite their clients and their clients needs. With regards to the need of tracking twitch streamers to maximize campaign ROI and brand mentions, this is the first of it's kind!
3 Powerful Tips for Making the Most of Your Twitch Streamer’s Time
Tip 1: Strategic Mentioning Guide streamers to mention your brand and product strategically, avoiding spammy promotion. This ensures a natural integration that resonates with the audience.
Tip 2: Utilize Moderators or Bots Enhance engagement by having moderators or bots regularly share links to your website or sales page in the chat. This reinforces your brand's presence and drives traffic.
Tip 3: Foster Interaction Encourage streamers to actively answer questions about your brand or product during the livestream. For queries beyond their expertise, ensure that an informed employee is available to provide accurate responses.
In Conclusion
In the dynamic realm of Twitch sponsorships, the key to success lies in transparency and real-time insights. By embracing SocialBook's Twitch tracking tool, brands can not only optimize their marketing efforts but also foster genuine connections with audiences. As you embark on your Twitch advertising journey, remember that the future is live, interactive, and ready to be explored. Elevate your brand presence on Twitch—where real-time engagement meets real results.
By leveraging the power of real-time tracking, brands can now navigate the complexities of Twitch sponsorships with confidence. The tool seamlessly integrates into the livestreaming experience, capturing every mention of brand names and keywords, providing brands with a comprehensive report at the end of each session. This not only allows for accurate measurement of ROI but also empowers brands to optimize their marketing efforts effectively.
However, the unreliability of livestreaming for influencer marketing remains a challenge. The inability to track mentions has left brands in a state of uncertainty regarding the true impact of their investments. SocialBook's Twitch tracking tool emerges as a beacon of clarity, bridging the tracking gap and ensuring that influencer marketing on Twitch is not just a leap of faith, but a strategic, measurable endeavor. As brands continue to innovate and adapt, the future of Twitch advertising promises a harmonious blend of authenticity, engagement, and data-driven success.
If you are a brand or company interested in our Twitch tracking tool to maximize your ROI working with livestreamers, please head on over to our website and book a demo call with us to get your hands on our tool! We're happy to demo our one of a kind Twitch tracking tool, and go into further depth on how it works.
