Influencer marketing is increasingly used to highlight a brand or company for their products and services. Indeed, the link that influencers have with their community is a privileged channel of communication, because 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 with.
Live interaction that strengthens the community bond
Twitch is a platform where streamers interact via Chat with their community. The lives are almost daily meetings where we find habits, an entertainment that has largely developed with the pandemic and the restrictions linked to covid-19. Indeed, Twitch has seen its number of users explode, the platform has made it possible to keep a social link for many.
The interaction that is the strength of streaming is live, the live bringing a real plus in the relationship with the community. The spontaneity of the moment actually allows for more authenticity and makes the streamer more real.
The live therefore gives more legitimacy to streamers, because it is considered by a large part of its community as a relative, a relative, a friend. This relationship is conducive to word of mouth.
A loyal community with a high engagement rate
The engagement rate is widely used in marketing and especially in influence marketing. The interest in the posts and actions of the influencer in his community makes it possible to measure and know whether the engagement rate is high or not. It is calculated differently between the different media, but keeps the same principle: community action (seen/like…). Not being a high metric, it is usually between 0 and 1%, the larger the audience, the harder it is to have a high engagement rate. Regardless of the networks, micro-influencers have much higher engagement rates.
However, the engagement rate changes depending on the networks. Some networks have high engagement rates. For example, Instagram (the most used platform for influencer marketing at around 5% engagement rate).
For Twitch, the engagement rate can expect 20%.
This high streaming engagement rate can be explained by 3 important parameters in particular:
- The proximity between the streamer and his community: the link linked thanks to the authenticity of the live results in a real contact reinforced by the chat;
- The bond of attachment between the members of a community: the chat also makes it possible to exchange directly with the members of this community, the ties woven are strong and give new reasons to return to each stream;
- The idea of having daily appointments: coming back almost every day at specific times makes the appointment usual and therefore reinforces commitment.
The strong return on investment of streaming if we respect the values and codes
The specificity of Twitch leads to a high rate of community engagement with streamers. This engagement rate and the fact that live makes the influencers on the platform more authentic and legitimizes make it possible to have a high conversion rate for brands that embark on a live partnership.
However, you have to find the right streamer to represent your brand, product or service. The partnership must be a win-win for the streamer, the brand and the community to be most effective.
Obviously, giving free rein to the imagination of the creator is essential, because it is the person who is best placed to speak to his community. The community is very committed and can be reluctant if we don’t respect the way the platform works and the tone to adopt.
Influencer marketing on Twitch is a good way to raise awareness of your brand, products or services with a high rate of community engagement and therefore a good return on investment.
You have to choose an influencer who likes what you represent, because influence marketing is above all something very human, we necessarily defend better something that we like.
To find a streamer that suits you and contact them in the best possible way, you can take the lead or call on specialized agencies that will save you time, energy and will be able to guide you towards this new way of communicating. .
About the Author
Chabrier Jérémy, Founder of the Madi Stream agency specializing in influence marketing for Streamer, links your company to the right influencer and his community that corresponds to your target.