The 2021 Ultimate Guide to Twitch Influencer Marketing

Alan VanToai

August 19, 2021

Twitch is hot right now. The platform has been steadily gaining traction and popularity over the past few years, seeing an all-time spike in 2020.

Twitch takes a new approach to social media, where streamers can interact with their audience in real-time in a way that is raw, unpolished, and sometimes messy, often to the delight of their audience.

Twitch continues to be the top gaming and eSport streaming platform, consistently ranking highest for hours watching.

In fact, in 2021 alone, there have been 6.34 billion hours watched on Twitch, a number that has increased by 4 billion over the last three years.

That is 6x more than YouTube Gaming, which has seen a total of 1.373 billion hours in 2021.

While Twitch is still predominantly a platform for gamers, we have seen different types of content being popularized on the platform.

You can find streamers that talk about current events and politics, music live streams, art, and just about anything in between.

If you're ready to start implementing Twitch Marketing into your mix, then this article is for you. In this article, we will discuss how to land great partnerships with Twitch Influencers. We will also show you how to maximize your brand recognition and reach on Twitch.

Let's hop into it.

What Is Twitch and How Does It Work?

Twitch is a streaming platform that has completely changed the way we game. Acquired by Amazon in 2015, Twitch has around 48,600 Twitch Partners and an average of 2.2 million unique monthly broadcasters.

When Twitch first became popular, it was mainly used for eSport competitions and video game live streams, but it has evolved over the years. 

Now you can find streamers that create content about politics, music, cosplay, and lifestyle. On Twitch, users can click on the categories and find the 'Just Chatting' option, where users can tune-in to hear their favorite streamers talk about whatever they want. 

Twitch users are fierce and passionate. They love the platform and the streamers they follow, and the data shows. Twitch sees more than 26.5 million daily active users (DAUs) and, on average, over 2.5 million people tuning in to watch Twitch streams at any given time.

You don't have to be a gaming brand to work with Twitch influencers. Since people cans stream on Twitch and talk about just about anything, the landscape of nieces represented on Twitch is vast and constantly evolving. 

What Are Twitch Influencers?

Twitch influencers are just like other influencers, except that their content is live-streamed, so it's shot in real-time without the option to edit, cut, or filter the content before it's presented to the masses.

When it comes to working with Twitch influencers, brands should opt for long-term partnerships with influencers and get creative about the types of content that will resonate best with the influencer's audience.

But, just like influencers on other social media platforms, the process of working with the influencer is essentially the same.

One of the most unique aspects of working with Twitch influencers is the chance to have your brand presented to a large audience in a very authentic way. Twitch can be silly, messy, and unpolished, but that's what people love about the platform.

So when you work with Twitch influencers, you can let go of the over-styled and polished content that you might have deemed important when working with influencers on other social media channels.

Who Is on Twitch?

Twitch users are active, passionate, and continuously diversifying as the platform gains popularity. 

Here are some helpful Twitch demographics and statistics to keep in mind when evaluating partnership opportunities and audiences to see if Twitch is the right platform for your brand. 

  • 38.5% of users are between the age of 25-34
  • Despite Twitch is responsible for 70% of eSports viewing
  • 1 Million Spanish-speaking channels were added in the last year
  • By 2019, 35% of Twitch users were female
  • There are a 95 minutes per day average
  • Sunday is the most popular day on Twitch
  • 73% of Twitch users are under 35
  • There are 1.3 million Twitch affiliates
  • There are 48,600 Twitch partners

Highest Paid Twitch Influencers

If you rise to popularity on Twitch, you can earn big money, with many Twitch influencers bringing home millions each year.

Here are the top paid influencers on Twitch:

  1. Tyler “Ninja” Blevins - 16.7 million followers and earns an estimated $25 million
  2. Michael “Shroud” Grzesiek - 9.2 million followers and earns an estimated $12 million
  1. TimTheTatman - 6.4 million followers and earns an estimated $8 million
  2. Nickmercs - 5.5 million followers and earns an estimated $5 – 8 million
  3. Pokimane - 7.6 million followers and earns an estimated $1 to 3 million

While these are the top earners, it is important to note that there are thousands of micro and nano influencers on Twitch and these influencers can offer your brand lucrative and worthwhile partnerships.

Many of these influencers have loyal fanbases that listen to the recommendations from their favorite streamers. 

Memorable Brand Collabs on Twitch

Several large brands have partnered with mega influencers on Twitch to create some memorable content. 

Here are some of the most notable brand collabs and sponsorships: 

  • Uber Eats
  • Redbull
  • KFC
  • Guess
  • Postmates

How Do Brands Make Money on Twitch

There are a lot of strategies brands can use to earn a positive ROI when incorporating Twitch influencer marketing into their marketing mix.

Once a brand finds the right influencers to work with, they can structure their contract with a few different strategies.

Brands can gain a positive ROI from working with Twitch influencers by:

  • Affiliate marketing
  • Sponsoring the influencer/content during a stream
  • Ads during the stream

How Do Streamers Make Money on Twitch

A streamer on Twitch can start earning money once they are accepted into the Twitch Affiliate Program or the Twitch Partner Program.

Once the streamer is accepted into either of these programs, they can start running ads and seeking brand collabs.

Once Twitch streamers start gaining popularity and have an audience, they can use several different methods to earn more passive and active income. 

Some of the most popular passive income methods for Twitch streamers are: 

  • Merch
  • Patreon subscriptions
  • Subscriptions
  • Ad revenue
  • Twitch bits
  • Games sales
  • Sponsorships
  • Affiliate marketing

Additionally, many streamers try to draw in audience members and followers to their channel by cross-promoting their content on Facebook, YouTube, and other social media channels. 

How to Find the Best Influencers to Work With on Twitch

One of the best aspects of Twitch is that the type of content created on the platform is vast.

Indeed, gamers and eSports influencers are still the biggest demographic on Twitch, but there is a large population of influencers and streamers that create content related to art, music, fashion, and creatives.

When searching for influencers to partner with on Twitch, here are a few key points to evaluate before partnering with them:

Their Audience

Who is their audience and would they be interested in your brand?

Knowing who follows this streamer and if their audience would respond well to your brand will help decide if the influencer will be a good fit to partner with.

Their Genre

While it might be easy to assume that all streamers are a monolith, it is important to realize that each game (Fortnite, Call of Duty, League of Legends, etc.) will all have a completely different audience and vibe.

Additionally, if you will work with non-gamer streamers, you will want to see what kind of content they create and if that genre fits within the scope of your brand's message and objectives. 

How Active They Are

Ensuring that the influencer you work with is actively creating content will provide the best partnerships.

You want to work with Twitch influencers that consistently create new content on the platform as it will be best for long-term exposure and brand recognition.

Their Audience sentiment

There are many beloved streamers on Twitch, but there are also streamers whose audience is full of toxicity.

Be sure to check out the chat during one of the streams of the influencer you are considering partnering with to see if their audience is engaged and actually enjoys their content, or if the chat is full of trolls.

Their ACV

ACV stands for average concurrent viewership, which is a helpful KPI to understand when entering partnerships with Twitch influencers.

ACV shows the average number of viewers the streamer has when streaming. This KPI will help you see how engaged and large their audience is each time they stream.

Their Language

Twitch influencers can speak a variety of languages. You can find streamers on the platform that speak English, Portuguese, Russian, Spanish, and more.

Be sure that the streamer you want to work with speaks the dominant language of your brand. If your brand only sells in English-speaking countries, you will probably want to partner with an English-speaking streamer. 

But, if you are a global brand, Twitch will be a great option to market to new audiences that you might not have been able to do before since such a wide number of languages and cultures are represented on the platform. 

Best Types of Brand Partnerships with Twitch Influencer

There are several types of partnerships your brand can enter into with a Twitch influencer. 

Each partnership type can help increase brand recognition and position your brand as a trustworthy and dominant force amongst the streamer's audience. 

Reviews

This type of strategy can be extremely nuanced. 

The review can be in-depth where the influencer talks about why they love the product, or it can be more passive, where the influencer uses your product during a live stream.

In the end, you will receive great exposure for your brand, and the review will come off as genuine. 

Ultimately, you want to ensure that the review fits within the style and type of content the streamer likes to make.

Mentions or Shoutouts

Mentions are a great strategy for working with Twitch influencers. With proper messaging and communication, you can effectively reach your target audience.

The shoutout doesn't need to belong, but it should include concise information about your brand and product.

Product placement is a great strategy for shoutouts. The streamer could be using your product during the live stream and then shout out your brand.

Shoutouts can happen in the Chat or during the stream.

Channel or Stream Branding

Branding is a relatively simple yet effective Twitch marketing strategy. Your brand can partner with a streamer, and in return, they can add your company banner on their player page with relative links to your website.

On Twitch, your brand will be able to place branded marketing materials in the Streamer's Info Area, which is a section on Twitch that includes the streamer's channel rules, relevant links, and features.

The best plan of action is to opt for a long-term partnership as the repeated exposure and longevity of the collab will be better as the streamer gains audience members.

Affiliate Marketing

Twitch offers steamers the chance to join their affiliate program once they meet a few key criteria:

  • At least 500 total minutes broadcast in the last 30 days
  • At least 7 unique broadcast days in the last 30 days
  • An average of 3 concurrent viewers or more over the last 30 days
  • At least 50 Followers

Once the streamer hits that threshold, they can join the program, which will help them work with brands and earn more money.

Affiliates can look for brand deals to help them earn more money as they stream. 

Additionally, your brand can have a large pool of potential affiliates to partner with, and they will promote your products during their streams in exchange for a commission.

Giveaways

Giveaways are an extremely effective strategy that promotes virality and brand hype. Your brand can work with the influencer to create a giveaway that generates buzz and increases the number of viewers during a stream.

Your brand can give away just about anything - free products, discounts, limited edition merch, subscriptions, to name a few.

The key here is to ensure the items you give away resonate with the streamer's audience so that more people participate and join the stream for the chance to win.

Paid Ads

Once a streamer is accepted into the Twitch Affiliate or Twitch Partner Program, they will be able to start running ads during their live stream.

Streamers can run ads during their live streams, and ads can last between 30 to 180 seconds. 

Your brand can work with the streamer to create pre-recorded ads that inform, delight, and resonate with their target audience.

Ads are mutually beneficial for the streamer and the brand. The brand will receive genuine content and repeated exposure during the live stream, and the streamer can generate more income from the partnership.

Not to mention, if the streamer is planning on streaming for 8 hours, they can have a break to recharge their energy to ensure engagement stays high.

Conclusion

Are you ready to leverage the power of Twitch marketing? Then follow this guide and you will be able to find meaningful, long-term partnerships with Twitch streamers in no time, and reap the benefits of doing so.

Ready to turn your customers into your army of brand ambassadors? If so, watch the epic CrewFire demo video or get in touch with us to learn how you can drive more referrals, word-of-mouth, and user-generated content for your Shopify store.

Get in touch w/ Alan (Founder/CEO - CrewFire):

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WRITTEN BY

Alan VanToai

Co-Founder of CrewFire