Whether being a professional streamer is the best job in the world or not, one thing we can be sure of – it’s one of the most popular and harmoniously developing professional pursuits. Streaming, and gaming are definitely paving the way for the future. That is why it is so important to understand the position that streamers occupy today, including from a marketing perspective. This is crucial for both sponsors for Twitch streamers and streamers themselves to know the value of their work.
Examples of undisputed stars like Richard Tyler Blevins “Ninja” or Piotr “Izak” Skowyrski show how just powerful streamers can be as media personalities. The most popular streamers are not only enthusiasts sharing their passion with other Internet users, but above all more often, serious businessmen reaching enviable heights. That is why we decided to take a closer look at streaming from the advertising perspective and how streamers should go about working with brands.
They are virtually unlimited and still not fully understood. Streaming is a relatively young and fledgeling profession, but the world is slowly learning its potential, threats – the good and the bad. The representatives of various brands, who are potential sponsors for Twitch streamers, are also on this learning curve. Suffice it to say, the aforementioned “Ninja” was on Time magazine’s list of the 100 most influential people in the world in 2019. The future of streaming and representatives of this profession is presented through rose-colour glasses, so that brands will want to join this colourful world and become an indispensable part of it.
Today, a streamer with even several thousand followers on Twitch becomes an influencer. He reaches a large group of young people whose tastes, interests and sometimes even views he influences and sometimes creates.
Streamers, like YouTubers, are a symbol of our times and a generational shift in thinking about created content, and how we access it. Younger audiences are completely different from the stereotypical audiences from years ago. Streaming fans practically don’t watch TV, and are allergic to intrusive online advertising, using Adblock and similar browser plugins, making it more difficult to reach them using classic forms of advertising. A lot of brands have noticed and started to tap into the hidden streamer potential, full of personality and created content, with the ability to interest and encourage thousands of fans. So they have an undisputed impact on others, and thus become influencers.
Do what you’re good at and create content you can earn on. Stream and work with major brands.
The possibilities to work with sponsors for Twitch streamers have been expanding over the past years. Before, only big streamers would be approached to sign sponsorship deals with brands. Nowadays, however, both marketing tactics and platforms have evolved to bring small streamers, who are great micro-influencers, the opportunity to work with brands as well. Check the most common ways you can work with brands:
There are agencies that bring streamers together and connect them to brands that are interested in being sponsors for Twitch streamers. An agency such acts as a representative for you and collects a percentage for their work, such as a % from all campaigns. There are two options for working with an agency: exclusive and open. An exclusive contract means that the agency is the only one that can offer you to work with brands and even if you find a sponsor by yourself, the agency will take over the contact and take a cut. Sometimes agencies offer a fixed salary in exchange for the total amount in campaign money that is earned. An open contract means that the agency can find the streamer work and earn a percentage from campaigns in which it participates, but the streamer can also look for sponsors on its own.
Be your own agent
Here, the streamer wears as many hats as are necessary – a salesman, lawyer, accountant, marketing, PR and public speaking specialist. You can contact brands yourself and work out the details of your partnership together. The more popular you are as a streamer, the more power you have. The world’s largest streamers have their own staff – a mini agency that is responsible for their affairs.
We connect any and all streamers directly with brands that want to work with them. Using InSTREAMLY, every streamer can establish short-term partnerships with brands and display content during their streams. Settling accounts is simple and secure for both parties.
Our advice: Do not agree to something indefinite or a “gentleman’s agreement”.
All forms of financial cooperation must be written, even in the form of email correspondence. If a brand feels measurable benefits from working with you, you are just as entitled to certain benefits. The world is changing, so be careful and be prepared for any working scenario, also a negative one.
What can a streamer do to be attractive to sponsors?
Numbers, numbers, numbers – the more viewers a streamer has, the more attractive they are to brands. The results across other social media are also important – it is not worth neglecting them.
Qualitative content – watching movies on streams is not enough. Streamers create content and in the long run, and its quality is very important to the audience. For streamers that do interesting things is simply easier to stand out from the crowd.
Take care of your image – brands care for so-called “brand safety” – they do not want to be associated with people who behave vulgarly, aggressively or use stimulants while streaming.
Don’t neglect social media – the more places where a streamer interacts with the audience, the more options given to the brand to manoeuvre. Social media opens the door for the streamer to be in touch with their audience even if they can’t belive, and it’s a great business card for brands.
The brand works with the streamer because it wants to reach their viewers audience. The better the brand is received by viewers and the better the results, the greater the chance that it will continue to work with the streamer. The audience should know that sponsorship allows the streamer to support themselves and create better content for them. Therefore, it is worth teaching viewers that by liking sponsored posts or clicking on links sent by a streamer they directly support them. It is also very important for the brand to be appreciated by viewers. After all, nobody wants to be where they aren’t liked.
If you are looking for other ways to monetize your stream, check our article and learn how to monetize your Twitch.