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.
- Hidden streamer potential
- Why do brands want to work with streamers?
- How do brands work with streamers?
- Where to find partnerships and sponsorships?
- What to consider when working with brand sponsors for Twitch streamers
- What can a streamer do to be attractive to sponsors?
- How can viewers help in finding sponsors for Twitch streamers?
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.
Hidden streamer potential
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. They reach a large group of young people whose tastes, interests and sometimes even views they influence and sometimes create.
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. They use 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.
Why do brands want to work with streamers?
- Reach and recognition
A streamer with thousands (or sometimes even millions) of fans, subscriptions, and views translates into a huge advertising potential. It is easier for a brand to reach an audience with such a popular ambassador. Greater reach and results are a greater chances for commercial success, i.e. the sale of specific brand products.
The online community operates according to specific behavioural patterns, and this also applies when it comes to the potential in engaging fans in advertising campaigns. When the brand expects streamer’s audience to be on the receiving end of the process of transmission broadcast, but also to do some specific actions (very often also in the rewards system), this can increase fans’ attachment to both the streamer and the brand.
- Image building
It’s like a game of associations that works in the simplest way possible. Viewers like the streamer, they feel part of the community they create and are enthusiastic about the content they present, so the brand hopes that in the same way, by establishing a working relationship with the streamer, viewers will not only recognise the brand, but also value and have positive feelings towards it.
Stream viewers use AdBlock and watch little traditional TV. It is difficult to break through with advertising. That’s why brands are looking to reach them in the easiest way – via a streamer.
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How do brands work with streamers?
Sponsors for Twitch streamers and more…
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.
- Product placement
Using products of only one specific brand during broadcasting, social media activity or any public speaking. For example, the streamer is obliged to use headphones from the brand they work with.
- Sponsor during the stream
Logos, slogans, any sponsor materials, or an advertising banner displayed during or before the start of streaming. Working out the details is a matter between the brand and the creator.
- Sponsored streams
Streaming from the brand’s account or creating individual streams for a special occasion such as a premiere or promotional campaign of a brand-related product. The best example of this is a stream testing a brand new game released by the sponsor.
- Sponsored content on social media
With the development of social platforms, new advertising channels have been created. Streamers can create sponsored posts and share them on social media. This also applies to the use of the streamers image for brand social media channels.
- Participation in special campaigns
Being a well-known streamer and the face of the brand, especially the one from the computer games industry, is extremely important especially during trade fairs or game festivals, as well as industry conferences.
- Participation in advertising
Here, we return to the traditional promotional methods. However, the potential of streamers is so great that it goes even beyond the virtual world. Therefore, already we can see well-known characters from the Internet on TV commercials. Both worlds are intertwined more and more, which advertisers are aware of.
Where to find partnerships and sponsorships?
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 – 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.
- Open – 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 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.
What to consider when working with brand sponsors for Twitch streamers
- Perfect fit
Entering the world of advertising is exploring the new world of contracts, expectations, and often legal complexities, probably something new and unknown to streamers. The basic issue is the target group. If you are a teenage streamer or a fan of anime and create content directed to teenagers similar to you, then working with bookmakers offering esports betting on matches doesn’t make much sense. It also works the other way around, a streamer creating content for 20-year-old men shouldn’t get into an advertising contract with a clothing brand for teenagers.
- Settling accounts
How do you get paid? Once you’ve managed to establish the fundamental issues, like the concept and approach to content with the brand, it’s time for formalities, bureaucracy and details. When it comes to working with brands, the streamer should pay attention to, is it:
- A contract, signed by both parties and a legally binding document obliging both the company and the streamer to specific actions. The issue of remuneration depends on mutual arrangements. The brand may choose a fixed salary or remuneration depending on the activities carried out.
- Barter, or trade. Streamer receives a product from the brand, then uses this equipment and recommends it to fans. Understandably, this is the preferred form by gaming brands. It’s hard to find a better and more practical advertisement for a microphone, mouse or keyboard than have them used by a streamer who is watched by thousands of people.
- Affiliation. This way gives the streamer a lot of creative license. In the case of affiliations, it all depends on what income the brand actually brings. If the viewers purchase the product by clicking on the link provided, part of the profits from the sale goes to the streamer’s account.
Our advice: Don’t 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.
How can viewers help in finding sponsors for Twitch streamers?
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 viewers to appreciate the brand. 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!