Top 8 Twitch Sponsorships: Highlighting Non-Gaming Brand Sponsorships

twitch sponsorships

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Twitch Streamers As Influencers: Non-Gaming Brands Are Investing In Twitch Sponsorships

Since launching in 2011, Twitch has rapidly grown to become the foremost video game livestreaming platform in the world. 2.2 million creators stream to an average of 15 million daily active users and over the past two years the gap in popularity to its closest competitor, YouTube Gaming, has widened dramatically. Though competitors such as the 21st Century Fox-backed Caffine.tv are venturing into this expanding market, Twitch remains the business to beat.

Twitch influencers can command enormous, loyal audiences and have been shown to have a significant impact on the sales of products within the gaming industry. Top streamers have become extremely valuable assets to marketers, with Twitch sponsorships providing highly lucrative deals for top streamers, some of whom earn up to $20 million a year from various revenue streams on the platform.

twitch sponsorships

While Twitch sponsorships have typically come from within the gaming industry, the rate of the network’s growing popularity has caught the attention of non-endemic brands—that is, companies who would not typically seek to market their product in a given field. This has led the food industry to become the most active category of Twitch sponsorship this year and the likes of KFC to snap up the platform’s top streamers.

The opportunity for non-endemic brands to be successful with Twitch sponsorship is more apparent than ever. With the platform’s consumers receptive to advertising and its biggest ambassador, mega-influencer Ninja welcoming collaborative sponsorships, it is no surprise that industries outside gaming sought representation not just at TwitchCon 2018, but beyond it as well. Below we feature a selection of the best non-endemic Twitch sponsorships.

Related Post: 5 Biggest Takeaways From TwitchCon 2018
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When Brands Sue Influencers: An Industry Wake-Up Call

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Investigating Influencer Lawsuits & The Industry’s Growing Pains

Influencer marketing is a growing industry, with predictions that it will become a $5-$10 billion dollar market over the next 5 years. As with any rapidly growing industry, influencer marketing has endured a few teething problems, such as FTC violations and contract breaches, as people try to navigate the legalities. Over the last 18 months, there has been a spate of influencer lawsuits, too.

The FTC has made their position on deceptive influencer actions known. Influencers, marketers, and brands are now privy to the FTC expectations, regulations, and contract guidelines. However, there are still influencers and brands who try to skirt the FTC requirements.

The stakes are high. With large sums of money on the line for brands, they–and the FTC–aren’t letting influencers off easy. Macro-influencers often receive more than $50,000 for a single post, so it is vital that influencers play by the rules. When brands pay for a service, they expect influencers to do the work for which they have been paid. It should not be any surprise to see brands actively pursuing cases of influencer contract violation.

Related Post: What Constitutes An Influencer?: Definition, Qualities, & Tiers
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5 Biggest Takeaways From TwitchCon 2018 (Plus Exclusive Twitch Streamer Comments)

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TwitchCon 2018 Recap & Highlights

  • Twitch Sings allows concurrent viewers to broadcast karaoke performances on Twitch.
  • Notable gaming and non-gaming brands showcased unique activations.
  • Esports commanded a huge presence with three gaming tournaments.
  • Twitch announced new and improved Twitch features Squad Stream, Highlight Editor, and moderation tools.
  • TwitchCon turnout reached 30,000 attendees, most of whom were young males.

On the weekend of October the 26th, the San Jose Convention Center hosted TwitchCon 2018. For three full days, the livestreaming giant invited the most popular gamers, artists, and brands to share their expertise and experience. Attendees also had a chance to get a first look at new games and Twitch developments, plus valuable networking opportunities.

While the Twitch.tv platform is hugely influential in the video game niche, generating a quarter of one game’s total sales, Twitch influencer marketing extends beyond just gaming. Twitch users are receptive to sponsored ads from brands of all kinds, meaning it’s a level playing field for non-endemic, or non-gaming, brands. Several popular non-endemic brands have taken advantage of Twitch influencer partnerships, including Hershey’s, Doritos, Monster Energy, Nissin, and more.

Below we’ve detailed the five most important things marketers need to know about the newest games, biggest trends, and most exciting developments from TwitchCon 2018.

Related Post: Hershey’s & Reese’s Mashup With Ninja & Dr. Lupo

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Types of Influencer Marketing Campaigns Marketers Should Know

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Influencer Marketing Campaigns: Types, Tactics, & Techniques

If influencer marketing were a climber, it would hold the record for fastest ascent up Mount Everest. As an industry, influencer marketing will be a $5-10 billion market by 2020. Around 70% of U.S. agency and brand marketers agree that influencer marketing budgets will increase in 2018. The exponential growth explains why influencer marketing was dubbed the fastest growing online customer acquisition method in 2017.

As more marketers hop aboard the influencer marketing train, many are increasingly overwhelmed with options. Aside from the most basic questions of “How do I find influencers?” or “How much should I spend on influencer marketing?,” marketers want to know “What are the different types of different influencer marketing campaigns I can run?

Separating influencer marketing campaigns into different buckets is tricky. As both brands and influencers strive for more subtle, authentic sponsorships, the line is blurred between these campaign “types.” However, understanding these general categories will help marketers understand the various approaches that they can employ in an influencer marketing strategy.

Related Post: Best Influencer Marketing Examples To See
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What Is Earned Media Value?

what is earned media

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Earned Media Value (EMV): What It Is, Why It’s Important, How To Measure It

Earned media refers to any type of social media exposure gained through word-of-mouth, recommendations, or conversations about the brand. This form of media includes user-generated content, reviews, brand mentions, or any other form of content that is shared by social media users in relation to a brand.

Although typically acquired through paid and owned channels, earned media functions as an uncontrolled media, or only partially controlled with a comprehensive marketing strategy. For example, Target featured an Instagram image of two young girls happily styled in Target clothing that had originally been shared by the mother. Since the post was not sponsored by Target, it represents an off-the-cuff method in which the brand monitors for positive brand experiences to then feature and amplify on its own accounts. Yet, the uncontrollable aspects of earned media haven’t stopped brands or marketers from attempting to measure its value.

 

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More recently, brands have turned to influencer marketing, a form of both paid and earned media, as authentic recommendations and branded shares from a trusted person are much more appealing to Millennial consumers than ads. Nielsen reported 83% of global respondents trust recommendations from people they know, while 66% trust consumer opinions online. Thus, brands have unleashed the power of influencers upon their impressionable audiences. But measuring the ROI of both this tactic and earned media has brought an onslaught of confusion. Continue reading “What Is Earned Media Value?”

How Audiences Perceive Influencer Sponsored Content

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What Do Social Media Users Actually Think of Influencer Sponsored Content?

From the niche bloggers of the early internet to the social media celebrities of today, influencers have grown and evolved into a multifaceted group servicing a variety of different categories and demographics over a number of different platforms. In 2018, influencers reach almost every corner of the digital landscape, making them widely known to online users, brands, as well as government agencies and watchdog groups. It’s no wonder the influencer marketing industry global ad spend is projected to reach $5-10 billion by 2020.

While brands had previously been more averse to influencer partnerships, the business world has begun to accept that online creators are today’s trendsetters and tastemakers. Last year, influencer sponsored content with the hashtag #ad nearly doubled, boasting a 198% increase over the previous year.

Utilizing word-of-mouth techniques augmented by the tools of social platforms, influencers are making a real impact for brands. Still, some influencers fall short, broadcasting inauthentic content and/or coming across as opportunistic in their sponsored posts. Moreover, some influencers engage in deceptive tactics, such as purchasing fake followers, likes, and comments, which further erodes trust.

Related Post: 6 Things Brands Shouldn’t Do When Working With Influencers
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