A handful of suggestions for advertisers seeking to seize the rise of gaming streamers
In 2020, over 14 million streamers produced 650 million hours of content. Audiences spend up to 95 minutes a day watching streams. Alexandria Ocasio-Cortez's gaming debut on the platform reached 435,000 viewers.
This advertising potential remains untapped, especially for younger viewers. The place is pretty new and the playbook doesn't exist. This leaves room for experimentation and size, but also a lot of errors.
As a rule of thumb, fit in with the world of streamers and viewers and you'll be fine. Here are my five tips for working with streamers.
Gen Z audiences are sensitive to irrelevant noise – but informal, unregulated encounters and actions are also why live streaming appeals to them. Being alive for several hours makes it difficult to get everything staged and perfect. This is where the real personality stands out. The same goes for your brand. You can't make viewers believe in perfect advertising. Be honest about the value your product offers.
Be open to change
Trends in live streaming come and go. The enthusiasm for the Fall Guys game, which hit the gaming world in August, is nowhere to be found in November. If you want to plan ahead, stick to evergreen categories like League of Legends, CS: GO, IRL, or Fortnite. If you want to bet on a trend, stick with it and change your plan on a whim.
Put the community first
Streaming is rarely just about the streamer. What makes it great is the relationship between the chat and the streamer. Viewers are even excited about brands that appear on the stream because they know that it will help the creator grow. Let your brand be part of it. Show that you support the streamer and value the audience. Do not do anything that takes advantage of them or disturbs their reputation.
Trust the streamer
Streamers know their audience best. You have interacted with them for hours so they know what is entertaining and what is terrifying. Treat it as a collaboration or conversation and schedule activation with the streamer as a partner. Many of their suggestions will result in satisfactory viewers – and satisfied viewers may view ad segments as something worth seeing rather than a necessary evil. Sometimes counter-intuitive decisions produce the best results.
"For gamers" stickers will not work
Players and stream viewers are normal people. Most of them don't treat gambling as a personality trait. So do not treat "for gamers" as a product attribute unless justified. The gaming or streaming setting is an area where you can view your product. Use them to show the best values. Your brand is cool enough when you support streamers. The only way to screw it up is by pushing too hard.
For example, how can you present a razor product in a stream without showing the streamer's face? Influencer Lirik, a variety streamer, usually streams without a webcam. In this case, he used streaming to unpack the razor and just show his beard. During the stream, his viewers posted photos of their faces with a # KingCGillette hashtag. Lirik showed the photos in the stream and advised which beard style the viewers should get. Results: 20,000 average viewers on sponsored streams with no drop in viewership while promoting the product. It worked because it was natural, with quick ratings between games. There was a natural interaction with a way to be aware of the fans.