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November 29, 2023

The Beginner's Guide to Twitch Marketing

Twitch is one of the fastest growing social networks with over 140 million monthly users. It's a great platform for streamers and fans to connect with each other in real-time, but it's also a powerful marketing tool. If you're not already using Twitch for marketing, you're missing out. Here are a few tips to get started:

What Is Twitch?

Twitch is a live streaming platform that was launched in June of 2011. The platform was popularized as a way for gamers to connect with their audiences, but has since grown into other creative niches such as music, cooking, and art. 

Similar to YouTube (News - Alert), Twitch users can create channels where they live stream their content. However, Twitch is all about live streaming (unlike YouTube, which is mostly pre-recorded and edited videos). This makes it a great platform for building a personal connection with your audience.

The Benefits of Twitch for Marketing

While many digital marketers overlook Twitch in favor of Facebook (News - Alert), Snapchat, Instagram, TikTok, and other “standard” social networks, there are actually numerous benefits to using Twitch for marketing.

1. Build a personal connection with your audience

In the age of social media, it can be easy to feel like a faceless entity behind a screen. However, platforms like Twitch provide an opportunity to build a personal connection with your audience. Unlike other streaming sites, Twitch allows you to interact directly with your viewers in real-time. This provides a level of intimacy that can be difficult to find elsewhere.

2. Connect with your audience in real-time

By engaging with your viewers and providing them with a space to interact with each other, you can create a loyal following that will support your channel for years to come.

For example, one of the most popular Twitch channels, Lirik, has nearly three million followers. This is because he's built a strong personal connection with his audience by being interactive and engaging. Since his followers are able to contribute to the discussion in real-time, they are also able to feel like they're a part of the community.

3. An opportunity to connect with younger audiences

Since most Twitch users and streamers are under 30, it's a great platform for marketing to younger audiences. For Gen Z brands, Twitch marketing is a unique, largely untouched, and potentially profitable way to reach potential customers.

4. You can build a community with your Twitch audience.

Twitch is a lot more intimate than other social media platforms. Just like streamers, brands can use it to build a community of hyper-engaged followers. Once you have a community behind you, you can use it to bring new products to market, generate hype for new releases, run community-exclusive promotions, and increase brand awareness.

While Twitch advertising can be expensive ($2 to $10 per impression), organic marketing through Twitch brings the cost of your entire marketing strategy down. When you have a loyal following, you can leverage word-of-mouth marketing to get your product in front of new eyes without spending as much on PPC.

Twitch Marketing Strategies for Brands

There are many different ways to market on Twitch. Here are a few of the most common:

Twitch Influencer Marketing

Since the platform really only took off in the last five years, Twitch influencer marketing is a relatively new concept. However, it's one that is quickly gaining traction, thanks to its potential to reach a highly engaged audience. 

Twitch influencer marketing works by connecting brands with popular content creators on the platform. Once hired, these influencers promote the brand to their followers through regular streams, social media posts, and outreach across the other platforms they use.

Since they already have a strong relationship with their audience, Twitch influencers are able to effectively communicate the key messages of a brand in a way that feels natural and authentic. All they have to do is name-drop a product or give a brief, relevant shoutout in the middle of a stream to get their viewers’ attention. 

If they promote the same product over and over again (through a long-term partnership), a significant portion of their fanbase will eventually associate them with the product. Twitch influencer marketing can be an extremely effective way to reach a target audience.

Twitch Affiliate Program

If you decide to make your own content, the Twitch affiliate program according to Times International is one of the best ways to make money off Twitch. The Twitch affiliate program works like any other affiliate program: someone promotes their product through your Twitch channel while you live stream, and each time it leads to a purchase, you earn a commission. To be eligible for the Twitch affiliate program, you must meet the following requirements:

  • You must have at least 50 followers
  • You must have an average of three or more viewers per stream
  • You must have streamed for at least seven days in the last 30 days
  • You must have at least 500 total minutes broadcast in the last 30 days
  • You must be at least 18 years old

Once you become a Twitch affiliate, you can start earning revenue from your streams through subscriptions, donations, and advertisements. For many streamers, the affiliate program is a great way to make a living off their content.

Twitch Partner Program

The Twitch partner program is the next step up from the affiliate program. Unlike Twitch affiliates, Twitch partnership program candidates are evaluated on a case-by-case basis. To apply for the Twitch partner program, you must fill out an online application and provide links to your social media accounts and previous work. Twitch will then review your application and determine if you are a good fit for their program. As a Twitch partner, you will have access to: 

  • Exclusive emotes
  • Customizable badges
  • Subscription buttons
  • The ability to run ads on your channel

As a Twitch partner, you will also be able to make money from your streams through Twitch Cheering, which is a feature that allows viewers to donate money to their favorite streamers.


Whether you're a brand looking to reach a new audience or a content creator looking to make money from your streams, Twitch marketing is a great option. By utilizing some of the strategies we've outlined above, you can create a successful Twitch marketing campaign that will help you achieve your goals.

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