SOCIAL
Game Streaming Platform Twitch is Seeing a Significant Rise in Non-Gaming Live-Streams
You may not watch Twitch content yourself, you may not be interested in gaming live-streams, or gaming culture more generally. But the influence of gaming is massive, and as younger users who’ve grown up with functions like live-streaming move into adulthood, and more viable spending demographics, you can expect the focus on such platforms to evolve in-step.
This is an important trend to note, because as this shift happens, platforms like Twitch are gradually becoming more popular, and thus, more relevant for marketing and outreach purposes. And this week, we’ve seen signs of another important shift in this area, with a new report showing that Twitch’s non-gaming live-streams are now becoming just as popular, if not more so, than it’s traditional gaming-focused content.
As per Wired:
“In December, Twitch viewers watched 81 million hours of “Just Chatting,” Twitch’s category for streamers who do exactly that, plus any number of other grab-bag activities. That was a solid 7 million hours more than the first game listed, League of Legends, and 23 million more than the second, Fortnite.”
In essence, Twitch is becoming a more general live-streaming hub, where its legion of fans are growing more accustomed to live-streaming as a means of communication and interaction, not just as an avenue to explore games. That has significant implications for the broader web – already, gaming culture is a foundational element for other video platforms like YouTube and increasingly Facebook too.
As gamers spread out to other interest areas, such trends will likely boost the popularity of live-streaming more broadly, and in particular, the use of streaming as a social element, and a means to remain connected and engaged on a broader range of subjects.
This could mean that more businesses should be looking to live-streaming as an outreach option – with a broader set of people becoming more accustomed to the format (and worth noting, Twitch users watched 660 billion minutes of content overall in 2019, up from 560 billion in 2018), it’s likely becoming an increasingly viable, and attractive, content option for viewers over time, which could lead to increased engagement.
But it also points to the expansion of gaming culture, and the relevant outreach opportunities connected to such. If more Twitch streamers are discussing a broader set of topics, that could make Twitch itself a more viable channel for influencer marketing outreach for content not necessarily connected to gaming.
Given its focus, Twitch may seem like a limited channel for brands, but maybe, through this expansion, things are changing, and it may be worth tagging onto the growth of gaming, where possible, to boost your digital presence.
And definitely, gaming is a key element of digital platform growth. Just this week, YouTube signed up three new gaming stars to help boost its connection with the gaming community, while Microsoft has invested in popular Fortnite streamer Ninja in order to maintain its own connection to this audience.
The platforms aren’t doing this for no reason – gaming is huge, and it could actually be key to winning the online video battle. As such, it’s worth marketers taking note of such shifts, and considering what they mean for the next generation of consumers, and subsequent outreach strategies.
SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
Roundel Media Studio: What to Expect From Target’s New Self-Service Platform
Google Limits News Links In California Over Proposed ‘Link Tax’ Law
Daily Search Forum Recap: April 12, 2024
Google Core Update Volatility, Helpful Content Update Gone, Dangerous Google Search Results & Google Ads Confusion
10 Paid Search & PPC Planning Best Practices
2 Ways to Take Back the Power in Your Business: Part 2
Weekend Google Core Ranking Volatility
5 Psychological Tactics to Write Better Emails
Critical Display Error in Brand Safety Metrics On Twitter/X Corrected
WordPress Releases A Performance Plugin For “Near-Instant Load Times”
-
MARKETING7 days agoRoundel Media Studio: What to Expect From Target’s New Self-Service Platform
-
SEO6 days agoGoogle Limits News Links In California Over Proposed ‘Link Tax’ Law
-
SEARCHENGINES7 days ago
Daily Search Forum Recap: April 12, 2024
-
SEARCHENGINES5 days agoGoogle Core Update Volatility, Helpful Content Update Gone, Dangerous Google Search Results & Google Ads Confusion
-
SEO5 days ago10 Paid Search & PPC Planning Best Practices
-
MARKETING6 days ago2 Ways to Take Back the Power in Your Business: Part 2
-
SEARCHENGINES4 days agoWeekend Google Core Ranking Volatility
-
MARKETING4 days ago5 Psychological Tactics to Write Better Emails
