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The Twitchification of marketing: Ed Craven, influencers and Stake.com
Photo by Caspar Camille Rubin on Unsplash
Opinions expressed by Digital Journal contributors are their own.
It is no secret that, as an industry, marketing has modernised over time. From simple word of mouth to magazine and newspaper spreads as well as online campaigns, techniques and practices have adapted and developed to make the most of changing technologies. In recent years, the growth of live streaming has caught the eyes of global businesses, offering a change to reach new audiences though a medium that is unparalleled at holding an audiences’ attention for long spells of time.
Global live streaming platforms, including the world’s largest, Amazon’s Twitch, have grown exponentially over the last decade with some of the world’s most influential people flocking to them in brand deals often worth tens of millions of dollars.
From Formula One drivers like McLaren’s Lando Norris to elite footballers such as Sergio Agüero, thousands of globally recognised brands have seen the potential of this new form of marketing on live streaming platforms.
In 2021, Twitch alone had an estimated 2.84 million concurrent viewers with 9 million individual streams held on the site each month, resulting in over 18.6 billion hours of content viewed by an audience predominantly aged 16-34.
Fuelled by the pandemic era of stay-at-home mandates and growing internet usage by populations across the globe, live streaming reached an all-time high in terms of viewers and popularity during the past two years. For example, over 5.4 million people tuned in live to Twitch (a world record) to view an e-sports event in Singapore in 2021, a number beating many traditionally-broadcast sporting events.
With the above growth of the live streaming industry in-mind, it should come as no surprise that major brands have sought to capitalise on major, dedicated audiences and modernise their branding strategies accordingly to include using major influencers on streaming platforms such as Twitch and YouTube.
Recently, one of the world’s most recognised musicians and avid crypto supporter, Canadian rapper Drake, live streamed on Twitch with the world’s largest online crypto Casino, Stake.com. Watched live by tens of thousands, he streamed for hours playing games on the website and gave away over $1 million worth of Bitcoin to viewers from around the world.
Ed Craven, Stake’s Co-Founder has explained that a key part of Stake’s marketing strategy involves seeking influencers who are genuinely passionate for the product and who, in many cases including with Drake, have engaged with the product for some time.
Craven himself live streams weekly discussing latest industry developments to his own audience and has called on the industry to follow Stake’s lead when it comes to influencer transparency. Moreover, he has shed some much-needed light on the likes of influencer odds and money provisions in ways likely to take observers and fans by surprise in a positive way.
Influencer odds, Craven has explained, are the same for everyone and are not able to be manipulated in any way by the company. Moreover, he went on to note that all money Stake give influencers is genuine.
Research has shown that advertising on platforms such as Twitch is strikingly more effective than on traditional YouTube videos or other forms of online advertising. For instance, one study illustrated that some campaigns on the likes of Twitch have proven to be over 250 percent more effective than traditional online marketing campaigns in terms of click-throughs and overall product conversion rates.
Considering that the average viewer on a multi-hour Twitch live stream tunes in for 95 minutes compared with just 50 percent of the total duration of much shorter traditional YouTube videos, such a viewer will by definition consume a greater amount of marketing content.
Resulting in a higher percentage chance of click-throughs by viewers, the likes of in-stream advertising in incredibly effective.
However, as with any industry seeing tremendous growth, government regulation is lagging behind when it comes to advertising and influencer policies on such platforms. It is therefore largely down to the platforms themselves to monitor, regulate and disseminate best practices for going about this to ensure that rules are adhered to, and viewers know if content is sponsored.
Estimated to now be a $20 billion industry in itself, influencer marketing is forecast to further grow in the years to come, with UK MPs calling for enhanced regulation in the industry when it comes to influencers clearly identifying paid endorsements to their audiences.
Global businesses engaging in such marketing should therefore be aware of the need to accurately and transparently inform viewers of the content they are watching, including if it is in any way a paid promotion.
What is for certain, however, is that the world of influencer marketing is here to stay given its incredible growth over time, dedicated global audiences and instantaneous messaging.
Influencer marketing, particularly through live streaming, is the latest development in the marketing space and has already seen globally recognised brands rush to engage in the practice. Regulation has to keep up with the industry, and corporate responsibility should be aligned with the rules and regulations in place with such platforms.
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12 Proven Methods to Make Money Blogging in 2024
This is a contributed article.
The world of blogging continues to thrive in 2024, offering a compelling avenue for creative minds to share their knowledge, build an audience, and even turn their passion into profit. Whether you’re a seasoned blogger or just starting, there are numerous effective strategies to monetize your blog and achieve financial success. Here, we delve into 12 proven methods to make money blogging in 2024:
1. Embrace Niche Expertise:
Standing out in the vast blogosphere requires focus. Carving a niche allows you to cater to a specific audience with targeted content. This not only builds a loyal following but also positions you as an authority in your chosen field. Whether it’s gardening techniques, travel hacking tips, or the intricacies of cryptocurrency, delve deep into a subject you’re passionate and knowledgeable about. Targeted audiences are more receptive to monetization efforts, making them ideal for success.
2. Content is King (and Queen):
High-quality content remains the cornerstone of any successful blog. In 2024, readers crave informative, engaging, and well-written content that solves their problems, answers their questions, or entertains them. Invest time in crafting valuable blog posts, articles, or videos that resonate with your target audience.
- Focus on evergreen content: Create content that remains relevant for a long time, attracting consistent traffic and boosting your earning potential.
- Incorporate multimedia: Spice up your content with captivating images, infographics, or even videos to enhance reader engagement and improve SEO.
- Maintain consistency: Develop a regular publishing schedule to build anticipation and keep your audience coming back for more.
3. The Power of SEO:
Search Engine Optimization (SEO) ensures your blog ranks high in search engine results for relevant keywords. This increases organic traffic, the lifeblood of any monetization strategy.
- Keyword research: Use keyword research tools to identify terms your target audience searches for. Strategically incorporate these keywords into your content naturally.
- Technical SEO: Optimize your blog’s loading speed, mobile responsiveness, and overall technical aspects to improve search engine ranking.
- Backlink building: Encourage other websites to link back to your content, boosting your blog’s authority in the eyes of search engines.
4. Monetization Magic: Affiliate Marketing
Affiliate marketing allows you to earn commissions by promoting other companies’ products or services. When a reader clicks on your affiliate link and makes a purchase, you get a commission.
- Choose relevant affiliates: Promote products or services that align with your niche and resonate with your audience.
- Transparency is key: Disclose your affiliate relationships clearly to your readers and build trust.
- Integrate strategically: Don’t just bombard readers with links. Weave affiliate promotions naturally into your content, highlighting the value proposition.
5. Display Advertising: A Classic Approach
Display advertising involves placing banner ads, text ads, or other visual elements on your blog. When a reader clicks on an ad, you earn revenue.
- Choose reputable ad networks: Partner with established ad networks that offer competitive rates and relevant ads for your audience.
- Strategic ad placement: Place ads thoughtfully, avoiding an overwhelming experience for readers.
- Track your performance: Monitor ad clicks and conversions to measure the effectiveness of your ad placements and optimize for better results.
6. Offer Premium Content:
Providing exclusive, in-depth content behind a paywall can generate additional income. This could be premium blog posts, ebooks, online courses, or webinars.
- Deliver exceptional value: Ensure your premium content offers significant value that justifies the price tag.
- Multiple pricing options: Consider offering tiered subscription plans to cater to different audience needs and budgets.
- Promote effectively: Highlight the benefits of your premium content and encourage readers to subscribe.
7. Coaching and Consulting:
Leverage your expertise by offering coaching or consulting services related to your niche. Readers who find your content valuable may be interested in personalized guidance.
- Position yourself as an expert: Showcase your qualifications, experience, and client testimonials to build trust and establish your credibility.
- Offer free consultations: Provide a limited free consultation to potential clients, allowing them to experience your expertise firsthand.
- Develop clear packages: Outline different coaching or consulting packages with varying time commitments and pricing structures.
8. The Power of Community: Online Events and Webinars
Host online events or webinars related to your niche. These events offer valuable content while also providing an opportunity to promote other monetization avenues.
- Interactive and engaging: Structure your online events to be interactive with polls, Q&A sessions, or live chats. Click here to learn more about image marketing with Q&A sessions and live chats.
9. Embrace the Power of Email Marketing:
Building an email list allows you to foster stronger relationships with your audience and promote your content and offerings directly.
- Offer valuable incentives: Encourage readers to subscribe by offering exclusive content, discounts, or early access to new products.
- Segmentation is key: Segment your email list based on reader interests to send targeted campaigns that resonate more effectively.
- Regular communication: Maintain consistent communication with your subscribers through engaging newsletters or updates.
10. Sell Your Own Products:
Take your expertise to the next level by creating and selling your own products. This could be physical merchandise, digital downloads, or even printables related to your niche.
- Identify audience needs: Develop products that address the specific needs and desires of your target audience.
- High-quality offerings: Invest in creating high-quality products that offer exceptional value and user experience.
- Utilize multiple platforms: Sell your products through your blog, online marketplaces, or even social media platforms.
11. Sponsorships and Brand Collaborations:
Partner with brands or businesses relevant to your niche for sponsored content or collaborations. This can be a lucrative way to leverage your audience and generate income.
- Maintain editorial control: While working with sponsors, ensure you retain editorial control to maintain your blog’s authenticity and audience trust.
- Disclosures are essential: Clearly disclose sponsored content to readers, upholding transparency and ethical practices.
- Align with your niche: Partner with brands that complement your content and resonate with your audience.
12. Freelancing and Paid Writing Opportunities:
Your blog can serve as a springboard for freelance writing opportunities. Showcase your writing skills and expertise through your blog content, attracting potential clients.
- Target relevant publications: Identify online publications, websites, or magazines related to your niche and pitch your writing services.
- High-quality samples: Include high-quality blog posts from your site as writing samples when pitching to potential clients.
- Develop strong writing skills: Continuously hone your writing skills and stay updated on current trends in your niche to deliver exceptional work.
Conclusion:
Building a successful blog that generates income requires dedication, strategic planning, and high-quality content. In today’s digital age, there are numerous opportunities to make money online through blogging. By utilizing a combination of methods such as affiliate marketing, sponsored content, and selling digital products or services, you can leverage your blog’s potential and achieve financial success.
Remember, consistency in posting, engaging with your audience, and staying adaptable to trends are key to thriving in the ever-evolving blogosphere. Embrace new strategies, refine your approaches, and always keep your readers at the forefront of your content creation journey. With dedication and the right approach, your blog has the potential to become a valuable source of income and a platform for sharing your knowledge and passion with the world, making money online while doing what you love.
Image Credit: DepositPhotos
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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.
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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.
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