Connect with us

SOCIAL

The Twitchification of marketing: Ed Craven, influencers and Stake.com

Published

on

Twitch

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. 

Advertisement

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.

Advertisement

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.

Advertisement

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.  

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

SOCIAL

Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

Published

on

By

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.

Advertisement

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.

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SOCIAL

Catering to specific audience boosts your business, says accountant turned coach

Published

on

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.” 

“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.

Advertisement



“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.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SOCIAL

Instagram Tests Live-Stream Games to Enhance Engagement

Published

on

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.

Advertisement



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.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending

Follow by Email
RSS