Responsible Influence on Twitch (Initiatives)

Key Takeaways

• Twitch has experienced significant growth, with the number of streamers increasing from 300,000 to 6.54 million per month between 2012 and 2020.
• Twitch’s user base is primarily made up of Millennials and Generation Z.
• Twitch has community guidelines to create a safe and positive environment on the platform. These policies prohibit harassment, hate speech, explicit sexual content, violence, cheating, and unauthorized sharing of content. Users are expected to abide by these rules and report any violations they encounter.

Over the years, the platform has grown exponentially to become a diverse community that appeals not only to gaming fans, but also includes content related to art, music, cooking, and more. Twitch’s audience consists mainly of tech-savvy individuals who spend several hours on the platform every day, making it an attractive target group for various brands. With attention, however, comes responsibility, which includes responsible influencing  or responsible influencer marketing.

We at Kolsquare, as a benefit company, are pioneers of responsible influencing. Specifically, we advocate for transparency, ethical practices, and meaningful collaborations to inspire change in the industry.

How does Twitch work? The power of influencer marketing

Unlike traditional advertising, social network influencers seamlessly integrate products and services into their content, providing viewers with a more authentic and organic experience. Although users are now naturally aware of the promotional effect (KOLs must also label ads as such), they are little bothered by the subtle  yet obvious  product placement. Influencer marketing fosters trust and makes the audience more receptive to product recommendations and brand messages.

How long has Twitch been around?

With the number of streamers (and gamers) growing from 300,000 to 6.54 million per month between 2012 and 2020, Twitch has expanded its operations into several areas. Originally launched in 2011 as a spin-off from Justin.tv, Twitch quickly gained prominence as the go-to streaming platform for live video games.

Through sponsorships, branded content, product placements, and affiliate marketing, influencers and KOLs on the network can organically integrate brand messages into their streams and ensure they resonate with their target audience.

As early as August 2021, we predicted rapid growth for the platform. On our blog, we explain how influencer marketing works on Twitch and what brands need to keep in mind.

Sign up for free on Twitch: What is the user base of the streaming platform?

The platform’s user base consists mainly of Millennials and Generation Z, who are notoriously difficult to reach through traditional advertising channels. The sports media brand Whistle revealed that Generation Z males spend more time watching non-traditional sports, including gaming and esports, compared to traditional sports. In addition, a significant majority of them (69%) are open to brands getting into non-traditional sports and 57% believe it is important for companies to sponsor and support the sports they follow.

In addition, the streaming platform provides a unique opportunity for real-time interactive engagement. Unlike other social media platforms, Twitch enables direct communication between streamers and their audience, fostering a sense of community and camaraderie.

Successful examples of responsible influence on Twitch

Several well-known brands and companies have already harnessed the power of influencer marketing to reach what are hardly niche audiences. Energy drink brand Red Bull, for example, worked with several gaming influencers on Twitch to sponsor and promote high-profile gaming tournaments or place a fridge filled with drinks in the background of streamers. In 2019, Red Bull partnered with top streamer Ninja in a longer-term campaign that featured his first mixer stream at Red Bull Outposts at Lollapalooza 2019.

Who else is popular on the platform? The top 10 French influencers on Twitch in 2023.

Red Bull is not alone in seeking partnerships with gamers to connect with these consumers, as is evidenced by Procter & Gamble’s Gillette collaboration with Twitch for the Gillette Gaming Alliance, a team of Twitch gamers.

Twitch Rules: Is blood allowed on Twitch and what can't be said on Twitch?

Twitch’s Community Guidelines contain a set of rules and expectations that users and KOLs must follow in order to create a safe and positive environment on the platform. Here’s a summary of the platform’s Community Guidelines to ensure, among other aspects, responsible influencing:

• Harassment and Hate Speech: Twitch prohibits any form of harassment, including targeted attacks, threats, or hate speech based on race, ethnicity, gender, sexual orientation, disability, and other protected characteristics.
• Nudity and Sexual Content: Twitch explicitly restricts sexual content and nudity, including sexually suggestive content and conduct. Users are expected to wear appropriate clothing and avoid sharing sexually explicit or adult content.
• Violence and Threats: Twitch prohibits violent behavior, threats, or glorification of violence.
• Self-Destructive Behavior: Twitch discourages content that promotes self-destructive behavior, including suicide, self-harm, or dangerous challenges.
• Harassment and Cyberbullying: Twitch is committed to creating a safe environment free from harassment and cyberbullying. Users should not engage in or encourage others to engage in targeted harassment or stalking.
• Impersonation and Privacy: Twitch users must respect the privacy of others and not impersonate or disclose private information without consent.
• Cheating, Hacking, and Unauthorized Content: Twitch prohibits cheating, hacking, and unauthorized sharing of copyrighted or confidential content.
• Sensitive Events and Terrorism: Twitch does not allow the promotion or glorification of terrorism, extremism, or other content related to sensitive real-world events.
• Moderation and Reporting: Users are expected to follow Twitch’s moderation guidelines and report any violations they encounter.