TikTok and Twitch: are they right for you and your brand?
This year, TikTok and Twitch are making a lot of noise and there is no small business or large company aimed at the end consumer that does not ask: should I be there?
The first is made for creating, sharing and consuming short and fun videos; the second, to broadcast live, comment and participate, almost always about video games.
TikTok has been active since 2016 in China and since 2018 in the world; Twitch, launched in 2011, has grown steadily since 2014 when it was acquired by Amazon.
They have something in common: their enormous power of attraction between generation Z and a part of the millennials, as well as their ability to completely turn the internet language.
Facebook wanted to compete against TikTok by launching a similar platform – Lasso – that did not last. To compete with Twitch, Zuckerberg’s company has Facebook Gaming.
The above tells us about the overwhelming success of two platforms that in 2020, a year of pandemic and absolute digitalization, have become two huge magnets.
- Tik Tok has 500 million users in China and one billion in the rest of the world.
- Twitch gathers 3.8 million monthly broadcasters and 1.44 million simultaneous viewers, according to figures from Business of Apps.
Should you be on TikTok and Twitch?
It depends. As Alejandro Elizondo (@drovzk), CEO of NeueStudio, always reminds us, digital marketing is contextual and works very differently for each business or brand.
To determine if you are abandoning Facebook and Instagram and setting out to conquer the networks in vogue, remember: don’t worry about the platform, focus on the audience.
If you think TikTok is the ideal place to showcase your brand, ask yourself:
- Are people under 24 years old my target audience?
- Am I able to produce a good amount of fun videos for my brand?
- Do I have a budget to invest in influencers?
- What are the challenges that my brand can propose to young people?
- How much can I invest in ads within this new platform?
If you considered migrating to Twitch, ask yourself:
- Is my audience and target market mostly male?
- Is it possible to relate my brand to the world of videogames?
- Do I have a budget to invest in influencers?
- How much money can I spend on paid advertising on Twitch?
- Who will be in charge of the interaction on this platform?
We all want to be up to date and never be left behind. We all want a seat in the show that everyone attends. We all seek to test the networks that others are talking about.
But it is necessary to know if the trends fit well with our brand; if our language goes well with this kind of media and what benefit will we get from being there?
What you should know about TikTok
It is owned by the Chinese company Bytedance, which has had its disagreements with some Western governments, particularly the Trump administration.
According to Business of Apps, 50% of TikTok users in the United States are between 18 and 34 years old. In addition, it is to be assumed that there is a bulk of users below 18 who are not represented in the figures.
Critics of the network compare it to opium given the addiction it generates among the youngest, who spend up to an hour and a half a day on the platform.
TikTok is based on short, simple, imitable, viralizable videos, attached with attractive visual effects and paired with free-to-use music.
This platform is dominated by personalities and brands capable of summoning a good number of users to carry out challenges and share them.
Advertising on TikTok
As in any other network, your brand or business can take advantage of paid ads to reach its objectives faster.
TikTok offers In Feed Native Ad, which gives you the opportunity to place a link to send users to your campaign landing page.
Another model is the Hashtag Challenge Ad, also clickable and whose purpose is to send users to a landing page where you explain the steps of the challenge.
With TikTok you also have Brand Takeover Ads, a full-screen brand experience that is shown to users when they enter the app.
However, the most interesting thing about the platform are, still, the organic campaigns run by celebrities or influencers with the power to mobilize thousands or millions of people in dynamics sponsored by brands.
What you should know about Twitch
Twitch is the land of video game lovers, whether they are expert gamers, viewers or fans who know everything about the game.
It is a parallel universe where a new way of consuming, exploiting and appropriating the internet for creative purposes is taking shape.
Twitch combines live streams, chats and discussion forums; from it, a new generation of influencers with global influence is arising. They can help you position your brand in front of a particularly interactive and engaged audience.
On Twitch, the male audience dominates, representing 65% of all users. In terms of age, the great bulk is made up of people between 16 and 24 years old (41%), followed by people between 25 and 34 years old (32%) and between 35 and 44 years old (17%).
Advertising on Twitch
The platform offers you on-page advertising (On Page Advert), with five different locations within it.
Brands that have ventured into the platform, however, have preferred to work closely with broadcasters or gamers who run their own channel and have a good viewer base.
They mention the brand, put the name of it in the title of their videos or do product placement during their broadcasts.
Other companies with larger budgets pay for the development of video games or applications for popular video games, such as skins, emotes, loading screens, among others, where the brand slips without friction in the user experience.
Tournaments, movie firsts and concerts merged with video games are promoted on Twitch, which undoubtedly represent a huge opportunity for advertisers.
Have you decided on TikTok or Twitch?
Well, go ahead. If you think these are the places you need to grow your brand, go for it, experiment and let the influencers help you.
You can always contact NeueStudio to support you in creating a comprehensive content strategy and a successful way to approach new media. We are here to help you.