Twitch : la nouvelle plateforme d’influence pour les marques

Twitch est une plateforme de streaming qui s’est énormément développé ces dernières années et aujourd’hui, de plus en plus de marques voir de nouvelles opportunités pour elles à diffuser des publicités et faire des partenariats sur cette plateforme.

La diffusion en direct de “Live” s’est énormément répandue et d’autant plus avec les confinements que la quasi-totalité des pays ont subis. Aujourd’hui c’est une option qui est disponible sur tous les réseaux sociaux, TikTok, Instagram, Facebook ont tous leur possibilité de diffusion en direct. Mais Twitch est décidément la plateforme qui est entièrement consacrée à ce type de création de contenu instantané et elle fait de plus en plus parler d’elle ces derniers temps.

 

Twitch : qu’est-ce que c’est ?

logo twitchC’est en 2005 que Justin Kan et Emmet Schear créent “Justin.tv”, une plateforme de visionnage et de création vidéo. L’idée de base est simple : n’importe qui peut parler de n’importe quoi » et le tout, en direct. Petit à petit, le gaming prend de plus en plus d’ampleur en même temps que le développement de la qualité des caméras et micros. Cet engouement pousse les deux fondateurs à créer une nouvelle plateforme : Twitch.

Lancée en 2011 elle connait depuis lors une croissance exponentielle d’année en année. Un succès tellement important qu’en 2014, Amazon et Google se battent pour la racheter. C’est finalement Amazon qui remportera les enchères pour 970 millions de dollars.

 

Comment ça marche ?

LexiTVz live streaming
En Live : LexiTVz

Le principe est simple, d’un côté il y a ceux qui se filment, les “streamers”, qui partagent en Live leur écran de jeu ou simplement interagissent avec ceux qui, de l’autre côté les regardent, les viewers. Les viewers peuvent interagir en instantané grâce à un chat intégré que le streamer peut lire en temps réel, en faisant ça, la plateforme cherche à créer un réel lien authentique et spontané entre les utilisateurs de la plateforme.

Don, Abonnement sur Twitch. Différentes possibilités sur une chaine Twitch

Pendant ces Lives, les viewers ont la possibilité de montrer leur soutien à leurs streamers préférés pour les aider à développer leurs chaines et ce de différentes façons. Twitch est, comme YouTube, une plateforme gratuite, néanmoins elle possède un principe d’abonnement mensuel. Pour des prix allants de 4,99€ et 24,99€, les abonnements sont la première forme de soutien des viewers. Les viewers peuvent alors s’abonner aux chaines et ainsi débloquer par exemple des émoticônes exclusifs, des badges, des clips complémentaires, des replays supplémentaires, enlever les publicités, …

De plus, les viewers peuvent aller plus loin encore dans le soutien des streamers. Cela passe par des dons qui peuvent être versés directement sur la cagnotte en ligne du streamer.

Sur Twitch, peu importe le design, la qualité de la vidéo, une réalisation ultra qualitative, la priorité est à l’interaction et à l’authenticité entre le streamer et ses viewers.

 

Twitch en quelques chiffres

  • Plus de 9 millions de chaines

  • Environ 54 500 chaînes en direct à tout moment

  • Plus de 404 millions d’heures de contenus ont été diffusées en 2019

  • Un utilisateur moyen passe en moyenne 1h30 par jour sur Twitch

  • Twitch a généré des millions de dollars pour des œuvres caritatives depuis 2012

La Covid 19 et surtout les confinements ont eu un impact plus que positif pour Twitch.

En effet, le nombre de viewers entre le 8 Mars et le 21 Mars 2020 à augmenter de 31%. En seulement deux semaines, le nombre d’heures passées par jour sur la plateforme est passée de 33 millions à 43 millions !

 

Les particularités de Twitch

  • Aucun filtre

Sur Twitch, aucun filtre, aucune censure n’est présente. Les vidéos étant en live, il est très difficile de censurer directement une personne. Il se peut que certains comptes se fassent bannir de la plateforme mais ce sera en aval de leur Live, après avoir été dénoncés par d’autres ou bien si l’algorithme de la plateforme parvient à détecter certains “mots interdits”. Ainsi, lors des Lives, les streamers sont totalement libres de leurs contenus et de ce qu’ils souhaitent raconter.

  • De l’instantanéité

Contrairement aux vidéos postées sur YouTube, son principal concurrent, Twitch se diffère par son instantanéité grâce à son chat direct pendant les Lives. Cet échange direct permet aux streamers de développer une communauté beaucoup plus engagée et une relation beaucoup plus privilégiée que sur d’autres plateformes ou réseaux sociaux.

  • Un cible très prisée

Le public sur la plateforme est majoritairement masculin à 70% (même si aujourd’hui de plus en plus de femmes se lancent) et jeune entre 18 et 35 ans. Une génération Y qui est passionnée par les jeux vidéo, qui ne regarde pas ou très peu la TV et qui donc n’aime pas les publicités dites traditionnelles.

 

Quelles opportunités pour les marques ?

Twitch est aujourd’hui encore une niche, avec un public principalement porté sur l’e-sport, le gaming ou les streams de conversations. Malgré tout, de nouvelles chaînes s’ouvrent avec du contenu plus varié comme de la cuisine, de l’actualité ou de la musique. Avec cette diversification ce n’est plus seulement les marques spécialisées dans les jeux vidéo qui ont intérêts à s’approcher de ces streamers mais tout type de marque souhaitant cibler le public de la plateforme.

En effet, comme le rapporte Forbes.com en 2017 “Les responsables Marketing ont des difficultés à atteindre les “Millennials” car leurs connaissances de la technologie et des marques leur a appris à cacher la majorité des formes que peuvent prendre le marketing traditionnel”. Mais ils sont néanmoins sensibles aux expériences et à l’authenticité. Grâce à Twitch, les marques peuvent ainsi détourner cette réticence et arriver à les toucher par d’autres moyens.

Kellogg’s, EA, KFC, Axe ou encore Duracell ont déjà réalisé des actions sur Twitch, HBO y a même fait la promotion de la saison 2 de Sillicon Valley.

Publicité AXE sur Twitch Dans l’industrie de la musique, c’est Travis Scott qui en 2020 a réalisé une double action. C’est sur le célébré Jeu “Fortnite” qu’il a diffusé en exclusivité quelques morceaux de son nouvel album, une diffusion qui a été retransmise en direct sur Twitch, ce qui a réuni plus de 12 millions de téléspectateurs.

 

Alors comment se promouvoir sur la plateforme ?

Différentes opportunités sont possibles pour les marques souhaitant être visibles sur la plateforme.

  • Sponsoring

Le sponsoring est la plus classique, il peut aller d’une simple opération ponctuelle à un partenariat sur le long terme avec le/la streamer(euse). Ainsi, en établissant une relation, la marque va pouvoir toucher plus facilement le public du streamer et par ricochet être appréciée et acceptée. Ici il est donc important de bien choisir un streamer qui soit en corrélation avec l’image et les valeurs de la marque.

Twitch encourage les marques et les influenceurs à se mettre en relation en mettant en ligne des annonces de marques qui souhaitent diffuser du contenu sponsorisé sur Twitch. Ensuite, ce sont les influenceurs qui décident quelles campagnes ils veulent ou non mettre en ligne selon, ce qui peut être apprécié de leur public.

  • Marketing d’affiliation

C’est la solution avec le risque le plus faible. En effet, la marque ne va payer que pour les résultats. En contrepartie de l’apport de leads, de ventes réalisées, … les streamers vont percevoir des commissions. C’est une option qui peut être intéressante pour les petites entreprises ou celles avec un budget limité même si ce n’est en général pas l’option que préfère les streamers.

  • Natif et Display

Les marques peuvent aussi mettre des encarts dans le carrousel de la page d’accueil ou en habillage du header de la page d’accord.

  • Vidéo

Preroll adds : sont des vidéos diffusées avant un Live. La publicité pourra être répétée pendant le Live si le streamer le souhaite. Ici pas besoin d’être en contact avec l’influenceur, c’est Twitch qui diffuse directement.

  • NEW : Les publicités multijoueur

C’est la dernière nouveauté de la plateforme qui est, pour le moment, en phase de test mais qui pourra très prochainement arriver pour tous sur la plateforme. L’idée de ce nouveau type de publicité est que à la suite de la diffusion de celle-ci, un sondage sera disponible en rapport avec la publicité. Plus les spectateurs lors du Live répondront à ce sondage, plus le streamer sera rémunéré. L’ensemble des viewers verront la même publicité et c’est le streamer qui choisira quand diffuser cette publicité.

En France, Twitch n’en est encore qu’à ses débuts. Mais quand on sait que presque un quart des téléspectateurs de Twitch se trouvent aux États-Unis, il est important de noter que Twitch se place en très bonne position dans le classement des sites les plus consommateurs de bande passante. En effet, pendant les heures de forte utilisation du réseau internet, la plateforme Twitch utilise à elle seule 1.8% du trafic internet aux États-Unis. Ce qui le place juste derrière des sites majeurs tels que Google, Netflix ou Apple.

Ces statistiques promettent alors un très bel avenir à la plateforme et cela grâce à tous les streamers qui s’efforcent de proposer chaque jour du contenu toujours plus divertissant de façon à attirer toujours plus de viewers.

 

Récemment c’est un espagnol, qui a pulvérisé le record de spectateurs pendant son Live avec plus de 2,4 millions de personnes, au pic d’audience le plus élevé, tous rassemblés devant son Live pour la révélation de son propre skin sur le jeu Fortnite. Une audience qui pourrait faire pâlir les plus grandes chaines TV.

 

Alors que Twitch est en plein ascension, que le confinement n’a fait que renforcer et augmenter sa communauté il semble tout à fait judicieux de commencer à se demander si communiquer sur Twitch pourrait être intéressant pour sa marque.

Justine C.

Pour plus d’article sur l’influence cliquez ici !

 

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