Twitch est une plateforme de streaming en direct appartenant à Amazon, qui permet aux utilisateurs de regarder des vidéos en direct de jeux vidéo, de musique, de sport électronique (e-sport) et de tout autre type de contenu diffusé en direct. Lancée en 2011, Twitch est rapidement devenue la plateforme de streaming en direct la plus populaire, avec plus de 30 millions d’utilisateurs actifs chaque jour et plus de 6 millions de créateurs de contenu. Nous allons voir dans cet article que Twitch est une plateforme qui attire fortement l’attention des marques, qui y voient une grande opportunité marketing.
Twitch, la plateforme du moment
La plateforme connaît chaque année une croissance de plus en plus importante, l’année 2022 a notamment été très riche en évènements Français marquants.
Le GP Explorer
Le 8 octobre, la France a connu un événement exceptionnel avec le GP Explorer, une course de Formule 4 organisée par Squeezie diffusée. Cette compétition a rassemblé 22 personnalités du web qui ont participé à une course sur le circuit du Mans, diffusée en direct sur Twitch pendant 10 heures. Environ 40 000 personnes ont assisté à l’événement en personne, tandis que sur Twitch, le pic de spectateurs a atteint 1 042 000 battant tous les records et offrant ainsi une audience considérable pour cette compétition.
Un autre événement majeur de l’année en France a été l’Eleven All Stars, organisé par Aminematue. Cette compétition a réuni des influenceurs français et espagnols qui ont joué un match de football à 11 contre 11. L’événement a été un grand succès, avec un stade de 20 000 personnes et un pic de spectateurs atteignant 1,159 million, surpassant ainsi le record de spectateurs du GP Explorer. Aminematue a réussi à offrir une expérience divertissante et engageante pour les fans de football et les amateurs de contenu en ligne, et l’événement a été largement salué pour sa capacité à rassembler les communautés en ligne et hors ligne.
Au vu des chiffres impressionnants de la plateforme, il est normal que les marques se penchent de plus près sur cette opportunité d’investissement en tant que sponsors ou organisateurs d’évenements.
Twitch, une communauté très engagée
Les abonnés sur Twitch sont souvent très engagés en raison de la nature même de la plateforme. Twitch est une plateforme de streaming en direct de jeux vidéo, et les spectateurs peuvent interagir en temps réel avec les streamers qu’ils regardent. Cette interaction en temps réel crée un sentiment de communauté et de proximité entre les streamers et leurs abonnés.
Les abonnés de Twitch sont souvent des fans passionnés de gaming, qui aiment regarder les streamers jouer à leurs jeux préférés. Les streamers peuvent interagir avec leur public en temps réel, répondre à leurs questions et discuter de leurs intérêts communs. Cette interaction spontanée crée un lien personnel entre le streamer et son public, ce qui peut renforcer l’engagement de l’abonné.
De plus, les abonnés de Twitch ont souvent un accès privilégié à des contenus exclusifs, comme des émoticônes, des badges et des salons de discussion. Ces avantages exclusifs peuvent renforcer le sentiment d’appartenance à la communauté de l’abonné et renforcer leur engagement envers le streamer et la plateforme Twitch.
Enfin, contrairement aux autres réseaux sociaux, les abonnés de Twitch peuvent soutenir financièrement les streamers en s’abonnant à leur chaîne, en faisant des dons ou en achetant des produits de la boutique en ligne Twitch. Ce soutien financier renforce l’engagement de l’abonné envers le streamer, car ils ont un investissement personnel dans la réussite du streamer.
Un exemple montrant l’engagement des utilisateurs Twitch est l’événement annuel du Zevent, il s’agit d’un événement caritatif de collecte de fonds organisé par des créateurs de contenu francophones sur Twitch. L’événement a été créé en 2016 par le streamer Adrien « ZeratoR » Nougaret, d’où son nom « Z » event. L’objectif principal de l’événement est de collecter des fonds pour des associations caritatives, telles que Save The Children, Amnesty International ou Médecins Sans Frontières. Le dernier en date, l’édition de 2022 a rapporté pas moins de 10 millions d’euros !
Les avantages du marketing sur Twitch
Le marketing sur Twitch présente de nombreux avantages pour les marques.
En plus de l’incroyable communauté et visibilité qu’offre la plateforme aux marques, Twitch permet leurs permet de personnaliser leurs partenariats afin qu’elles s’intègrent de manière organique dans le contenu des créateurs. Cela améliore considérablement l’efficacité des campagnes marketing et renforce la relation de confiance entre les marques et les utilisateurs.
Il existe également des options publicitaires pour les marques, ce qui permet de toucher les utilisateurs qui ne suivent pas nécessairement les streamers. Ces options publicitaires offrent aux marques une opportunité de toucher une audience plus large sur la plateforme. Les publicités peuvent être diffusées avant, pendant et après les flux en direct, ce qui permet de toucher les utilisateurs qui ne regardent pas nécessairement les streamers.
Les publicités diffusées sur Twitch peuvent être ciblées en fonction de l’emplacement géographique, de l’âge, du sexe et des centres d’intérêt des utilisateurs, ce qui permet de toucher un public cible de manière plus efficace. Les publicités peuvent également être achetées sur la base d’un coût par impression ou d’un coût par clic, ce qui permet aux marques de suivre les résultats de leurs campagnes publicitaires en temps réel.
Les défis du marketing sur Twitch
Bien que le marketing sur Twitch offre de nombreux avantages aux marques, il présente également des défis. Tout d’abord, il est important pour les marques de comprendre la culture de Twitch avant de se lancer dans le marketing sur la plateforme. Les utilisateurs de Twitch sont très attachés à leur communauté et à la culture de la plateforme, ce qui signifie que les marques doivent être attentives à la manière dont elles se présentent sur la plateforme.
Les marques doivent également être transparentes lorsqu’elles travaillent avec des créateurs de contenu sur Twitch. Les utilisateurs de la plateforme ont tendance à être très critiques des partenariats entre les marques et les créateurs de contenu, et il est important pour les marques de communiquer clairement lorsqu’elles travaillent avec des créateurs.
Enfin, le marché du marketing sur Twitch est en constante évolution. Les marques doivent être en mesure de suivre les dernières tendances de la plateforme pour rester pertinentes et atteindre efficacement leur public cible.
Conclusion
Ainsi Twitch est une plateforme d’avenir de plus en plus convoitée par les marques puisqu’elle offre une grande visibilité et des abonnés très engagés. Les marques vont de plus en plus délaisser les plateformes comme youtube au face à Twitch qui offre de nombreux avantages, avant qu’une nouvelle plateforme ne vienne concurrencer.
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