Responsible Influencing on Twitch (Initiatives)

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2011 and acquired by Amazon in 2014. Many brands now work with KOLs and gamers on the network, so their responsibility towards their audience is also increasing. How does responsible influencing work on Twitch? And what community guidelines must be followed?


Key points
Twitch has seen 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 comprised of millennials and Gen Z.
Twitch has community standards in place to create a safe and positive environment on the platform. These policies prohibit harassment, hate speech, sexually explicit content, violence, cheating, and unauthorized sharing of content. Users are expected to abide by these standards and report any violations they encounter.
Over the years, it has grown exponentially into a diverse community that not only attracts gaming fans, but also includes content related to art, music, cooking, and much more. Twitch's audience consists primarily of tech-savvy people who spend several hours a day on the platform, making it an attractive target group for various brands. With attention, however, comes responsibility, of course. Responsible influencer or responsible influencer marketing is also being discussed across the board, something we at Kolsquare are firmly committed to.

That’s why, as a charity , we are pioneers of responsible influencerism . Specifically, we advocate for transparency, ethical practices and meaningful collaborations to inspire change in the sector.

How does Twitch work? The power of influencer marketing
Unlike traditional advertising, social media influencers seamlessly integrate products and services into their content, providing viewers with a more authentic and organic experience. While users are now naturally aware of the promotional effect (KOLs must also tag ads as such), they are not bothered by obvious but subtle product placement. Instant messaging 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 audit directors auditors email database per month between 2012 and 2020 , Twitch has expanded its activities into different areas. Launched in 2011 as a spin-off of Justin.tv, Twitch quickly became the platform for watching live video games par excellence.

Through sponsorships, branded content, product placement, and affiliate marketing, network influencers and KOLs can organically integrate brand messages into their broadcasts and ensure they resonate with their target audiences.

Sign up for free on Twitch: what is the user base of the streaming platform?
The platform’s user base is primarily made up of Millennials and Gen Z , who are notoriously difficult to reach through traditional advertising channels. Sports media brand Whistle revealed that Gen Z males spend more time watching non-traditional sports, including gaming and esports, compared to traditional sports. Furthermore, a significant majority of them (69%) are open to brands getting into non-traditional sports, and 57% believe it’s important for companies to sponsor and support the sports they follow.

Additionally, the streaming platform offers a unique opportunity for real-time interactive engagement . Unlike other social media platforms, Twitch allows for direct communication between streamers and their audience, fostering a sense of community and complicity.