As a marketing professional, I was recently tasked with researching product market fit for an influencer of a luxury brand on Twitch.
I must admit, as a 44-year-old, I haven't had much exposure to this platform. Nevertheless, I'm always up for a challenge and alongside my digital dudes at Weber (shoutout to Alessandro and Killan) we were eager to dive into the subject matter.
Here's what we found on why and how luxury brands can leverage Twitch to reach a younger audience.
Twitch, the video game live streaming platform acquired by Amazon for $970 million in 2014, has experienced exponential growth, with 5.7 billion viewings in the third quarter of 2022.
Although primarily populated by young gamers, Twitch has expanded its offerings to include diverse content such as music, art, and sports. Luxury brands, like Burberry and Porsche, have recognized the platform's potential and are utilizing it to connect with the younger Gen Z audience. For example, Burberry's recent partnership with Twitch to showcase its 2021 spring/summer collection is a forward-thinking move that aligns with the brand's goal of connecting with a younger audience.
Twitch's interactive features, such as Squad Stream, which allows four streams to be viewed simultaneously in a single window, offer innovative ways for brands to engage with their audiences.
As Twitch continues to gain popularity in the luxury industry, experts predict that luxury brands will sponsor popular streamers on the platform. Additionally, Twitch's ability to bring together diverse communities with shared interests makes it a powerful tool for gamification, a growing trend in marketing.
In summary, Twitch has gone beyond its gaming roots to become a versatile platform that luxury brands can use to reach a younger audience. By leveraging Twitch's interactive features, brands can effectively engage with their audiences and gamify their marketing strategies. As the platform's popularity continues to rise, now is the perfect time for luxury brands to consider partnering with Twitch influencers and harnessing the power of this innovative platform.