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Itch to Twitch? Think Twice Before You Scratch

Updated: Jul 21, 2021

Just when you thought you mastered TikTok, another form of social media is coming to the fore, "Twitch." Twitch is not new. It has been around since 2011 and was acquired by Amazon in 2014.

Since then the live streaming platform has been taking off in blazes. If you are wondering what Twitch is, you are not alone. If you are wondering if your skincare or beauty brand should carve out a niche in this niche space -- niche meaning 15 million daily active viewers, here is a bit more on this Zoomer favorite.

So what is Twitch? Twitch is a live streaming service that allows the streamer to directly interact with their audience in real time. Twitch is enormously popular with gamers, however there are many different types of people streaming other types of content at anytime. The difference between Twitch and platform like YouTube is that it allows content creators to interact on a more personal level.

As Twitch viewers and content creators grow, so have advertisers and partnership opportunities. Influencer Marketing Hub quotes Investopedia's estimate that ads cost $2- $10 per impression. Depending on your budget this can be a hefty investment and is the return worth it?

OG beauty guru Michelle Phan told Glossy that investing in Twitch pays off if done correctly. It also can be argued if you have the correct product and positioning for Twitch audience, it could be worth a try. Twitch is veering young, to younger with the audience breakout looking like this:

16-24 41%

25-34 32%

35-44 17%

45-54 7%

55-64 3%

Obviously anti-aging products are not going to be a big hit on Twitch, however, acne control and even age management systems may be a good fit. If your brand offers a range of products perhaps just promoting one - a toner, for instance would a good idea, instead of pitching an entire product line.

As the majority of Twitch users are Zoomers, it makes sense to consider whether your product's price profile aligns with this cohort's budget. Generation X has the deepest pockets and only 3% are hanging out on Twitch, wouldn't your ad investment garner more interest on Facebook and Instagram? However, that eye gloss, or lip glass, that looks great onscreen, and sparkly highlighters that accent cheek bones and brows, look very appealing so Twitch may be a relationship worth cultivating. Our suggestion test?

Get to know Twitch decide how you think your product or brand can best be represented. Would it be worthwhile sponsoring a streamer? buying an ad, or engaging with streamers and viewers with self-produced media?

As the world of social media continues to expand, it wise to analyze which of these new digital favs are going to garner the most bang for your advertising buck. Spreading your efforts as well as your dollars over too many platforms may be self-defeating, so knowing your audience and the best way to reach them, still remains the best bet to capture eyes.

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