An increasingly large part of the Gamer/Platform/Media/Advertiser equation, particularly in the video game industry, is what Twitch commonly call “Influencer Campaigns.” Influencer campaigns are one way for an advertiser to leverage the celebrity of a content creator on various video platforms to drive awareness and purchase intent for the advertiser’s brand or product.
For example, an influencer campaign will feature a well-known broadcaster playing a newly released (or sometimes pre-released) title. When done right, this is a win-win for everyone involved: Brands get their games out there, influencers make some money doing what they do best, and viewers are entertained and informed by great content.
While Twitch have always encouraged broadcasters to acknowledge if they are playing games as part of a promotional campaign, Twitch is now establishing a much more transparent approach to all paid programs on their platform and hope that it sets a precedent for the broader industry. Simply put: Twitch wants complete transparency and unwavering authenticity with all content and promotions that have a sponsor relationship.
Here’s what you can expect from Twitch driven campaigns:
You will know what is paid for and what is not. All copy and graphics attached to sponsored content – Twitch front page, social media, email promotions, etc. – will be clearly identified.
We have never and will never require positive sentiment or suppress negative sentiment via any influencer in any campaign.
Will benefit from the trust afforded by completely transparent sponsorship campaigns, while engaging with the Twitch community in an entirely organic way.
Today, you’ll start seeing a new graphic on the front video carousel: a “sponsored” tag. This denotes when a stream is sponsored by a brand.
You’ll also see a new graphic in our content newsletters.
In addition, when part of a sponsored campaign, the relevant Twitter update will be clearly identified with appropriate “Brought to you by” language, or amended with ^SP, to denote a “sponsored tweet.”
What do you think about the new Sponsored Content and Promotions? Is that going to make your experience better or worst?