Amazon just made it easier for brands to reach young people. They launched a new tool called Twitch Creator Sponsorships. This tool helps brands work with content creators on Twitch, a platform where people can watch live videos of others playing games or doing other things.
The goal is for brands to reach people aged 18-34 in a more direct way. Twitch has a lot of users in this age group. Brands can use different types of sponsorship to get their messages seen. For example, they can add custom graphics to live streams or have the streamer talk about their product in a way that fits their style.
Krishan Patel, a sales director at Amazon Ads, says this tool is a simple way for brands to work with streamers and their communities. He also says it’s a great way for brands to try out advertising on Twitch for the first time and get feedback from viewers in real-time.
Amazon also launched another tool called Twitch Creator Matchmaking. This tool connects brands with streamers who are a good fit for their goals. It considers things like the type of content, audience, location, and past campaign results. The tool is easy to use and allows for one-time collaborations or long-term partnerships.
Twitch says a significant number of its users have bought products after seeing them promoted on live streams. In fact, 58% of users think advertising is important because it supports their favorite streamers. When brands partner with streamers, it can lead to significant sales. For example, 42% of users have bought tech products after seeing them promoted by a streamer.
Twitch Creator Sponsorships is already available in many countries, including the US, UK, and Japan. Brands can use this tool to reach young people in a more effective way.
How it Works
The tool includes different formats for sponsorship, such as:
- Custom graphics that appear during live streams
- Streamers talking about products in a way that fits their style
- Limited-time discounts on subscriptions
These options help brands connect with communities in a more natural way.
Results
The results are promising. Many users have bought products after seeing them promoted on Twitch. The numbers vary by category, but they’re significant:
- 42% of users have bought tech products
- 32% have bought food or drinks
- 23% have bought clothing or accessories
- 19% have bought or listened to music
These numbers show that partnering with streamers can lead to real sales for brands.