Looking into sponsoring Twitch Streamers? Everything you need to know.

When you work with social media influencers or brand ambassadors, a strong contract template is mutually beneficial. It sets the clear terms and guidelines of the collaboration, lays expectations out transparently and provides a reason for the transaction for your accounting. 

Modash contracts influencers and brand ambassadors globally. As such, we need a simple brand ambassador contract template for influencers and influencer marketing campaigns. 

This is a very very basic working contract template for simple freelance ambassador agreements. We highly recommend you consult with a legal professional before adopting this contract for your own use. 

Some great uses for this kind of brand ambassador contract:

Exclusive rights: Make sure your influencer isn’t simultaneously promoting your competitors.

Repurposing Rights: Set the precedent that you are allowed to reuse content generated for the campaign.

Finding influencers made Easy

Find influencers that speak to your target audience. Check for fake followers. Filter them by audience's age, language, location and more.

What is Twitch?

Twitch is a video live-streaming platform. It mainly focuses on video game live streaming, including a fastly growing eSports scene (Esports Marketing is also on the rise). Also since Twitch becoming more mainstream. Alongside gaming and esports. You can find loads of music, art, podcasts, talk shows and IRL – In real life, streams. Content on the site is consumed either via video on demand or live.

twitch logo in a banner

Who is a Twitch influencer?

Streamers, or “Twitch influencers” are broadcasters who live stream video content.  They personally engage with the audience using the tools provided by Twitch. All of it happening live. Many twitch streamers that are streaming full time, spending an average are live 8-9 hours per day 6 days a week. Often they even do 24 hour streaming marathons for special events or charity projects.

Many have grown huge audiences of highly engaged viewers and are amongst the international superstars of the internet era. However, there is a huge number of Twitch streamers with small, niche audiences. These audiences are very receptive to brands sponsoring twitch streamers and harness huge buying power.

What audience can be reached with Twitch influencers?

The user base on twitch is 82% male. The average age of a twitch viewer is 21. They have over 100 million monthly active users and 2.2 million monthly streamers. For many marketers, this young adult male audience is very hard to reach. However, Twitch marketing is a strong choice for anyone looking to connect with this demographic.

A collage of twitch stats: watch time, average user, money raised, partners, affiliates, target audience, platform

Further reading: 

How to find instagram influencers.

Why should I do Twitch influencer marketing campaigns?

Lack of saturation. 

Twitch is still climbing its way into the mainstream. This is partly why marketers haven’t jumped scaled Twitch marketing yet. You do however see bigger brands working together with big streamers. There is still a lot of untapped potential working together with smaller creators and for small brands willing to do something different, it could mean huge reward. 

Concentrated target audience

With such a concentrated number of young males with clear interests in the topics they follow, Twitch holds the key to an often elusive audience. It’s very difficult to reach these. Reddit with limited options in ad placements has a community fighting viciously against most branded content. Instagram reaching a female group, Tiktok and others jumping deeper into the teen and child category. Twitch is the perfect place to reach passionate young men with a lot of buying power. 

Highly engaged audiences. 

Twitch viewers are highly engaged with the platform. There is an incredible amount of interaction between viewers and streamers, discussions amongst viewers themselves and conversations that carry well into mainstream news and other social platforms. This is a huge benefit to brands, who hope to maximize their reach and potential for acquisitions.

Understanding how Twitch viewers behave.

The chat box

One of the ways is by viewers interact with Twitch influencers is by simply writing them messages. Unlike Pre-recorded video, Twitch’s chat functions allow for real-time conversations between the streamer and their audiences.  Each streamer can assign moderators to regulate the chat. These moderators keep the chat clean from any negative insults and/or spam. Any regular viewer can become a moderator. Typically these are superfans who catch the attention of the streamer. 

No other platform allows being upgraded in status quite like this. People go from viewers to fans, to paid subscribers, donors and eventually can even volunteer to moderate for the streamer. These are some of the most engaged audiences on social media.

Special subscriber tiers

You can also subscribe to each channel. Each subscription offers different benefits. It costs money to subscribe to Twitch. That means subscribers are highly committed to supporting the streamers they care about. You have already made an investment to watch that channel. So you are more likely to come back and watch it again.

Each tier will allow watching the broadcast without ads unless the ad is Twitch influencer marketing content (Native, non-programmatic).). Each extra tier gives the viewer to use special emoticons to use in the chat bar. In addition, they get their own special chat room.

twitch subscriptions tiers for twitch audiences

Engaging content

For a streamer to be successful they must make highly engaging content. There are a couple of ways how streamers do this. Streamers allow viewers to vote on the type of music that is playing in the background, what games to play, the actions they take within a stream. They make surveys about the certain aspects of their streams to gain insight and have the viewers participate. They also do streams where they play the games together with and or against their viewers. These types of things are always engaging and rewarding for the participants.

Another way is by making donations engaging. When someone donates money to a streamer. The streamer then reads out the donation text to the stream or has an automated bot read it out. The donation does not go unnoticed. The guaranteed reaction from the streamer creates an initiative for people to engage more. Think of it as if you tweet something at Ronaldo and he decides to respond to your Tweet. The excitement of someone you follow and admire responding to you will make you want to keep the conversation going.

Known communities

Because of all of these things that I mentioned above. The viewers have a unified identity within the Twitch community. People will know if viewers from a stream are in bulk watching another streamer. Since all of these viewers have their unique set of emojis they can use within the chat. Emojis that are related to the person they are following. The individual identity creates also a certain reputation of the viewers on Twitch. People love spreading their message and displaying their community. Viewers create engaging discussions within the streams and their own created content.

Support of esports

Twitch’s extreme popularity is driven in part by the esports industry. Since Twitch and esports go hand in hand, they amplify each others growth. Esports has grown from a 130 million dollar industry in 2012 to a 1.1 billion dollar industry in 2019. This number is expected to grow to 1.8 billion by 2022. Esports is breaking more and more into the mainstream, with the potential of being an Olympic sport one day. They have reached a point where they are selling out massive stadiums, soon adding the 25,000 seat Arthur Ashe Stadium in New York City to the list.

a fully packed stadium of fans watching esports

Building a Twitch influencer marketing Campaign.

Building influencer marketing campaigns on Twitch can be daunting. While it is a world dominated by nuanced terms and tight-knit communities, breaking in could work wonders for your brand. Little as it is known, Twitch viewers seem to be much more responsive to branded content than you might expect

Setting Twitch influencer marketing goals.

We will continue to repeat that there is no sense in running a marketing campaign without a goal. You will never ever know what is working without understanding what you’re trying to accomplish. 

While we spoke about influencer marketing and goal setting at length in our book Influencer Marketing Sprint, here’s a brief rundown of how to set clear goals for influence:

Take a business goal: 

Sell more makeup than any other European Company.

Understand marketing goals associated with this goal: 

Improve awareness of online store measured by an increase of 50,000 new visitors by February. 

Improve recurring online purchases by 15% by improving community engagement and share of voice on social. 

Drive 10,000 new monthly purchases by increasing web conversions by 10%

One of your goals should be addressable using influencer marketing. If not, you have no reason to put in the resources required to do this correctly. Make sure you understand what goal you are contributing to when you start with influencer marketing. This is what drives the success of fast growing brands building influencer marketing campaigns. Otherwise, how will you know if influencer marketing is right for you?

Understanding the Twitch community.

Venturing into Twitch influencer marketing could leave you doing work in a community you don’t fully understand. If possible, take the time to view some streams, become familiar with streamers in your niche and learn how the community works. This will give you a massive advantage in how you communicate about your brand and products to the Twitch audience. 

Take advantage of your new found relationships with streamers as well. Ask them what their audience wants to hear about, what brand collaborations seem to have worked in the past and how you can stand out with their community. Heed their advice and treat them well, it will shine through in your upcoming collaborations.

Understanding who to partner with.

On Twitch, it’s best to assume the majority of the audience you reach will be 20-30 year old males. 


The rest is all about understanding the context of the viewers. For accurate and efficient influencer selection, use influencer marketing tools. Consider the content of the stream and other content the streamer has posted, the language of the audience and the amount of activity on the streamer’s profile. There are other metrics you can explore using tools like Modash.

The simple, ideal situation looks comparatively like this: 

You sell a music related app, you want to drive acquisitions in Germany. You partner with streamers related to music that speak German while streaming. They are willing to work on an acquisition based payment model for equal to or less than your best performing marketing channel. If it costs you $100 to get a customer from Facebook ads, you should ideally pay streamers equal to or less than $100 per customer that uses their promo-code or clicks a trackable link.

top twitch streamers

What kind of content to make?

Part of the beauty of Twitch is ad placement options. Twitch influencer marketing isn’t limited in variety that’s for sure. In stream, out of a stream and a lot of layers in between leaving the door wide open for creative material and super measurable campaigns. 

 

Read More: Twitch influencer marketing content breakdown.

Ad read

 

When your product is complicated and it needs an explanation to educate the customer, consider an ad read. These reads are typically 1-3 minutes and happen in the pauses between the climatic parts of the stream. 

 

Chatbot ad

 

Twitch audiences live in chat. A perfect place to have chatbot ads. These typically work best when displayed every 5-10 minutes, are very concise and include a trackable link.

 

twitch chat bot ad example

In-stream banner ad.

In stream ads are pretty simple and straightforward. Your image/message displayed for some period of time during the stream, or throughout its entirety. The video structure of the stream typically includes the streamers face cam, the gameplay and additional overlays. It’s important your banners are well designed to fit the screen. These are great for displaying a link to a discount offer, such Modash.io/Matthias.

twitch ad placement examples

On profile placeholder ad.

Below the stream, and in the placeholder area when a streamer is offline there’s more real estate for banners. These areas are typically packed with all of the streamers information. This is where all eyeballs land while streams are turned off.

Title ad

A title is the largest most standout piece of text that isn’t overlayed in the stream. Grabbing it in a way that doesn’t feel to interruptive is a great way to catch eyeballs.

twitch kfc title ad example

Combine them. 

The whole is greater than the sum of its parts. Combining different types of ad placements will guarantee visibility and drive more engagement than anyone ad could. Consider shoutouts in stream that drive the audience to the link in a chatbot or a banner below the stream, for example.

twitch advertisement example from uber eats

Clear and transparent communication.

While you work with influencers, communication is going to define the quality of the collaboration. It’s important that during outreach and initial communications, creators understand the fundamentals of your brand. This will greatly improve their ability to relay your message and leave you confident in their ability to represent your company. 

Describe your brand – Include there your brand values. What is important to the brand and what are the things that you stand for. Alongside understanding your company, it will give them something to connect to personally and motivate them to do great work.

Describe your product – How does the product function? What is the value of the product? What makes it special? It’s going to be very hard for influencers to relay any meaningful information to their audience if the first time they hear it is while reading a script you send.

Describe what you would like the influencer to do – Describe the vision of the campaign and then what is the end goal you are trying to reach with their help. You can give concrete guidelines. ., Consider giving up some control of the creative, this can be when brands see the best results. 

Describe what you will give the influencer in return – Take care when determining and communicating the reward for the influencer. Typically the safest, fairest and most mutually beneficial campaigns are based on a per-acquisition model. Especially on Twitch. Determine what you’re willing to pay for 1 contribution to your metric (a customer, for example) and offer exactly that much for every person who comes from the influencer’s channels. 

Long term relationships with Twitch streamers.

As we have learned from some of the best brands on the planet, always on campaigns are winning. By always on, we mean campaigns that involve relationships with streamers over months or years as opposed to days or weeks. Why do these work better? 

For starters, it gives you effective performance benchmarks that will help you make decisions. As written above, acquisition based reward models tend to work best for both sides. When you are building this time of payment structure, it’s logical to maintain the partnership for as long as it is working. As you build on your pool of Twitch influencers, you can let the performance of others guide your decision making. 

If you opt to do short term, content based campaigns, things become much more difficult. It’s more expensive as you need to constantly be hunting for new creators, you don’t retrieve enough data to make meaningful decisions about rewards, quotas, creative or future partnerships. If that’s not enough, it also leaves the creator without a need to go above and beyond to represent your brand. They simply fill the requirements, knowing you will disappear as soon as the campaign is done.

The next step in your Twitch Influencer marketing journey

Now you know what Twitch is, how to identify streamers and think about launching your Twitch influencer marketing program. If you’re ready, you can start finding Twitch influencers for free. If you need more info or have questions, write to Avery@modash.io.

Influencer marketing Case study

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