Twitch

Campaign StrategyZamani, Sam, Quan

What is Twitch?

Twitch is a live streaming service that allows anyone to start streaming or watch someone stream for free. Content on Twitch ranges from video games to chat rooms, music, and even real life activities.

Source: https://blog.twitch.tv/en/2020/08/18/available-today-a-new-version-of-drops/

Introduction

● Our campaign is tailored to individuals who are new and want to start streaming.

○ The end goal of the campaign is aid them in building a following on Twitch.

● The guide and campaign will cover a variety of topics and answer questions new streamers may have.

○ We will also discuss concepts and strategy to help the streamers build and retain a viewer base.

Photo Credit: Lucie Liz @ Pexels

Information we are promoting

We would plan to promote information that individuals starting their first stream’s would need, how they would use that information and how it applies to them, and information on how to start building their own personal streaming “brand”.

Some information will include the following:

● Gear you need to start streaming● Ways to build your brand● How you can stream the best quality

Photo Credit: Voice + Video @Unsplash

Research

● Begin research discussing the general field’s you may begin streaming.○ Whether it be video games, a talk show, etc.

● Understand and conduct research on what equipment and technical specifications you will need to start.

● Create social media pages, and work towards building your “brand”. ● When you have the gear needed and social media presence created, begin

creating work that showcases yourself to the potential audience.

After compiling a document of information and research we have conducted, we will offer this information to the public to give aspiring streamers a reference guide to begin streaming and growing their brand. In our campaign, we will showcase the following information and more:

● Hardware/gear you will need as a streamer● Media strategies will work best for building your brand● Technical specifications you will need to know to produce quality content

Strategy Statement

Platform

We decided to base our campaign directly off the desktop/mobile application and on their website: https://www.twitch.tv. When compared to their other platforms such as Instagram and Twitch, the number of users or followers on the site dwarf other platforms by several million.

Photo credit: Caspar Camille Rubin @ Unsplash Source: https://backlinko.com/twitch-users

Campaign Goals

Our campaign goal is to successfully gather and compile information into a document that new streamers can use as a guide and reference. This information is aimed to help them when they begin to stream on Twitch and want to build their brand.

Photo Credit: FOX @ Pexels

Audience

● Our audience for this campaign is anyone who is driven to begin streaming and building their brand.

○ We feel that allocating this crucial information for building their brand and creating a solid stream following is essential for growth in any streaming category.

● We plan on providing these individuals the document by posting it on a public forum like reddit.

Style Guide

Ice #F0F0FF

RGB (240, 240, 255)

CMYK (4, 4, 0, 0)

HSB (240, 6, 100)

Black #000000

RGB (0, 0, 0)

CMYK (0, 0, 0, 100)

HSB (0, 0, 0)

Twitch Purple #9146FF

RGB (145, 70, 255)

CMYK (65, 65, 0, 0)

HSB (264.32, 72.55, 100)

Tone/Language/Voice

We want our stream to feel very inclusive for new streamers, so we feel as though our tone should reflect that of Twitch and go more into depth with our level of encouragement to new streamers.

For example, some ways a streamer can build their audience and brand is by:

● Community worded feelings and verbiage● Encouragement to and from your audience● Powerful yet humble appreciation and inclusion of audience

4 Week Plan

Week 1 - Release notes/document covering content from livestream

● Release the document to a public source to showcase the livestreaming information

Week 2 - Preparation for the stream

● Buying, gathering, setting up, and testing the equipment and software for any issue to ensure the livestream is as smooth and as professional as possible.

Week 3 - Going live● With notes prepared and an audience ready, start streaming!

Week 4 - Release notes describing building their brand and viewership● Release any additional notes that showcase information on how an individual can build their brand

and viewership.

Timeline

Photo credit: Caspar Camille Rubin @ Unsplash

Week 0:Perform research for stream essentials

Week 1:Release notes/document

Week 2:Prepare for stream

Week 3:Going live

Week 4:Release notes on building the brand/viewership

Week 0.5:Begin marketing our informational stream time

Week 1.5:Gather stream hardware/continue marketing

Week 2.5:Market to any additional audiences

Week 3.5:Q and A from any future streamers

Crisis Management

In the event of crisis where we receive negative feedback on our platforms or during our livestream event, we feel as though it would be in our best interest to address the crisis head-on and tackle the problem as soon as it surfaces. This would help minimize any bad outcomes from the crisis itself.

Work to promote:

● No tolerance for negativity● Clean and inclusive content● Work against any negative feedback

Final Goals

To effectively convey the information needed to start streaming to those who are in the dark on what they need to get started.

We plan to provide to new streamers the following:

● Gear you need to start streaming● Ways to build your brand● How you can stream the best quality

Conclusion

With the information provided, a new steamer will possess the knowledge and reference guide they can utilize to build a their respective platforms and following. Through the research we have performed into what creates a good streamer, we believe following our information will give them the steps to building a great following and a great stream channel brand.