Deciding on an online streaming site to use for marketing your content can often be a daunting uphill task. While there are many different positive and negative points that will influence your decision, two sites that may emerge early on in your decision making process will be YouTube, and Twitch. While both are frequented by millions of users on a daily basis, there is a clear distinction between each of their intended target audiences. In order to fully evaluate the benefits of the usage of one of these sites for your marketing campaign, you will need to closely inspect the benefits provided by each of these sites. Here we will illustrate the pros and cons of using each of these sites for your marketing campaign.
While you may be able to buy YouTube views, and in the process gain more YouTube subscribers, this may not actually translate into any real benefits for your marketing campaign. While using each of these platforms may be beneficial for your product of service, the first thing to evaluate will be whether your product or service requires this form of marketing.
Certain products and services will not benefit from a marketing campaign on a streaming site as this may not translate to an increase in your target consumers. However, once you have evaluated whether you stand to benefit from the campaign on a video streaming site, you will have to decide which one to pick.
The following are points to help you base your decision:
1] The Target Audience
Twitch has been created as a site primarily for streaming gaming. Thus your intended audience will be that of gamers, who are primarily focused on gaming and streaming their gaming. YouTube also has this feature, under YouTube Gaming. Here, gamers can stream their gaming and consume content based on that. 2020 was the biggest year for YouTube gaming, with over 100 billion watch time hours and over 40 million gamers active on the site. While both of these sites have audiences set towards gaming, YouTube only has this under its gaming niche section.
YouTube has a variety of other content available, and this makes it a superior site to use for products or services that you want to advertise or market to a vaster audience base. While twitch has the advantage of having a niche audience available for its use, YouTube will provide outreach to a vast audience base, helping you reach many more potentially interested consumers for your product or service.
However, if your product or service is geared towards gamers or is supplementary or complementary to gaming then Twitch may have the advantage for your marketing campaign.
2] The presentation on the site
YouTube allows you to have customized thumbnails for every video. This will help you benefit immensely as it makes your videos attractive, you can use click bait, you can engage with your viewer in just a pictorial representation of your video which will assist you in gaining viewership and subscribers to your channel and more potential consumers to your product or service. In this manner, YouTube does take the lead, as thumbnails and thumbnail art are essential to a video in today’s instant gratification driven online world.
Twitch on the other hand, will decide the thumbnail by their software system, not allowing you to upload your own. Thus, it reduces the possibility of gaining more viewership from new potential consumers, as they have a reduced interest in your video, since the thumbnail cannot provide that.
3] Potential of discovery
While your marketing videos can be advertised and thus able to reach more customers, in order to gain organic growth, you will need to engage with viewers and use a site that helps you do so.
On Twitch potential viewers can only discover your channel and videos if they search for the game that you play and then look for you in the users of the game. Thus for a viewer to find you, it becomes cumbersome and a task, which may not be desirable for them. Thus, there is a reduced possibility that you will gain more new viewers and thus customers for your product or service.
On YouTube, the algorithm helps promote channels that are similar to your own on the YouTube homepage. Thus, there is an increased possibility that your page will be recommended on other similar users’ pages. The YouTube recommended is a great tool for organic growth and for a gain in subscribers and viewers.
Thus YouTube helps you reach similar minded individuals, who will be your target audience. The odds of them promoting your page increase as you gain more subscribers and viewers. Thus in order to have a more organic approach to your promotions and engaging with your audience then YouTube gains the upper hand.
Both video streaming sites may be beneficial in their own manner, and while choosing one for your marketing campaign may be hard, evaluating these points to see which one is desirable for your product or service will help you make your decision. YouTube provides a larger platform to more potential viewers, as it is not gaming focused, while Twitch as a site is, and thus it provides that niche space that YouTube does not have. Thus donations to your page for gaming may increase in this situation, and Twitch does not take a percentage of donation costs, which YouTube takes 30 percent. Both sites are, however, equally viable options, and the decision should be based on your personal preferences and benefits desired.
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