You know Twitch is one of the most beloved online spaces; you can see its power to influence trends based on numbers alone. 

But if you want to get your brand involved in this world of livestreaming, then you need to have a clear understanding of the heart of the service: its creators. 

These are the individuals who go live—often daily—for hours at a time. They’re hosts and entertainers, creating heaps of original, engaging content. Their audiences are beyond loyal; they keep up with their favorite creators’ livestreaming schedules, ready to log on and interact with them and other viewers. Unlike someone passively watching TV, Twitch viewers are a part of the action. Creators know that the success of their livestreams depends on fostering their own communities within the larger Twitch universe. 

This all sounds pretty exciting, right? But are brands really welcome on Twitch?  

The answer is a resounding yes. According to a recent survey conducted by Twitch, 72% of viewers who responded believe that brands can improve the livestreaming experience, and 58% report they’re more likely to consider brands that support the Twitch community.  

To have the greatest impact, your brand needs to be prepared to take a more active role on the service. But that doesn’t mean you have to go it alone. Because Twitch is a network of creator-driven communities, your brand has the opportunity to work with one of the many streamers known for their bold personalities and creativity to develop a unique campaign that is a fit for both your brand and the Twitch audience.  

Think of it this way: Working with a Twitch creator is a golden ticket to the main event—an event in which your brand gets to star alongside some of the service’s most popular personalities.  

And like so much on Twitch, your sponsorship can be a two-way relationship. More than 8 in 10 Twitch viewers believe that showing support for creators is a crucial part of the Twitch experience, and 70% feel proud when they see the streamers they watch get a brand sponsorship. 

So, let’s get inside the heads of some awesome Twitch creators. We spoke with three to learn more about what they do, how they engage with brands and what it means to get involved with the livestream. Keep scrolling to see what they say. 

You know Twitch is one of the most beloved online spaces; you can see its power to influence trends based on numbers alone. 

But if you want to get your brand involved in this world of livestreaming, then you need to have a clear understanding of the heart of the service: its creators. 

These are the individuals who go live—often daily—for hours at a time. They’re hosts and entertainers, creating heaps of original, engaging content. Their audiences are beyond loyal; they keep up with their favorite creators’ livestreaming schedules, ready to log on and interact with them and other viewers. Unlike someone passively watching TV, Twitch viewers are a part of the action. Creators know that the success of their livestreams depends on fostering their own communities within the larger Twitch universe. 

This all sounds pretty exciting, right? But are brands really welcome on Twitch?  

The answer is a resounding yes. According to a recent survey conducted by Twitch, 72% of viewers who responded believe that brands can improve the livestreaming experience, and 58% report they’re more likely to consider brands that support the Twitch community.  

To have the greatest impact, your brand needs to be prepared to take a more active role on the service. But that doesn’t mean you have to go it alone. Because Twitch is a network of creator-driven communities, your brand has the opportunity to work with one of the many streamers known for their bold personalities and creativity to develop a unique campaign that is a fit for both your brand and the Twitch audience.   

Think of it this way: Working with a Twitch creator is a golden ticket to the main event—an event in which your brand gets to star alongside some of the service’s most popular personalities.  

And like so much on Twitch, your sponsorship can be a two-way relationship. More than 8 in 10 Twitch viewers believe that showing support for creators is a crucial part of the Twitch experience, and 70% feel proud when they see the streamers they watch get a brand sponsorship. 

So, let’s get inside the heads of some awesome Twitch creators. We spoke with three to learn more about what they do, how they engage with brands and what it means to get involved with the livestream. Keep scrolling to see what they say. 

Creator Snapshot

Stream name: Cupahnoodle
Home base: California 
Time on Twitch: 6 years 
Known for: Playing horror and story-based games, as well as a being a host for events such as TwitchCon and GlitchCon 
Notable brand collaborations: Amazon, Netflix, Xbox 

When it comes to myself as a content creator, I can say that I am unapologetically, consistently me. That's what works for me. And my biggest inspiration for creating content is my community on Twitch, a community I have built genuine bonds with. These are people I’m deeply grateful for; people who take time out of their day to hang out, get to know me and let me get to know them. 

How I engage with my audience 

I think a lot of times the misconception about Twitch is that it’s just games. And yes, a lot of us play games. But outside of that, and building these communities, it’s so much more.  

As a streamer, you're putting yourself out there, you're letting people truly get to know you at the highest level in a live setting where you have nowhere to run, nowhere to hide. I think that's where the trust comes from—putting ourselves out there and getting to know each other. And that's what keeps people engaged and coming back. 

The key to a good brand collaboration 

I've worked with quite a few notable brands, such as Amazon, Netflix and Xbox, and I always ask them the same question: How can I get my community involved?  

It’s great when brands do fun and engaging things for the stream, even if it's a giveaway or an Easter egg—just anything that gets the audience interacting. Because my community is the foundation for everything that I do on Twitch, my goal is to make sure they’re involved and having fun. A brand that understands this will be a brand I want to work with again. 

Why brands should be a part of livestreams 

I can understand why, at times, brands and advertisers can be a little hesitant to the idea of livestreaming. Because, as we're all aware, there are a lot of unknown variables. But I can say that when it comes to myself, and a lot of other creators on the service, we're aware that this is a business. And it’s our job to learn this business.  

Creator Snapshot

Stream name: Cupahnoodle
Home base: California 
Time on Twitch: 6 years 
Known for: Playing horror and story-based games, as well as a being a host for events such as TwitchCon and GlitchCon 
Notable brand collaborations: Amazon, Netflix, Xbox 

When it comes to myself as a content creator, I can say that I am unapologetically, consistently me. That's what works for me. And my biggest inspiration for creating content is my community on Twitch, a community I have built genuine bonds with. These are people I’m deeply grateful for; people who take time out of their day to hang out, get to know me and let me get to know them. 

How I engage with my audience 

I think a lot of times the misconception about Twitch is that it’s just games. And yes, a lot of us play games. But outside of that, and building these communities, it’s so much more.  

As a streamer, you're putting yourself out there, you're letting people truly get to know you at the highest level in a live setting where you have nowhere to run, nowhere to hide. I think that's where the trust comes from—putting ourselves out there and getting to know each other. And that's what keeps people engaged and coming back. 

The key to a good brand collaboration 

I've worked with quite a few notable brands, such as Amazon, Netflix and Xbox, and I always ask them the same question: How can I get my community involved?  

It’s great when brands do fun and engaging things for the stream, even if it's a giveaway or an Easter egg—just anything that gets the audience interacting. Because my community is the foundation for everything that I do on Twitch, my goal is to make sure they’re involved and having fun. A brand that understands this will be a brand I want to work with again. 

Why brands should be a part of livestreams 

I can understand why, at times, brands and advertisers can be a little hesitant to the idea of livestreaming. Because, as we're all aware, there are a lot of unknown variables. But I can say that when it comes to myself, and a lot of other creators on the service, we're aware that this is a business. And it’s our job to learn this business.  

Creator Snapshot

Stream name: ZVCH
Home base: Ohio 
Time on Twitch: 7 years 
Known for: Being a variety gamer who also incorporates freestyle rap into his stream 
Notable brand collaborations: American Eagle, Miller Lite, Wendy’s 

I consider myself a personality-focused streamer, rather than being a skilled gamer streaming high-level gameplay. For me, interaction with the audience is really important and I’m inspired by the community around me—I wouldn't be anything at all on Twitch, or anywhere in life, without my community.  

How I engage with my audience 

Everyone runs their stream and engages with their audience in different ways. Some people get very personal, and some are more focused on being strictly entertaining. For me, I'm very transparent and honest when I interact with my audience. I make sure I bring the energy, but I don’t force anything.  

I like to do fun, freestyle raps while I'm streaming; whether it's about the game I’m playing, the support I may be getting, whoever's in the chat or maybe a big raid (when a streamer sends their audience to another channel that’s streaming after they wrap up their own livestream) comes through. It's something I’ve always tried to keep unique to my stream. 

The key to a good brand collaboration 

I don't do every sponsored opportunity that comes my way because I want my excitement to be authentic. But when the fit is right, it can be a lot of fun—changing things up from just playing a game to being able to feature a brand. I love when a brand gets the community involved via giveaways or even when people from the brand participate in chat. I think that's important because Twitch is a live service; it's about being interactive, and those interactions can influence so many things about the experience.  

For example, I did a partnership with American Eagle in which the brand sent me some clothes to wear, which is important considering it’s a clothing company. I think having the product on hand is essential—it allows me to talk about it more easily, as well as show it off.  

Why brands should be a part of livestreams 

I might be a little biased because I’m a Twitch streamer, but I think sponsoring a livestream is a very smart way to advertise. A lot of streamers are on for five, eight, 10 hours at a time and the audience can really get to know them by watching their stream and chatting with them. Unlike a billboard or commercial on a TV, a lot of people in the community actually care about what streamers are saying, and they often want to support whatever we’re doing.  

Creator Snapshot

Stream name: ZVCH
Home base: Ohio 
Time on Twitch: 7 years 
Known for: Being a variety gamer who also incorporates freestyle rap into his stream 
Notable brand collaborations: American Eagle, Miller Lite, Wendy’s 

I consider myself a personality-focused streamer, rather than being a skilled gamer streaming high-level gameplay. For me, interaction with the audience is really important and I’m inspired by the community around me—I wouldn't be anything at all on Twitch, or anywhere in life, without my community.    

How I engage with my audience 

Everyone runs their stream and engages with their audience in different ways. Some people get very personal, and some are more focused on being strictly entertaining. For me, I'm very transparent and honest when I interact with my audience. I make sure I bring the energy, but I don’t force anything.  

I like to do fun, freestyle raps while I'm streaming; whether it's about the game I’m playing, the support I may be getting, whoever's in the chat or maybe a big raid (when a streamer sends their audience to another channel that’s streaming after they wrap up their own livestream) comes through. It's something I’ve always tried to keep unique to my stream. 

The key to a good brand collaboration 

I don't do every sponsored opportunity that comes my way because I want my excitement to be authentic. But when the fit is right, it can be a lot of fun—changing things up from just playing a game to being able to feature a brand. I love when a brand gets the community involved via giveaways or even when people from the brand participate in chat. I think that's important because Twitch is a live service; it's about being interactive, and those interactions can influence so many things about the experience.  

For example, I did a partnership with American Eagle in which the brand sent me some clothes to wear, which is important considering it’s a clothing company. I think having the product on hand is essential—it allows me to talk about it more easily, as well as show it off.  

Why brands should be a part of livestreams 

I might be a little biased because I’m a Twitch streamer, but I think sponsoring a livestream is a very smart way to advertise. A lot of streamers are on for five, eight, 10 hours at a time and the audience can really get to know them by watching their stream and chatting with them. Unlike a billboard or commercial on a TV, a lot of people in the community actually care about what streamers are saying, and they often want to support whatever we’re doing.  

Creator Snapshot

Stream name: Nicki Taylor
Home base: California 
Time on Twitch: 8 years 
Known for: Playing League of Legends, streaming Pokémon card openings and games, and being the singer of League of Legends tracks "Here Comes Vi" and "Worlds Collide"  
Notable brand collaborations: Red Bull, Samsung, Secretlab 

Over the years that I’ve been creating content online as videos, music and livestreaming, the community that has built up around me is the key thing that inspires me to create content on Twitch. There are people who tune in to my stream for entertainment, laughs and community, and it’s an honor to be able to provide that.  

How I engage with my audience 

I love to give my audience as much attention as I can while still playing a game. I love to laugh and joke with my viewers, so I just try to be myself with them. I let people talk about their lives, ask me questions and I’ll ask them questions. I think the best practice is to be yourself and listen to your audience.   

The key to a good brand collaboration 

Having something the audience can get involved in seems to be the most engaging, in my experience. I’ve worked with Secretlab a couple of times to do giveaways of their new League of Legends themed chairs. For the event, I would randomly draw a viewer from chat and basically challenge them to a duel to win the gaming chair.   

And when I worked with Samsung, the company sent me the new Z Fold 3 phone in a box with a combination and clues to figure out how to open the box. As I livestreamed, chat was very involved with helping me solve the puzzle to open the box and retrieve the phone.   

Why brands should be a part of livestreams  

I think livestreams can be some of the most engaging types of content that brands can consider. During a livestream, I can show off the product and answer questions about it that come in through the chat in real time. Livestreams are the closest feeling to finding out about a product or brand through word-of-mouth from a friend.   

I’m also very familiar with following guidelines, being sure overlays and social posts are all prepared and reported. Making sure the brand is happy with how it’s represented is part of my job.   

Creator Snapshot

Stream name: Nicki Taylor
Home base: California 
Time on Twitch: 8 years 
Known for: Playing League of Legends, streaming Pokémon card openings and games, and being the singer of League of Legends tracks "Here Comes Vi" and "Worlds Collide"  
Notable brand collaborations: Red Bull, Samsung, Secretlab 

Over the years that I’ve been creating content online as videos, music and livestreaming, the community that has built up around me is the key thing that inspires me to create content on Twitch. There are people who tune in to my stream for entertainment, laughs and community, and it’s an honor to be able to provide that.  

How I engage with my audience 

I love to give my audience as much attention as I can while still playing a game. I love to laugh and joke with my viewers, so I just try to be myself with them. I let people talk about their lives, ask me questions and I’ll ask them questions. I think the best practice is to be yourself and listen to your audience.   

The key to a good brand collaboration 

Having something the audience can get involved in seems to be the most engaging, in my experience. I’ve worked with Secretlab a couple of times to do giveaways of their new League of Legends themed chairs. For the event, I would randomly draw a viewer from chat and basically challenge them to a duel to win the gaming chair.   

And when I worked with Samsung, the company sent me the new Z Fold 3 phone in a box with a combination and clues to figure out how to open the box. As I livestreamed, chat was very involved with helping me solve the puzzle to open the box and retrieve the phone.   

Why brands should be a part of livestreams  

I think livestreams can be some of the most engaging types of content that brands can consider. During a livestream, I can show off the product and answer questions about it that come in through the chat in real time. Livestreams are the closest feeling to finding out about a product or brand through word-of-mouth from a friend.   

I’m also very familiar with following guidelines, being sure overlays and social posts are all prepared and reported. Making sure the brand is happy with how it’s represented is part of my job.   

Now that you’ve heard from some Twitch creators and you’re enthusiastic about getting your brand onto the service, what’s the next step? Adam Harris, global head of the Brand Partnership Studio at Twitch, shares some tips on how advertisers can work with Twitch creators to develop campaigns that will resonate with livestreaming audiences.   

Working with creators is a co-marketing opportunity 

Creators have established themselves as brands, with their own brand tone, dos and don’ts, and guidelines. When choosing creators you’d like to work with, it’s important to compare your brand’s ethos with that of the creator, and match accordingly.   

Find a creator who is a good fit for your brand 

From a brand suitability perspective, it’s key to start with a compatible pairing of talent and your brand. If a brand doesn’t feel comfortable aligning with first-person shooter (FPS) titles, it’s probably not a fit to work with a creator exclusively known for streaming Halo Infinite. While a brand can’t expect a creator to overhaul their content creation style, brands can outline what topics may be off limits.   

Realize it’s not just about reach 

Reach is an important factor in measuring success but should not be prioritized over the creative vision of the campaign. Twitch success stories tend to lie with a brand that is willing to partner with a creator who is a true brand advocate and can work well with the creative concept. A genuine partnership will deliver a level of quality content that meets, and most likely exceeds, expectations every time. 

Let the creator have creative freedom 

Operating in a live environment can be daunting. But attempting to control how the creator will livestream will lead to uninspiring and flat content. Creators are professional live entertainers and improvisation experts—take advantage of this.  

Understand that your brand is safe 

Twitch empowers creators to moderate and safeguard chat messages through tools such as AutoMod, which blocks comments containing bad, hateful or abusive language before they are posted. Creators can also add specific terms to be blocked from their channels, which can be helpful during branded streams.  

Try hard, but don’t be a “try hard”  

Being new to the gaming space is not a bad thing. While you should do your research and make informed decisions on messaging, there is no need to go overboard with “gamer speak,” as it could come off as disingenuous to the creator and their community. Focus on being authentic and look for how to connect with the creator and their community.   

Now that you’ve heard from some Twitch creators and you’re enthusiastic about getting your brand onto the service, what’s the next step? Adam Harris, global head of the Brand Partnership Studio at Twitch, shares some tips on how advertisers can work with Twitch creators to develop campaigns that will resonate with livestreaming audiences.   

Working with creators is a co-marketing opportunity 

Creators have established themselves as brands, with their own brand tone, dos and don’ts, and guidelines. When choosing creators you’d like to work with, it’s important to compare your brand’s ethos with that of the creator, and match accordingly.     

Find a creator who is a good fit for your brand 

From a brand suitability perspective, it’s key to start with a compatible pairing of talent and your brand. If a brand doesn’t feel comfortable aligning with first-person shooter (FPS) titles, it’s probably not a fit to work with a creator exclusively known for streaming Halo Infinite. While a brand can’t expect a creator to overhaul their content creation style, brands can outline what topics may be off limits.   

Realize it’s not just about reach 

Reach is an important factor in measuring success but should not be prioritized over the creative vision of the campaign. Twitch success stories tend to lie with a brand that is willing to partner with a creator who is a true brand advocate and can work well with the creative concept. A genuine partnership will deliver a level of quality content that meets, and most likely exceeds, expectations every time. 

Let the creator have creative freedom 

Operating in a live environment can be daunting. But attempting to control how the creator will livestream will lead to uninspiring and flat content. Creators are professional live entertainers and improvisation experts—take advantage of this.  

Understand that your brand is safe 

Twitch empowers creators to moderate and safeguard chat messages through tools such as AutoMod, which blocks comments containing bad, hateful or abusive language before they are posted. Creators can also add specific terms to be blocked from their channels, which can be helpful during branded streams.  

Try hard, but don’t be a “try hard”  

Being new to the gaming space is not a bad thing. While you should do your research and make informed decisions on messaging, there is no need to go overboard with “gamer speak,” as it could come off as disingenuous to the creator and their community. Focus on being authentic and look for how to connect with the creator and their community.   

Launched in 2011, Twitch is an interactive livestreaming service and global community that comes together every day to create unique, live and unpredictable experiences from the interactions of millions. It brings the joy of co-op to everything, from casual gaming and world-class esports to anime marathons, music and art streams. Twitch also hosts TwitchCon, where tens of thousands of people come together to celebrate and connect with others who share their interests and passions.

Illustrations by Jordan Kay

Launched in 2011, Twitch is an interactive livestreaming service and global community that comes together every day to create unique, live and unpredictable experiences from the interactions of millions. It brings the joy of co-op to everything, from casual gaming and world-class esports to anime marathons, music and art streams. Twitch also hosts TwitchCon, where tens of thousands of people come together to celebrate and connect with others who share their interests and passions.

Illustrations by Jordan Kay