How can brands adapt to platforms like Twitch?
Posted: Tue Jan 07, 2025 6:40 am
We cover the 'Identity' event by @dentsuXspain and @APGSpain_ "in situ"
In it we will reflect on the changes in the construction of brand identity and how the pandemic has impacted the points of contact #IDENTITYdentsuXyAPG pic.twitter.com/34FBQnebdc
— MarketingDirecto.com (@mkdirecto) June 4, 2021
The overtaking of the virtual world to the real one
Mobility restrictions and lockdowns have contributed to us taking refuge more in the virtual world. Samuel Valiente , director of La Nueva Carne, dares to say that there is "a kind of overtaking of the digital world to the physical world."
"In the new generations, we have gone from creating a virtual identity based on a physical identity to taking elements from virtual identities to create our physical identity," says the journalist. He stressed that cultures, expressions and dynamics are being extracted from the physical environment.
Within this context of prioritizing the virtual, Twitch has had a great impact . It is one of the platforms that has grown the most in 2020. While a few years ago, when it was born, it was closely related to gaming, the truth is that it has expanded its networks and relevance to all types of industries.
In fact, you could say that it is at the heart of the game right now and that it has links to other very different areas. Sara Pastor Bonias , Sales Director of Twitch , stated in the round table that the keys to the success of this platform are community, belonging, emotional connection and interaction . "You become a co-creator of that moment," she said.
Brands should imitate the way gamers and streamers communicate, bahrain number data like what Ibai does. They can do much more creative things as if they had a channel, do whatever they want and create a community"
Samuel Valiente ( @lanuevacarnemag ) pic.twitter.com/4UWOud1G6f
Another of Twitch's strengths is its spontaneity and the fact that streamers show themselves as they are. Samuel Valiente has pointed out that, taking this into account, brands should take note of the dynamics and adapt to them with a more relaxed tone.
“Brands should imitate the way gamers and streamers communicate , like what Ibai Llanos is doing,” he explains. “You can do much more creative things and build that identity as if the brand were a person who has a channel, who can do whatever they want and who can create a community,” the copywriter and editor continues.
However, companies are still stuck in formality and cannot find a way to enter this scenario. In order to reach users, they must leave fear behind and row together. “People don’t see that on Twitch, what wins is not the script, it’s being authentic and spontaneous,” says Sara Pastor.
The Twitch expert has assured that they are helping brands to guide them on their path on this platform that is so complicated for them. To this end, they work on the value of the brand, the positioning and the streamers that relate most to what the brand wants to transmit. Another element that must be kept in mind is the community that the streamer attracts.
In it we will reflect on the changes in the construction of brand identity and how the pandemic has impacted the points of contact #IDENTITYdentsuXyAPG pic.twitter.com/34FBQnebdc
— MarketingDirecto.com (@mkdirecto) June 4, 2021
The overtaking of the virtual world to the real one
Mobility restrictions and lockdowns have contributed to us taking refuge more in the virtual world. Samuel Valiente , director of La Nueva Carne, dares to say that there is "a kind of overtaking of the digital world to the physical world."
"In the new generations, we have gone from creating a virtual identity based on a physical identity to taking elements from virtual identities to create our physical identity," says the journalist. He stressed that cultures, expressions and dynamics are being extracted from the physical environment.
Within this context of prioritizing the virtual, Twitch has had a great impact . It is one of the platforms that has grown the most in 2020. While a few years ago, when it was born, it was closely related to gaming, the truth is that it has expanded its networks and relevance to all types of industries.
In fact, you could say that it is at the heart of the game right now and that it has links to other very different areas. Sara Pastor Bonias , Sales Director of Twitch , stated in the round table that the keys to the success of this platform are community, belonging, emotional connection and interaction . "You become a co-creator of that moment," she said.
Brands should imitate the way gamers and streamers communicate, bahrain number data like what Ibai does. They can do much more creative things as if they had a channel, do whatever they want and create a community"
Samuel Valiente ( @lanuevacarnemag ) pic.twitter.com/4UWOud1G6f
Another of Twitch's strengths is its spontaneity and the fact that streamers show themselves as they are. Samuel Valiente has pointed out that, taking this into account, brands should take note of the dynamics and adapt to them with a more relaxed tone.
“Brands should imitate the way gamers and streamers communicate , like what Ibai Llanos is doing,” he explains. “You can do much more creative things and build that identity as if the brand were a person who has a channel, who can do whatever they want and who can create a community,” the copywriter and editor continues.
However, companies are still stuck in formality and cannot find a way to enter this scenario. In order to reach users, they must leave fear behind and row together. “People don’t see that on Twitch, what wins is not the script, it’s being authentic and spontaneous,” says Sara Pastor.
The Twitch expert has assured that they are helping brands to guide them on their path on this platform that is so complicated for them. To this end, they work on the value of the brand, the positioning and the streamers that relate most to what the brand wants to transmit. Another element that must be kept in mind is the community that the streamer attracts.