{"id":4389395,"date":"2023-02-16T11:00:00","date_gmt":"2023-02-16T09:00:00","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/twitch-launching-a-leading-streaming-platform-on-tiktok\/"},"modified":"2025-12-08T10:58:57","modified_gmt":"2025-12-08T08:58:57","slug":"twitch-launching-a-leading-streaming-platform-on-tiktok","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-in\/case\/twitch-launching-a-leading-streaming-platform-on-tiktok\/","title":{"rendered":"Launching a leading streaming platform on TikTok"},"content":{"rendered":"<div class=\"block-case-intro-title\">\n\t<p\tclass=\"text text-sans-128 block-case-intro-title__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Twitch<\/p><p\tclass=\"text text-sans-48 block-case-intro-title__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Launching a leading streaming platform on TikTok<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2023\/02\/Twitch_Gaming_Setup.jpg\"\n\t\t\t\t\talt=\"An Xbox controller on a dark desk, illuminated by neon light.\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-case-intro js-block-case-intro\">\n\t\t\t<div class=\"block-case-intro__category-container\">\n\t\t\t<p\n\t\t\t\tclass=\"block-case-intro__category-header text-sans-16\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-delay=\"0.25\"\n\t\t\t>\n\t\t\t\t(&nbsp;&nbsp;Services&nbsp;&nbsp;)\n\t\t\t<\/p>\n\n\t\t\t<ul\n\t\t\t\tclass=\"block-case-intro__category-list text-sans-14 js-block-case-intro-category-list\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-target=\"inner-items\"\n\t\t\t\tdata-animation-delay=\"0.5\"\n\t\t\t\tdata-animation-stagger=\"0.1\"\n\t\t\t>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tBrand &amp; Media\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tCustomer Experience\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\t<p\tclass=\"text text-sans-48 block-case-intro__title js-block-case-intro-title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-animation-stagger=\"0.005\" >More than <a href=\"https:\/\/twitchadvertising.tv\/audience\/\" target=\"_blank\" rel=\"noreferrer noopener\">31 million people<\/a> around the world visit Twitch on the daily to engage with a global community of livestreamers.\u00a0<\/p><p\tclass=\"text text-sans-24 block-case-intro__text js-block-case-intro-text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-delay=\"0.1\" >With more than <a href=\"https:\/\/twitchadvertising.tv\/audience\/\" target=\"_blank\" rel=\"noreferrer noopener\">70% of their audience<\/a> between the ages of 18 and 34, Twitch identified TikTok as the perfect platform to engage with this demographic off-stream, strengthen brand love, and recruit new audiences.<br><br>DEPT\u00ae helped launch the platform\u2019s TikTok presence and establish Twitch as the best place to stream.<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy has-less-t-space\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"start\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Keep a fast-growing fanbase hooked<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>The mission to establish Twitch as a best-in-class streaming platform, for gaming as well as music, e-sports, and more, began in March of 2020 as global lockdowns introduced new creators and fans to Twitch\u2019s online community.\u00a0<br><br>We dove in early on as Twitch\u2019s full-service partner to cement their place with this fast-growing fanbase. Our team provided support re-establishing Twitch\u2019s presence on Twitter and Instagram\u00a0across markets with a successful rehabilitation that demonstrated the wider breadth of content on Twitch post-lockdown.\u00a0<br><br>During this initial effort, we identified TikTok as an untapped social platform with vast potential. Just like Twitch, creators are at the heart of TikTok. It also helped that, amongst gamers, TikTok was the only social platform showing consistent growth year over year. And already the hashtag #twitch had 38.5 billion views, with other Twitch-related content also racking up impressive numbers.<br><br>In 2021, we approached Twitch about launching on TikTok to increase engagement and further enhance the brand.<\/p><\/div>\n\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"vimeo\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"1094086774\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"center-aligned-asset\"\n\tdata-content-align=\"end\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Understand a hard-to-understand audience<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Nailing introductions is key, especially with a global brand with a rabid fanbase like Twitch. To ensure we got it right on TikTok, we made sure that we understood Twitch\u2019s audience.\u00a0<br><br>We honed in on four key qualities within the Twitch audience, which gave us a sense of understanding of a group of users who are hard to pinpoint.<br><br>Hard to find &#8211; 8 in 10 males aged 16-24 \u2013 and 85% of esports fans \u2013 are either deleting cookies, using private browsing windows or blocking ads.<br><br>Community-focused &#8211; \u201cI would buy a product or service simply for the experience of being part of the community built around it.\u201d\u00a0<br><br>A desire for distinctive qualities with brands &#8211; \u201cI want a brand to be bold, funny, and feel young.\u201d<br><br>Skeptical &#8211; 21% less likely to trust word-of-mouth<em> recommendations from friends and family<\/em>.<\/p><\/div>\n\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy has-less-t-space\"\n\tdata-variant=\"center-aligned-asset\"\n\tdata-content-align=\"start\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Bring an insiders-only joke to TikTok<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Right off the bat, we knew neither traditional advertising nor content that felt too much like advertising would win over an audience like Twitch&#8217;s.\u00a0<br><br>These were folks that were part of a community with a knack for spotting outsiders and razzing marketing campaigns that didn\u2019t fit their vibe.\u00a0<br><br>To deliver content with the Twitch community\u2019s preferred flavor, we built Twitch\u2019s launch on TikTok around a longstanding inside joke.<br><br>See, a funny thing happens when Twitch Creators step away from their streams. The phenomenon that\u2019s known to the Twitch community as (drumroll)&#8230; the chair stream.<br><br>We created a full minute-long chair stream video, boosted with paid support, for Twitch\u2019s TikTok. To keep viewers engaged, we used a drool-worthy setup and strategically placed several Twitch easter eggs to keep folks waiting for the payoff.\u00a0\u00a0<br><br>In the last five seconds, we gave fans what they were looking for by ending our mock chair stream with a special cameo from prominent FaZe clan member <a href=\"https:\/\/twitter.com\/Swagg?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor\" target=\"_blank\" rel=\"noreferrer noopener\">Swagg<\/a>, as he walked into frame and acknowledged what everyone had been waiting for: Twitch is here and ready to take on TikTok.<\/p><\/div>\n\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"vimeo\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"1094078781\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-stats-and-copy is-text-center\">\n\t<p\tclass=\"text text-sans-48 block-stats-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Results that speak for themselves<\/p><p\tclass=\"text text-sans-24 block-stats-and-copy__text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-stagger=\"0.01\" >The careful thought that went into our production didn\u2019t go unnoticed by Twitch\u2019s audience. We successfully gained Twitch\u2019s brand new TikTok account with more than <strong>60,000 followers<\/strong>.\u00a0<br><br>As an added bonus, the project even earned us a Silver Distinction in TikTok at the <a href=\"https:\/\/shortyawards.com\/14th\/twitch-tiktok-channel-launch-2\" target=\"_blank\" rel=\"noreferrer noopener\">14th annual Shorty Awards<\/a>, created to honor the best in social media.<\/p>\n\t\n\t\n\t<ul\n\t\tclass=\"block-stats-and-copy__cards is-content-left\"\n\t\tdata-animation=\"slide-fade\"\n\t\tdata-animation-target=\"inner-items\"\n\t\tdata-animation-delay=\"0.15\"\n\t\tdata-animation-stagger=\"0.15\">\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t60m\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tViews\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t364k\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tLikes\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t9k\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tComments\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t<\/div>\n<\/div>\n\n<div class=\"block-stats-and-copy is-text-center\">\n\t<p\tclass=\"text text-sans-48 block-stats-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Growth that keeps on growing<\/p><p\tclass=\"text text-sans-24 block-stats-and-copy__text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-stagger=\"0.01\" >TikTok numbers continued to grow after the success of Twitch\u2019s initial launch. In less than a year, Twitch saw a 234% follower increase and its videos amassed an additional +1 million views across social.\u00a0<br><br>Quarter over quarter, we also observed a 200% increase in impressions, 269% increase in engagements, and a 23% increase in average engagement rate.<br><br>Our four-year partnership with Twitch also continues, in work helping uncover new ways for Twitch to expand its reach with reactive opportunities and live events like TwitchCon.<\/p>\n\t\n\t\n\t<ul\n\t\tclass=\"block-stats-and-copy__cards is-content-left\"\n\t\tdata-animation=\"slide-fade\"\n\t\tdata-animation-target=\"inner-items\"\n\t\tdata-animation-delay=\"0.15\"\n\t\tdata-animation-stagger=\"0.15\">\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t+200%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tImpressions Per Quarter\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t+269%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tEngagements Per Quarter\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t+23%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tAvg. Engagement Rate\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"Learn how we used an inside joke within the Twitch community to increase brand engagement on a leading social platform.","protected":false},"author":50,"featured_media":4389406,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","member_job_title":"","member_linkedin_url":"","dept_alt_featured_image":[],"dept_algolia_noindex":false,"dept_algolia_featured":false,"dept_accent_color":"#6340CB","dept_next_case_accent_color":"","dept_case_video":{"type":"local"},"footnotes":""},"client":[41289],"case-category":[42930,42926],"award":[],"case-industry":[42938,42924,42928],"person":[842],"class_list":["post-4389395","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Twitch: Launching a leading streaming platform on TikTok - 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