{"id":4270571,"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":"2025-06-23T10:44:35","modified_gmt":"2025-06-23T08:44:35","slug":"twitch-launching-a-leading-streaming-platform-on-tiktok","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/latam\/case\/twitch-launching-a-leading-streaming-platform-on-tiktok\/","title":{"rendered":"El lanzamiento de una plataforma l\u00edder de streaming en 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\" >El lanzamiento de una plataforma l\u00edder de streaming en 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;Servicios&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\tMarca y Medios\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\" >M\u00e1s de\u00a0<a href=\"https:\/\/twitchadvertising.tv\/audience\/\">31 milliones de personas<\/a>\u00a0de todo el mundo visitan Twitch a diario para interactuar con una comunidad global de 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\" >Con m\u00e1s del\u00a0<a href=\"https:\/\/twitchadvertising.tv\/audience\/\">70% de su audiencia<\/a>\u00a0con edades comprendidas entre los 18 y los 34 a\u00f1os, Twitch identific\u00f3 TikTok como la plataforma perfecta para relacionarse con este grupo demogr\u00e1fico fuera de la emisi\u00f3n, reforzar el amor por la marca y captar nuevas audiencias.<br><br>DEPT\u00ae ayud\u00f3 a lanzar la presencia de la plataforma en TikTok y a establecer Twitch como el mejor lugar para hacer streaming.<\/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\" >Crecer en seguidores r\u00e1pidamente<\/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>La misi\u00f3n de establecer Twitch como la mejor plataforma de streaming de su clase, tanto para juegos como para m\u00fasica, e-sports y m\u00e1s, comenz\u00f3 en marzo de 2020, cuando los bloqueos globales introdujeron nuevos creadores y fans en la comunidad online de Twitch.<br><br>Nos lanzamos desde el principio como socio de servicio completo de Twitch para consolidar su lugar con esta base de fans en r\u00e1pido crecimiento. Nuestro equipo ayud\u00f3 a restablecer la presencia de Twitch en Twitter e Instagram en todos los mercados con una exitosa rehabilitaci\u00f3n que demostr\u00f3 la amplia variedad de contenidos de Twitch tras su cierre.<br><br>Durante este esfuerzo inicial, identificamos TikTok como una plataforma social sin explotar con un enorme potencial. Al igual que Twitch, los creadores est\u00e1n en el coraz\u00f3n de TikTok. Tambi\u00e9n ayud\u00f3 el hecho de que, entre los jugadores, TikTok era la \u00fanica plataforma social que mostraba un crecimiento constante a\u00f1o tras a\u00f1o. Y el hashtag #twitch ya tiene 38.500 millones de visitas, con otros contenidos relacionados con Twitch que tambi\u00e9n acumulan cifras impresionantes.<br><br>En 2021, nos pusimos en contacto con Twitch para lanzarnos en TikTok con el fin de aumentar la participaci\u00f3n y mejorar a\u00fan m\u00e1s la marca.<\/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\" >Entender a un p\u00fablico dif\u00edcil de comprender<\/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>La clave est\u00e1 en las presentaciones, sobre todo cuando se trata de una marca global con una base de seguidores tan rabiosa como Twitch. Para asegurarnos de hacerlo bien en TikTok, nos aseguramos de entender a la audiencia de Twitch.<br><br>Nos centramos en cuatro cualidades clave de la audiencia de Twitch, que nos permitieron comprender mejor a un grupo de usuarios dif\u00edcil de identificar.<br><br><strong>Dif\u00edcil de encontrar\u00a0<\/strong>\u2013 8 de cada 10 hombres de entre 16 y 24 a\u00f1os, y el 85% de los aficionados a los deportes electr\u00f3nicos, eliminan las cookies, utilizan ventanas de navegaci\u00f3n privadas o bloquean los anuncios.<br><br><strong>Centrado en la comunidad<\/strong>\u00a0\u2013 \u201cComprar\u00eda un producto o servicio simplemente por la experiencia de formar parte de la comunidad creada en torno a \u00e9l\u201d.<br><br><strong>El deseo de distinguirse con las marcas\u00a0<\/strong>\u2013 \u201cQuiero una marca atrevida, divertida y que se sienta joven\u201d.<br><br><strong>Esc\u00e9ptico<\/strong>\u00a0\u2013 21% menos propensos a confiar en las recomendaciones de boca en boca de amigos y familiares.<\/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\" >Traer una insiders-only joke a 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>De entrada, sab\u00edamos que ni la publicidad tradicional ni los contenidos que se parecieran demasiado a la publicidad conquistar\u00edan a un p\u00fablico como el de Twitch.<br><br>Eran personas que formaban parte de una comunidad con un don para detectar a los externos y arrasar con las campa\u00f1as de marketing que no encajaban con su ambiente.<br><br>Para ofrecer contenidos con el sabor preferido de la comunidad de Twitch, construimos el lanzamiento de Twitch en TikTok en torno a una broma interna de larga data.<br><br>Mira, una cosa curiosa sucede cuando los creadores de Twitch se alejan de sus streams. El fen\u00f3meno que se conoce en la comunidad de Twitch como (redoble de tambores)\u2026 el stream de la silla.<br><br>Creamos un v\u00eddeo de un minuto de duraci\u00f3n para TikTok, de Twitch. Para mantener el inter\u00e9s de los espectadores, utilizamos un montaje digno de babear y colocamos estrat\u00e9gicamente varios easter eggs de Twitch para que la gente siguiera esperando el desenlace.<br><br>En los \u00faltimos cinco segundos, dimos a los fans lo que estaban buscando al terminar nuestro simulacro de retransmisi\u00f3n de la silla con un cameo especial de un destacado miembro del clan FaZe\u00a0<a href=\"https:\/\/twitter.com\/Swagg?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor\">Swagg<\/a>, cuando entr\u00f3 en escena y reconoci\u00f3 lo que todo el mundo hab\u00eda estado esperando: Twitch est\u00e1 aqu\u00ed y listo para tomar en 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\" >Resultados que hablan por s\u00ed mismos<\/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\" >Lo mejor de todo es que conseguimos la increible cuenta TikTok de Twitch con m\u00e1s de\u00a0<strong>60,000 followers<\/strong>.\u00a0<br><br>Adem\u00e1s, el proyecto nos vali\u00f3 una Distinci\u00f3n de Plata en TikTok en la\u00a0<a href=\"https:\/\/shortyawards.com\/14th\/twitch-tiktok-channel-launch-2\">14th annual Shorty Awards<\/a>, creado para honrar a los mejores de los medios sociales.<\/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\" >Crecimiento que contin\u00faa<\/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\" >Las cifras de TikTok siguieron creciendo tras el \u00e9xito del lanzamiento inicial de Twitch. En menos de un a\u00f1o, Twitch registr\u00f3 un aumento de seguidores del 234% y sus v\u00eddeos acumularon +1 mill\u00f3n de visitas adicionales en las redes sociales.<br><br>Trimestralmente, tambi\u00e9n observamos un aumento del 200 % en impresiones, del 269 % en interacciones y del 23 % en la tasa media de interacciones.<br><br>Nuestra asociaci\u00f3n de cuatro a\u00f1os con Twitch tambi\u00e9n contin\u00faa, en el trabajo ayudando a descubrir nuevas formas para que Twitch ampl\u00ede su alcance con oportunidades reactivas y eventos en vivo como 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":"","protected":false},"author":50,"featured_media":4270573,"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":"#1027EF","dept_next_case_accent_color":"","dept_case_video":{"type":"local"},"footnotes":""},"client":[41289],"case-category":[42725],"award":[],"person":[25074],"case-industry":[42728],"class_list":["post-4270571","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 v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Twitch: Launching a leading streaming platform on TikTok - DEPT\u00ae<\/title>\n<meta name=\"description\" content=\"Learn how we used an inside joke within the Twitch community to increase brand engagement on a leading social platform.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.deptagency.com\/latam\/case\/twitch-launching-a-leading-streaming-platform-on-tiktok\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Twitch: Launching a leading streaming platform on TikTok - 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