As you probably know, Generation Z, meaning people born between 1997 and 2010, has traditionally been a headache for marketers. As customers, they are very knowledgeable and quickly verify any information presented to them. It is even difficult to present information to them: according to Global Web Index, more than 50% of young people use ad blocking software. There are simply too many ads.
One of the most effective ways to reach them is to work with influencers and content creators. You may have heard of YouTube, Instagram and Tik Tok, but have you ever considered sponsor a live streamer ?
Sponsor a streamer!
Live streaming is an incredible tool for connecting with an influencer’s audience. It allows immediate communication with their audience, as well as a much more engaging level of interaction than any TV show. And people are starting to notice this growing trend: at the start of 2022, Twitch, the largest platform for streaming creators, had over 7.5 million active users!
There are many ways for you as a marketer to find and work with streaming influencers. We talked about it extensively on our blog.. However, the traditional sponsorship you might be familiar with on Instagram doesn’t really work that well in this environment. There are simply too many streamers, too many topics, and too many things to consider. This can take a long time and get expensive very quickly.
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This is why typical sponsorships are most often signed as long-term partnerships. However, by doing so, you risk not engaging with 99% of streamers and missing out on a golden opportunity!
The power of micro-streamers
Micro-sponsors harness the hidden power of small and micro-streamers. You may have heard of Pokimane or Ninja, but there are literally millions of streamers out there. Most of them are creators with small, tight-knit communities around their channels. And, as is the case with small communities, they are very passionate and very connected to the creator they support. You can refer someone with a large audience, but 99% of the streaming scene doesn’t.
Alone, a typical streamer cannot compete with any of the big stars, in terms of income and potential. It’s obvious. So why bother working with them?
The answer is simple: numbers. When working together, small channels can deliver hundreds of thousands of views for your banner or animation every day. Plus, with their small but passionate communities, they’re usually able to deliver a significantly higher click-through rate than someone with a million followers. In the end, which do you prefer: a 0.5% CTR on a stream of 20,000 visitors (100 hard-earned clicks for your website), or an 8% CTR on a thousand streams of 2 viewers ( 160 clicks, without the need to optimize your message to attract as many people as possible).
Micro-streamers realize that the performance of any referral campaign they participate in, which ultimately determines their earnings, is directly tied to what they stream. They have more incentive to encourage viewers to visit sponsor websites. In turn, viewers do this more enthusiastically, knowing that by doing so, they are directly supporting their favorite content creator.
What does micro-sponsorship mean and how do I use it?
These engaged and loyal audiences would not be available to marketers without automation of the sponsorship process. Thanks to modern technologies, platforms such as inStreamly allow brands to sign sponsorship deals with hundreds of streamers at the same time.
Micro-sponsorships work like classic sponsorships
Branded content (animations, banners, in-chat links) is displayed on all channels participating in the micro-sponsorship campaign. Streamers are rewarded for the reach and engagement they provide. Unlike individual long-term agreements, agreements are made automatically. With hundreds of streamers at the same time.
Here are some principles that automated micro-sponsors should follow:
- Not intrusive. This is one of the most important issues to address when engaging in live streaming sponsorship. The interruption of a broadcast by an advertisement is a major rejection factor for Gen Z Internet users. inStreamly, sponsored animations are embedded in the stream itself. This means that they do not interrupt the show, while still managing to capture the viewer’s attention.
- Accessible. It should be easy for streamers to register on the platform. It should be easy for brands to create sponsorship campaigns. Thanks to automation, brands can work with an unlimited number of streamers and their content will be displayed on each of their streams.
- Adjustable and flexible. By using technology inStreamly, referral campaigns are ready to go in days. They can also last as long as necessary – from a few days to several months. It can be adjusted in minutes, even when the campaign has already started.
- Consistent. Sponsored content should be consistent across all channels. It must also be perfectly integrated into the streams. A buggy and poorly implemented animation will most likely result in people not liking it and deciding not to engage with it. By eliminating the manual setup process and automating as much as possible, marketers can be sure their message is visible and showing smoothly across all streams.
Despite some voices you may have heard, Gen Z is not totally anti-brand. In fact, Gen Zers appreciate the quality and trust that comes with brands. The key to reaching them lies in open and honest communication that is not purely commercial. Commitment, supporting passion and entering their world on their terms are the core principles they seek. These principles were all very present in the best micro-sponsorship campaigns we ran in 2021. Brands that understand this can benefit from the commitment, loyalty and respect of young people for a long time.
About inStreamly:
inStreamly offers brands a new way to engage with young audiences. It focuses on displaying well-integrated branded animations to a large number of viewers across multiple streaming channels. By reaching these small, well-integrated communities with their message, brands can expect to achieve far higher results than using traditional marketing activities like paid ads and manually nurtured sponsorships.
To learn more about the platform and the benefits that micro-sponsorships can offer you, Click here.