Twitch streamers and YouTubers: what's all the fuss about?

[Dimaeiya333]

Twitch streamers and YouTubers are gaining in popularity and power, reaching ever-larger audiences with elaborate live, in-person and long-form video content formats. Events such as GP Explorer, an F4 car race held earlier this year in France, or the Spanish boxing tournament La Velada del Año II, are notable for the participation of dozens of well-known streamers, YouTubers and sponsors. However, the most important hallmark of these events is the level of online and in-person audience engagement, demonstrating the unique ties between streamers and their communities. Founder of streamer influencer marketing agency Madi Stream, Jérémy Cabrier, explains the factors driving the rise of these new content formats and how streaming personalities can be leveraged for influencer marketing campaigns.


What's driving the resurgence in popularity of long-form video on YouTube?
YouTube has become the dominant medium for a lot of people. engineering directors email lists Especially young people are moving away from television and moving to YouTube. For young people, YouTube is like what television was 15 or 20 years ago . They are taking their time to watch longer-form, constructed content. It's going to evolve more in that direction because there are more resources to make larger productions on YouTube.

Two things follow from this: the need for a budget to cover production costs and more collaborations. This is not new, but long formats are more refined. Content creators want to change. Those who started 10 or 15 years ago with very short formats want to evolve as creators.

Can influencers of any size succeed with long-form content?
To create a quality long-form, you need a budget and trust that people will watch it. This means that long-form is more likely to be made by established people, at least for those that require a certain level of production. I'm not talking about people who make a 90-minute live stream and put it on YouTube.

How does influencing in this area differ from influencing on platforms like Instagram or TikTok?
It's the distinction between influencers and content creators. Content creators, by definition, are influencers because they have a lot of followers. But the job of a content creator is to create content, to create information, to create animation . Content creators on YouTube and Twitch have a platform of creativity where they can do whatever they want.

Each platform is equivalent to a type of partnership. Twitch is a completely different format than Instagram. On Instagram, you see a product presentation where the product or service is clearly explained. On Twitch, it's more about embedding the brand into the live stream, into the concept itself.