November 27, 2014

Google and Twitch: Why You Need A Video Content Marketing Plan Now

twitch

Think you don’t need a video content marketing plan now? Think again. The recent development of Google buying livestreaming service Twitch for $1 billion is a red flag that video marketing is going to explode. So knowing that – Google and Twitch – what does it really mean for marketers? Let’s explore.

What is Twitch?

Twitch is a leading video platform and community for gamers, with more than 45 million visitors per month. Twitch connects gamers around the world by allowing them to broadcast, watch and chat from everywhere they play. While details of this livestreaming move by Google will likely be revealed in September, Google’s YouTube division is reportedly in charge of the acquisition.

So why does this merging of Google and Twitch mean you need to get a video content marketing plan in place now?

Livestreaming Is Advertising Gold

You don’t have to be a livestreaming gamer to realize the move to acquire Twitch is greater than a love for global game play.

As reported by VentureBeat’s GamesBeat, the Google and Twitch deal underscores the value of live Internet streaming and the rise of competitive gaming as a spectator sport — something that draws millions of viewers, offering prize pools that surpass pro golf’s marquee events, and providing a multibillion dollar opportunity for advertisers.

Mobile Advertising + Video Gaming + Livestreaming = Millennials

The youngest millennials (age 18-24) rated their mobile phones as indispensable to their day-to-day existence (96%), that’s way higher than TV (54%), Internet access (88%) or their even a toothbrush (93%), according to a study (PDF) from Bank of America on Trends in Consumer Mobility.

If a business wants to get noticed by millennials, positioning ads on livestreaming platforms is the way to go. Millennials are the masters of multitasking, so they can watch videos while surfing ads without missing a text.

Video Ads Are Skyrocketing

In a new report from BI Intelligence, a research service of Business Insider, online video ad revenue will reach nearly $5 billion in 2016, up from $2.8 billion in 2013, while TV ad revenue will decline by nearly 3% per year during the same time period. Video ad views exploded in 2013, topping over 35 billion views in December, averaging over 100% year-over-year monthly growth during the year.

If you want to get the attention of millennials, keep in mind millennials are more likely than any other age groups to use mobile phones as their only Internet-enabled device. According to stats from comScore, a leading Internet technology company that measures what people do as they navigate the digital world, 18% of millennials are mobile only Web users, compared to only 5% of people ages 35-54.

Video Content Marketing Is Happening – Now!

Waiting to get mobilized with a video content marketing strategy is a mistake. Video content marketing is happening now.

Video offers a spectacular way for companies to target messages to key groups fast, allowing everyone from game enthusiasts to Web surfers to engage with dynamic, vibrant, sharable video content. Whether creating targeted video ads for key gaming platforms or robust testimonials and tutorials for display on your website, video is the great wide open for advertising, marketing and branding campaigns today.

Exploring and determining the right video content initiatives for you is an exercise well worth embracing – now. There’s YouTube, Vimeo, Vine and more platforms to promote and share your message.

Video content marketing and effective video advertising is on the rapid accent – don’t watch it leave you behind.

Image: Twitch

6 Comments ▼

Marie Alonso


Marie Alonso Marie Alonso is a content strategist and social media expert at Miles Technologies, an award-winning firm in Moorestown, New Jersey. A former newspaper reporter and magazine editor, Marie works with businesses to implement creative content strategies and social media campaigns to fuel online marketing and business branding. She contributes regularly to the Philadelphia Business Journal, sharing expertise in social media and content marketing.

6 Reactions

  1. Wow this is good news. The video gaming industry is one of the highest earning entertainment fields. A lot of people are spending on online items alone. To have a community like this only increases its attractiveness to people who want to have fun and meet people.

  2. Consider this one of the many signs you should be seeing about video marketing being a big deal in the immediate future. Get on it people!

  3. Great article Marie. I also believe that video marketing has to be present in the brands’ marketing budget from now on. It definitely has so much to offer and if used effectively can bring benefits for brands without a doubt.

  4. I don’t know about Twitch. My gaming period was a long time ago! ;)

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