In addition to making money, good gaming sponsorships can help your brand appear more credible to your viewers and future sponsors. It will show them that you have a following and are reliable and professional, which will help both you and your sponsor. It may also open you up to more deals in the future, especially if the marketing campaign was successful.
Finding sponsors can take a lot of time, even after you have successfully grown your channel. Read on for more information about how to get sponsored as a streamer.
How to Get Sponsors on Twitch
Inasmuch as you wish to earn money through sponsorship, companies wish to earn money through you. When a business invests money in you, they expect to have a return on their investment.
To protect their interests, sponsors gauge several details when looking to potentially partner with a streamer.
To learn how to get sponsored on Twitch, you will need to master the following:
1. Stream Good Content
One of the biggest misconceptions about sponsorships is that you have to have a huge following on your Twitch channel in order to get one. While your metrics help, the primary thing that companies look for in influencers is your reach and influence with your following.
How do you build up enough influence to get good Twitch sponsorships? By creating good content on each and every Twitch stream. If you are putting our professional-grade streams that entertain your viewers, some companies will want to work with you and grow with you because they see your potential.
There are several ways to create solid content to feed your current follower base and to attract new subscribers. Make sure that you understand how your equipment and software work, continually chat on stream and engage with your viewers in a way that is unique and appealing.
If your following already supports you by purchasing items through affiliate links, let your potential sponsor know.
Create Content That Will Appeal to Twitch Views
In a poll launched by the StreamScheme YouTube channel where over 5,000 people voted, 66% of streamers stated that they watch more gaming content on YouTube than they do on Twitch. If you belong to this percentage, you may not know what attracts a gamer audience to a Twitch channel.
Twitch streamers should spend time on the platform in other channels, not to poach viewers or to hype up their own streams, but to understand exactly what makes them tick. While you still may not ever grow to where you have a huge viewer base, the more you understand how to attract a millennial audience to a live stream, the more you’ll be able to make good sponsorship deals in the future.
What should look for? Watch how each Twitch streamer engages with their audience, look at the content they play, and check out what graphics and equipment they use.
And while you should look at top streamers for some inspiration, you should also look at those who are new Twitch partners, or Twitch affiliates that have worked on their personal brand principles and have brought in enough views to their channel to almost make partner.
If you find yourself watching a YouTube channel far more than you do any Twitch channel, you might struggle to understand how to stream content for your target demographic.
2. Run Your Twitch Channel Like a Business
Sponsors look for reliable representatives for their brands to ensure that they will get a good return on their investment. Keep to your streaming schedule and honor every commitment you make. Follow the rules of your streaming platform and treat other streamers and your viewers with respect.
When you reach out for potential sponsorship opportunities, don’t feel entitled to one. If you are denied or ignored, don’t lash out at the company by writing them nasty emails filled with your frustration. Instead, just continue to grow and reach out again when you are a little larger.
If you do get a response back that explains the proper marketing objectives that the company wants in Twitch streamers they work with (but still deny your sponsorship proposals), send them a note thanking them for their time.
That way if you meet their objectives in the future, they will be more inclined to work with you. Being rude may burn your bridges with that brand.
3. Build a Community
Sponsors are more likely to work with a streamer who is actively engaged with their following than they are with someone with a higher viewer count who doesn’t build community on their channel. Businesses understand that followers tend to support influencers who engage with them far more than with those who don’t.
Earn your audience’s loyalty and affection. Spend more of your energy connecting with your current viewers on your Twitch Channel than you do finding additional followers.
In turn, when new subscribers discover you, they will be more apt to want to join your community. Potential sponsors will also look at your social media for information about your following, so be sure to keep it relevant.
Twitch streamers who cultivate their communities into positive, welcoming places have a good chance of converting new viewers into long-term channel members.
Host Community Events
Another way to grow your stream community is to host community events from time to time. Whether you play games with your viewers once a week or have small gaming challenges in your Discord, having a devoted community will make your influence more valuable to a company in the future and you will be more likely to earn sponsorships.
4. Build Your Average Viewer Count
Your average viewer count and the number of your subscribers will be considered. To increase these numbers, focus on creating unique and interesting content and giving each stream a good title.
Don’t ask people to follow your channel. Instead, casually remind them to throughout the stream by thanking people when they organically subscribe or mention how you plan to celebrate when you reach your next milestone. Don’t overdo it and keep the conversation organic. Over time you will experience Twitch channel growth.
How to Find Twitch Sponsors
The best sponsorships are between influencers and businesses who are genuinely excited to work with each other. Seek out companies that market products and services that you enjoy and that relate to your content or passions.
If you have a strong following and have consistently produced good content, you can seek out sponsors instead of waiting for them to find you. Look for companies that your viewers may be attracted to and reach out to them with a well-written proposal.
Sponsorship Connection Services
A common way to find sponsors is through a connection service. That’s right… there are essentially dating services that connect sponsors to streamers, and they operate much in the same way. Both streamers and sponsors fill out profiles and the software works to pair compatible matches.
Here are two examples:
- Powerspike uses information about your brand and your Twitch channel’s metrics (followers, amount of time channel has been viewed, etc) to attract sponsors to your brand. In turn, companies can search for influencers who meet their target needs and budget. When matched, Powerspike ensures that you are paid for your services.
- Hello Gamers matches professional gamers and streamers with sponsors. They help manage the connections they make, allowing content creators to utilize their time in other areas of brand building. They do not charge agent fees.
At Esports/Streaming/Gaming Events
If you attend a convention or event, set aside time for networking and meeting potential sponsors. Rehearse your pitch in front of a mirror before you arrive. Try to keep it less than under a minute. Research the companies you want to approach and direct your pitch toward them.
Explain your brand and community, why you like their company, and how you think you can benefit them. Be confident. Remain professional and courteous. Listen to any feedback they have and thank them for your time.
Take business cards with you and hand one to them as you begin your proposal. Letting them visualize your brand and creativity will help you sell your channel’s potential to them. If they have sponsorship opportunities in the future, they may content you if you are the right type of Twitch streamer for their campaign.
Write a Cover Letter to a Sponsor
Introduce yourself and briefly explain the content of your stream. After a short introduction, tell them what attracted you to their product or service and clearly spell out why you believe a partnership would be mutually beneficial. Propose an arrangement and be willing to negotiate.
For more tips on writing proposal letters, read our article about Twitch Sponsor Proposal Templates.
Average views/subscriber counts and social media activity
Sponsors will be interested in gauging the number of people you might influence. Having a clear report of those statistics will show your professionalism and answer some of their questions. Additionally, give them information about social media content and your follower’s reactions and shares. Having an active community supporting you will motivate them to work with you.
Any positive reviews and references
If you have received any positive reviews or have worked with other businesses in the past, share that information with them. Ask for permission from the reviewers/businesses first so that they can be prepared to answer any of the potential sponsor’s questions.
Prepare Your Channel for Sponsorship
Tidy your profiles and your content before you contact them. Make sure that your social media is professional and promoting your stream. Sponsors want to see that you are actively working to build yourself.
After you have reached out to a potential sponsor, deal with them in a courteous manner. Answer any questions with honesty. Thank them for their time.
Be gracious if they deny your proposal, but feel free to ask for the reason. Ask if you may approach them again in the future after meeting certain requirements. If you are professional through the whole transaction, they will be more apt to speak with you again.
Follow Through on Your Agreements
Regardless of how you get sponsored, make sure to follow through on your agreement. Not only will this strengthen your relationship with them, but it will also enhance your appeal to other potential sponsors of your Twitch stream.
Look for Smaller Companies
You will often find requests for sponsorships in the comments on the sites and social profiles of multimillion-dollar companies. Many people who are new streamers or haven’t even streamed yet beg to get sponsored on Twitch and all of them are ignored.
Businesses always want to give Twitch sponsorship opportunities to someone who could also benefit their brand. Many larger companies (whether it be a gaming apparel site or Logitech) are unlikely to work with small streamers.
That being said, you may be able to develop partnerships with smaller companies or start-ups (though you definitely ALREADY need to be a streamer and should at least be a Twitch affiliate with a growing audience before you ask). You can also start searching for affiliate sponsors who will pay a percentage on sales made through your own personal link. These are far easier to obtain than traditional sponsorships.
Examples of What Twitch Sponsorship Looks Like
Sponsored content appears in streams in a variety of ways, ranging from affiliate links in descriptions to influencers mentioning the product during their play. A company might ask for its logo to be displayed or to have a sales banner appear occasionally throughout the stream.
Sometimes companies will look for Twitch streamers and social media influencers to play new and upcoming games to generate hype. The company pays either by the stream or hourly. If they choose the right person to showcase their game, they may be able to increase sales. While these sponsorships are typically a one-time deal, they can be reassuring for channels that have large, avid viewer numbers.
Other brands may send you free products as a sponsorship, especially if they will be displayed on your Twitch stream. With the right streams, these placements are like a permanent marketing sign calling out to potential customers. Many brands have found that they can target a specific demographic by offering their services and products to streamers.
Many popular streamers have arrangements with several sponsors that are displayed throughout their channels. Work with your sponsors to showcase them without taking too much away from the content that attracts your viewers. While most of your followers will be supportive of your new business opportunity, they are ultimately whom you aim to please.
We hope you have learned how to get sponsored on Twitch from this article. While it isn’t always easy to get a sponsorship, as you grow and improve your channel, you will be able to approach larger brands for potential partnerships.
Finding a Twitch sponsor for your stream won’t happen overnight, especially if you are looking for the right kind of sponsorship. The most important thing for you to do is to continue to show up hyped to every Twitch stream so that you can grow your following both on your channel and on your social platforms.
At the same time, continue to act professionally when you talk with brands, esports teams, and other streamers. It will likely take time to find sponsorships for your channel and you don’t want to frustrate brands in the process. Once you get sponsored, continue to follow etiquette to keep the brand happy.
If you do well with them, it may open up new sponsorships with other brands in the future.