I might have gone over this topic before but I’m going to do something a bit different this time and try to structure the article a bit better. Let me know if you like these typ of articles and I’m going to do a few more of them in the future. I want you to really start to understand the importance of finding your target audience for your Twitch channel.
What is a target audience?
First of all Twitch is growing, both you and I know it and it’s far from a secret that it might outgrow a tight community. There’s already many different sub-cultures on Twitch and for one to say that every Twitch viewer is the same would be like saying that all gamers are the same. Twitch and gamers isn’t a target audience they’ve become a stereotype. When reaching our target audience we want to avoid running into these typ of stereotypes at all costs.
Often big brands say that their target audience is gamers or millennials, for them it’s a easy way to define a group of people but really that’s not the whole story. Ask yourself if the term “gamer” allows you to see emotions, hopes, dreams and how they live their life? Does it tell you their age? Does it tell you how all of that effects their values and philosophy in life? No it won’t. That’s the problem with a wide target audience, even when you think that you have narrowed it down from everyone to gamer.
Another thing is that there’s already streamers out there that targets the wider audience that you might want target, even if that isn’t gamers. Maybe it’s “gamers that want a place to chill”, well guess what? I can promise you that there’s already hundreds of streamers that target that audience. You’re going to get an advantage the narrower you can make you target audience. From understanding how you can market your stream to how to better engage with them.
I want to add that this dosen’t mean you’re locked to an audience. Not for the moment and not forever. You can at any time change your target audience if you find out that it’s not what you first thought it was. You can also let it evolve over time. Even better is that it dosen’t limit people that aren’t in that target audience to find it. This isn’t about excluding people but to figure out what people would have a higher chance of staying in your Twitch channel. That’s why I want you to finding your target audience for your Twitch channel.
Takeaway: Your viewers are PEOPLE not a stereotypes.
Understanding your audience
When you want to understand who you viewer are you need to know more then their gender, job, age etc. What you really need to know is why they do what they do. Why do they follow you? Why to they go to Twitch? Why do they donate? Why do they do what they do in life? The thing is that you’re going to have to get to know your target audience as much as your best friend. I’m sure you’ve seen companies do the “person” thing. Where they create a target person that they give a name and a backstory. Now that’s the personification of what I’m talking about. I’m not saying that you should create someone but it’s good to have someone in mind when you start with your target audience.
I often get e-mails that streamers target audience is everyone. That’s going to be very hard to figure out. That means you have to know everyone at once and you need to do what everyone wants. If not very hard it’s damn near impossible to target such a wide audience as everyone. On top of that how are you going to distinguish yourself from everyone that is already targeting “everyone” and from those that try to target a wide stereotype audience? Easy, well defined target audience and proper branding.
Most streamers have a target audience but they just don’t know about it since they haven’t researched it at all. That’s one of the biggest downfalls for many streamers as they have no idea how their audience will react. They instead up saying “I don’t understand my community sometimes”, well that only means they haven’t taken the time to figure this out. Or the live on the assumption that their target audience is “gamers” well then their going to have a very bad time when the audience starts to see through that and leaves because they feel it’s not for them. Finding your target audience for your Twitch channel will not only allow you to better market but to understand that some people aren’t in that target audience and that’s fine.
How to find the target audience
We break it by breaking down what our assumption have been or what it is. Let’s say our assumption was that our target audience is gamers, then we take that knowledge and we start to pick at it. Write down a list over things you don’t know about your target audience and ge to researching.
Define them narrowly
Figure out the details about your target audience. How far can you pick at your assumptions and how far can you go to get to know them?
See your Twitch channel through their eyes and not your own. What do they see when they look at your channel?
Take everything you come up with and then back that up with data. Be it StreamHatchet, Twinge, custom systems, bots or even your Twitter statistics.
Instead look at what makes your audience unique and what makes them apart of your community.
Don’t only let things like gender, age, job etc. define them.
It’s going to be very hard to target everyone and you’re only putting more pressure on yourself then you already have.
Your audience don’t have to be the same as other channels even if they’re similar.
Going even deeper
If you do the above you’re going to be way ahead of many other streamers, even those that are partnered. But we can go even further by looking at your audiences emotions and lifestyle. We can do this by looking at what they like to do, what hobbies do they have? Art? Partying? Martial arts? Even more importantly we can look at their values. What do they value in life and about your channel? Community? Humor? Gameplay? Story? We can then start looking what they feel about your channel. Is it an escape? A place to rest? Someone to socialize with? A must have? Background noise?
A client of mine just wrote to me about something very important that I don’t feel I’ve addressed, but I’m going to do so this week, it’s the distinction between engagement on Twitter and Networking on Twitter for a Twitch broadcaster. I think the zeitgeist in r/Twitch have made it difficult to navigate what is what sometimes. There’s a lot of misinformation out there and I wanted to go over why it’s important to understand both of them.
Anyway I hope you liked this style of content. It’s something that I’m going to put in my book and wanted to test it out here beforehand to see if people like it or not. You can follow my progress on the book, get Twitch motivation (every Sunday), Twitch guidance and ask me any question on Twitter @visiblespeech.