Twitch Tests Meta Ads Through Live Ads Growth Program to Help Streamers With Off-Platform Discovery

Source: Zach Bussey

Twitch has initiated a new Live Ads Growth Program to help streamers expand their online communities.

How It Will Work

The program promotes streamers' content on Facebook and Instagram when they go live on Twitch. Streamers can sign up for the program by submitting three of their latest Twitch videos, which will then be reviewed by Twitch to ensure they comply with specific guidelines. If selected, the streamer's content will be promoted as paid ads on Facebook and Instagram while they are live. Anyone who clicks on the ad will be directed to their channel. The ads will automatically stop once the streamer goes offline.

Off-Platform Discovery Is A Priority

Assisting streamers in being discovered, particularly outside of Twitch, is one of the platform's main priorities. As seen from Twitch's recent open letter to creators, the company is developing new features to help with discovery, such as the Live Ads Growth Program. This is something that some streamers have attempted on their own and is a strategy that was tested for a Mavrck customer in the past.

Twitch's utilization of the targeting and scale of Facebook and Instagram ads should result in positive outcomes for participating streamers. The biggest challenge, however, is aligning the ads to run only when the streamers are live and turning them off when they go offline. Twitch may be working with Meta on some integration to achieve a more scalable solution.

While Twitch is actively working on new discovery tools, the company has been transparent about encouraging streamers to use other platforms for discovery and promotion, which is not what most streamers want to hear.