Do you sponsor livestreaming events?
If not, why not?
Livestreaming is a booming industry, especially among younger generations.
In fact, the livestreaming market is set to reach $247 billion by 2027.
Livestreaming can be done on most major social media channels, from Facebook to TikTok. It can also be done on websites such as Twitch, YouTube, and even Twitter.
Facebook has found 62 percent of people become more interested in a product after seeing it in a Story.
As well, live videos have been found to hold user attention 10-20x longer than pre-recorded content.
Livestreaming is a great way to promote your brand and increase exposure. By introducing your product or brand to new audiences, you can expand your reach and grow your sales.
Brands looking to tap into new audiences should consider sponsoring livestreaming events.
Before you dive in, let’s learn more about this trendy but lucrative marketing tactic.
What Is Sponsored Livestreaming?
Sponsored livestreaming is the act of giving money to an influencer, streamer, or another type of content creator to broadcast your brand or product(s).
Many social media and gaming platforms offer livestreaming as a service. As a marketer, all you need to do is decide where your target audience is active, find a streamer that fits your brand persona, and sponsor their work.
Sponsored livestreaming is different from traditional advertising in that it’s interactive and user-generated. The sponsor has the ability to get involved with the live broadcast via chat or by sponsoring activities onscreen such as challenges or giveaways.
Streams can be conducted publicly or privately, depending on your business goals.
As well, the sponsor can select a specific number of viewers to be directly targeted or have the streamer choose their audience.
Streaming is an incredibly effective marketing tool that gets your brand in front of engaged, loyal customers and potential new buyers.
If you’re looking to improve exposure and increase your sales, sponsoring livestreaming can help you achieve those goals.
Here’s a quick example featuring a Steve Aoki stream sponsored by Chips Ahoy.
Why Should You Consider Sponsoring a Livestream?
Sponsored livestreams are a great way to get your product in front of new customers who may have never heard of you before.
By leveraging the audience of a popular livestreamer, you can reach a number of new people who would not have otherwise been exposed to your product or service.
Sponsored livestreaming works because it’s natively integrated into the platform. It is a highly engaging, interactive experience for streamers and their audiences, who can communicate with each other in real-time.
In some cases, the broadcaster can even incorporate brand mentions and logos throughout the stream as they would do on Snapchat, Facebook, or any other social media platform.
Data from Livestream has shown that 80 percent of consumers would rather watch a live video from a brand than read a blog.
Similarly, 82 percent prefer live brand videos to social posts.
It’s clear your potential customers are already watching livestreams, so being present in this arena is a great way to gain exposure.
How Can You Find Livestreams to Sponsor?
If you want to sponsor live streaming, you need to find a streamer that fits your brand.
Luckily, there are quite a few ways to find information about potential streamers. Here are a few tips to get you started.
1. Use Tools
When sponsoring livestreaming, it’s important to choose an influencer that fits your brand.
You can use online marketplace tools such as Instreamly, Wehype, Game Influencer, and more to find the perfect influencer.
inSTREAMLY is a platform that streamlines the process of negotiating sponsorships between creators and brands. The automated system allows brands to find potential influencers and streamers by specific criteria, such as categories, tags, or location.
From there, you can set up a sponsorship package that fits your marketing goals using the platform’s analytics tools. The inSTREAMLY dashboard also gives brand managers insight into their campaign performance in real-time with post-campaign reporting options.
If you’re looking to sponsor online gamers, then game-specific sites such as Game Influencer and Wehype can help you find streamers interested in your product.
Wehype is an online marketplace that connects brands to gamers. Used by some of the gaming industry’s biggest names, such as Blizzard and EA, Wehype can connect you with streamers who are interested in forming sponsor relationships.
Wehype also offers data-driven reporting and campaign measurement tools so you’ll always know how your campaign is performing in real-time.
Game Influencer is an influencer marketing platform that helps brands connect with high-profile gamers to create stand-out marketing campaigns. Their roster includes gamers, vloggers, streamers, and social media influencers, so you’ll always have ample choice for your brand.
Game Influencer is trusted by brands like Facebook, Samsung, Nvidia, and Google Play. They have over 3.1 million content creators in their database and have generated more than 500 million views across their campaigns.
These are just a few of the tools you can use to sponsor livestreaming for greater exposure and sales. Don’t be afraid to try a few platforms before committing to a sponsorship.
2. Reach Out Directly to Influencers and Brands in Your Niche
If you’re looking to sponsor livestreaming events, you’ll want to make sure you’re staying true to your brand.
Partnering with influencers and brands already in your niche is a good way to engage with relevant audiences.
Chances are, your brand is already active on social media, and you probably know a couple of customers or influencers that fit with your brand.
As well, partnering with other brands within your niche can be a good way to extend a pre-existing customer base.
When partnering with other brands, steer away from direct competitors. Instead, find a brand partner that solves a problem you can’t. For example, a shoe company might partner with an in-soles brand. Or, a food delivery service could partner with a loungewear company.
Once you’ve found an influencer, reach out with a personalized message that makes them feel special for receiving the email (think of it as the first date).
Be sure to check if they’re available for sponsor opportunities, and then pitch your sponsorship ideas. The more personal you can be in the initial email, the better chance of them accepting your offer.
For example: “We noticed you stream every Tuesday at 12 pm EST sharp! We’d love to sponsor next week’s stream with an exclusive pair of our new, limited-edition sneakers. Are you interested?”
If they don’t get back to you right away, don’t be afraid to follow up. The worst thing they can say is no, and the best-case scenario? You’re their new sponsor for their next live stream!
3. Advertise Sponsorship Opportunities
If you want to attract content creators to your brand, advertise that you’re looking to collaborate.
This can look like a landing page on your website or targeted digital ads within your niche.
You can also try other tactics such as creating a job posting, working with an influence agency, or advertising on social media.
When advertising sponsorship opportunities, be specific about what you’re looking for, so they can easily determine whether or not it’s a good fit.
Don’t forget to include the benefits of working together! It could be special product offers, exclusive deals on sponsor-only products, private events, and more.
Types of Livestream Sponsorships and Picking Which is Right for You
There are many types of livestream sponsorships you can sponsor, from pre-stream sponsorships to livestream shoutouts.
Picking the right sponsorship opportunity for your brand will depend on your budget, target audience, and what you can offer the sponsor.
Here are a few Livestream sponsorship options to consider.
1. Pre-stream Sponsorships
Pre-stream sponsorships mean sponsored content is played before a livestream gets started.
This is a great choice for brands who would like to sponsor a livestream but only have a small budget. Or, brands who are looking to sponsor an event that doesn’t revolve around their product.
Pre-stream placements are often sold in intervals of 5, 10, or 15 seconds, and are mixed into a sizzle reel at the start of a livestream.
Pre-recorded messages from brands or performers can also be included in this content.
The benefit of a pre-stream placement is your brand gets front and center attention right from the start.
However, as with sponsor spots that appear later in a livestream, pre-stream placements can be skipped by viewers if they’re not interested.
You’ll want to make sure you’ve got an engaging message for your target audience and enough budget to ensure it gets seen!
As well, offering incentives for viewers to sign in early can improve your message’s effectiveness.
2. Onscreen Sponsorships
Onscreen sponsorships display an ad in the corner of a display screen while the livestream takes place.
This is a great choice for brands who want front and center attention to their brand for the full duration of the livestream.
Onscreen sponsorships can also be displayed regardless of the content of the livestream. For example, if the streamer is playing a fantasy RPG game and you’re selling cereal, you can still promote your branded logo at the screen’s edge without interrupting the experience.
Sponsorships can also be displayed for a certain period of time, or they may persist throughout the entirety of your livestream. The nature of your onscreen sponsorship will need to be agreed upon with your influencer.
A good tip is to test different types of sponsorship placements so you can see which one your audience responds best to.
Some audiences may respond best to static images that don’t interrupt streaming, while others may enjoy animated GIFs or moving images that are more engaging and interactive.
Your influencer may already have some insights into their audience data and preferences, so be sure to ask their opinion before making any firm decisions.
3. Livestream Shoutouts
Livestream shoutouts happen when an influencer directly speaks about your brand during their stream.
This kind of sponsorship is a great way to engage with the growing ephemeral content crowds on Snapchat, Instagram Live, Twitch, and so on.
In this situation, the streamer usually takes a moment during the stream to talk about your brand.
This can be as easy as saying your brand name, or as complex as longer product promotion.
When using a livestream shoutout, work with your influencer to determine when the best time to shoutout your brand will be.
Improper timing can lose viewer engagement which is bad for both you and your chosen influencer.
Examples of Great Livestream Sponsorships
The best livestream sponsorships combine smart marketing with relevant influencers.
Take this partnership between influencer itsjudytime and Kohl’s, which leveraged Facebook Live to promote the brand’s Black Friday sale. In the video, Judy and her mom go through various Kohl’s sale products, giving kind and quirky reviews for each. For a wholesome brand like Kohl’s, this is a match made in heaven.
Cosmopolitan loves to sponsor livestreaming! For their collaboration with The Hill’s star Lauren Conrad, the brand livestreamed an exclusive AMA with the star, who got to promote her book while engaging Cosmo’s vast audience. Leveraging a known star is a great way to improve the reach of your brand online.
Sponsoring Livestreams Frequently Asked Questions
How much does a sponsor pay a livestreamer?
Sponsorships can range from one cent to $100, depending on your influencer and target market. Using a tool like inSTREAMLY can help automate this process and bring in a fair rate for both the sponsor and influencer.
What are some sponsorship opportunities for livestreams?
Brands that want to sponsor livestreams can engage in pre-stream sponsorships, live shoutouts, onscreen sponsorships post stream messaging, and even branded games.
What are some rules about sponsoring livestreams?
When sponsoring a livestream, be sure to disclose to your audience this is a paid advertisement. As well, try not to interrupt or disturb your influencer’s content with your ad, as this could negatively affect their audience engagement.
How do sponsored streams work?
Sponsored streams add an advertisement to a livestream so a brand can promote its products to the influencer’s audience.
Sponsor Livestreaming Conclusion
Sponsoring a livestream is a great way for a brand to reach new audiences and grow into new markets.
By leveraging already existing and engaged viewers, brands of all sizes can increase their reach and improve sales.
If you haven’t yet dived into the world of sponsored livestreaming, now is your chance!
The market is booming and shows no signs of slowing down.
How have you found success with sponsored livestreams?