October 5, 2023
Social Media would not be what it’s today if it were not for content creators. Companies or brands will offer different sponsorships and promotional opportunities through various means. These companies are well aware of the impact of these creators. However, there are a lot of companies out there, so sometimes, it can be a little overwhelming when trying to figure out where to start. I sat down with Twitch Ambassador and Partner AshSaidHi (Ash) and Twitch Partners Amethyst and TkayO for some guidance, and things to avoid regarding sponsorships and promotions. Below are some helpful tips based on their feedback.
Initial Contact
When it comes to sponsorships or promotions, that first impression is vital. However, it’s not always clear where that contact should come from. When asked how she approaches sponsorships/promotions, Ash had this to say, “You want to go out there and be proactive. My way of being proactive is going to any company that I’m interested in and seeing first if they have any newsletters I can sign up for or just any general information.” She continues, “If they have games or release games or products that are relevant to who I am as a content creator, then I know if what we do syncs up. Nothing’s worse than saying you want to work with somebody and then not having anything really be relatable.”
While being proactive is definitely a good way to create that first contact, sometimes the company themselves will make the first move. While this can be a rewarding feeling, there are some things to keep in mind before accepting. First, as Ash stated previously, it’s important to make sure the product you’re sponsoring/promoting aligns with your brand. Falling into the habit of signing up for anything that comes your way could cause your community to lose trust in you. “I understand not wanting to lose out on an opportunity, and success sometimes comes slower if you’re pickier about what to do. But it will come off a lot less like I want to sell you something and more like I really want somebody to connect with this product. That’s because I really want them to enjoy it,” Ash said.
Red Flags
When putting yourself out there, it’s crucial to watch out for red flags, so you don’t get taken advantage of. One thing to check for is if the company has any reviews by doing a quick Google search. Also, if it’s a product you’re promoting, you may want to ask for a free sample. Twitch Partner and Andromeda Arcade team lead, TkayO, states, “I refuse to promote companies that I have no product experience with, especially ones who don’t offer at least a trial period.” Finally, it’s important to know the company you will be working with before making any final commitments.
If the company is reaching out to you first, it’s also important to consider how they approach you. In my chat with Ash, she mentioned an experience that stood out to her. A company reached out to her via Instagram with very colloquial language, offering to send a product in exchange for a review. “It was a humongous red flag. Not only the lack of professionalism, but no compensation for your time or your effort in creating a video.” She recalled an opposite scenario where another company reached out to her, referencing her stream and community. She stated it was more personable and professional; the more an email catered to your brand, the better the first impression.
Ash also said she looks at other creators the company has worked with when looking for new opportunities. In addition, initiatives like StreamElements’ Creator Diversity Program work with nonprofits or help out creators. She stated it’s good to involve yourself with people who are doing good in the community and helping others be their best selves in a professional way.
Social Media
Social Media can be paramount to finding opportunities. Showcasing who you are as a person and brand is an important step. Many companies offering sponsorships/promotions have a social media footprint. It can be easier to spot these opportunities if you have a solid social media presence. For example, the video game curation community known as Wholesome Games is hosting a direct-type event later this year. They sent out several social media posts looking for content creators to co-stream. Ash stated she was following them on social media and saw an open call for this showcase. She filled out the application since it’s the type of content aligned with her brand.
Posts like the one from Wholesome Games come along very frequently. Having a good social media presence will ensure you can fill out as many of these opportunities as possible. It will allow you to reach out to more people and more companies.
You can also search for keywords and follow the community and marketing managers that are putting these opportunities out there, so you can keep track of what is being offered. Use every asset you can. Check out websites like Streamforge to stay in touch with the influencer marketing and content creation industry, and make sure you’re a part of the right communities. Many of these companies have Discords you can join where they share opportunities and great resources for their communities.
Another helpful tip provided by Ash is to consider making a promotional trailer. If you’re a Twitch streamer, you may already know about creating a trailer for your channel, but have you considered using this promotional tool on other social media sites like Twitter, Instagram, or TikTok? You can pin these trailers, so it’s the first thing these companies see when they find your page. This is an excellent way to instantly show off who you’re, what your content is, and what you focus on with all of your social media, website, and email contacts available to them. Having a professional email, website, or some way to get in touch with you is necessary. Otherwise, you’re going to miss out on a lot.
Media Kit
Another helpful tool when searching for opportunities is a media kit. A media kit is a document including your stats, contact information, general content information about you and your stream. In addition, it usually includes partnership activations and provided services (i.e., brand ambassador, sponsored streams, collaborations, charity campaigns, etc.).
Media kits can be a valuable tool to showcase who you are as a creator. The media kit can be posted on your social media, handed out, or emailed upon request. It’s a way for companies to quickly glimpse over assets, and determine whether they want to move forward with a partnership.
Media kits can also be used as part of a package during conventions when you meet sponsors or companies face to face. So you can have something physical to hand them with all your information and leave a lasting impression. Below is an example of a media kit provided by the streamer, Esmeraye:
What are the terms of the sponsorship?
So, you have found a company you think will work well with your brand; what should you look at next? It is important to take a closer look at the company itself before taking that final step. When asked what they look for in a company, Amethyst, Twitch Partner and founder of the Andromeda Arcade stream team, stated she looks for companies with content creators in their best interest. She stated, “Typically, I’ll look for companies that will compensate myself and my team members fairly or provide them with an opportunity that will help grow their channel – whether that be by providing them with a key for a game or giving them the spotlight on a tweet.”
When searching for sponsorships, it can be easy to jump at any opportunity that comes along. Still, you have to remember to take a moment and figure out if the opportunity will benefit both you and the company or only the company. This sentiment was echoed by TkayO, who stated, “If a brand/company asks for collab with me, but that collab requires me to spend money on their product or only benefits the brand – it’s a huge red flag, and I refuse the promotion. The bare minimum a company can do is plan a proper marketing budget. If they can’t do that, they’re either a scam or awful with their finances – two main things I will not promote.”
No matter what opportunity comes along, the first important thing to consider is if it benefits you as the content creator. It is okay to turn down an opportunity if the company is the only one that will benefit from your promotion. Ash had this to say on the topic, “Usually when people reach out to me, the first thing I ask them is if it’s a paid opportunity, and if it’s not a paid opportunity, what is the return on my investment in time? If they’re not willing to compensate me in some way, I’m sorry, but I just don’t have the bandwidth for free work at this moment in my career.”She went on to say that, even if it’s a paid opportunity, it still has to be a game or a product that resonates with her and her community. Next, she also looks at the lead time of the promotion and what they are looking for in the aftermath (i.e., social media posts, analytic reports, etc.).
She then stressed the importance of reading the contracts the company provides, “Anyone who doesn’t [read the contracts] is really playing with fire if they don’t read everything that is being asked of them.” She continued, “You don’t want to be taken advantage of. Do your due diligence and ask a lawyer if you have to. It’s important. You don’t want to set yourself up for failure or put yourself in a contract that’s not going to allow you to work with other people for a certain amount of time.”
Finally, be prepared to negotiate. While it’s a good thing to consider your rates, don’t be afraid to ask for what you think you’re worth. Your rates should be reasonable, but don’t lowball yourself. Ash commented, “Ask for what you think your time is valued at. If you think it’s high, it’s probably not high enough.” She continued, “Don’t be inflexible, don’t be afraid to negotiate, and don’t think just because you negotiate, it’s going to fail.” Negotiations are there to help you and the company compromise, so you can both benefit from the opportunity. Ask them their budget and figure out a way to meet them in the middle. Don’t be afraid to play to your strengths.
Final Advice
When it comes to putting yourself out there for sponsorships/promotions, Ash had this final advice to give, “Be prepared.” Have a media kit readily available with your analytics. Have your social links all in one place, Carrd or Linktree or your own personal website. Be prepared to negotiate, and don’t lowball yourself. Be excited about opportunities, but don’t feel like you have to take the first opportunity you’re presented with. Bring all of your energy and bring all of your professionalism.
With her parting words, Ash expressed the importance of learning business skills. “If you really want to take this from a hobby into a business and be successful monetarily, you have to learn business communication. It will set you apart. Set yourself up for success. Take a business class, take that speech class, do any of those things that will give you that upper hand and show that you’re professional.”