How to Get Sponsored on Twitch (Brand Deal Guide)

By thunderroad

August 16, 2021

A lot of new streamers on the Twitch platform think that the key to success is to just draw the most eyeballs. In their minds, the more, the better.

But what if I told you that you don’t have to get a massive audience for your stream to earn a full-time living?

Whether you define full-time income as $60,000 a year or even $160,000 a year, you can build quite a comfortable income if you believe in “multi-sourcing” your income streams. Think in terms of multiple income streams from many different levels of your content—and different sections of your target market—and you will be okay.

female streamer at desk

A little bit of monetization strategy, in the beginning, can go a long way! And a brand sponsorship can lead to many other sponsorship opportunities in the future.

Unfortunately, a lot of streamers just jump into Twitch with absolutely no clue as to how they're going to make money. They think that they just need to play the game really well, interact well with their audience, and somehow, everything will fall into place, and they will get a full-time income.

If only things were that easy! In fact, when it comes to Twitch, the old saying, “If you fail to plan, you're really planning to fail,” is very applicable.

You have to understand that it’s very easy to burn out. And until and unless you have a solid monetization plan coming in, eventually, you're just going to run out of steam.

You turn on your rig, start streaming—playing a video game that you may not care for all that much—and you get depressed when you see that only a few people are watching you. And—among those—most, if not all, of them couldn't be bothered to tip you!

twitch streamer angry

You don’t want to find yourself in this situation. This is why it’s a good idea to start thinking about how to get brand deals on day one.

That's right; if you plan to become some sort of big-time, big-brand game streamer, influencer, or personality on Twitch, you have to start thinking about brands.

I'm not just talking about figuring out how to get brand deals with manufacturers, distributors, and whatnot. I'm talking about your own personal brand.

This advice actually applies across the board! It doesn’t matter if you think of yourself as some sort of influencer on Instagram, a game streamer on Twitch, a YouTuber, or even a blogger. You have to think in terms of brands.

streamer sitting at desk

Tap the Power of Branding

I'm sorry to be the one to break this to you, but you won't be able to figure out how to get brand deals and execute your plan if you don’t have a brand to bring to the table.

What is the manufacturer or distributor going to partner with?

They're not going to partner with a commodity. They're not going to give you the time of day if you're just another face in the digital crowd.

Unfortunately, that's the kind of reality you're going to have to work with in the beginning.

You have to distinguish yourself. You have to stand out from the crowd. You have to rise above. And, unfortunately, unless and until you start thinking of yourself as a brand, you're going to be a commodity.

Robert Kiyosaki, the author of Rich Dad Poor Dad, said that if you're not a brand, you're a commodity.

Now, a lot of people just brush this off, but they do so at their peril. Why?

When you're a commodity, the only way you can compete is on price or volume. So on Twitch, if you think that what you're doing is just something that anybody off the street could do, good luck!

You're going to be playing a game that everybody else plays. You're going to be playing it the same way as everybody else. And your personality is basically just going to bleed into the background.

In other words, your stuff is generic, bland, and all too forgettable. Do you think you're going to build a massive following? Think again. What are those people being loyal to?

Let’s put it this way: if they can get from you the same kind of experience they can get elsewhere, why would they even bother with you in the first place? They can probably get that experience from somebody they already know.

There's nothing separating you from the rest of the digital crowd. Again, you are another face in the crowd. You are a commodity.

So think in terms of brand.

streamer taking selfie

Establishing Your Brand

You may be asking yourself, “Well, I just play video games for a living. I show people the things that I love to do. How do I stand out?”

You already answered your question. You are doing things that you like to do—so you talk the same way to your stream as to your friends!

Now, keep in mind that it doesn’t matter what you look like. It doesn’t matter what your voice sounds like. You may have some sort of verbal tick or even a facial tick. You may look cross-eyed, you might tend to pick your nose, or you look like you haven't showered in a while. It doesn’t matter; just be yourself.

The great thing about Twitch is that, eventually, you will attract people who like you for being you.

The worst thing that you could do—and, let me tell you, this is the cardinal sin of most streamers—is to think that you have to live up to some sort of golden standard. When you do that, you are trying to pretend to be somebody you're not. That is going to be fatal for your career as a streamer.

Be who you are. There's no need to fake it until you make it. That's how you establish a brand. You are who you are.

There are no apologies needed, nor are there excuses that you need to roll out. You just are who you are, and your whole attitude should be “take me or leave me!” This is the complete deal.

And, guess what? If people can sense that you have embraced yourself fully—warts and all, mistakes and all—your following will increase. Why?

They can see your confidence.

You see, in our day and age, the idea of being a confident person is poisoned by Hollywood. When you think about a confident person, you see this person just destroying the bad guys, stepping up and making things happen, building massive empires, and all that. That's a stereotype!

A confident person, ultimately, is somebody who accepts himself or herself 100%—no questions asked.

This doesn’t mean that this person doesn’t strive to become a better person—like becoming a better father, a better son, a better member of the community. But there's a sense of acceptance there.

When people detect this, they can't let go because that's what they need.

We live in a world where there are so many people and so many institutions telling us that we have to be something else, so we can be worthy.

Can you imagine how people react, deep down inside, when they see somebody who's actually comfortable in their skin, who has accepted themselves on many deep levels?

It’s like seeing a long-lost brother! You can't help but just rush to that person and wrap your arms around that person because you've been starving for their presence.

That's the impact self-acceptance, self-love, and self-respect bring to the table. That should be your brand! We can't have any genuine discussion of how to get brand deals unless you bring a solid brand to the table.

And when it comes to Twitch, it’s all about authenticity.

Another important thing to think about is investing in equipment for your Twitch streams. The companies that you want to work with care about quality, and if you look or sound unprofessional, they won't want to work with you. For example, you might want to invest in a good audio mixer to help with sound quality.

man playing a fps game

How to Get Brand Deals

Brand deals, at the most basic, are partnerships between brands and creators. These brands may be managed by distributors or even manufacturers themselves.

When you strike a deal with a brand, they're basically going to sponsor your content. These are called brand sponsorships.

Your content can be exactly what you're doing. In other words, the only difference between sponsored content and non-sponsored content is there's no logo as you stream the game and do your thing.

But sometimes, they would ask you to talk about certain things or mention their brand. If you're uncomfortable with these extra steps, then you might want to raise that up as you try to get a brand deal going.

But keep in mind that, in certain brand content deals, you might need to go out of your way to raise the brand or feature the mark of the company that you are promoting.

Make no mistake; this is a form of promotion, so make sure that you figure out how to do brand deals with sponsors that would enhance your brand. If you don’t completely believe in their product or service, you're free to let them go. There are many other opportunities out there.

You have to understand that your brand depends on your sincerity and authenticity.

If it becomes painfully obvious that you're just in it for the money, you're going to lose your community. It may not happen overnight, but—like a slow train wreck—you’re definitely going to feel it.

So focus on the number one brand that you're trying to protect, which is yourself. Make sure that when you're figuring out how to get brand deals, the sponsorships you end up with improve or enhance your brand.

What Are the Benefits of Sponsored Brand Deals

First of all, you get a new source of revenue. In many cases, it’s going to be way more money than you could've earned on stream organically.

Also, depending on the brand that you are promoting, you might get access to their product line!

Can you imagine being sponsored by a gaming laptop company? That would be awesome because you get a new laptop every quarter as they release one line after another! These gaming laptops are not cheap, as you probably already know.

If you are sponsored by a software or game company, you get access to content! Usually, these are fully unlocked content, so you can access all the areas of the game.

On the other hand, if you are sponsored by a personal products company, you get free personal care products, accessories, or even fashion items like shoes and clothing.

The possibilities are endless!

The best part to all of this is that when one door of branding opportunity opens, it usually leads to many other open doors. Think about it: if a footwear company sponsors you, their competitors sit up and pay attention!

If it turns out that your audience is exactly the kind of audience they're trying to reach, you best believe that there's probably going to be a bidding war over your sponsorship.

streamer with headphone brand holding cat

You Have to Make the First Move

Here’s the hard part: when you try to figure out how to get brand deals, the toughest part is the first move. You're going to have to make it.

You have to figure out your demographics and your consistent audience. I'm not talking about your theoretical audience—these are people who show up from time to time. I'm talking about your real audience—these are people who show up every single time you stream.

Once you have this information, you reach out to brands that already sponsor your competitors. These are competitors that cater to the same audience that you have. This way, you let your competitors do your homework for you; you're not starting from scratch.

The problem with just going with raw demographic info to go out there and try to round up a branding deal is that people don’t know you. You might be barking up the wrong tree.

When you start with your competitors’ existing sponsors, you might have to take less money upfront. But once you demonstrate to them that your audience is actually their target audience, and they start generating the kind of results that they're looking for, don’t be all that surprised if they offer you better sponsorship packages and other companies start chasing after you.

You just have to get your foot in the door, and the best way to do this is to reverse-engineer your competitors.

Another way of getting the right corporate attention is to attend events. There are many streamer events; a lot of them are online events.

Be active in those events. Go to every single one. Also, be active on the social media accounts of many brands and see who notices you. Eventually, you'll get an invitation; then, you can visit their office and make a pitch.

Please understand that, just like with anything else, it’s the first few times that hurt. You don’t know exactly what you're doing, and you're prone to make mistakes, but the moment you land that first big contract, you will end up triggering a landslide. Why?

If your audience is the correct audience for these sponsors, they're going to start chasing you. You start building a portfolio of successful campaigns.

And, before you know it, you're probably not going to have to lift a finger to get your next sponsorship. In many cases, you might be backlogged because every single day you're streaming will be sponsored by a different company. Sounds awesome, right?

Good! Get going on that by figuring out how to get brand deals and start knocking on digital doors.

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