Twitch Kittens significantly grew their streaming community's viewership, social following and revenue opportunities by running two well-executed giveaways using Gleam Competitions.
If you operate a Twitch channel then you know exactly how competitive the online streaming world could be. Finding, engaging and encouraging action from viewers are all challenges that every streamer will constantly face, and if you want to successfully grow your channel and generate revenue, they are challenges that must be overcome.
Putting on a great stream is incredibly important, but that isn't all it takes to find success on Twitch. If you want to grow your channel you will need to take strategic action that will help you generate awareness, increase your viewership and drive powerful actions from your audience.
This is exactly what Twitch Kittens have done by running giveaways that have proven to be highly effective in growing their following and driving revenue.
Twitch Kittens have always maintained ambitious plans for growth and improvement which have required them to find constant ways to grow their following, strengthen their community and bring in revenue through subscriptions, donations and merchandising. This drive for growth is where Gleam came into the picture.
Khaljiit, the founder of Twitch Kittens has had consistent success using Gleam to run giveaways which have generated awareness and incentivised actions that help Twitch Kittens find new followers and grow their community.
Twitch Kittens enjoyed particularly enormous success with their Gleam campaigns when they gave away a DXRacer Gaming Chair and drove over 240,000 actions. They immediately followed up on this success by running another, nearly identical campaign which gave away a custom AKRacing SX Gaming Chair and drove another 240,000 actions.
These giveaways are to celebrate and provide value for our community while bringing in new members to the community in an attractive way.
These giveaways helped Twitch Kittens engage their audience, grow their online following and strengthen their community.
Campaigns like these are a simple but incredibly effective strategy. Participating users could enter the draw to win a top-of-the-line gaming chair by completing various actions which benefited the Twitch Kittens community and several of their members. The more actions users completed, the greater their chance of winning.
The campaigns were primarily focused on growing the Twitch and Twitter followings of Twitch Kittens and their streamers, but many other high-value actions were also included.
Both campaigns had a nearly identical design, except the second campaign devoted more actions to growing their streamers' YouTube and Instagram channels, as well as placed more focus on encouraging the social sharing of the campaign via Retweets and post interaction on Facebook and Instagram.
Focusing the campaigns on growing the Twitch and Twitter followings of Twitch Kittens and their members was a smart move, as these two actions are incredibly important for anyone looking to grow their presence on Twitch.
For Twitch streamers looking to expand their audience and grow their viewership there aren't many more powerful actions you can incentivise than Twitch follows. Driving follows is an outstanding way to encourage both first-time and repeat viewings as well as open the door for future subscriptions, donations and advocacy, making this action incredibly important to the growth of the Twitch Kittens community and the streamers within it.
Twitch Kittens used their giveaways to promote a wide array of their streamers. To allow them to promote as many different streamers as they could without making the campaigns overly cluttered, Twitch Kittens included Twitch Follow actions for different streamers at different points in the giveaway. This gave 14 separate members of the Twitch Kittens community the opportunity to benefit from the campaigns.
Using giveaways to drive Twitter follows is another highly effective tactic you can use to help grow your streaming presence. Maintaining an active presence on Twitter is a terrific way to draw consistent attention to your stream and aid your long-term promotional efforts, and using giveaways to incentivise Twitter follows is a great way to bolster your presence on the platform.
While these two action types were the focal point of the Twitch Kittens campaigns, several other highly effective actions such as joining the Twitch Kittens Discord server, visiting their Patreon page and merchandise store, and subscribing to streamers' YouTube channels were also incentivised.
YouTube has since prohibited incentivising subscriptions with 3rd party apps, but contests can still be used to drive traffic to YouTube channels.
These visit actions played a vital role in the campaigns' success. By getting users to visit their Patreon page and merchandise store Twitch Kittens were able to drive traffic to two of their key revenue sources. This allowed them to further promote their offerings and encourage revenue generation through the purchasing of merchandise and the patronage of their community.
A factor which greatly contributed to the success of the Twitch Kittens giveaway was the highly appealing and targeted prizes they chose. By giving away prizes as valuable as high-end gaming chairs, Twitch Kittens were able to make entry incredibly appealing and encourage entrants to complete as many actions as possible in order to maximise their chances of winning. This proved to be highly effective as the giveaways generated an impressive average of 17 actions per user.
The fact that a gaming chair is highly relevant to Twitch Kittens' target audience also added significant value to the campaign. If the prize was something more generic, Twitch Kittens would run the risk of incentivising actions from irrelevant users who just want to win a prize. However, by offering a prize that is specifically targeted towards the gaming community, Twitch Kittens were able to ensure that the bulk of entrants would be gamers and streaming fans who had high potential of becoming viewers, fans and supporters.
Twitch Kittens sent out promotional Tweets announcing each of their campaigns and had many of their streamers Retweet the posts in order to reach a wider audience and give the campaigns as much exposure as possible.
Social media is often the common thread for Twitch streamers to interact with each other while looking for ways to improve so advertising a giveaway on social media leads to users joining and becoming part of our community.
By using the giveaways to promote streamers from their community Twitch Kittens were able to grow their followings and help strengthen the overall Twitch Kittens Community.
Similarly, by having these same streamers Retweet the giveaways and promote them to their own followers, Twitch Kittens managed to tap into those audiences to cross-pollinate their own following and drive other powerful actions like Patreon and merchandise store visits from targeted users who were already familiar with the Twitch Kittens community or the streamers within it.
We use our network of streamers to also promote the campaign so we not only attract our followers but all of theirs.
In addition to announcing and sharing their campaigns, Twitch Kittens also sent out follow-up Tweets which reminded their followers to enter their giveaways. They even added additional Twitch and Twitter follow actions to the campaigns as they progressed to keep things fresh, encourage the completion of extra actions, and gain exposure from new audiences by incorporating more streamers into the giveaways.
As well promoting the campaigns from within the community, Twitch Kittens also had great success by encouraging their audience to get involved with the promotional efforts. They achieved this by asking users to Retweet their announcement post using the Retweet actions in both giveaways.
Getting users to Retweet the campaign worked terrifically during the first campaign, so Twitch Kittens ramped things up in this department for their follow-up campaign.
In addition to giving users entries for Retweeting the campaign, Twitch Kittens awarded entries to users who Retweeted some of their other promotional material. They also awarded entries to users who viewed certain posts on Facebook and Instagram which promoted the giveaway. They asked users to like and share these posts which helped boost promotional efforts on these platforms, however, liking and sharing was not mandatory for entry.
We use the users that enter to promote it through their own social media.
The giveaways had an impressive average conversion rate of 26% and were able to drive 17 actions from every user, highlighting how well Twitch Kittens were able to engage their audience with their Gleam giveaways.
Take a look at the results achieved by the first of Twitch Kittens' two giveaways:
Looking at the giveaway results you'll notice that the campaign enjoyed a huge boom in impressions and actions on the 6th of July. This spike was most likely caused by a combination of the campaign naturally gaining traction over time and a highly influential figure within the streaming community entering the giveaway and Retweeting it to their large following. This just goes to show the huge value that influencers have to offer.
I assume someone with a large following entered the giveaway and Retweeted it, many of us in the streaming industry are close and support each other with things like this! I have noticed that if someone like Dr Lupo even comments on a post of mine the engagement sky rockets, so if someone his size entered a giveaway it would cause something similar.
By the time the second campaign rolled around Twitch Kittens were able to drive much more consistent impressions and actions, bringing in a steady amount of users for the entire duration of the giveaway. This improvement can be largely attributed to their extra focus on encouraging Retweets and other forms of social sharing, as well as the additional effort that Twitch Kittens, their streamers and their partners put into promoting the campaign across a variety of social media platforms.
By driving all of these actions with their giveaways, Twitch Kittens were able to amass great value for their community and the streamers within it.
The giveaways attracted an average of 7,265 new Twitch followers for 14 different streamers for a total of 101,718 new followers in the Twitch Kittens community. The campaign also brought in 113,747 new Twitter followers across 9 different accounts for an average of 12,640 new followers per promoted account. Khaljiit was even able to personally attract 282 paying Twitch subscribers and over 13,700 new YouTube subscribers with the campaigns.
In addition to greatly expanding their following, Twitch Kittens were also able to drive other highly powerful actions including 8,000+ new email subscribers, 7,500+ new Discord server members and 16,000+ visits to both their Patreon page and merchandise store which helped drive some significant revenue.
The results have been great, our social media and discord has really blown up in a positive way, and we have gained a lot of new members.
Take a look at the actions driven by each giveaway to see just how powerful these campaigns were.
You may notice that some actions have been deleted. This is because Twitch Kittens wanted to promote a variety of their streamers without cluttering the giveaway with too many actions at any given time, so they changed which channels were being promoted throughout the duration of the campaign, deleting each action once it had run its course.
All of these actions, particularly the Twitch follow actions have had an immediate powerful impact on the growth of the Twitch Kittens community. The awareness generated by the giveaways have lead to an uptick in viewership and engagement for Twitch Kittens streamers, and the hordes of new Twitch and Twitter followers will allow Twitch Kittens to retain these new viewers and continue to attract and engage fans into the future.
[The campaigns] ended up giving me higher viewer engagement and more people chatted in my streams than normal. I can confidently say that most people experience higher average viewers with successful Gleam giveaways.
Our Patreon went up over 300% in that month. The merch store saw an increase of something closer to 40%.
This huge increase in revenue just goes to show how effective giveaways can be at driving action, as just by asking users to visit their Patreon page and merchandise store Twitch Kittens were able to engage users and drive significant revenue growth.