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1 December 2024
Crafts 4.0: Live streaming is currently one of the hottest social media trends. Portals like Twitch.tv offer completely new opportunities to attract customers, skilled workers, and trainees. How do you get started?
Live streaming platforms are currently experiencing rapid growth : According to Statista.de, market leader Twitch alone achieved around 1,1 billion visits worldwide in September 2024. The free platform is also attracting more and more viewers in Germany: More than four million people in Germany watch Twitch streaming channels every month . This is a finding of the "Online Video Monitor 2023" by the State Institute for Communication Baden-Württemberg and the Bavarian State Center for New Media. The trend is continuing to rise. Viewers are predominantly young: 50 percent are between 18 and 34 years old, and more than 20 percent are between 13 and 17. The average usage time per person is 97 hours per month.
But what exactly is Twitch? And how does it work? The most distinctive feature of this streaming platform is that there are no pre-produced videos – like on YouTube – but everything happens live in front of the camera. The second unique feature is that the audience can interact with the people on camera. For this purpose, there's a chat window visible to all viewers. As soon as comments or questions are typed in, the channel owner can respond – not only via chat, but also via microphone, so all viewers can hear. 50 percent of viewers are between 18 and 34 years old.
This simple principle offers businesses entirely new potential for targeted marketing measures . Over time, a loyal community develops on every Twitch channel, regularly watching content and interacting with the tradesperson on camera. Simultaneously, potential customers, skilled workers, and apprentices become aware of the business . In this way, businesses have the opportunity to showcase their craft in real time and build a close, long-term relationship with their viewers.
Twitch began in 2011 as a platform for live streaming video games . Today, the social network extends far beyond the gaming community: So-called IRL channels ("In Real Life"), where people present themselves in real life, are particularly popular . Already participating are tradespeople who can be watched live at work in their bakeries or workshops. They interact with viewers, answer questions, or showcase new products.
Operations management
Operations management
Operations management
Getting started as a Twitch streamer is easy: Anyone aged 13 and up can join and open their own channel for free . All you need is streaming software, a PC with a webcam and microphone, or alternatively, a smartphone with a good-quality camera. Those who don't want to pay can use the entire Twitch service for free : The platform is financed through advertisements that are shown before and during live streams. If you don't want to see ads, you can subscribe to Twitch for €11,99 per month . The subscription also has an advantage for active streamers: It allows you to save your own broadcasts in the channel archive for up to 60 days, instead of just 14.
Anyone starting out on Twitch should be patient, especially at the beginning – building a successful streaming channel takes time. But the effort can pay off : Regular live streams allow viewers to get to know the business and its employees better, thus increasing customer loyalty . Tradespeople gain the interest and trust of viewers primarily through an authentic, genuine presentation . When businesses present their daily operations, projects, and challenges unfiltered in live streams , potential customers also gain direct insight into the company's quality and professionalism.
But Twitch also offers interesting opportunities when it comes to recruiting skilled workersBy streaming training content and real projects, tradespeople can give prospective customers a realistic insight into their everyday working lives. This not only helps inspire young people to pursue a career in the trades, but also appeals to skilled workers currently seeking employment. Tech-savvy companies that use the medium "Use live streaming strategically in this way, can thus achieve noticeable competitive advantages in the long term.
34 years old.
Workshop tours
Take viewers into exciting working environments and introduce employees, trainees, machines and tools.
Live demonstrations
Show craft work step by step – with interesting explanations.
product presentations
Present new tools, materials, products or services – and answer questions from the audience.
Tutorials
Provide instructions for products you sell or for projects where your craft business is an important part of the solution.
Question and answer sessions
Let viewers ask questions about specific topics, which you answer live.
Everyday life as a trainee
Trainees are often enthusiastic when they can present their own daily work routine, experiences and learning progress in front of the camera.
Project diaries
Regularly document project progress in the live stream and explain any special challenges.
Reference projects
Show the most exciting and beautiful projects live and on site.
Events
Plan regular events to engage your community and get to know them better (e.g., competitions, challenges, or meetups).
Successful Streaming - How to Get Started on Twitch
SET GOALS
What do you want to achieve with Twitch (retain customers, find customers, inspire skilled workers or trainees for your company)?
create conditions
Does your company have the necessary hardware, such as a camera, microphone, lighting, and a stable internet connection? You'll also need streaming software, such as OBSproject.com or Streamlabs.com (both free).
Set up a Twitch account
Create a Twitch account and set up a compelling profile, including your logo, key keywords, and information about your business.
Plan content
What content do you want to use to convince your target audience? Can you involve partners or suppliers for specific topics to increase reach?
Set appointments
Regular streaming dates and a topic schedule help build and maintain a loyal audience. Streams shouldn't be too short: To give many viewers a chance to find your stream, you shouldn't go under two hours, especially in the beginning.
Promote channel
Link to and promote your Twitch channel, on Twitter, Facebook, your homepage, in email signatures, newsletters, and/or on business cards. Occasional collaborations with other streamers or influencers also promise greater reach.
Promote interaction
Interact with viewers on Twitch, for example, by answering questions, voting live, involving viewers in decisions (like topic requests for future streams), or asking for feedback.
Make money
Twitch streams can also generate revenue. The prerequisites: 50 followers and more than eight hours of streaming on seven different days – with an average of three viewers. Only then can you receive advertising and the option to offer paid subscriptions to your channel (with a 50 percent payout). Other options include viewer donations or the sale of merchandise.
Conduct analyses
Regularly analyze viewership and engagement levels to find out which topics and content your target audience is interested in. Use these insights to further improve the quality and frequency of your streams.
Recycle content
Use Twitch streams specifically for secondary uses, such as edited Twitch clips for YouTube, your own website, or internal training. You can also allow viewers to share your Twitch clips on TikTok and YouTube channels with one click.
Observe laws
Please consider applicable laws such as the GDPR, copyright law and the Telemedia Act in all online activities.
Twitch name: knuust_de
The Kiel-based bakery Knuust has been streaming live from its bakery regularly since 2019 – usually between 22 p.m. and 6 a.m.
Twitch name: SiggiHoffmann
Master carpenter and wood technician Siggi Hoffmann from Dätgen can be seen at work on his Twitch channel.
Twitch name: schleiferei_schulz
Master craftsman Sascha Schulz from Bredstedt presents himself with his sharpening service and as a "cutting tool supplier for quality lovers."
Twitch name: KFZRETTUNG
The Falkensee-based master automotive workshop offers viewers live streams directly from the workshop. They also occasionally offer interesting challenges.
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