00:15It's kind of like going to the pub. Can you watch a game at home by yourself?
00:19Of course you can, and you'll get some enjoyment out of that.
00:22But you know what's really fun? Watching it with friends.
00:25Watching it with other people who share that same passion or enthusiasm.
00:28And so, you know, the cheers metaphor works really well for people who are, you know, of a certain age, as I myself am.
00:37You know, you want to go to a place where everyone knows your name and either you're doing something unstructured, just kind of chit-chatting about your day.
00:43Or you're really into a game or a team and you just want to be around other people who like that too.
00:50If you're a brand that's new or you're just getting started, I think one of the biggest secrets is be a participant.
00:55You know, learn from, but also contribute to the community at Twitch.
01:01And that can mean not just having your own channel or, you know, having your own sort of like brand, you know, story, whether that's video, whatever the, you know, format is.
01:11But also be in chat.
01:13Go to streamers' channels.
01:15Be a, you know, brand that is recognizing and celebrating the kinds of creators who represent your brand values.
01:22I think that's a really rewarding experience for brands and also tends to remove sort of the hierarchy from the relationship.
01:31And you're merely another person in community who wants to support the streamer and celebrate, you know, the content creator in chat.
01:38There's an example I love, Taco Bell.
01:41So when you're a streamer, often your ambition is, I want to become a partner.
01:44It confers status.
01:46It confers, you know, you get new tools, more opportunities.
01:50You know, you'll attract more brands by having the all-important sort of purple checkmark that comes with becoming a partner on Twitch.
01:57We have traditionally often celebrated that moment of partnering by sending and flooding the chat, so being in the, you know, chat window, with Twitch staffers who are the ones who break the news that they've become partner.
02:13And it's this amazing moment of accomplishment, of course, for the creator.
02:17It's momentous for the people in the community who supported the streamer.
02:20And Taco Bell has been participating in those moments and dropping sort of gift subs, so gift subscriptions to people.
02:29And everyone walks away from that moment really, really psyched that they were there when it happened, but also feeling really positively about, you know, the brand that was there, right, to acknowledge.
