The Spielwarenmesse will finally take place live in Nuremberg again this year! From 1 to 5 February 2023, you can be there in person when 18 speakers give a total of 21 interesting presentations on trends, digitalisation and other hot topics for 2023 in the Toy Business Forum. Patrick Klingberg’s presentation "Live is live!" is scheduled for 3 February 2023.

Patrick Klingberg is a digital architect. What exactly does this mean? Every day, we see lots of different advertising formats across various platforms. But which companies actually stick in our head? Patrick Klingberg’s mission is to create online marketing that really wows people.

On the Twitch streaming platform, the expert uses a form of marketing that is becoming increasingly popular with the younger generation in particular: live formats. As a digital host, he takes questions from viewers and provides interesting tips and insights in his weekly show "#OnlineMarketing am Morgen" (online marketing in the morning).

Ultimately, the live format achieves something that social media struggles with these days: attracting attention. And that’s precisely what most companies need.

What role does Twitch play for companies nowadays?

For a long time, the Twitch target market was almost exclusively limited to the gaming arena. That has now changed, however, and the streaming platform is becoming increasingly interesting for other sectors and companies as well, such as e-commerce. Retailers can demo their new products there or unbox and try out toys live with viewers. 

The big advantage of Twitch is the sense of connection between viewers and their favourite live streamers. Many viewers support streamers through paid subscriptions, so it makes sense to assume that they are very open to buying what is recommended.

All in all, there are big opportunities on Twitch, but the potential has not yet been fully tapped. Take, for example, a type of influencer marketing that involves companies cooperating with streamers who shop live online from them.

Tips for getting started with live formats

It can be hard to make a start and companies often find it challenging to include live formats in their online marketing. In his presentation, Patrick Klingberg will provide helpful tips on getting started.

One important piece of advice is to find and create your own format. Live streams are not for the faint-hearted! To have confidence in their approach, companies have to feel the format is right for them. Only then will they wow viewers and attract attention in a really effective way. 

Different formats can be used, from regular Q&A sessions to product demos or even a company presentation. If you can find your own format and position yourself as an expert in your topic, then you’ll gradually find a really supportive target group.

About the Author:

BASIC thinking is an online magazine and is one of the widest reaching tech platforms in German-speaking countries. The magazine reports about social media, marketing, and business topics daily.