Why do Twitch channels fail?
by S4B0T4G3FIRE | September 19, 2019, 8:00 AM EDT
After reading this article, (if you are a broadcaster) it would be helpful if you could fill out this quick survey! It asks you to rate yourself on all of the criteria mentioned in this article. Thank you, everybody! (survey created on June 29th, 2020)
Link to Google Form: https://forms.gle/Zpf3W4TM88SdMsvt7
Becoming “successful” on Twitch is not an easy feat. Though there are many unwritten recipes for success, none of them can guarantee you a future as a full-time content creator. As such, many channels will fail, but why exactly? In this article, I will discuss some major reasons why channels fail, and the steps that you can take to proactively avoid failing.
Disclaimers: Before I begin, I would like to make a few disclaimers just to clarify some things.
- I am probably not in the best position to give broadcasting advice, but I want to help people identify the possible flaws within their channels so they can determine why their channels may not be growing as quickly as they could be.
- “Failure” is relevant to each broadcaster individually. When I use the words, “success” and “failure,” in this article, I mean with respect to the specific goals that broadcasters set for themselves when beginning their careers.
- I mentioned above that no “recipe for success” can guarantee success. This article is no exception to that rule, so do not assume that I intend for this article to be the “be-all-end-all,” perfect way to boost success.
- By no means am I conveying that “failure” is a bad thing. In fact, it is oftentimes crucial to success… but it is obviously not the target that content creators are aiming for.
- While reading this, try to treat it logically and objectively rather than emotionally. That is the best way to understand the advice and make any changes or improvements you see fit.
**Thank you for reading the disclaimers. I hope you enjoy the article!**
The following are some of the major reasons, in no particular order, why Twitch channels fail:
BRANDLESS
Description: Your channel page has little to no evidence at all of you being a broadcaster. This includes the lack of a profile picture, cover photo, biography, and/or Videos On Demand (VODs).
Solution: Make sure people who visit your channel know you are serious about broadcasting. This can be accomplished by having your page well-decorated, well-branded, and informative.
ORDINARY/UNORIGINAL
Description: Your broadcasts are identical to every other within the same category (same content, face cam, title, etc.). Excluding your own unique personality, your broadcasts offer nothing to make viewers more excited to see your content instead of anybody else’s content.
Solution: Differentiate yourself from other broadcasters. Utilize your talents. Maybe even change up your content so it complements your greatest talents. Maybe set aside a day per week to broadcast something different.
Also, be sure to consider how you write your titles. Titles are the best way for viewers to receive information about each of your broadcasts, so put some thought into what you wish to inform passersby to try to lure them into your channel.
NEGATIVE
Description: You say mostly negative, pessimistic things. You feel like you have to incorporate fake positive energy into your personality to make viewers more attracted to your broadcast.
Solution: You do not need to put on an obviously-fake positive act. You just need to be less negative. When something negative, unfair, or frustrating happens during your broadcast, try not to allow your frustrations to inhibit your ability to continue the broadcast, especially if its occurrence was out of your control. Certainly, you can find something else to focus on.
INCONSISTENT
Description: Your broadcasting schedule is unclear to viewers because you either do not have one or you do not abide by it well enough. You might even be promising broadcasts that you know you will be unable to follow through with.
Solution: Even if you are uncertain about when you want to broadcast, just write down a possible schedule. You do not need to stick to it at first, but you must start somewhere. You can easily gain momentum off of it and tweak it until you are satisfied.
On a side note, also avoid promising your viewers “definites.” In other words, if you cancel a broadcast, do not immediately go on to promise your audience that you will “make it up to them” by “streaming longer tomorrow” or “doing a broadcast on one of your days off.” If you fail to deliver, you begin to lose trust. Surely, your supporters should understand, but it still reflects negatively on you and deducts legitimacy from your reputation. It is better to use looser (less literal) wording in the promises you make, or just avoid promises altogether.
PREDICTABLE
Description: Your broadcasts are repetitive, which leads to a quick loss of interest. Viewers have no reason to watch today’s broadcast since they will be able to see the same exact content tomorrow, the next day, and the day after that.
Solution: You can spark some life into your audience by dividing up your broadcasts. Perhaps try to include an intermission where you do something else (“Just Chatting,” “Social Eating,” another game, stretching/exercise, etc.). As mentioned before, maybe even do something else for an entire broadcast at least one day a week, just so your viewers have something different to look forward to.
UNENERGETIC
Description: Your reactions to events (in-game events, new followers, new subscribers, hosts/raids, etc.) are stale and robotic. There are long periods of silence during your broadcasts because either you, the game, or the music are not providing much noise.
Solution: Commentary is crucial, but do it when it makes sense, and then encourage your viewers to continue from there. If there is nothing you have to say at a particular moment, do not force yourself to talk. As mentioned, it will sound stale, robotic, and unnatural. Just try your best to fill any silence with game sounds or music when appropriate.
UNAPPRECIATIVE
Description: You do not express enough thanks for the people who support you as a broadcaster (viewers, Moderators, paid subscribers, etc.).
Solution: Make sure your appreciation reaches its target (be genuine, though, of course). Introduce yourself to viewers visiting from raids and hosts. Tell them what you like to do, and be proud of who you are. Maybe even give them an incentive to stay, such as a raffle for in-chat points that they can use to purchase prizes or something. A simple “thank you” can go a very long way, however.
UNWILLING/UNCOMMITTED/IMPATIENT
Description: You are unwilling to put the required time and effort into your broadcasts to get the results you desire, so you give up very quickly and easily.
Solution: Sometimes, sacrifices are necessary. Spending additional time planning may seem like a waste at first, but each ounce of energy you put into your broadcasts does take you a step, big or small, closer to reaching your goal.
EXCLUSIVE
Description: Your channel only target specific types/ages/sexes/etc. of viewers.
Solution: This may just happen, to no fault of your own. Naturally, the games you play, the words you say, and the times you broadcast at will determine your audience without you actively trying to exclude certain groups of people. If you want to be inclusive of more types of viewers, then consider your content, dress, word choice, etc. If you are okay with the fact that some types of viewers may not be interested in your channel for reasons like these, then that is obviously okay, but be aware of it as a possible factor affecting your viewership.
More importantly, however, make sure your viewers are not actively criticizing or discriminating against the “usual” victims of exclusivity. As unfair as it may seem, you are responsible for the messages your viewers share in chat. Just be aware, and take action when necessary.
After considering all of the above advice…
It may be a good idea to rate your own channel and broadcasts. Consider this: do a quick scavenger hunt on your channel page. Profile picture? Biography? List of content viewers can expect to see? Stream schedule? Social media? Without crowding your page, make sure most (if not all) of these can be found easily by viewers.
Next, go watch one of your past broadcasts, and hypothetically remove yourself from your broadcast. Now, with you out of the picture, would you still watch this broadcast? If not, then your content is not special. You are special, and you are likely the only reason why people are watching your broadcasts…which is fine, but rarely enough for success. You should not expect to succeed when you are the only thing differentiating your broadcasts from others’ broadcasts.
If you think you meet all of the above criteria…
Maybe you are not actually failing yet. Remember that the lack of success (lack of reaching a goal) does not automatically mean failure. Maybe your goals are unrealistic, you have not tried everything yet, or you just require some more time. In many cases, broadcasters simply cannot devote the amount of time, effort, or resources required for success.
Ask yourself the following question: Are you failing because your expectations are too high? Simply put, perhaps you are expecting a 7-out-of-10 experience, but you are only receiving a 3 out of 10. If so, maybe lower your expectations, and aim for that result instead. Then the path to achieving it should become clearer and more obvious.
Also, do not be discouraged by the fact that there are factors outside of your control, including demographics and the time of day that you are able to broadcast at, that contribute to the rate at which your channel grows. This may seem unfair, but there are additional factors, whether they be skills, talents, personalities, or creative ideas, at your disposal that you can utilize to help your channel grow at a more rapid pace, so take full advantage of what you, yourself, are capable of!
Like this article? Perhaps you will like some of my others!
A Thorough Guide to Being a Twitch Moderator
Twitch Users Breed Discrimination
