Social Media Marketing For Streamers – An Ultimate Guide

Published by Emergence on

Reading Time: 12 minutes

Promoting your Twitch channel is one of the biggest challenges a streamer can face and one that many get wrong. However, it isn’t impossible and in most cases, just getting started and talking to people is the best way to see success.

I’ve worked in social media for charities and businesses for over 6 years and was one of those people who meticulously crafted their song choice on MySpace, posted terrible selfies on Facebook, signed up for Instagram the day it was released on Android and was making awkward YouTube videos in 2008…

Let’s run through all the social media channels you should be focusing on (in order):

  • Instagram
  • Twitter
  • YouTube (coming soon)
  • Discord (coming soon)
  • Facebook (coming soon)

Some others that you may find useful:

  • Snapchat – exclusive behind-the-scenes content for your viewers
  • Pinterest – do you create anything visual on your channel? Share it on Pinterest!
  • SoundCloud – do you create anything audio on your channel? Use SoundCloud to share it further
  • Quora – are you a gaming education channel? Why not teach people using your typing skills & words rather than your voice?
  • Anchor – want to start a podcast? Anchor is the easiest and best way to create an audio show straight through your phone!

There are many, many more social media channels you could see success on depending on your skill-set and where your audience spends their time.

Let’s get started!

Promoting Your Twitch Stream on Instagram

How do you promote your stream on Instagram? Our complete guide runs through who is currently doing it well, how you should be promoting yourself and some ideas to use on Instagram and Instagram Stories.

If you a Twitch streamer who loves Instagram and is already active, then it makes complete sense for you to focus your time on it.

Read the rest of our Twitch marketing guides:

Who is doing it well already?

Before we talk about what you could be doing, let’s look at what others are doing. The below list is not for you to compare and copy, but to highlight what is already working well for popular streamers. Never let their popularity paralyse your creativity because you feel like you can never be bigger.

All streamers started off with no viewers, they all spent years working hard to find their niche, their audience and ultimately their success.

1. Lirik

Lirik is using Instagram for mostly cat pictures, these photos are high-quality and follow a consistent ‘theme’.

2. Ninja

Ninja is one of the largest streamers on Instagram, and although he mostly posts short gaming clips from his streamers (Fortnite and more Fortnite), he also throws in some personality posts with his dog (awhhhh) and daily activities outside of his stream.

Showing off your IRL life is important for viewers getting to know who you are behind the screen, and allows viewers to understand the different things you enjoy.

3. Allie Strasza

Some streamers are also competitive players and travel the world playing in tournaments, in Allie’s case this means she can utilise it and get some stunning photographs from different locations!

4. Pokimane

Full of personality with portrait photos and selfies, Pokemane’s Instagram channel is a colourful place that ties in with her on-stream nature.

Pokemane also uses her Instagram as a place where she can promote her clothing merchandise!

If we are honest, not many of them are doing anything super special, Lirik posts pictures of cats, Ninja is posting short videos of Fortnite and personal posts, while Allie and Pokemane are utilising great portrait photography and selfies…

So, how do you stand out? Do you do something different? Something similar but better? There are always opportunities and gaps.

What content to post on Instagram

Are you showing cool or funny video clips from your Stream? Taking amazing pictures of your setup? How about trying to film your mouse/keyboard while you play a game? (yeah I’m not sure how you’d do that either…). But get creative!

There are a million things you could be taking a photo of, or filming… you just need to think outside the box, and tie it into what you normally do on your stream!

Storytelling is the what content creators are all about, so finding ways to tell ‘stories’ through your Instagram posts is worth considering. Don’t neglect writing long descriptions on each post if appropriate!


Instagram is all about hashtags — worth trying a few new ones! (and not always the popular ones too). Be sure to look into hashtags for the specific games that you stream too!

Some useful tools to find relevant hashtags include:

Finding your niche

When I started the Emergence, I was trying to find the best, written content for Twitch streamers to learn more about getting started and growing their audiences – but there was nothing that gave streamers the full picture. While there were some fantastic guides on YouTube and articles, nothing had fully gone through every single question a streamer may have.

I believe there are three ways to find your niche:

Who are you?

Be yourself. Yes, you can fake a character or a personality but it will never truly be you and never be authentic. Being yourself has an added advantage in that it is a niche itself. Nobody is you, nobody can do the things you do, the way you do them, and nobody can think of things the way you do. Be yourself.

Research everything

Read, watch, listen to everything that you are interested in. In this case, watch a ridiculous amount of Twitch streamers to understand what ‘niche’ they are working on, see which streamers are standing out on Twitter, on YouTube and in press. Critically think while you watch then, what made that funny? What is their branding like? What makes them stand out from the other people on Twitch? How do they run their social media accounts?

Where are the gaps? Is there a streamer who speed-runs Diabo? Is there a creator who paints while they play Sims? Is there a hilarious streamer playing Battlefront 1? There are always going to be gaps, and there are always going to be ways to stand out by doing something better. There are thousands of PUBG streamers coming top 50 every game, but do you win nearly every game? That is a niche in itself.

Test it!

You can only find out if all your ideas, your personality and your research was right.

Once you’ve found your niche, you’ve got to keep it super consistent. There is no point in finding the perfect place for you on Twitch, and then the next day doing something completely different.

You’ll find ways to naturally expand once you’ve ‘won’ your area, so, for now, focus on that and try every way to stand out.

I was talking to upcoming streamer ThisIsFoobar about his two passions, for him they were Destiny 2 and Golf. I’m sure there are thousands of Destiny players and potential viewers who love golf… so he should focus on making the best of that content and utilising the right hashtags, engaging with the right people and being consistent with it. Then all it takes is hard work and patience.

Although it’s nothing to do with Instagram, there is a streamer called Fruitbats who is an expert on… you guessed it, fruit bats! Viewers come into his stream and talk about bats with him!

Engaging with other people

This is simply a case of being nice and friendly to those who make content like you do. For example, you find another streamer doing the same thing as you — they are not competition — they are a potential friend who may be up for collaborating and playing games with you!

In ThisIsFoobar’s case, he should follow all the Xbox Destiny 2 players on Instagram and engage with them. Watch what they are doing, do it better or do it differently!

And if he doesn’t find any Xbox Destiny players on Instagram… Sounds like there is space for one!


  • Follow relevant people whose content you actually like seeing
  • Leave thoughtful, interesting comments on their Instagram posts
  • Watch their stories — they’ll see you becoming a loyal ‘viewer’ and wonder who you are and why


  • Don’t just spam follow and unfollow
  • Don’t leave comments on all their videos saying “this is cool” — you sound like a really boring robot
  • Don’t slide into their DMs asking for them to follow you, watch you or play with you

Instagram Stories

We can’t talk about Instagram without asking the question, are you using Instagram stories?

With over 300 million daily active users, Instagram Stories are a popular way for people to show off the less edited, more behind-the-scenes photos and videos throughout their day. Pictures are either taken from within the app or imported from your camera roll. They last 24 hours before disappearing so consider how they can be used for limited time events (such as going live pictures/videos).

Instagram Story ideas for streamers:

  • Why not do a short video tour of your setup, showing what you use and how you use it
  • Announce you are going live and what you are going to be playing that day
  • Q&A’s from your viewers
  • Review the latest game you are playing
  • Talk about what got you into gaming or streaming
  • Use the poll functionality
  • Reminisce about old games
  • Use any IRL events as an opportunity to create loads of Stories
  • Give a shoutout to other streamers and gamers you love
  • What are your other passions? TV shows? Films? Music? Dancing Cooking? Share it with your viewers!
  • Use the stickers and GIFs to liven up your photos
  • Don’t forget to use the Story Highlight feature, where they’ll live forever on your profile! Group these into separate ‘themes’.


Instagram has opened a vertical video channel where anybody with an Instagram account can publish videos up to 10 minutes long (large creators can post up to 60 minutes). Videos are currently not able to be recorded live, and I can imagine IGTV videos to be a mix between the polished Instagram news feed and the less-polished Instagram Stories.

Although vertical video is not everybody’s favourite thing — I’m intrigued to see how users creatively use it to create videos in a mobile-first format.

Taken from:

IGTV videos can be found on a separate app or within the main Instagram app. You can learn more about IGTV here.

Promoting Your Twitch Stream on Twitter

How do you promote your stream on Twitter? This guide runs through setting up your Twitter channel, how you should be promoting yourself on Twitter and some ideas to use across Twitter Video and Periscope.

If you a Twitch streamer who loves Twitter and is already active on it, then it makes complete sense for you to focus your time on it.

Your profile

What should your Twitter profile look like? Firstly consider your profile image and cover image. These should be consistent with one another in their ‘theme’ and colour, and either display cool branding, important information (such as your schedule and times) or your mission (such as the below example from Canva).

How big should these be?

  • Profile image — 400px by 400px
  • Cover image — 1500px by 500px


Your bio is limited to 160 characters and should be something that goes with your overall brand. Are you a funny character, then make sure it is something funny.

Website link

Link to the most important place for you online — be it your Twitch channel, website, Instagram or merchandise shop.

Oh and don’t link to anything like your donation page…

Theme colour

Simply put, make sure this is the same colour as your existing branding across other social media channels and your Twitch. You can pick one of the set colours or enter your own custom colour.

Pinned tweet

The final option is… your pinned tweet. This is a tweet you feel truly represents and shares the content you make. Maybe it’s a further explanation of who you are, your Twitch schedule, some fantastic content that acts as a strong introduction or maybe just something that went viral once and resonated strongly with people.

Your Tweets

Twitter Tweets are 280 characters in length, can link to URLs such as live videos, website articles and your Twitch channel and can also be video, photos or GIFs. Now we’ve got the simple part out of the way… what do you tweet about?

I’ve always considered Twitter as a real-life party, everyone is talking to one another, sharing things or making their own statements. Who are you going to listen to, and who are you going to ignore?

The person you are going to engage with is the one talking about interesting things, asking open-ended questions or providing value to you — so make sure that engaging person is you!

You’re going to ignore the person who is constantly talking about their stream, their content and basically just screaming “LOOK AT ME”

Meme-culture is popular throughout the internet, but with Twitter’s inherent viral-ness build in, use your photoshop, video editing skills or pop-culture gaming knowledge to create a short piece of content (text, image or video) that users will find hilarious.

Gary Vaynerchuk gets it right with his “Jab, Jab, Jab, Right Hook” strategy. You want to provide value, entertain, educate, provide more value, then 💥boom💥, here’s content or here’s something to sell. How many times do you jab? Personally, I don’t believe there is a set number of ways to ‘jab’ your audience — this will depend on your tone of voice, your genre, demographic and knowledge of your audience’s patience.

Social media is not a way to promote your stuff, it’s a conversation and a way to tell your story. If your story ultimate helps to promote your content… then it’s a good story.

Twitter Video

Because Twitter is such a fast-moving platform, these videos need to be short. Consider something under 90 seconds. (of course, rules are made to be broken, so test something longer, and test something shorter to see whether your audience engages more with it!).

Twitter’s videos are auto-playing, so you want something that will grab their attention straight away as they scroll quickly through the newsfeed. Consider colour, thumbnails and the copy you could put with the video.

With the fast-paced nature of Twitter, comes with important of the time of day. Consider what your audience is possibly doing when you are posting tweets (or scheduling them in advance). Twitch streamers have an advantage in that they can get to know their viewers — so understanding their daily life habits, when they are online, their age and their nationality will be crucial in understanding when to post something.

For example, in the morning they are likely catching up on yesterdays’ news, looking for something to entertain or motivate them on the commute (and help wake them up). Throughout the day they likely have less time to watch longer videos as they’ll be at work, so shorter videos posted around lunchtime or during typical break times will do well.

In the evening’s people are relaxing and looking to switch off — so consider the habits many of your viewers will have during this time. The below screenshot from Twitter themselves gives some fantastic ideas for anyone thinking about this.

Twitter themselves recommend creating tutorials and making sure every video has a story to tell. Keep this in mind if you are creating simple highlight reels from your Twitch content.

  • Does it tell a story?
  • Does it entertain, inspire or motivate the viewer?
  • Does it educate them in some way?

We are hardwired to want to find value in what we do, whether it is education or just escapism, it needs to do something more than just be a showcase of them (probably only for them).

Who is doing it well already?

While we’ve talked about what you could be doing, we could look at what others are doing that work brilliantly on Twitter… but you should never compare or copy what somebody else does.

Happiness equals reality minus expectation — Tom Magliozzi

Other streamer’s success should only highlight what is already working well for them on Twitter. Never let somebody else’s popularity paralyse your creativity because you feel like you can never be bigger. We live in a world where the opportunity is endless.

All streamers started off with no viewers, they all spent years working hard to find their niche, their audience and ultimately their success. For example, how did Ninja become famous?

Coming soon

I’m going to continue to add to this guide with additional guides on Facebook, YouTube and Discord.

The Emergence

You can find more of what we do here:

Categories: Social Media

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