As communication consultants, one of the first measures we recommend to companies that trust our services is to have spokespeople prepared to disseminate the brand’s messages. Thanks to digitalisation, there are now increasingly more platforms on which to communicate, a spokesperson has to be even more versatile to adapt to all media, even less traditional ones.
For this reason, brand representatives must be prepared to communicate on platforms such as TikTok and Twitch. But will media training be the same for these new platforms?
New platforms, new audiences?
Twitch started its success among the gamer community, but we are increasingly seeing more diverse content. According to a Twitch Revenue and Usage Statistics study (2022), 73% of Twitch’s audience are users between 16 and 34 years old, which makes it a powerful tool if the brand takes this audience into account.
TikTok is not far behind. Users aged between 45 and 54 now represent 19% of the social network’s users according to a Rebold study, which means that almost 40% of its users are now over 30 years old, according to App Ape.
We have seen that brands have a place on these platforms if they provide different and creative content for the community. But in the case of spokespeople, how should they behave if they were to give an interview or present a new product on TikTok Live or Twitch?
- Be authentic. If there is something that sets new platforms apart from traditional media, it is the search for proximity and naturalness. Rigidity should be avoided, and a relaxed conversation should be sought in which the spokesperson humanises the brand through stories that allow a connection with the audience.
- Use appropriate language. It is the PR agency or communication department’s responsibility to know the language of each community on these platforms.
- Focus on body language. While on television you should never look directly at the camera because the goal is to have a natural conversation with the other person, whereas in a TikTok or Twitch live broadcast it is necessary.
- What about clothing? We are still talking about audiovisual media – so patterns, stripes, dots, and strong colours can cause problems on the screen. In addition, the selected clothing can be more casual than that used in traditional media.
- Attention to audio quality is crucial. Regardless of the platform, a room without echo, a high-quality microphone, and of course, the best smile can be the key to success.
If the agency has developed a coherent strategy in which these networks have a place, the characteristics of each medium should be taken into account and adapted without losing the personality of the brand and the spokesperson. It’s not necessary to dance in a challenge or do live unboxings to connect with the audience on the most popular platforms today.