e.l.f. is aiming to gain more of gamers’ trust with in-stream ads on Twitch. The brand is the first to test Amazon Ads’ new shoppable ads on Twitch, letting viewers buy without ever leaving e.l.f.’s channel. Streams on E.l.f.YOU! have logged 43.3M cumulative minutes watched and the channel has nearly 24K followers, proof of their growing beauty-gamer crossover audience. The aim is to flatten the marketing funnel and connect with consumers through live, and therefore more personal, social commerce. Although livestream social shopping in the U.S. has lagged behind other countries, it’s on the rise with TikTok also making live commerce a bigger part of TikTok Shop in the U.S. (Which we predicted would happen this year!) The launch is timed with the intersection of TwitchCon San Diego and holiday shopping, too—all aimed at Gen Z engagement. (Marketing Dive)
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