{"id":18974,"date":"2026-08-18T02:26:00","date_gmt":"2026-08-18T06:26:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=18974"},"modified":"2026-08-14T17:31:39","modified_gmt":"2026-08-14T21:31:39","slug":"why-clients-need-to-get-on-board-with-new-channels","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/why-clients-need-to-get-on-board-with-new-channels\/18974\/","title":{"rendered":"Why Clients Need to Get on Board with New Channels"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong><em>By Jacquie Kostuk, FUSE Create, VP-Strategy<\/em><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Advertisers, it\u2019s time to be brave and be the first to reap the rewards of leaning into the growing appeal of niche platforms, especially in gaming (like Twitch and Discord) and creator\u2011driven subscriptions (such as the controversial and increasingly popular OnlyFans).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Why venture into the unfamiliar? These channels sit at the intersection of engaged users, passionate communities, and novel executions, so brands stand out in an infinite\u2011scroll culture. The hassle of explaining a new media environment to your client\u2019s boss can\u2019t be an excuse when it bullseyes their desired target. Remember how long you were wary of Reddit before it became table stakes?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Gaming ecosystems prove how quickly \u201cniche\u201d becomes mainstream culture. It\u2019s far from the clich\u00e9s of yesteryear and popular amongst youth AND adults. Twitch\u2019s creator partnership model is reportedly 10\u201320x more effective than its programmatic formats, and the YSL MYSLF men\u2019s fragrance campaign showed what happens when a non\u2011endemic brand shows up as part of the play, not an interruption\u2014122% sales lift and 11K+ chat engagements off a gamified livestream, not a pre\u2011roll. That is content\u2011and\u2011context alignment in practice, with viewers choosing to participate in the story rather than skipping it. Plus, Twitch is Amazon owned which can extend your campaign across its ad network and links you to a trusted channel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Discord\u2019s Quests format takes the same principle further. It\u2019s a value exchange, not passive impressions. For Marvel Snap, rewarding play with in\u2011game perks drove 96\u201399% Quest completion rates and a 30% reduction in cost\u2011per\u2011install, making it one of the most measurably efficient formats in gaming right now. Across Roblox and Fortnite, hundreds of brands activated in 2025, while Gen Z and Gen Alpha reportedly spend roughly 39% more time in these worlds than on TikTok plus YouTube combined, signaling that \u201cin\u2011game\u201d is no longer experimental for most categories.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Within these environments, the practical guidance becomes simple. Provide in\u2011game value through ranks, skins, emotes, XP and collabs so players become a walking virtual billboard because you\u2019ve unlocked something they actually want. Which ironically isn\u2019t just virtual in game OOH. Integrate with persistent chats, weekly rituals, and real\u2011time streams; places where feedback is brutally honest and where the host is both entertainment and parasocial relationship, with platforms like Twitch adding the Amazon Ads\u2019 engine behind the scenes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">OnlyFans, meanwhile, is still a bit of an internet Wild West, but the strongest brand use case is what you might call the \u201ccontent asylum.\u201d Nimbi razors, now Erewhon\u2019s top\u2011selling personal care brand, used OnlyFans to publish shaving tutorials that TikTok\u2019s moderation rules made impossible elsewhere, turning a hands\u2011off content policy into a home for niche education and conversion. Because the platform lacks a true discovery engine, it acts as a gated, opt\u2011in destination for superfans rather than a reach vehicle. It\u2019s closer to a subscription CRM channel than a broad awareness buy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Some brands have explored OnlyFans as a VIP access hub rather than leaning into explicit content. Rebecca Minkoff created a Fashion Week behind\u2011the\u2011scenes channel that treated the platform as a gated fan\u2011club space, offering exclusive behind the scenes rather than Not Safe For Work material. Carl\u2019s Jr.\/Hardee\u2019s \u201cHot and Hand\u2011Breaded\u201d launch played lightly on the platform\u2019s reputation with suggestive, food\u2011themed videos\u2014but stayed on the right side of brand\u2011safe for an already\u2011provocative QSR. Urban Decay\u2019s \u201cBattle the Bland\u201d collaboration with creator Ari Kytsya, TikToker and Adult Content Creator, pushed the envelope further, earning ~17M views on a hero video and major trade buzz, but also drawing criticism from women\u2019s and family groups. A reminder that OnlyFans creator partnerships fit rebellious or scrappy brands far better than mass or family CPG.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For subscription communities like OnlyFans, Patreon, or Substack, the playbook is about exclusivity and co\u2011creation, not scale. Offer exclusive content, early access, direct co\u2011creation opportunities, and brand\u2011safe breakthrough moments where simply showing up in an unexpected channel becomes the coverage. Adult\u2011skewing brands in alcohol, nightlife, sex wellness, and edgy beauty &amp; fashion can tap OnlyFans creators if they enforce strict age\u2011gating, keep creative platform\u2011specific, and avoid actively targeting teens. While family\u2011oriented CPG, health, finance, and trust\u2011centric brands are better served steering clear of those creator collaborations altogether. Better safe than brand reputation sorry.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The beauty of both gaming and creator ecosystems is that no one is there just to kill time; they\u2019re there to learn, belong, or build, which means they\u2019re actively aware of your brand message. Attention elsewhere is hyper\u2011fragmented and tab\u2011hopped. These community\u2011first spaces are high\u2011dwell, purpose\u2011driven, and better aligned with a world where people prefer relationship based media over volatile mass channels.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To make your first move, treat it like any new innovation in tech, in fashion, in culture, etc. Lurk to learn the norms, participate by adding real value, then earn the right to build spaces of your own that members enjoy over the long term. Work with legal on the what\u2011ifs, commit to never just interrupt, and enjoy the ride. Because this is content, not just ads, and the reward is a new definition of awareness: repeated, relevant brand presence across the many roles your audience plays, from manager to gamer to subscriber.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The beauty of both gaming and creator ecosystems is that no one is there just to kill time; they\u2019re there to learn, belong, or build, which means they\u2019re actively aware of your brand message.<\/p>\n","protected":false},"author":26,"featured_media":18975,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-18974","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin 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