Creating and Selling Merchandise

Merchandise is more than just a source of revenue; it’s a powerful branding tool that can deepen viewer loyalty and extend your presence beyond the screen. When done correctly, it transforms passive viewers into active promoters of your brand. As streamer and entrepreneur Pokimane puts it, “Merch isn’t just about making money. It’s about creating something that your community can connect with, something that represents them as much as it represents you.”

The value of merchandise lies in its ability to reflect your unique brand. Whether it’s a catchy phrase you often use, a mascot that represents your community, or even the visual aesthetic of your stream, merchandise should feel like a natural extension of your content. Fans are more likely to purchase and proudly display items that resonate with them personally, which is why authenticity is key.

Choosing the Right Products

The first step in creating your merchandise is deciding what kind of products you want to sell. The most popular items include T-shirts, hoodies, hats, and mugs, but your options are nearly limitless. The key is to choose products that align with your brand and appeal to your audience. For instance, if your stream has a cozy, laid-back vibe, consider offering items like plush blankets or comfy loungewear. Alternatively, if your brand is more about high energy and action, fitness gear or gaming accessories might be more appropriate.

It’s also important to consider the quality of the products. Fans are more likely to wear or use items that are comfortable and well-made. “Quality is everything,” says streamer Jacksepticeye, who has successfully launched multiple merchandise lines. “People will remember how your merch made them feel, and if it feels cheap or poorly made, that reflects on your entire brand.” Opting for higher-quality materials may increase costs, but it can also justify a higher price point and enhance customer satisfaction.

Designing Your Merchandise

Design is a critical aspect of successful merchandise. Your designs should be visually appealing, easy to recognize, and true to your brand’s identity. Collaborating with professional designers can be a worthwhile investment, especially if you want your merch to stand out. However, if you’re on a tight budget, there are plenty of online tools, such as Canva or Adobe Spark, that allow you to create simple yet effective designs on your own.

When creating designs, consider what makes your content unique. Do you have any iconic phrases, inside jokes, or symbols associated with your stream? Incorporating these elements can make your merchandise feel exclusive and special to your community. It’s also important to keep your audience in mind—think about what they would enjoy wearing or using, and aim to create designs that they would be proud to show off.

Setting Up an Online Store

Once you have your designs ready, the next step is setting up an online store. Several platforms cater specifically to creators looking to sell merchandise, including Teespring, Merch by Amazon, and Streamlabs Merch. These platforms offer user-friendly interfaces that handle everything from printing to shipping, allowing you to focus on promoting your merch.

Choosing the right platform depends on your needs and audience size. For example, Teespring is popular for its ease of use and integration with social media platforms, making it easy to market your products directly to your audience. Streamlabs Merch offers customization options and integrates seamlessly with your streaming channel, allowing you to showcase your merch directly during streams.

Pricing your merchandise appropriately is another crucial step. Your prices should cover the costs of production, shipping, and platform fees while also providing a reasonable profit margin. However, they should also be accessible to your audience. Offering a range of products at different price points can help cater to fans with varying budgets, making your merch more inclusive.

Marketing Your Merchandise

Promoting your merchandise effectively is essential for driving sales. Start by announcing your merch on all your social media platforms, and use your streams to showcase the products. Wearing or using your own merchandise during streams is a subtle but effective way to promote it. You can also set up on-screen alerts or panels that link directly to your store, making it easy for viewers to make purchases.

Creating a sense of urgency can also boost sales. Limited-time offers, exclusive drops, or discounts for early buyers are great ways to encourage your audience to purchase sooner rather than later. “Creating hype around a new merch drop can be as exciting as the drop itself,” says streamer Valkyrae. “Your community will feel like they’re part of something special, and that’s a powerful motivator.”

Collaborating with other creators can also help expand your reach. Joint merchandise drops or cross-promotions can introduce your products to new audiences who might not be familiar with your brand but share similar interests.

Handling Customer Service and Feedback

Selling merchandise isn’t just about creating and marketing products; it also involves managing customer service and handling feedback. Ensure that you have clear policies regarding shipping, returns, and exchanges, and communicate these policies to your customers. Promptly addressing any issues or concerns that arise will help maintain a positive relationship with your audience.

Feedback is a valuable resource that can help you refine your products and approach. Encourage your community to share their thoughts on your merch, whether through comments, social media, or during streams. Listening to your audience and making adjustments based on their feedback shows that you value their opinions and are committed to delivering the best possible experience.

Expanding Your Merchandise Line

As your brand grows, so too can your merchandise offerings. Expanding your line to include new products or limited-edition items keeps your merch fresh and exciting for your audience. Consider seasonal items, such as holiday-themed merchandise, or special releases tied to significant milestones or events.

Experimenting with new product categories can also help you discover what resonates most with your audience. For instance, you might start with clothing but later find that your fans love collectible items like pins, posters, or even digital goods. The more you diversify, the greater the potential to appeal to different segments of your audience.

It’s also worth considering collaborations with established brands that align with your content. A partnership with a known brand can lend credibility to your merch and introduce your products to a broader audience. Just be sure that any partnerships align with your values and don’t compromise the authenticity of your brand.

Balancing Merchandise with Content Creation

While merchandise can be a lucrative part of your streaming business, it’s important not to let it overshadow your primary content. Your audience follows you for your streams, and your merchandise should complement, not replace, that connection. Balancing merch promotion with your regular content ensures that your audience remains engaged without feeling like they’re being constantly sold to.

A good rule of thumb is to integrate merch organically into your streams and content. Rather than making every stream a sales pitch, find ways to highlight your products naturally, such as wearing your merch on stream or featuring it in your background. This approach keeps the focus on your content while subtly reminding viewers of your merchandise.

As streamer Ludwig points out, “Merch is a part of your brand, but it shouldn’t be the whole brand. Your content comes first, and merch is just another way for your community to connect with you.”