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The $100 Million Gamble: Unraveling the Online Reputation Battles of Twitch, Kick, and Reddit

Summary This article is about the attempt to build the online reputation of a business and the self-inflicted unraveling reputation of another. I specifically focus on the recent events involving streamers, a $100M deal and the sites Twitch, Kick, and Reddit. An analysis of the hugely popular xQc\’s and Amouranth’s move to Kick and Reddit\’s API pricing controversy highlights the critical importance of transparency, community engagement, and strategic planning in online reputation management for businesses and individuals alike. Introduction I’ll address a seemingly obscure realm of the internet but one that holds significant lessons for businesses, brands, or C-Suite executives. You probably have no idea who xQc or Amouranth are, or are familiar with Twitch, Kick, or Reddit. No worries. However, if these names sound vaguely familiar, it’s because they recently made front-page headlines in the New York Times. It involves a $100 million payment, akin to what LeBron James might receive, to a 27-year-old, which is attention-grabbing. The story surrounding these events provides valuable lessons in business and reputation management. In summary, one platform paid streamers multi-million dollars to repair its reputation, while another, Reddit, damaged its credibility due to greed. Below is some background on what this is all about. If you are familiar with what I mentioned, feel free to skip to the “100 Million Dollar Move” section. Key References Kick Just Stole xQc And Amouranth, Twitch’s Top Male And Female Streamers, Within 48 Hours Thousands of Reddit communities go dark to protest company’s controversial new policy Twitch Star xQc Signs $100 Million Deal With Kick, a Rival Platform Greece Bans Streaming Platform Kick Over Gambling Content Case Study 1: Twitch Streamers First, let’s understand the sites and players. Twitch is a platform for real-time live streaming. Think of it as a fusion between YouTube and a live broadcaster. Initially, the platform carved a niche for itself by focusing on gaming, where players share live footage of themselves playing video games (which personally, seems odd–but thousands watch them). It has since diversified into many other categories, some of which feature live journalists, comedy, etc. (even The Washington Post has a channel). One key feature of Twitch is the ability for people to interact with the streamer live through chats. This makes it a very engaging platform, as viewers can ask questions, make comments, and receive immediate feedback. Advertisers love Twitch as a marketing tool. Popular Twitch streamers monetize their channels through advertisements, subscriptions, and donations from viewers. Businesses can also sponsor streamers to promote their products or services to a targeted but coveted audience. Millions of dollars are made by both the brands and streamers. What is Kick? Kick is also a video live-streaming platform, but it was launched in 2022. It was designed to rival Twitch, which is owned by Amazon, by offering a more relaxed moderation policy (i.e., edgier, and perhaps less controlled) and giving a higher revenue share to streamers. It is owned by one of the largest online gambling entities, Stake, and as a result, many streamers who focused on controversial content, such as gambling, migrated to Kick. Kick also made headlines recently by signing deals with several high-profile streamers who previously had a strong presence on Twitch, including xQc and Amouranth. Who Is xQc? xQc, aka Félix Lengyel, is a Canadian internet personality and former Twitch streamer. He is considered an entertaining and often eccentric online persona by fans (I’ve never seen him). xQc initially gained fame as a professional gamer, representing Team Canada in the Overwatch World Cup–a big deal in the streaming realm. He transitioned to full-time video gaming and real-life (IRL) content. Who is Amouranth? Also a former Twitch streamer, Amouranth streams games and other content but is known for sitting in a hot tub (that’s right). She’s been banned from Twitch for controversial sharing but is immensely popular and has millions of followers. The 100 Million Dollar Move Now that we’re finished with the background, let’s get to the meat of the matter. Platforms and streamers are constantly evolving. xQc and Amouranth are prime examples of mega online influencers who have made huge paychecks through ad revenue and other sources. With a massive following on Twitch, they recently made the move to Kick. Overall Business Implications These moves have implications beyond xQc, Amouranth, Twitch, Kick, or any specific platform. Actually, it’s a reflection of the broader online landscape where businesses and brands often believe they can swiftly change the narrative surrounding a negative reputation. Kick, for instance, has faced criticism due to its association with gambling and controversial streamers such as Adin Ross, who was banned several times on other platforms. It seems that luring big-name streamers is an attempt to repair Kick’s reputation. This should serve as a cautionary tale for businesses and brands on the complexities of reputation management. Motives Behind the Move Both xQc’s and Amouranth’s decisions to transition to Kick could be attributed to a plethora of factors, but it probably comes down to money. They might want to pursue creative freedom or a change of scenery, but financial incentives seem central since Kick offered insanely lucrative contracts. However, such a move is not just a simple switch; it carries a reputational impact for both the streamers and the platforms. Impact on Kick\’s Reputation Kick’s “acquisition” of proven talent in xQc and Amouranth is evidently an attempt to leverage their extensive followers for greater visibility and user acquisition, to potentially earn more money. But more importantly, the association with prominent streamers seems to be a strategic plan to fix Kick’s negative reputation and rebrand itself. After all, if major stars are there, it must be a good platform, right? Potential Risks However, this strategy is fraught with risks. Although unlikely, the streamers\’ past (an apparently, new) controversies and bans might cast a negative shadow over Kick. More importantly, it could easily be seen that the platform is attempting to “whitewash” its poor reputation. Critically, this could be seen as blatantly inauthentic, since reputations

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Ethics of Online Reputation Management

Blog, Online Brand Building Services, Online Reputation Management, Online Reputation Management Tips, Recover Reputation / Steven W. Giovinco

What Are the Ethics of Reputation Management? Be transparent and honest when crafting an online reputation. Appearing at the top of Google searches can make or break a business, making a stellar web presence paramount. Yet some cut corners on reputation management practices–or worse, engage in unethical methods. I firmly believe moral integrity is crucial to reputation building. If a firm knowingly repeats problems or is systematically harmful, then they rightly deserve their negative notoriety. When this appears prominently in Google searches, the activities become highly visible for all to see. However, what if a wrong business decision deserves a second chance? I sometimes suggest owners or professionals apologize for the poor business practice and move on by correcting the problem. In these cases, adequately implemented online reputation management is the best way to salvage a career or wrong decision. Also, reputation management should never be used to hurt another business. I’ve seen disgruntled ex-partners, revenge porn, angry clients, or competitors purposely create an online smear campaign to inflict online damage. Never do this. Not only is it wrong when discovered, but your reputation will also be ruined as well. In desperation, some will do almost anything to fix problems in Google search results. Since a lousy reputation means lost business, firms might be tempted to buy reviews, use “Black Hat” tactics, or hack sites. But, of course, itis is all illegal and never should be attempted. Finally, an online reputation firm must do honest work. They need to follow proper guidelines, be scrupulously fair, and not cut corners–whether asked by clients or their own. Also, it is wrong for a firm to charge $3,000 for a solution and not deliver it or know that it really will take $20,000. Knowingly overpromising and under-delivering is unethical too. Second Chances An online repair can mend damaged search results. Everyone makes mistakes in life and business, and a web presence can be rebuilt through excellent content and dedicated hard work. In these cases, especially when there is contrition, reputation reconstruction is the best option. For example, I had a case where a business executive misbehaved at a holiday party nineteen years ago. When a competitor leaked this to the New York Times, he could not get a new job years later, resulting in hundreds of thousands of dollars in lost wages. However, since he was apologetic, I felt comfortable given his career a second chance. Eventually, six months later, he got a new high-paying position. Honestly Address Issues Use online reputation management only when necessary. It is not a method to cover systemic business problems or to hide poor customer complaints. While neither are pleasant, real issues need to be thoroughly resolved, and savvy business owners use these problems as an opportunity to improve. Bad People To be honest, not everyone deserves a second chance. There are instances in which reputation management cannot and should not be used. This may sound harsh, but some issues do not warrant repair. In my opinion, some include clear proof of sexual harassment and related conviction, swindling seniors, discovering purposeful online smear campaigns, and other ways that exact online revenge. Fake Reviews Do not write false or fake reviews. It may seem tempting to write your own for Yelp, Google My Business, TripAdvisor, Avvo, and others, but it’s unethical and most likely illegal. IP addresses can be traced, and when the natural source is uncovered–you or someone you hired–it results in extreme reputation devastation. Contrived comments on blog posts are not a good idea too. Blackhat Never use “Blackhat” techniques or things that do not follow platforms’ rules and policies. This includes using link farms, software bots that artificially click on good articles, impersonation of others, plagiarism, article spinning, spam, and the like. Hacking In no circumstances engage in hacking. Surprisingly, at least to me, I’ve gotten requests to hack a site or platform to remove harmful content, stop a problematic link or delete a review. Never try this, and run immediately if someone offers hacking as a service. Ethical Reputation Firms Work with ethical online reputation management firms. Since your reputation is an extension of theirs, pick one that is honest and transparent. Unfortunately, I’ve known companies that buy reviews, make fake accounts, steal online identities, create false problems to generate business, assign tasks to low-cost and unskilled overseas workers, and worse (I feel online reputation management needs their reputation management overhaul). When the scam is discovered, your reputation will be ruined as collateral damage. Also, shoddy quality work reflects poorly on your reputation. Undercharge Be aware of reputation pricing. Fees can be woefully low or outrageously high. Reprepital pricing is based on careful custom analysis–not on what someone thinks a client can pay. For example, let’s say two negative links towards the top of the first page in Google search results. A company quotes an initial price of $3,000, which might seem like a bargain. But in almost all cases, the actual cost to repair this issue might cost about ten times more. Some also claim to do work but never complete it.

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How to Use Online Reputation Management to Gain and Retain Clients

Blog, How to Repair Your Reputation, Improve My Online Reputation, Online Brand Building Services, Online Reputation Management, Recover Reputation, Reputation Management, Reputation Management Firm, Steven W. Giovinco / Steven W. Giovinco

Gathering new customers is one of the hardest parts of running a business (especially when starting out), but one way to gain clients is by having a strong online presence built on trust–not fake reviews or inflated followers. Appearing authoritative in Google search results attracts prospective buyers who see positive links and articles as a sign of credibility, making reputation management a priority. At its essence is trust. Personal Referrals and Reputation Management Initial business referrals could come from a variety of sources: a hearty personal endorsement from a friend or family member; through a strong business recommendation; via a convincing ad, email introduction, cold call, or networking event–or yes, even through a Google search. Often, the next step for prospective clients is verifying your talents through an online review of your reputation where they assess and confirm your talents through Google searches. Trust and Authenticity Prospects seek authenticity, trust, and believability, and if this is not found online, the best recommendation from a close friend could be negligible. Substantially worse, however, is if nothing appears or if there is a negative link, which turns the potential client swiftly to move on to someone else. Before hiring you, prospective clients usually ask a bunch of questions–either out loud or to themselves before hiring or engaging a new business partnership: Your web presence should focus on answering these questions. What Is Online Reputation Management Online reputation management is built around the premise that information found in searches is sometimes a primary- or certainly a secondary-consideration in deciding to hire someone. It is a place to confirm that you are the right person to work with, showing that you are professional, friendly, experienced, and truly helpful. Compelling online content is a central component to substantiate this. Articles, blogs, videos, presentations, social media platforms and your website need to drive this point home. The work here should always be focused on what the potential client wants, showing you as the definitive and dependable source that solves their problems. When clients see your positive web presence, they feel more comfortable in choosing you to work with over a competitor. Don’t be afraid to give away information; in fact, I strongly encourage it, because this signals to clients that you are helpful, and thus, the right person to work with. Poor or Negative Online Reputation On the other hand, if there is no online appearance or a minimal one in Google search results, potential customers ask themselves, “Are they still in business?”, “Are they unprofessional?”, “Do they even care?” or, “Is this the kind of firm I want to work with?” A poorly defined online reputation is seen as untrustworthy, so clients just move on. The most damaging case is if something negative appears in the few pages of Google searches. Competitors, “trolls”, ex-partners, disgruntled employees, and of course, unhappy buyers, can write negative posts, and even if it’s not truly condemning, new and existing clients will quickly move on to someone else without even investigating the problem. So, to gain new clients, establish an accomplished online reputation. Reputation Building Strategy Develop a carefully considered reputation strategy. Before building a reputation, draft an initial strategy built around knowing who do you want to work with, where will you reach them, and how will you connect. It’s usually a work in progress requiring continual tweaking, but always create original content, share meaningful information and be helpful. To formulate this, start by asking some basic but crucial questions: Who are you trying to connect with? How will you build trust? What kind of content will you create? How and when will you share it? Each reputation strategy needs to be customized for the customer’s industry, their geographic location, company size, challenges and specific goals. As a result, no two solutions are probably alike. The key is creativity, excellent content, constant updates and ceaseless adjustments. For example, building a reputation for a financial advisor differs substantially from that of a grad student; an entrepreneur who received initial funding investment needs a different service than an established CEO professional working at a large firm; a biomass firm in Brazil is different still from an international divorce lawyer in Paris. Not getting this right could mean failure. Define Clear Goals Now that there is a basic framework, lay out specifically what you want. Clearly define outcomes and milestones before building your reputation; by the way, the same goes for working with someone new or connecting with a prospect too. Although it might seem obvious, it is important to get very specific with your online goals, such as: Each intention has a slightly different approach. Once you have a straightforward vision mapped out, define exactly how you will achieve each step with measurable, time-bound and specific tasks. Why does this matter to your reputation? Identifying key objectives keeps the process on track, and, importantly, prevents disappointed clients, which avoids potential tarnishing your own online reputation later. Set Your Online Persona Set your voice and online persona. Do you want to appear to be neutral but very informed, sound like an academic, casually breezy, or snarky/sarcastic? Since your online reputation reflects your identity, the easiest approach is to just be who you are in real life. This too is an on-going process that should be reviewed and revised frequently. Part of the strategy includes systematically generating content on appropriate platforms such as LinkedIn, Twitter, Instagram, etc.These sites are also a place to post informative articles, videos and links made by other experts. Being active and engaging builds your web profile. This in turn, draws in prospective clients who see you as the trusted professional that solves their problem. Understand Your Client’s Business Process Understand where your prospective clients are in their buying stage. Are they just starting out, still getting research? Are they comparison shopping to get more information after already receiving a proposal from a competitor? Or are they ready to sign-up now? Each phase has its own reputation process,

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