The Twitch Voice Our voice exists in everything we do, even Voice Tonal Scales when words aren’t involved. It defines who we are and how we present ourselves to the world. Our community is vast, passionate, Mischievous funny, clever, supportive and was born We’ve got spirit and a sense of humor. fluent in the language of the internet. Our voice seeks to match that energy setting up This whole thing is meant to be fun. our brand as a kindred spirit: the friend who And it always is, thanks to the limitless Functional Emotional plays games with you. levels of lunatic creativity within our community. When we poke fun, it’s Here are the elements that make the Twitch good natured. It’s between friends. Voice unique: And it comes with the understanding Casual Reassuring that our roast is next. How we’d talk to friends. Go ahead and Lean this way to boost users’ Purposeful use slang that would be understood by confidence or alleviate concerns. This We’re here to help. most internet users. is the ‘don’t worry, we’ve got you’ tone. We work hard to set the table, but Ex. social media posts, most brand Ex. Posting a popular clip on social, we know it’s the guests who make it marketing announcing a marathon, hyping a party. So we do everything to host, TwitchCon guide, and support our community the Neutral best we can. Straightforward. When we’re neutral, Encouraging we’re communicating something by This is where we dial up the Iterative way of the shortest route possible. welcoming, friendly side of our voice We get things done. to make users feel like they can and Ex. instructions, in product copy should do it - whatever ‘it’ is. Twitch is a work in progress, much like Firm Ex. Event invites, creator tools, new the internet it came from. We embrace Assertive, without ever crossing into streamer comms our rawness and speak honestly aggressive. because the community shares our Celebratory scrappy do-it-yourself spirit. Ex. Policy updates, apologizing, taking Lean here when we’re cheering on Revolutionary a stance on industry issues our community or commemorating We strive to be different. something. The most upbeat of tones. Our distinct voice comes from a true Ex. Twitch event announcements, place - before this there was nowhere product launches, streamer for people like us to go. We still carry milestones. that fringe mentality as we question the status quo in favor of making something better for all of us. Those principles form the foundation of our voice, but our tone can shift depending on the circumstances. Here are two scales we use to make sure our tone is aligning with specific needs. → Twitch Identity Guidelines 18