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Ahead of TwitchCon in San Diego this weekend, Spotlight got to chat with creator QTCinderella, who has amassed more than a million followers across her platforms on Twitch, YouTube, TikTok and Instagram. 

She started live-streaming while playing her favorite game, League of Legends, but expanded into other interests, like cooking and baking. She soon found that streaming gave her a sense of community and connection that she had been missing and wanted to bring to other people. 

Over time, her profile grew and she began organizing live events and other ways to bring the community together. In this week’s Q&A, QTCinderella shares some of her content-creation strategies with Spotlight.

Spotlight: What led you to become a streamer?

‍QTCinderella: Honestly what led me to become a streamer was that I was missing a sense of community. I’ve always wanted to connect with others and I thought that playing games while doing so would help me feel less lonely. Originally, it was just a fun hobby to share my interests in games and baking/cooking, but over time, it grew into something much bigger. I found that streaming gave me a unique way to interact with my audience in real-time and build a genuine connection. Plus, it’s an incredible platform for creativity and community-building.

‍Spotlight: Did you start on Twitch, since it’s your biggest platform, and did you start with games (League of Legends?) and then expand from there? I always think of Twitch as just gaming but it’s obviously expanded beyond that.

‍QTCinderella: Yes, Twitch was where I first started. I started with games like League of Legends because it was a game I was passionate about and it had a strong community on the platform at the time. However, as I grew more comfortable with streaming, I wanted to explore my other interests too. That’s how I expanded into cooking, baking, and hosting events. It’s been a journey to see how Twitch has evolved from being primarily gaming-focused to a diverse space where creators can share a wide range of content.

‍Spotlight: You are also on Tik Tok, which is obviously a different platform than those other two because you can’t just turn on the camera and hang out for six hours. How do you find creating content for TikTok versus for Twitch or YouTube? Is it worth it to you to create content for all of these platforms since they all require somewhat of a different approach?  What are the advantages and disadvantages of a long-form streaming platform like YouTube or Twitch versus those of a short-form one like TikTok or even Instagram?

‍QTCinderella: TikTok is definitely a different beast compared to streaming on Twitch or creating longform videos on YouTube. Creating content there requires a more concise and engaging approach since you only have a short window to capture attention. It’s really great for quick, creative bursts and reaching new audiences, but I do think Twitch and YouTube allow for longer, more in-depth content, which is fantastic for building a deeper connection with viewers and exploring topics in more detail. Balancing content across all these platforms can be challenging, but each has its strengths and I do my best to diversify my content across various platforms. Overall, I think TikTok is great for viral potential and quick engagement, while Twitch and YouTube excel at fostering long-term relationships with viewers.

‍Spotlight: What is your approach to live streaming in terms of creating a content schedule and the types of content you produce?

‍QTCinderella: I try to keep a balance between consistency and flexibility. I have a general schedule for my streams each week so my audience knows when to tune in, but I also leave room for spontaneity and new ideas. I produce a mix of content that includes gaming, baking/cooking, just chatting, IRL streams, and events, which keeps things fresh and engaging. 

‍Spotlight: You do a mix of content – cooking and baking, gaming, just hanging out – plus you have your podcast “Wine About It” with Maya. How did you land on this content mix or was it just basically what you liked to do so you went with that?

‍QTCinderella: The content mix just naturally evolved from what I enjoy and what I see resonates with my audience. I love baking and cooking, and sharing that with viewers has been a lot of fun. Gaming is a huge part of my life and how I met so many of my friends, so it makes sense to include that as well. “Wine About It” with Maya started as a fun idea that I wanted to do with my best friend and turned into something that both of our audiences really enjoy. It’s all about finding what feels authentic and engaging for both me and my audience, and I’m extremely grateful to have landed on a balance of both.

‍Spotlight: Have you used data/metrics to help you adjust your content to what your audience seems to respond to? If so, how?

‍QTCinderella: Absolutely. Data is a valuable tool for making informed decisions and improving the overall viewer experience. I pay attention to metrics like viewer counts, engagement rates, and audience feedback to gauge what’s working and what’s not. This helps me tweak my content strategy, whether that means adjusting the timing of streams, experimenting with new types of content, or focusing more on what my audience enjoys most. For example, I always rewatch my events after they’re over to review and take note of not only the stream footage but how my chat reacted in real time to what they’re seeing. I collect that feedback in order to improve my future events and content.

‍Spotlight: What strategies do you offer to people to grow their followings on Twitch and YouTube? What do you think has been instrumental in growing your own?

‍QTCinderella: Building a following takes time and consistency. My advice would be to focus on creating content you’re passionate about and engaging authentically with your audience. Networking with other creators and participating in community events can also help. For me, being consistent with my content while elevating it to host these big events have played a big role in my growth. At the end of the day too, luck plays a role in all of this and I’m fortunate to have been in the right place at the right time when the streaming industry had its boom in 2021 with the pandemic.

‍Spotlight: The last stream I watched was almost six hours (full disclosure: I definitely did not watch it for six hours) and it was just you and your friend driving. Once you become a content creator, do you just think about everything in terms of how you can turn it into content? Does that ever get in the way of you just having a life?

‍QTCinderella: It’s true that as a content creator, I often think about how moments can be turned into content. However, I try to strike a balance between content creation and my personal life. There are definitely times when I just want to enjoy a moment without thinking about streaming or recording. It’s important to take breaks and recharge, so I do my best to make sure to have time for myself outside of content creation. 

‍Spotlight: Why do you think your audience likes spending so much time with you and perhaps prefers this type of content over other, more traditional content, like TV and movies (although I’m sure they consume some of that content as well)?

‍QTCinderella: I think my audience appreciates the authenticity and real-time interaction that comes with live streaming. It’s a more personal and immediate way to connect compared to traditional media. They get to see me in real life, experience moments as they happen, and engage in conversations directly. This level of interaction creates a unique sense of community and connection that’s harder to achieve with traditional content.

‍Spotlight: How do brands interact with you? How do they find you, how do they contact you and how do you manage those relationships so you can both work with brands while remaining connected and authentic to your audience?

‍QTCinderella: Brands usually find me through my social media presence and partnerships within the industry. They usually reach out through my management team at Loaded or sometimes directly. I try to work with brands that align with my values and interests to ensure that any partnerships feel authentic to my audience. Maintaining transparency and being selective about the brands I collaborate with helps keep the relationship genuine and beneficial for both sides.

‍Spotlight: How did you come up with The Streamer Awards (not to be confused with the The Streamy Awards)? How challenging was it to bring that project to life, get it off the ground and keep it running? How do you think that event serves the community and serves your audience?

‍QTCinderella: The Streamer Awards has become more than an award show, it's an excuse to get everyone together and a vehicle to acknowledge one another's accomplishments.There's so much negativity on the internet but for one night a year it feels quiet. The bonds and collaborations that start from that one night a year, the memories that are made, that's the real reason I do it. I started streaming looking for a sense of community and I was lucky enough to get that, so this is my way of giving that back. My favorite thing about the show is that the majority of the categories are fan nominated (and then fan voted) so all you see during that month of nominations is EVERYONE lifting each other up and shining light on each other's accomplishments. I am so grateful that my community has helped me create a stage to highlight others. Every year, my aim is to craft a fresh and intimate experience that genuinely celebrates every type of streamer pushing the limits of our industry. Being online can be so lonely but I have been able to create something that brings people together. It was definitely a challenge to get it off the ground, however, the support from the community made it worthwhile. The awards serve to recognize and honor the hard work and creativity of streamers, bringing the community together to celebrate achievements and inspire others.

‍Spotlight: Why is TwitchCon important to you and how do you feel it helps you connect with your audience in ways that live-streaming doesn’t? 

‍QTCinderella: TwitchCon is a fantastic opportunity to meet fans and fellow creators in person, which is something that streaming alone can’t fully replicate. It allows for face-to-face interactions, deeper connections, and a chance to engage with the community on a different level. It’s also a great way to see the impact of the streaming world in real life and connect with people who share the same passion.

‍Spotlight: Looking ahead, where would you like your career as a streamer and an influencer to take you next?

‍QTCinderella: I’m excited to evolve as a creator and hope to become a global name. I’d love to explore new types of content and out of the box collaborations, expand my reach to new platforms, and keep engaging with my community in meaningful ways. Recently I’ve been focusing on a lot of my baking content and am actively working on a cookbook. I hope I get the opportunity to collaborate more outside of streaming in the next few years. Ultimately though, I want to continue creating content that resonates with people and contributes positively to the world.

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