When you think ‘influencer,’ where does your mind go?
Some will imagine fashion and beauty influencers — the Monet McMichael and James Charles of this world. Others will think of their favorite TikTok stars, like the D’Amelio sisters.
But what about the influencers dominating much smaller niches, like chess?
Meet the Botez sisters. As two of the most influential figures in their niche, these siblings are changing the chess world for the better. Let’s find out how.
Are there really such things as ‘chess influencers’?
In a twist no one saw coming, chess has been enjoying a comeback.
Trends are cyclical, vanishing and reappearing over the decades, which is why we’ve been seeing a resurgence of many things previously considered to be ‘dated,’ including flared jeans, Brit Pop, and — yes — chess.
But this isn’t your grandfather’s chess. Thanks to the chess boom during the COVID pandemic, the launch of Netflix’s The Queen’s Gambit, and the rise of chess stars leveraging social media in new ways, the walls surrounding a historically insular sport have slowly but surely begun crumbling down.
Most importantly, influential figures like Magnus Carlsen, Hikaru Nakamura, and the Botez sisters’ use of the internet to connect with fans and others in the space has made this sport, with its high barrier to entry, more accessible.
So, who are the Botez sisters?
It’s a tale as old as time: as kids, Alexandra and Andrea Botez learned to play chess from their father. And as it turns out, they were pretty good!
The sisters soon began to play competitively and went on to represent Team Canada internationally. Alexandra even ranks among the top female Canadian chess players, having competed for her country at three Women's Chess Olympiads.
In 2024, Alexandra and Andrea are best known for their BotezLive Twitch channel, where they stream more casual matches and poker games. Did we forget to mention that Alexandra also plays poker professionally?
The sisters have over a million subscribers on their shared Twitch and YouTube channels, making them two of the most subscribed-to influencers in their niche! What’s more, they’ve been credited with playing a significant role in driving chess’s popularity on Twitch, thanks to their regular streams.
Why are the Botez sisters popular?
The Botez sisters are far from the only influencers in the chess space — so what sets them apart from the rest?
1) They make chess accessible
By streaming both casual games and tournaments, the Botez sisters have made watching and learning about chess accessible to a wider audience.
2) Their talent is inspiring
Alexandra and Andrea are far from average chess players, and followers love tuning in to watch them destroy their competition or comment on ongoing tournaments.
3) They’re sisters first
Working with a sibling must be tough, but the Botez sisters make it look easy. Their sibling dynamic (which often involves trash-talking each other) infuses their content with an infectious sense of fun and companionship.
4) They have fun
Chess has a reputation for being a very serious sport that requires intense concentration. The Botez sisters offset this by never taking themselves too seriously. Case in point, they’ve even become meme-ified:‘Botez Gambit’ has become a part of chess streamers’ vernacular, referring to the multiple times the sisters have accidentally sacrificed their queen for no gain.
5) They’re women at the top of their game
It’s no secret that chess is a heavily male-dominated field. The Botez sisters don’t shy away from addressing how the culture of misogyny in chess leads to the sexualization of female players, working towards creating a safe play for women to enjoy this sport.
What can you learn from the Botez sisters?
Feeling inspired by the Botez sisters’ success? We don’t blame you! Here’s what burgeoning content creators can learn from these chess-playing powerhouses:
1) Be yourself
Showing off your unique personality and interests can help deepen your connection with your audience. The Botez sisters have allowed their followers to get to know them on an individual level via their Instagram profiles; while Alexandra’s content is heavily chess and poker-focused, Andrea shares more about her DJ alter-ego and love of raves. Who knew?!
2) Leverage your niche interest
Everyone knows what chess is, yes, but it’s still a niche hobby and topic online, meaning the Botez sisters are big fish in a small pond. If you create content around a niche interest or hobby, like knitting or tabletop gaming, you have a greater chance of connecting with an invested audience.
3) Diversify your content
While streaming chess is the Botez sisters’ bread and butter, they also create challenge videos and collaborate with other creators, which helps them reach a broader audience.
4) Balance education with entertainment
In a niche like chess, creators have a great opportunity to educate as well as entertain, and the Botez sisters do just that. Balancing educational content with entertainment can help you provide your audience with tons of extra value while establishing you as a leader in your niche!
