Using influencer marketing to grow mobile games and apps

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Influencer advertising and marketing. A phrase that has been taking up the advertising and marketing world. What’s it? How does it work? Why does it work? And does Influencer Advertising work for cell apps and video games? We’re answering all these questions for you proper right here, proper now.


Table of Content

What’s influencer advertising and marketing?

Influencer advertising and marketing is the usage of influencers to unfold the phrase about your model, services or products and on this case your cell sport.

An influencer is anybody with the facility to affect the actual life choices of their followers and followers.

There are two foremost sorts of individuals influencers.

  • A social media influencer is somebody who has a big and engaged following on a social platform, resembling Instagram, Fb, Twitter, Twitch and Youtube.
  • A thought chief influencer is somebody who’s well-known and well-respected of their discipline of labor. They might even have a big social media following.

However, influencers usually are not solely individuals. Influencers are additionally social media accounts or on-line publications which are well-known, well-respected and well-loved. We’re speaking concerning the viral meme accounts, addictive streaming channels and content material crammed on-line publications.

In the long run, all influencers have one factor in frequent, they’ve affect.

Their viewers listens to what they are saying and for advertising and marketing functions, observe the suggestions they provide.

How does Influencer Advertising Work?

Working with an influencer is extra work than it might seem to be at first. However the work actually pays off when it’s executed proper and executed properly. You’ll be able to’t choose simply anybody and everybody who has 100K followers on Instagram to collaborate with in your cell sport.

You might want to focus in on influencers which are related to the cell gaming area of interest, what your cell sport is about.

Let’s stroll you thru an instance. This manner you may higher perceive precisely how to decide on which influencers to work with.

Influencer Advertising for Cellular Video games: Floppy Chicken Instance

We created a sport referred to as Floppy Chicken. It’s a hyper-casual sport, which means it’s easy to play however extremely addictive and comparatively troublesome to beat. For those who’re find out how to market hyper-casual video games on the whole.

1. Outline the target market

Your first step in an influencer advertising and marketing marketing campaign is to determine your cell sport’s target market.

As you may see, Floppy Chicken’s app screenshots are cute and colourful, which make the sport very interesting to a youthful viewers. The simplicity of the sport additionally makes it an ideal match for a youthful viewers. Youngsters can play it of their free time: between lessons, after college, with pals, and so forth.

Since Floppy Chicken is a cell sport out there on each the Apple App Retailer and Google Play Retailer, the target market additionally must be narrowed all the way down to youngsters with an iOS or Android system.

2. Outline the goal area

The second step is to determine your marketing campaign’s goal area. The place would you like your new gamers to be coming from? We selected Germany. They’ve a powerful influencer tradition and teenage influencers in Germany are well-loved by their followers.

3. Determine the Influencers

Your third and most essential step in an influencer advertising and marketing marketing campaign is to determine which influencers you need to work with. Floppy Chicken appeals to a younger teenage viewers and we wished extra German-speaking gamers. So we looked for teenage influencers who put up life-style content material, have a big following in German-speaking nations, and have good engagement on their social profiles.

You all the time need to work with influencers who create conversations with their followers. This can get you one of the best outcomes.

There are a couple of elements to take a look at when deciding if an influencer has an actual engaged following:

  • See if their likes and feedback to the next ratio make sense.
  • Notice whether or not the feedback left on their posts are significant or not.
  • Test if their content material is of top of the range. Websites like Social Blade mean you can monitor an influencer’s account progress and posting frequency.

Additionally, don’t neglect to ask the influencer for his or her viewers demographics and web page or channel analytics. Neglect the media equipment. Ask straight for screenshots from the social platform analytics pages. These embody Instagram insights, Youtube analytics, Twitch channel analytics and extra. They’re a lot tougher to pretend than a media equipment. The demographics will let you know the place their followers come from, what age vary their followers are in, and what p.c of their followers are male or feminine.

4. Put this information collectively & put together price range

Evaluate and distinction influencers to seek out those that match finest to your cell sport and influencer advertising and marketing marketing campaign targets. Then attain out to the influencers. Be aware that you will have to take care of managers or companies and never the influencers themselves.

Influencer advertising and marketing just isn’t free but it surely’s additionally not the costliest advertising and marketing avenue. Put together a price range as a way to negotiate successfully relating to posting charges and costs. Then as soon as the costs are set, you’re off to the races together with your cell sport’s influencer advertising and marketing marketing campaign.

With Floppy Chicken, we select to deal with Instastories. Instastories are extraordinarily helpful for fast conversions due to the swipe up function that’s out there for enterprise Instagram accounts with 10K+ followers.

Working with 3 German-speaking influencers, who all had completely different following sizes, we have been capable of reel in additional than 5000 clicks to the Floppy Chicken in solely 3 days.

What To not do When Launching an Influencer Advertising Marketing campaign

Day by day extra individuals abuse the label “influencer”. Now we have seen individuals with 600 followers and <1% engagement attempt to pitch themselves as an influencer. All the time understand that an actual influencer must have actual affect. Watch out for accounts that use bots to inflate their numbers. Search for repeated generic feedback, these are probably automated bots crawling their manner by social media platforms.

What else are you able to do to chop away the fakers and posers?

The reply is engagement, engagement, engagement. When viewing an influencer’s social profiles ask your self…

Guidelines when Selecting Influencers

  • does their like/remark to follower ratio make sense?
  • are they hitting at the very least 3-3.5% engagement?
  • is their content material cohesive and niched?
  • are they offering any kind of worth to their followers?
  • do they appropriately disclose sponsored and paid for posts?

The solutions to those questions will make it easier to decide whether or not or not an influencer is the actual deal.

Why does Influencer Advertising Work?

Analysis reveals that influencer advertising and marketing could be more practical than many conventional advertising and marketing strategies. That’s as a result of influencer advertising and marketing is a type of phrase of mouth advertising and marketing.

Have you ever ever had a pal who informed you about an superior cell sport that you need to play? Or have they ever talked about an excellent addictive cell sport that they’ll’t cease taking part in? That is phrase of mouth advertising and marketing. You heard concerning the cell sport out of your pal. You belief your pal’s cell sport preferences so that you obtain the sport and start to play it. Almost definitely you’re having fun with the sport since you and your pal have comparable pursuits or your pal is aware of what kind of video games you want.

Influencers work in the same manner. Individuals observe influencers as a result of they’ve an curiosity in what the influencer is sharing. Journey lovers observe journey influencers. Trend lovers observe trend influencers. Recreation lovers observe gaming influencers. And so forth and so forth. Individuals hearken to influencers as a result of they belief their suggestions. It’s like getting a advice from a pal you’ve recognized ceaselessly. That is true for relatable influencers.

Aspirational influencers affect a bit otherwise from relatable influencers. Individuals hearken to their suggestions as a result of individuals need to be like them. They’re aspirational. They journey the world, consuming good meals and taking wonderful photographs. They put on one of the best garments and are all the time entrance row on the most unique trend reveals. They’re streaming their gameplay evening and day beating ranges you may’t even consider attending to. Furthermore, Digital Advertising Institute reviews that 70% of youngsters belief influencers greater than they do celebrities. Celebrities are dropping affect whereas influencers are gaining it.

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