Unless you’ve been hiding under a rock these last few years, you’ll no doubt have been exposed to game influencer marketing on different social media channels. Brands all around the world are turning to influencers to promote their products or services to their followers and moving away from or reducing their traditional marketing and mobile game advertising spend.
While many may turn their nose up at these self-made celebrities that have made their fame from promoting other brands on a social media platform, game influencer marketing is definitely something that you should be including in your overall game marketing strategy.
The Right Audience
Game influencer marketing is one of the more targeted ways to get your game right in front of your desired audience. Sure, you can promote your game through targeted Facebook or Instagram ads, but it can sometimes be a hit or miss depending on a user’s online behaviour and how engaged they are.
The fans that follow a gaming influencer know that they will be promoting different games on their channels. And, they trust that they will only promote games that are worthy of a second look. Too many influencers have learned the hard way and promoted any old game just to keep the cash coming in but once their followers cottoned then it was curtains for the influencers.
Gamers follow influencers because they want to know about new games as well as learn tips and tricks about games they are already playing. It may take them some time to find the right influencers to follow and to build up that trust but once that relationship is there, it’s hard to break.
Because of this, game influencer marketing is especially important, but only if you find the right influencer for the genre of your game and your target demographic. Finding the right influencer can be like finding a needle in a haystack, but once you do then you’ll reap the benefits.
While some influencers in other industries will create some of their own content, gaming influencers rely heavily on game developers approaching them to collaborate. Without new games to promote and talk about, an influencer’s channel becomes boring and not worth anyone’s time. This means good things for you, especially since an influencer wants to be the first to promote the next big thing.
Bang for Your Buck
Even though content marketing and social media ads can be relatively inexpensive compared to traditional marketing tactics, game influencer marketing ensures that you get more bang for your buck. Your influencer will charge a fee for working with you and this could range from a few hundred dollars to a few thousand depending on how established the influencer is and how many followers they have. It’s likely that you’ll find your ROI is greater than you could have hoped for with other mobile game advertising strategies.
There is a good chunk of influencers out there that don’t really care too much about the brands and products that they are collaborating with. Sure, they will want to make sure that a product or service is inline with their own brand but at the end of the day, money is money. Gaming influencers on the other hand are in it because they love gaming. Of course, the money side of things puts the icing on the cake, but at least you know that they get excited about new releases and spend hours upon hours each week playing in their own time.
Since targeting the right audience is critical when you are marketing your game, often it is good to think outside the box with your game influencer marketing. Of course, you’ll want to find the right gaming influencer and there is nothing wrong with this to start off with. Instead of spending time looking for the right influencer, think more about the demographic of fans that an influencer has.
This is especially important when you have a niche game and your target audience is not die-hard gamers and prefers things like word games or puzzle games. Remember that the majority of people have a game on their phone to occupy their time while waiting or commuting. You probably wouldn’t be able to catch these people through regular gaming influencers but you can look to other lifestyle influencers with your target audience as their following.
Sphere of Influence
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