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Game Business - Influencer Marketing

Using Influencer Marketing For Mobile Games

Using Influencer Marketing for Mobile Games

We live in a digital world where we’re surrounded by followers, likes, comments and shares on a daily basis. Certain individuals around the internet have millions of followers. Whether they’re coming from Instagram, Facebook or Youtube, they’re still an audience that’s engaging with the profile they’re following.

Some of these internet celebrities are also known as influencers. Influencer marketing has changed the world in a short period of time and a study by Google shows that fans are much more engaged by influencers than celebrities. Top YouTubers get 3X more views on their videos as compared to celebrities.

According to Collective Bias, 70% of millennial consumers are influenced by the recommendations of their peers in buying decisions. By this statistic every, almost every 3 out of 4 millennials will buy something influencers recommended.

In my personal experience, social media influencers had a couple of affects on my buying decisions. I supported many content creators on YouTube with the purchase of their merchandise, mainly T-Shirts.

 

How Can Influencer Marketing Affect Mobile Games?

According to newzoo, in 2017, the mobile gaming industry generated $50.4 billion in global revenue. From Candy Crush to Minecraft, mobile games appeal to all demographics and offer a gaming experience that you can take anywhere.

If you’re familiar with the game Color Switch, you’re probably also familiar of how many influencers on Instagram made funny video sketches while they were playing the game. In most cases, the game was shown in the first 10 seconds and after that spontaneous ad, came the actual video.

Also, games like Best Fiends used a lot of YouTubers as promoters. They would talk about the game for less than a minute, show a little bit of gameplay and provide a promotional code for extra coins if you downloaded the game through the influencers link. It’s a win-win situation and it’s one of the most popular ways to advertise these days. If you want to read more about YouTube Promotion, we wrote detailed article a couple of days back.

Game Business - Influencer Marketing

Source: Medium

Influencer Marketing is Taking Over The Internet

As we’re bombarded by ads on a daily basis, we’re struggling to find promotion deals that suit our needs. Influencer marketing brings a certain level of trust between a promoter and a customer. If a YouTuber that you watch recommends a product, you’re more likely to believe him or her that the product is actually good.

Many content creators make creative promotion videos that are praised by the audience in the comments. The audience knows that the content creator is paid to do the video, but they still appreciate the effort put into it.

Also have in mind that influencers have target audience data. It’s much easier to promote a product if you’re aware of your audience. This data is a goldmine for organic downloads if you’re promoting a mobile game.

The last thing to mention when influencers promote mobile games is that they’re able to tell a story. Not only they’re able to show a gameplay, but they’re able to speak with their audience through the video they made. It’s a higher level of marketing and engagement and in a couple of years it’s just going to be more popular than today.

Game Business - Influencer Marketing

Source: Pulp Functions

How To Make a Good Influencer<>Brand Relationship?

Before you decide to approach influencers to promote your mobile game, have in mind that they’re necessary to have the freedom of promotion. If you tell them what to do before you even communicate with them, forget about those organic downloads we mentioned. The content creator you contacted knows their audience the best, so leave them some creative freedom when they promote your mobile game.

Best thing you can also do is to set some goals and requirements for your campaign. If an influencer has 1,000,000 followers on Instagram, how many mobile game downloads do you expect from that number? The number needs to be realistic and not set too high.

The last thing you should have in mind is to choose the right advertising platform. Every platform has its special characteristics you should have in mind. The best way you’re going to choose one is by knowing your target audience.

Game Business - Influencer Marketing

Source: Neil Patel

We hope you a have a better understanding of influencer marketing after reading this post. If you do feel free to leave a comment down below and support our articles that way! We appreciate your feedback and would love to see what you think on this topic. Good luck working with influencers!

About The Author

Hi there, my name is Kristian and I'm the editor-in-chief of GameBusiness.net. Over the past 5 years, I've been perfecting my craft in mobile marketing & online media. My other passions are music, guitars, FPS games & tennis. At GameBusiness.net we're covering all you need to know about mobile game business!

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