In 2022, working with influencers is a vital part of any successful game promotion. Any influencer marketer, PR manager or gaming marketing professional needs to maintain a structured and data-driven approach to stand a chance of identifying relevant influencers that will drive results.
With 80% of marketers finding influencer marketing effective, successful campaigns share the same trait - they work with influencers to connect with the game’s audience. With tools like Lurkit, it has become easier to prospect and connect with influencers of all sizes. But how do you find the influencers you should be working with to reach your goals? We created a video to show how you can save time and get more control when prospecting influencers for your game:
Defining Your Goals
Before diving into the prospecting process, it is essential to define your goals. For example. do you have an upcoming launch where you need to target and increase sales in key markets? Are you marketing a multiplayer game that relies on a constantly active player base worldwide? Depending on your goals, it might be more effective to work with many influencers over time instead of doing a big marketing push every now and then - and this affects how we approach the prospecting.
Prospecting For Influencers
When prospecting for influencers, there are several variables to be considered. CCV, follower count, region filtering, and other information can effectively help marketers target influencers across the world effectively. In the video, we describe how to filter out influencers and create shortlists for effective campaign management. To further expand upon this idea, let’s dive deeper into what metrics you need to keep track of to define if an influencer is relevant to your campaign.
Effective analysis of viewership data is a great way of making sure you spend your time in a resourceful manner. Below are some key metrics to look out for:
- Hours Watched (The total number of hours the audience watched the influencer)
- Avg CCV (The average concurrent viewers the influencer had during the selected time period)
- New Followers (The amount of new followers the influencer got during the selected time period)
- Airtime (The amount of time that a channel broadcasted in hours)
- Languages (The languages they broadcast in and regions they have access to)
Make sure to monitor and analyze the influencers data over at least a three-month period, as well as explore their VoDs, social media, and tone to get a feel for how they match with your brand.
Choosing the Right Influencer
Use the scope of your campaign as a core reference for what size of influencer you should be targeting. While more extensive campaigns could use a larger influencer, it could also be effective to spread across several smaller influencers. With your scope in place, personality and content preference are key. Investigate what games the influencer has played prior and what their audience is most likely to view. Lurkit has a powerful tool integrated into the platform, allowing marketers to view all viewership data they need to make decisions.
Paying attention to these critical metrics can help ensure influencer success before, throughout and after your campaign:
- Demographic
- Influencer activation
- Viewer metrics
- Branding goals vs conversion goals
After your game is live, it is vital to monitor and report on the metrics. We recommend keeping track of:
- Avg CCV (The average concurrent viewers the game had during the selected time period)
- Avg Channels (The average number of concurrent live channels the game had during the selected time period)
- Unique Channels (The total number of unique live channels that streamed the game during the selected time period)
- Viewer ratio (Average number of viewers per unique channel that streamed the game during the selected time period)
- Channel Languages (percentage division of all the channels to find a correlation with sales)
When and How Often Should I Prospect?
In general, you should make it a routine of prospecting for influencers. The frequency depends on how you want to operate, but regular prospecting is crucial to scale your influencer marketing efforts and get results. Influencer marketing, both organic and paid, is an extremely powerful channel of communication. Prospecting for organic ambassadors should be done weekly, and often multiple times within the week. This ties into building relationships with potential ambassadors, and setting up a successful launch opportunity. For paid campaigns and launches, it is recommended to start multiple months ahead and make sure the influencers you selected are available.
Creating a suitable process and finding the right tool for gathering data can save you a ton of time. In addition, this gives you far more control over your promotions without sacrificing quality in search of quantity.
The times of manual prospecting on content platforms might not yet be dead - but they are undoubtedly ineffective compared to a data-driven approach. If you want to scale your marketing, you need to work with data. Choose influencers that are genuinely in line with your brand, and build a lasting and fulfilling relationship with them to see higher returns in your marketing efforts with platforms like Lurkit giving you the data you need.
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