Developing and executing successful influencer campaigns for a gaming brand is easier said than done. It can be as complicated as developing a game from scratch. There are lots of nuances to keep in mind and many unknowns to account for.
One of them is your gaming audience. How well do you know your gamers?
The truth is that influencer marketing won’t work unless you know whom you are targeting and the best way to reach them.
Here are the top 4 tips for launching an influencer campaign in gaming.
It’s not all about gaming
Your audience has interests outside of games. They might be big fans of influencers who publishes entertainment content or they might follow a brand that has little to do with the gaming world.
Although not all of their interests are closely related to your business, they open new opportunities for you. Consider stepping out of partnering only with gaming creators and explore other categories too. If it comes to it, reach out to other brands, for example, a hardware development company, and offer a joint campaign.
Understand the dynamics between streamers and their audience
Have you ever noticed the unique bond between gamers and influencers? If you pay close attention, you’ll notice that live streams are usually co-created. This means that in a way, your brand is a facilitator between the audience and their favorite influencer. To allow them to explore your game, you need to give both parties the freedom to express themselves and engage with your campaign.
Learn the strengths of every platform
According to HypeFactory, a leading influencer marketing agency specializing in gaming, Twitch and YouTube are two very different platforms despite their similarities.
For example, an influencer on Twitch might have an average of a few hundred views per video but deliver a much higher engagement than a YouTube influencer with thousands of views. In other words, Twitch is a community-based platform. That’s why you need to keep in mind what type of content people expect to see on a specific platform.
Work with influencer marketing experts in gaming
By partnering with an agency that specializes in games, you’ll get a chance to make the most of your marketing and advertising efforts. Have a look at the list of clients this agency has: if they’ve launched hundreds of campaigns for games, they understand how to engage an audience and probably have a deeper understanding of what your competition is doing.