Mobile game promotion using microinfluencers

Contents

• Choose a social network

• Choose relevant Influencers

• Where to find Influencers

• How to contact Influencers

• Budget

• Analyze the results

Did you know that game companies, for every dollar spent through influencer marketing, make up to $20.

To date, the promotion of mobile and PC games through Influence Marketing, is the most profitable and effective.  After all, you can find a huge number of new users through social networks, and Game Influencers help in this.

Choosing a social network

It is difficult to determine which social network has the most game influencers, as there are many different platforms that game influencers can use to promote games, including YouTube, Twitch, Instagram, TikTok, and Twitter. Some game influencers may specialize in one particular platform, while others may use multiple platforms to reach a wider audience. Additionally, the popularity of different social networks can vary depending on the region or demographic of the audience.

YouTube is a popular platform for game influencers, as it allows them to create video content that showcases their gameplay, provides tips and strategies, and offers commentary or commentary. 

Twitch is another platform that is popular with game influencers, as it allows them to live stream their gameplay and interact with their audience in real time. 

Instagram and TikTok are also used by game influencers to share highlights of their gameplay and behind-the-scenes content.

Twitter is often used by game influencers to share updates and interact with their audience.

Select relevant Influencers

When selecting a game influencer for advertising, it is important to consider several factors to ensure that they are relevant to your target audience and will effectively promote your game. Some things to consider include:

Audience size and engagement: Choose an influencer with a large and engaged audience that is likely to be interested in your game.

Niche and expertise: Look for an influencer who specializes in your game’s genre or has experience playing similar games.

Authenticity and credibility: Choose an influencer who is genuine and transparent in their content, as this will help build trust with their audience.

Brand alignment: Look for an influencer whose values and image align with your brand.

Engagement rate: Consider an influencer’s engagement rate (the percentage of their followers who interact with their content) to ensure that they have a dedicated and engaged audience.

Cost: Determine how much you are willing to spend on influencer marketing and find an influencer whose rates align with your budget.

It may also be helpful to do research on the influencer’s previous campaigns and evaluate the results to get a sense of their effectiveness.

Where to Find Game Influencers

There are many ways to find Influencers, the first thing that comes to mind is to find through a social network search, or through Google. But this is a long and hard work, because search or Google does not show detailed data about Influencer, the quality of its audience and other.

But there are many platforms with which you can find any Influencers and get any data about them. In my example I use the platform Yoloco, it has an advanced search filter and intuitive interface. To find Game Influencers, we used metrics:

1. Influencer topic ( Game )

2. Influencer country ( USA )

3. Number of followers from 10k to 100k ( microinfluencers )

4. Show only those Influencers who have mail

5. ER – 4%

Thanks to the filter, we get a list of all the Influencers that fit us.

With these metrics, we have collected over 253 Influencers.

How to Write Game Influencers

We have a list of 353 Influencers. Now use the Influencer Outreach tool to send them a welcome message and ask for the terms of cooperation, and wait for their response.

At the end, we entered into a partnership with 135 Influencers.

Budget

Factors that can impact the budget for an influencer campaign include the size and scope of the campaign, the type of influencers you choose to work with, and your overall marketing budget. 

Consider your campaign goals, the influencers’ reach and level of expertise, and the length of the campaign when determining your budget. Influencer marketing can be cost-effective, but it’s important to carefully consider your budget and goals before deciding on a budget for your campaign.

Average advertising prices for microinfluencers

(1000 – 10,000 followers): $10 – $100 per post
(10,000 – 50,000 followers): $100 – $500 per post
(50,000 – 100,000 followers): $500 – $1,000 per post

Analyze results

You can use the built-in analytics system in Google Play, Apple Store, and other services where you place the game to analyze the results. Evaluate the effectiveness of each Influencer, and then draw conclusions. 

Reject low-performing Influencers and keep working with those that are showing good results. 

And use the Look-A-Like tool to find similar Influencers and start working with them, most likely they will show good results too.  

And also before the advertising campaign, you can analyze your competitors and see with which Influencers they cooperated. If influencers with which they cooperated have high results in advertising posts, then you can start working with them.

Cases

Case 1

Case Study: Promoting a Mobile Game with Microinfluencers

Overview:

A mobile game developer, XYZ wants to increase the visibility and download rate of its latest game. To achieve this goal, the company decides to utilize microinfluencers to reach a younger, gaming-conscious audience. XYZ identifies 10 microinfluencers with a strong following in the gaming and entertainment space, and offers them a collaboration in exchange for creating content featuring the game.

Strategy:

XYZ provides the selected microinfluencers with a promotional code to share with their followers, offering a discount on the game or in-game currency. The influencers are also asked to create a post featuring the game, highlighting its unique features and gameplay.

Results:

The campaign is successful in reaching a targeted and engaged audience, resulting in a significant increase in website traffic and downloads of the game. The microinfluencers’ authentic and relatable content resonates with their followers, leading to a higher conversion rate compared to the brand’s traditional social media advertisements.

Calculations:

• Total cost of the campaign: $1,000 (10 microinfluencers x $100 per influencer)

• Total reach of the campaign: 100,000 (10 microinfluencers x 10,000 followers per influencer)

• Total website traffic generated: 10,000 (1% of total reach)

• Total downloads generated: 1,000 (10% of total website traffic)

• Return on investment (ROI): 100% (1,000 downloads x $1 per download – $1,000 campaign cost) 

Conclusion:

XYZ use of microinfluencers proves to be an effective marketing strategy for promoting their mobile game. The company is able to reach a specific, engaged audience through authentic and relatable content, resulting in a significant increase in website traffic and downloads of the game. With a ROI of 100%, the use of microinfluencers was a cost-effective option for the brand looking to expand its online presence and reach a targeted audience through social media marketing.

Case 2

Case Study: Using Microinfluencers to Promote a Mobile Game

Introduction:

As the mobile gaming industry continues to grow, companies are constantly seeking new ways to promote their games and reach potential players. One effective marketing strategy that has gained popularity in recent years is the use of microinfluencers. Microinfluencers are individuals with a smaller, but highly engaged, following on social media platforms such as Instagram, TikTok, and YouTube. In this case study, we will explore how a mobile game company used microinfluencers to promote their latest game, and how they calculated the return on investment (ROI) of this campaign.

Campaign Overview:

The mobile game company launched a new game and wanted to use microinfluencers to help promote it. They identified 50 microinfluencers who had a following of 10,000-50,000 individuals and were interested in gaming content. The company reached out to these influencers and offered them a deal to promote the game on their social media channels in exchange for a monetary reward and in-game perks.

The influencers were asked to create content showcasing the game and post it on their social media channels. 

They were also asked to include a link to the game’s download page in their bio and encourage their followers to download the game. The company provided the influencers with promotional materials, such as graphics and videos, to use in their content.

Calculating the ROI:

To calculate the ROI of this campaign, the company tracked the number of downloads and in-game purchases that were made as a result of the influencer promotion. They also tracked the cost of the monetary rewards and in-game perks that were given to the influencers.

The company found that the campaign resulted in a total of 20,000 downloads and 5,000 in-game purchases. The cost of the monetary rewards and in-game perks for the influencers was $20,000. The revenue generated from the downloads and in-game purchases was $100,000.

Using this information, we can calculate the ROI of the campaign as follows:

ROI = (Revenue – Cost) / Cost

= ($100,000 – $20,000) / $20,000

= 400%

Conclusion:

This case study demonstrates the effectiveness of using microinfluencers to promote a mobile game. By partnering with 50 microinfluencers, the mobile game company was able to drive 20,000 downloads and 5,000 in-game purchases, resulting in a ROI of 400%. This campaign demonstrates the power of microinfluencers and the value they can bring to a marketing campaign.