7 myths of influencer marketing and how to overcome them

[Music] okay so glad to see so many faces here my name is Andrea work in pick sonic as lead influencer marketing manager and we've been working with influencer marketing for quite some time it's nearly two years for us we made this line of work performance-based so we're getting good our eyes from air from every launch we have with bloggers but we had some problems when we first started working with bloggers because of the myths we heard from our colleagues and from people from other companies today I want to tell you about seven of those myths and hopefully after my presentation there'll be much bigger chance for you to jumpstart this field of work in your own company so there'll be like seven myths I will make some arguments about them being not valid and after that we'll have a Q&A session so if you'll have some questions please write them down just remember let's go the first myth influencer marketing is

very different compared to the usual user acquisition and that's one of the most harmful myths that I know the thing is that there are a lot of really good marketeers that think that their experience doesn't work with the influencer marketing that's not it and here's why let's see how the structure of working in the usual user acquisition works you start the campaign so you sign a contract with ad network you get the source list those are the apps that the ads are all in in those apps and then you just optimize the sources so you basically see which performs well and give them more money or just get rid of the bad ones let's see about the performance influencer marketing you get the bloggers you launch videos with them it's just like starting the campaign and do you optimize the list of the bloggers you will get next and as you see it's quite the same getting bloggers is the same as getting a source list launching videos is the same as starting a campaign and optimizing as you know is optimizing now there is one very core

thing about everything you do in marketing is getting a historic data the same goes with the usual user acquisition and performance mark investor marketing as well the the things historic data is kind of different but you still need to grab any kind any bit of information you can get with influencer marketing you can get the theme of the channel the type of integration you are having the duration of the integration that you're having and so on and so forth historic data is one of the most well will be valuable things when you will work and influencer marketing so I think this myth is busted let's go to the next one direct contact with the influencers is much better than working through agencies this is kind of logical one when you just start this line of work and you have only I don't know $10,000 you think that right why should I give $3,000 to a company to do basically my work that's not the case and agencies can be really helpful especially when

you just start working with influencer marketing so the first you still need historic data as I told you previously and to get historic data you need to have like a lot of volume so for bloggers come in life and it's really hard to jump start the campaign with bloggers they are not - business savvy and that's why it will be really painful just to sign a contract with them agencies know how to do this that's why you'll get more and more bloggers coming right up like super fast then agencies know better how to work with those bloggers once we got one situation when we didn't have a released video because bloggers had really bad hangover well agencies know how to get rid of those situations and make your video go live when you want it plus agencies have experience with bloggers and their know bloggers so you see this really big spreadsheet about loggers about their topic about how many ever issues do they got and so on and so forth and you think yeah I like this I like this Joan I will make him join my campaign but the agency

can have other experience with this blogger and say like hey he's like the one who won't be on the deadline and he will be always arguing about your guidelines so they know best how to work with those bloggers and one quick off top the next panel that will be in this room is with agency that we're working with from Azure comma B so stay here the myth is busted let's go to the next one it's better to use small amount of channels and pick only one theme it's kinda logical as well if you have a game you want to look at the gaming youtubers right the one who games that's not it and you will lose a lot of money if you'll think so first theme of your project shouldn't be equal to the theme of the bloggers you're working with me I'm not too lucky and I'm working with games and gaming channels are overheated right now on YouTube they're super pricey they don't give you a lot of volumes of installs and they are always overbooked and that's why it's really hard to make like

into the data you're launch into the deadlines what to do better not by not peeking like the same theme use it in the usual user acquisition think about your target audiences think about their interests think about what they can watch else on the YouTube in my company our target audience are men who are 30-plus years old they already have family and maybe a child but they're still kind of cool dance so they like play some games I have some beer with their friends and we think about what are they interested in maybe it's fishing maybe it's hunting maybe it's DIY channels maybe it's repairing something channels and something like that so it works the same as the usual user position and if you're lucky you will occupy the niche so you'll find the niche which is not overheated and not too pricey and that will get you to the positive our ROI is really fast and you need to you know have this historic data that I told you already if

you get a lot of vloggers with different topics with different themes and try something new to issue with each and every of them you'll have more historic data and you will know better how your app or your product what works with YouTube basically so it's busted the next one working with famous bloggers with huge audiences is a good idea that's really really interesting one and my answer here is just know don't use those channels as I told you previously about the topics about the themes that are overheated sir bloggers are overheated too so the myth is busted let's go to the next one okay no it's not busted let's dive deeper here so big channels are overpriced like have you ever heard about how many money it does the pewdiepie gets and that's the thing about every big blogger really because they are always overbooked overpriced and one of the worst thing is

that they are always thinking about themselves and about their channel but not about your product and because of that they will always argue about your guidelines even if they are not strict they will just say it because they are stars and they want to do it their way no it's like your way and in the workflow it's the worst thing that you can have basically what to do better before I told you about what not to do well right now I'll tell you what to do the good idea is to take a bunch of middle sized channels so they should be from 150,000 to 300,000 views per video like averagely those channels already have big audiences and they're usually always growing because they already have this huge amount of people watching them and it will be the best idea to make a long term contracts with those bloggers because when they will be superstars they will remember to have you having you know some work together before and it'll make you some price drops are basically your workflow we will be much

better so now it is busted let's go to the next one as that you use with bloggers should be so how different well we have like this really good structure for every video create if we are using and pick sonic we think that this structure is really good for the viewer for the viewer to comprehend and it's kind of really easy to watch our ads always and this is the structure so what do we use in our creatives first it is an eye-catcher say you're browsing through the Facebook feed right and you see the ad and it's just nothing happens for five or six seconds you're just going down the field you should have something that is eye-catching that grabs an attention of the viewer who sees this ad so it can be something beautiful like an explosion in our case or a CGI bit or something that is really funny so basically anything that grabs attention then you should try to show the real experience of your app so if it is a gaming app

please show the real gameplay of it if it is some kind of product like the nod to the game I show the real you know case of how you can use this product in the real life the the thing is that if you'll do this you want you know the viewer will go to the store and see that like this is the real deal and just install it and it will be only a CGI for 30 seconds he will go to your store and see that the graphics are not too good and just go away and you'll waste this click and then buy very beautiful back shot with all the placements of your app you know the thing is that not everyone can download the game right away right away but you should have this image of where you are when you're showing an ad so for the viewer to download it later so the thing is that in the influencer marketing it's the same you still need to grab an attention because everybody is got used to ads already on the YouTube you still need to show the true experience for you not to lose those

clicks and not everyone can download the game right away because YouTube is the normal daily driver for the daily commute for people and not to be just about words here's one example of how we do ads on the YouTube today's my panel is brought to you by robots atactic all 6v6 multiplayer mobile game with robots choose your Mac based on your gameplay silence jump into battle with rich 3d graphics join me and 70 million other players by installing war robots now link in the description do it when you get the starter pack of the leo robot one king weapon three mullah weapons a hundred gold at four hundred thousand silver down low today and i'll see you on the battlefield soldier so yeah as you see it's kind of breezy and you always have this eye-catching guy who is screaming at your face so that's how it works so the myth is busted let's go to the next one you should rely only on direct installs that's the way in for you never to see

positive otherwise the thing is that working with the YouTube and with bloggers changes a lot about your app and you shouldn't rely only the to the direct insert installs from the link and here's why as I told you before not everyone can download the game right away so say you saw an ad like this and you thought that war Ops is a great project and you go to an office and during lunch you remember about our game and go to the store and download it it's not the direct tensile but it's still part of your work this person installed your game because of you and then you your work will bring your app up in the charts that means that you will have this organic boost and because of that in the Google Play or App Store your app will be shown higher and because of that more people will see your app and download it so and that's the part of your work - and you should calculate this as well plus retargeting is a thing - every one of us dropped some apps like right away like say I played this game

for a year and it was a good fun but then I just like got rid of this well if I see the my product that I you know been playing with before I see it like the ads in the in my favorite youtube channel and I just remember about it and download it again that's what that works as well so don't count only direct installs you do much more than this and that's why you should calculate this as well well the final one influencer marketing is good only in PR field and it can be profitable that's the first and most frequent myth that we heard when we first started it slowed down our work really badly and the gotra as really demotivated because of this well as I said we have been too for nearly two years everyone was saying that this is just a pure nonsense to get some profit from youtubers and the thing is that it is not true we're in an example of how this can be successful so

don't think that influence our marketing is scary just try it so that's it if you have some questions please shoot them I think if we have some questions from the audience we can whiz on like over tea we got a few few minutes for questions okay I can start on my own really they're self questioning ya self questions my favorite part so like the freaking question that I always asked about is when you think about YouTube you think that you were buying an influencer of a guy so he should be him in your edge right so that's the thing you're buying the his charisma and everything like this but you are as a marketeers stuning to make some guidelines for the blogger and the question is like where is this balance between you making a marketeer and given a guidelines and person being a person well the answer to this is that we have only three lines of guidelines there is only three lines that the blogger should do everything else is up to him as a

previously I worked with the creative software company and what we thought is that we should make some pre-rendered or pre-made gameplay with some like as you saw bonus parts and everything we do it by ourselves and give this material to the blogger but it's not necessary for him to use it it's just for make makes the work easier for him basically so he can still be a himself being a blogger and I don't know record his gameplay but if he's a lazy one he uses our own materials no game yeah question there hello a quick question you talked in the first in the first myth about how you a and influencer marketing are very similar and I mean I have limited experience from you a but I feel like it's a very metric driven and a very much statistics and analysis and constantly optimizing and essentially killing ads that don't perform how do you do that with an influencer marketing or do you like are you

of course of course we do so the thing is that as you may saw on the slide that I showed though about this the structure is the same but the bits are misplaced so it's like you first get the the APRA all the campaign run and ended and only after that you get data from it it's not like in the user acquisition when you have it like real-time so the thing is that you just grab all the data that you got from the campaign and you analyze a each Channel and each performance you look at the how much time was in integration was it's like 30 seconds 40 seconds mean that more integrated video dedicated video and so on and so forth you see about where was the placement of the of your ad was it made by the youtuber or by you so you got like a lot of stuff or to look at and then you just optimize that you see like they're like 10 channels and three of them were about vision and they were good performance wise and there was like six channels

about I don't know motorsport and it wasn't really good so you have an idea that it will be better for us to expand on this fishing segment and go there and try like other types so that we know how our app works so as you can see it's like quite the same really but it's just like you do it in a different time basically are not in the real yeah or they are Oh but we'll try and get both questions in and then that'll wrap it up there I think hi thank you for a very good presentation I just want to ask about the organic uplift part of the of the equation so not everything is attributed correctly how long do you consider after a video is launched to be actually part of that period well this this is a tricky question because it's based only on your app so the thing is that for us like I can say this number it's about three or four days we see a really big organic apples when we launch a campaign and we just like measure for you know four days after this but we're

having this I will don't have a term for this but we still see the installs coming in like the month or two months but we're just making it a bunch it's not like the organic is more about the direct so the thing is that you will always get more and more your the organic can be much bigger if you will launch your influencer marketing in the countries you're not really present at because it will make you your you know app skyrockets in the charts and be much more organic installs from this but usually like in the normal situation it's about three days of the organic a post thank you I think we probably put about one minute so if if the question just lever they I would like to is in the middle right there the gentlemen thank you yeah you were talking but the rounds of optimization in terms of getting what different parameters need to focus in on then how many if you feel free to say how many rounds a talk

before you became ROI positive because of course as I told we've been doing this for nearly two years it's exactly like a year and nine months or something for us and we basically do this B campaigns each month like from the beginning till like this date and it took us about four months for us to see how to make it positive for I so you at the first you need to spend some money but after that you go to the plateau of the positive rise so it worth it [Music]