Dare to manage – Regional features of influencer marketing

[Music] [Music] all right hello everyone so I'm Dimitri and I come from from Europe from a small country called dollars we are an agency that does influencer marketing and today the speech will be dedicated to how to work with those youtubers and bloggers all over the world according to the original specifics because there is some and you would really love to know it so talking about influencer marketing not much I believe everybody understands what is that about so the concept is that the consumers are trusting some influence some influences some opinion leaders so

that's why this is the place where a lot of advertising money goes in right now so we are trying to help mobile app developers to gain most of their advertising efforts in a in this area so we are covering the do work with the influences from all over 70 countries and data based which is like real fast party database about the social demographic composition of the channels accounts over 30 key channels right now well and we've been helping some some big names like Nettie's and the news and also big sonic who've been talking and Alexander was speech thank you so the team counts over 14 people right now and they speak nine languages and I'll tell you why so we mostly back with the youtubers so but we've also did some campaigns on Instagram uncontacted which is the largest russian-speaking network

we did some cases on Twitter and on telegram well I'll go right away to t1 countries because this is where the most money goes to and the most money comes from so the amount of channels is really huge I mean almost 20k channels dedicated almost to anything so you can find almost everything you want from doing some specific topics to common ones and that's why if you if you have this ability to choose to understand what the channel is about what kind of people watch it you can do some great media plans which will help you get the most out of those placements well so that's why we can even you know try to target specific target audience groups like 925 plus or female 35 plus so the the most not expansive like the most normal price

goes for men 25 plus because usually the channels that have this audience they do not fit on the bread safety con content rules for example or they you know they have some strong language in there so that's why they are not being able to monetize themselves by Adsense which leads them the only part to go to large advertisers who are normal with the the way the channel has been you know performed so that's why quite good CPM damn as for the women 25 plus so beauty channels like celebrities and fitness bloggers all that stuff in there these channels have YouTube monetization so they also have four large contracts for some long term relationship that's why they might cost higher then for example the man 25 plus channel well well you

can also find some mix of genders and of age groups but also you can find this rare breed like women 35 Plus which are usually target audience for some social game casinos or for some h3 and casual games as well you can find them on YouTube so the prices they usually depend on many things whether there is magnetized Asian format cells or not is that Influenster well-known or not I mean is he been handled by some talent management agency or not and so then the nub of subscribers and the topic of the channel is also kinda important but if not like always the primary thing to consider for example there is another interesting thing for you to know that there are some channels held by British guys so they usually cost more for some reason but the amount of audience that go that is present there is mostly from

American origin so this is kind of weird things as for the negotiations well usually work in with the youtubers from for example from the United States very formal guys they would love to have contract signing so they require deposit to be done sewn nothing done before the prepayment has been received well the performance view not here I'm talking about the amount of of thoughts you're going to invest in to contact any particular youtuber because you will send out like a thousand emails and you'll just get like twenty corporations I mean a flight full of 20 youtubers but you know to reach that you have to send out over 1000 emails so this is the conversion rate that we've been experiencing on them this is hard so well the thing is it's not so easy to change anything I mean a content wise

once the video has been shot so you have to be very wise in signing an agreement with t1 youtubers because you will not change anything so think twice I mean you do very good brief in order to receive a nice nice integration so things to consider some people will just get sick the dog will get sick and the amount will go into hospital so all those excuses we we have seen them all the some youtubers they usually take a long time to shoot and so you have to consider that they will be available like after four weeks after your initial agreement with them so just plan in advance but if they decide to shift you know the second time guys this is a bad sign do not work but at infinity you will not receive anything from humans but be you know okay with people who are not doing the

things they promised to do because if you start to do an out a big scandal with them well this will not play well for you in the community the community is quite a strong thing here well and of course you need to be checking out the composition of the channel not to foresee to forecast the results of the integration but that channel because we had things happening to us when the youtuber he sends you a screenshot of his social demographic page on YouTube and it says well 95 percent I'm like T one country's english-speaking people there we do the integration with him as and as a result we see 90 percent of Indian traffic so it was fraud so the guy he just photoshopped the the the thing for us the screenshot and that's why we got scammed nowadays we have this real-time access and he's very hard to scammers

as for the race so the things for you to probably do for them for some particular titles for strategies for shooters for mmo's from age three so we can even focus the CPI's which is quite accurate forecast on top of the numbers that you will see in like the tracker link that brought you this number of real stars on top of that you can add up to 70% of installs that will usually go to organic let's go to Latin America very interesting region because the guys here well they also have a huge number of channels major part of them belongs to Brazil so that's why like Spanish speaking and Portuguese speaking people there so you can even grab some Spanish audience if you work for example with Mexican youtubers but

well it's a good plus as for the audience and race they love to watch but they do not have that much money so I mean if you are doing a soft launch you need to understand whether your game performs in terms of revenue from from the ads alright so this is good region to get some user acquisition to do some user acquisition well they do not work with any talent management agencies so that's why the prices are very loyal very responsive because they want money well sometimes they also yes try to switch the deadlines but most in most cases they are very interested in cooperation so they will do like more than you are expecting from that you sugar and they also work very quick so do you not like planning in advance like 3-4 weeks from now well in most cases all

devices on Android as I said once again not that much revenue out of all those placements just for the rates so very high CTR so very low CPI well in the country that we started from Russia and the community of independent states where Russian language is kind of popular so not that big number of channels but the industry is on a very high growth right now like popular TV personas and large Media Holdings they all go into YouTube and they do the channels there so they create nice content lots of TV viewers they switch to YouTube viewing right now so that's why they have this high paying audience in there and not so many talent management agencies so far so that's why

the prices are quite good but you have to be speaking Russian in order to do some deals there that's the only problem because just 7% of the the whole load population speaks English well no contracts the money's being sent the way well they're the legal authorities will not see it so that's why you have to be also you know freak about that so with money bank cards direct payments all that stuff and you have to speak Russian not to agree all that as for recommendations well you have to be very very precise on what about what he wants to see however the creative side you we have seen some good examples with the creative side from coming from the influencers well but usually a good script will help them do their best as for the rates quite good rates for

strategies but also for shooters as for MMOs well not that low Europe there are very interesting countries in the intimacy of planning some soft launches and you would love to understand whether influencer marketing will help you as for France three and a half thousand channels well lots of topics in there what is important they speak French and you have to speak French too well if you just send them an email in English well one out of twenty will get back to you otherwise you have to redo your your email they do sign contracts they want money paid in in an official way however they're very flexible as well and well the audience with what is good the audience that Chikara is usually from

France or from a small part of Belgium so that's why very good to do like a focused soft-launched but the particular channel Germany well really nice formal country to work with really nice results I mean this is very comparable to tier 1 countries the CPM is also very high because Germans they love to pay taxes and that's why you will have to love to pay taxes too so the the audience is quite young so they love to play games and we advise to try out that market the communication is also in German so that's why we have people who speak nine languages in our team they do prefer contracts very formal but very like you know once they promise they will deliver Netherlands great country to do soft launches because also very low CPM the audience

is young so they pay and they play a lot with and what is good I mean these markets are so small that if you do like placement with the top 10 top 15 youtubers there you will get to you you will just go rock it to the tops of the relevant app stores in there because their their coverage that they will give you and the number of downloads that you will get once your title is quite new to the audience you will just see it so lots of organic will it will be expecting for you them well very close community of photos so no scandals please just the end they do creative content so I think you will love to awaken with them Japan as a bonus because Asian markets have been has been oh well they have been quite difficult for us to understand and to work with

however we did we did approach them so very specific content in them and that's why you you have to have some Japanese contacts on that side to explain to you what is all this about well and to to also work directly with the agencies because the the agencies they dominate the market there so and that's why if you are 4:09 they understand that you are foreigner you will be charged twice as high as the normal price would be only contract just payments to Japanese banks and Japanese banks sometimes have difficulties with the European banks so lots of formalities to do and that's why Japanese speak is very important well we

also did some campaigns in Turkey and Poland scene we have things about Northern Europe and Italy but well that's pretty much it for for now and that's why you're welcome to ask any questions if you have yeah well crypt this has been the most popular questions of fat during this conference now we have not done anything with crypt but we would love to talk probably do you never know the thing is that youtubers they they love the audience that they've been gathering around the channels for for the time being so that's why there are certain types of influencers who will like do anything and there are certain types of influencers who are very strict about what kind of content they would love to advertise on their channels so it's

always lots of time management in order to find out the youtubers that fit the advertiser and also they advertise a fits them that's it yeah so anything else alright guys so I hope so all in all we we have been touching a database of over 100,000 YouTube channels and I'm talking about the channels for 30k subscribers so this is what we've been seeing so far and given the amount of attention from some from large media Holdings and from

let's say the the population who wants to become youtubers and bloggers so these numbers will be rising yeah yeah we do in most of the cases we would do that directly if the channel has its own like talent management management agency behind them so we'll talk to them but then for example in Russia at times there is a guy who who has this talent management agency behind him but he does direct deals as well so it's always you know worth talking directly you're welcome experience we do kids games so he receive you guys have experience working with mom to know what sir alright well this is kind not it's not that popular audience and it all also because of the these child

protection acts so it's very sensitive thing to do but we we can definitely talk about it in in more details I mean terms if you have like specific companion mind we can talk about it because it's usually we just upload some some channels that might be interesting for you but then again we can just take it out we do have those channels in the database but it's not been a popular request so far [Music] [Music]