Finding success in influencer marketing for your mobile UA strategy

[Music] [Music] yeah I'm Johan from Chiapas and I am going to present you the very humble title on how to dominate in France marketing feel free to interrupt me with questions you know if you want I don't mind let's make it interactive so starting off agenda pretty you know straightforward you know we talked about first you know why let me talk about the how and then we talked a little bit but understanding the impact because this is more than just showing a video getting installs this is all about you know the package around it as well with branding and everything like that that comes with

it right so storing really quickly with me I'm Johan I work for choy post I am the general manager for tapas in amia I've been in the online mobile gaming space for the last ten years or so in different manager positions and I represent short post we're really short on us with a largest mobile game audience network we integrated in 300,000 apps 800 monthly uniques 40 billion game sessions all that kind of stuff right the reason I'm showing this is mostly because I want to show you that you know we'd be know what we talked about right this is not to promote us we don't work with the biggest gaming companies and we get a bunch of awards and all that kind of stuff as well so then why is influence the marketing important well first of all we all know this right we all know that it's relational you read channels they are bidding pretty crowded it's hard to buy in stores right now it's difficult to buy all right positive installs basically and what's really

interesting with this influencer crowd or actually the video gamers also the people that go into in to read about or listen to about games and video on YouTube especially is that they actually have more people watching video game contents online and mobile then the all the big streaming services combined granted they paid for but still you know there's a lot of people as a half a billion people watching gaming content on YouTube secondly they most of them go to see games that either what they are interested in and they want to play or they go to see content about games they already play the way they want trip tips and tricks on how to get through levels or they want to understand different boosters works and stuff like that so they come there for a reason they're not just some average SEO traffic that you get in there but actually people that want to see the videos that they look for right and third almost all of them

go there lot right so you basically have a really good audience an audience of gamers that come there for a reason because there's something they want to see they listen to someone that they trust because that's the old key or being an influencer and they count their lot so it's a good it's a good audience right now not to the how now what do you need to think about what's like the influencer marketing 101 that's what I want to talk a little bit about here and first of all you need to really know your audience so make sure you know who you want to address right the general you know demographics you know males 35 to 45 you know that kind of stuff awesome but also think about okay what languages were they you know the most ran speak you know is it English is a different language what kind of interest do they have right are they specific I mean as much as you can define them as possible the better because once you collate and choose your oil your influencer then you

need to make sure that his or her audience really matches with these guys right [Applause] secondly define your budgets right I mean some developers are happy paying 50,000 100,000 to do a test others you know or less so so know you know do you want how much how much do you want to spend for this kind of ad you know what this kind of marketing and what are you comfortable with if is this a test or is this you know the second or third time you do it do you know your numbers already you know how how comfortable are you basically because this will really determine also what type of impressive course you can't reach the big guys but you can test it right so just decide on that and then of course the most important part is choose your influencer right and this is where you should spend a lot of time this is their I have to do your homework you have to see that okay they match your audience they are the kind of person that you won't represent your game I mean you can have the guy in

the in the Hat we've want to have the cute girl with the dog or do you wanna have the you know the half-naked guy in the bottom there is flexing its muscles they can all work they cannot depends you know what what you want really and this is where you research previously only audience and also on the kind of budget you want is that is so important because you want to match that with these guys and you want to have someone that has to write audience but also some other you can work with write some other responses to emails and it's easy stuff like that right and you know you you find the kind of a chemistry wait right so this part if you want to be successful spend a lot on time with this one so that's the how and why right and and this is about you know how much is this gonna cost me because this is a different way to buy in essence it's a different budget than to buy on a normal performance network so to answer this I think the easiest is to start off with

okay what kind of how can you pay basically for any franceour and there are in essence at least with us and Chiapas in France the network we have three different ways to charge and the most afford one as we all know is CPI you pay for an install right this is also of course the lowest risk you agree with an influencer you know for every downloads that generated from this video we pay X right and then the the inference it takes all the risk and obviously this is not the most popular one within Francis but it's it's a good way if they can agree with it then it's it's a really a very Reis risk you know low risk way to start to impressing marketing right on the other spectrum of that is the flat fee which is actually the most common way to to pay an influencer and it's the way that name professor wants to be paid right so regardless how successful the the video is you pay a flat fee for that video and this of course is best free in France

that this is also about the big guys the big in France is always charged almost like almost always and this could actually work really well for you as well if you know your numbers if you know you know have a good you know idea what you bought your seat your will be from this video if you know what the instigate would be so basically how many installs this video would generate and you know of course the ROI on the scene stores and in general the quality you get from this type of videos is really good because it's it's a very engaged audience and they're there to see that game at all times right so so and you know choose choose which one works for you hello some companies start out with a CPI way and they learn they get the data and then you go for maybe a bigger appetizer sorry big influencer go for a flat fee the middle ground here of course is the the the traditional CPM model where you pay for the views basically you know at least how many users are going to see the ads and then it depends on your conversion that how successful it is another thing that I

wanted to bring up also is that it's very easy to measure success here on number of installs created a world number of revenue that the revenue generated but please also note that the organic growth is going to be quite substantial from this type of campaigns first of all I mean a lot of the installs that you get are actually impossible to track so you get a free lot of free installs that way a lot of the uses that you get also very viral so you get a lot of your the reality with it's often high so you get a lot of installs that way and then also the video will still be there after the campaign is done so it's going to generate the installs longer as well and the third part I want a third part I want to have sorry a third example of the advanced also is is the way the information can actually describe the gameplay and describe the boost boost stress and stuff like that the IP stuff in the game which makes it not no risk

basically for a user to to to experience it doesn't have to go and pay for the try it right so we have a video teaser on it what I want to show this and I turn off the sound so that you can hear my pretty voice instead and what I'm really want to say here on this one is is as you can see we have two inferences to the left they start off this video by saying that okay explain that okay we are we are we are paid for this video right this is an advertising and that's quite important as well that you know we don't we don't want to deceive anyone this this is they describe the ad and all that stuff but the or pain so what they're doing here is they basically go through different boosters in this game so if you already know this game you only play it but you haven't you haven't you know they haven't want to take the step to pay yet this is actually pretty good way to see okay well what can what kind of golf clubs should I get what kind of balls what kind of you know how would this impact my game and they can they can explain the game they can explain the boosters and in this way this particular video actually increases

the conversion rate in the game so users only play it but actually by more so Thanks [Applause] and so so again I want to come back to this you know we talked about the bit of the the how and the why and and and the cost slightly and I think it's it's important to know you know the true value of the information campaign it's really about besides the direct performance-based installs you guys are gonna get but always high you will also get organic uplift that's for sure it's gonna be mostly time significant the lifespan of the original content and and what I mean with that is also the the the the IEP conversion it's also gonna go up it's gonna be a way to make better get more money from the game inside a game and then you still have the brand value also from after the launch right so everyone that this has been exposed

to will know your brand will know your game so even if they don't install it they will do you know that the brand is still a branding tool as well till you get for free basically and I want to end this by saying that you know this is an ad there should be no question about that but it's also nothing weird about it I mean this is the best way for these inferences to make a living and they're not all PewDiePie with you know 30 million or so users or subscribers but it also more like medium sizes smaller device or inference I can actually they can actually make a living or fund their hobby doing this so there's nothing weird about it and we all make money from it we should not deceive the users this should be very clear and this is a good thing and with that yeah please go dominate

any questions come on sorry I was my coach Jay we have any questions from influence and the influencer marketing I mean there's a gentleman here do you have any like real example of cost of some campaign like what kind of campaigner how much it cost like concretely yes yes I do I do yeah but but it spans from everything from from let's say 5,000 to 50,000 and it can be even more than that again the most the most common way to pay is a flat fee and then depends on you know who you go to and what kind of reach what type of target audience they have so it's it's a it's a difficult question to answer generally right it depends a little bit on okay what is your game

right and who do you wanna who do you want to target and how do you want to buy I mean what's the boss the ballpark and what costs we're looking at - you know you a campaign therefore influence you a campaign is it like ten thousand dollars starting $300,000 what what makes what's a meaningful spend in this in this space sorry but you know it's a great it's a great question it's just a very difficult to answer that's all and I apologize for not being able to be more specific but I mean say like like if you want to go in and test it 5,000 it's probably that that way you can get it you can get to quite a few influencers you can you can try it out and you can you can see what it does for you right but but it's again it's it's a very difficult question to answer without knowing the specifics about the game on CPI level I can I can say that when I

mean I think 30% or so of campaigns and short posts in France support is born on CPI don't call me that but roughly and and there the CPI soar that they're relatively the same as in a network but most of the time the or wise is higher so it's usually a better deal and what we see us is that the conversion rate actually from the video to an install is actually much much higher I mean talking like three four times what we see on a network in general excellent have you got any other questions there's a question over here all right I'm coming this is all the exercise I get no that's okay because I can answer this question because I'm actually I'm running a French media we have a web TV we have influencer we have youtubers and if you don't mind I can give some price just as example because it's something we are doing every day so we have demand for YouTube video for example the budget can

be 1,000 euro but it's for games small games you will do maybe 50,000 views 100,000 view that's that's a lowest price and on the other parts for live TV show that will last for two hours we can have demand for 5,000 euro thousand euro because we're trying to do a very high-quality show so it's not always related to the number of view or to the performance of the game it depends of the the the the the brand approach are you on the performance you you are going to do on CPM or are you on trying to get a community then we have to pay much more to get this community and you you will pay for example 10000 euro for two hours web TV show which has in fact you will never get a return on investment on such an amount but you need to be present on Twitch on the leading media so it's it's not really

rational it's it really depends on the way you want to communicate around your game I agree that spending on media shouldn't be rational that's definitely very important like I guess any other questions you have any one free time for one final question before we I have one last question I guess that I was going to ask is what the limitations everybody's very excited about influence marketing it's the new black right now it's the solution to everything but are there any kind of limitations compared to other forms of UAE's I mean in terms of the I guess the predictability of results for instance what are the kind of the pitfalls everybody knows you at the potential upside if RLC and all that but what are the pitfalls coughs each are please don't just do influencer marketing right I mean I think the major thing is that I mean it is a major investment in the beginning right I mean it's not like you can set up a test campaign for 50 euros yeah and then you know see how it runs and you you can find your good publishers and then you do white list or something I mean that that that doesn't work it's a I would say it's quite risky in a way right in the beginning but if

you know your audience and and that kind of stuff and if you know the the good eye on your numbers and the value of the users it's you take away a lot of that risk but I think that I think that would be the biggest difference right is one big campaign and you can't change it over time right yeah okay [Music] [Music]