Influencer marketing – Easy ways to start receiving positive return on investment

[Music] [Music] hello everyone my name is Alex I'm working in exonic as a user acquisition lead so I want to quickly introduce Vic sonic so the company was established in 2009 and created the mobile game called war robots which is already 80 million times downloaded worldwide and this success makes us generate more than five million dollars monthly so one year ago we started to think what we can do with influencers so what why don't we start influencer marketing and so far we

invested more than 2 million dollars with positive ROI so I'm going to talk about influencer marketing on YouTube and how to start receiving the positive ROI create first campaigns and we'll also highlight the creative strategy here so one knows these facts about YouTube and I won't just say behind the numbers there are YouTube is the biggest social media platform to advertise mobile games right now because there are so many people on YouTube from all of them all of them all over the world and the mobile users have 40 minutes session daily this is like average session and half of the total internet population are using adblock in technologies which makes YouTube Adsense advertising quite sensitive for that so this makes

influencers play a crucial role here so user-generated content cannot be blocked and so when we are creating our first media plan the first thing we have to do is to just to categorize all influencers by their type of content and genres because it was very surprisingly for us because non-gaming influencers works sometimes even better than gaming ones so we started to test just one genre another general and found file found some key things here when browsing our influencers we are focusing on those channels which have more than 30 percent of our target audience well there are no not many things to target in the YouTube

in terms of interests and demographics but our key a core audience is males 35 plus years old but YouTube is quite younger for them and we're focusing on channels which have 25 plus years olds males so it's just in fact we discovered that it's really hard to predict how much you've used how many views the next video on each channel will achieve well we discovered that it's better to see median views for each channel so I want to explain this a little bit more if you open any channel on YouTube you will see there's some kind of this performance so this channel called the hacks met there

are 10 videos which different performance which different number of views it's very hard to predict how much the next video will will reach how much people will see this so in those 10 videos there are 1 million views in one video half of the million views million views so it's quite unstable in order to leverage and in order to exclude this statistic anomalous we're doing the medians so when we are calculating the median use for each channel we are having quite like 88% accuracy of the next video prediction prediction of use I want to talk about the calculations so how can we understand how much we should pay to each youtuber before the campaign even started so when it comes to bloggers so

sometimes one blogger can say hey hey guys I want 20k dollars for one video so why the reason it's why you want this so for bloggers it's also not easy to understand how much they should we should get paid so we discovered our our way to understand which price we can afford in order to do that we were using two enters the first enter is average conversion and second anchor is sepegal when we calculated our CPI goal we just checked our paid marketing campaigns and use it used unity ads campaigns as for reference we did the same with average conversions so average commercial conversions is in store eight the conversion from impression to install

for one specific geo so in this slide there are three examples three examples of the youtubers so first one is a gaming youtuber with a different format of integration called pre-roll so he asked 20k dollars so what we need to do in order to quickly estimate how will it be possible so we need to multiply our average conversion average install rate through the median views by doing this we are getting forecasted installs and in order to just quickly let's understand will it be possible for us to do this campaign we need to multiply our forecasted installs to our CPI goal

so as you can see them first youtuber is quite a repressed for us there are three scenarios - to work with this guy and the first one is do our negotiations probably we can find a compromise the second scenario is to hold this guy hold this influencer for next time probably after few campaigns our prediction model will be more accurate and we will be able to afford this and the third scenario is just take a risk and launch this campaign so as you can see here well when we are doing our first media plan we have almost no data on our background so in order to evaluate this model you need everything is needed to categorize and assemble groups of influencers and check the

average conversions for them well in this scenario only youtuber number three could be affordable for us so a relation of this model is quite simple we need to aggregate all data in each gender and type of the integration by Brigade on this we are calculating our average conversions and next time when we do second third and another campaign we will get more accurate results so CPI goal here is calculated by our performance so how much this type of bloggers with this type of content generate and how much money we can get from them

about the measure the results there are various revenue flows which came from influencer marketing and has been said it YouTube is a platform it's Multi multi platform trail like media space not every single person watch YouTube from their mobile devices so some of them watched from PC some of them was from console and in order to understand how much money your campaign brought to you it's better to launch that one big massive campaign with 40 30 50 youtubers in the same time in that case you will see high or very high organic uplift in order to measure awry you need to also attribute revenue from retargeting from organic uplift from direct installs

even sometimes big massive campaign can increase the conversions in paid marketing everything should be calculated and attributed to this campaign sometimes it's hard to attribute organic for a specific influencer in this case well it's better to divide all organic installs and money to all of influencers in your campaign it's better than nothing of course well about the creative strategy when we are doing influencer marketing so there are many people in our campaign so if we do marketing not with machines but but but with people there is a human factor every time every single integration is different and there is very much random factors some of youtubers could be more

emotional some of them could be less emotional some of them will just give you very nice results some of them have very unwell or even lazy audience in that case we need to beat this random somehow how to beat that well the first thing is to create a unified script for all your campaigns you can improve the performance by improving the script well it was surprised for us but not every youtuber knows how to advertise the game some of them have no idea how to promote any product and if we send them a script it helps them also it's very important to have some kind of space for those influencers so in the script

there should be bullet points key features and it's very crucial to ask youtubers to highlight all these bullet points with their own opinion well we also provide in the pre-recorded videos because not every influencer even knows how to advertise and how to create the very nice videos so our strategy here is to do the some kind of three different parts so I catch her it's like explosions something - which attracts your eyes then we are shown the real gear real gameplay core gameplay in order to show the okay this game is about this one this also increases our conversion we're using welcome bonus so we're providing tracking links with specific bonus for influencers so they are able to share this bonus to their

audience this engages the players in the beginning and most important part here is is to be honest be honest with influencer be honest with their audience do not hide that country that your content your advertising material is sponsored it's very good - for influencer for the brand is let the blogger who welcome the sponsors say they say the the audience that okay I'm doing this because I I love to I love doing my job on YouTube I have to create the content I'll have to do like everything that I'm doing right now so I'm doing this because I have sponsors that's okay it's not really so I mean the last thing you want is the horde of people blaming you and using fluids are

for making like a and Vedas well well right now I'm going to show you the video with hacks MIT our one of the most successful bloggers so he did exactly as we wanted to please play the video now like I was saying before this is actually one of our most expensive projects yet and the only reason we're even able to do projects like this is because of our generous sponsors which is why I'm happy to introduce a sponsor for this week's video for robots robots is an awesome tactical 6v6 multiplayer robot warfare game it's available for android iphone and even your computer there's an absolutely huge variety of robots with different skills and you can upgrade them with tons and tons of different weapons including laser bazookas just like ours my favorite robot is Lancelot which is this monsters killing machine the best part of the game is it's constantly being updated and it's always evolving

plus if you use my download link below you'll get a GI patent a robot error Warpaint short punisher machine guns 400,000 silver and 100 gold to spend on whatever upgrades you want with this offer you'll have a pretty big advantage when you start playing but now back to the particle cannon so this guy brought us more than 500 percent ROI for our campaign well sorry I can cannot skip this out bargain come on could you please keep the slide for me so what to do next once you launch the first campaign or second campaign every time you have to collect all day all possible data you have to like select the groups of influencers by their generals type of content but format of integration and assemble the

new new new campaigns every time after the launch when you get the results you have to ask yourself why this video perform better than another one why this guy brought us more revenue than another one every time we have to analyze everything we have to analyze in each single video and have to ask ourselves why is that so most important thing here is allocate some budget to test new different generators so for us for what robots DIY do-it-yourself channels became more most successful I don't know why really but we still continue to test more new different genres we started to even start fishing channels even comedy or something like that well once you have your production model

it will be much easier to understand which campaign will be successful or which won't be so right now I have some time for the questions thank you I hope this experience will be useful for you [Applause] you talk a little bit about the development for resources yet put it to you know manage the food's fine there are two ways the first way if you have small team it's better to use agencies well one of agencies just here and if you have a resources for the team is better to use some statistical like tools like this Dell or tabular in order to discover YouTube and in order to discover channels performance

please why because I think the JI audio is probably not as laziest and as for yeah sometimes but there are different types of DIY channels sometimes it's creating like cloth or yeah it's very very so many different variations [Music] any questions so how long does the campaign last how long do they [Music] we discovered that like 80% of all installs came into the first two weeks

and the last 20% like up to the year our like most of our campaigns were launched in the US but we're tasting nude new markets as well for each market you need your like average conversion and your CPA goal and sometimes it's hard to like fit the unique needs a plan for each geo to your requirements in your KPIs but we're testing it another one a my rights I think it was suggesting the whole YouTube video should be at the same time how you measured your yeah for us it's better because we're like doing the very huge

large marketing campaigns and like constantly and for us it's better to launch influencers from Friday to Sunday like in three days it's okay before that you do anything do any broadcasting we're preparing our readers for like a few weeks and of course we're collecting that all the youtubers and negotiating them in order to let them know so we want this videos posted in these those dates but we're not highlighting these activities anywhere for one game we have

like just one script for four one zero so obviously the script for United States will not be the same for Brazil or like Latin America and yeah the part is we are like writing the bullet points key features and some restrictions so one of the restrictions is if influencer use an acting or actor playing it's like should there should be 30% of the screen is youtuber and remaining 70% of the screen is our game it's one of the examples we just discovered otherwise we're having low lowest conversions I think we should probably with all that

yep thank you thanks everyone [Applause] [Music] you [Music]