Influencer marketing: No pain, no gain

[Music] [Music] well thank you everyone it's really nice to see that many people find interested in the influence of marketing because it's kind of a very trendy topic right now and well I hope I will entertain you a little bit so I'm business development director in a creative mobile performance agency which is called Zorka mobile as you may guess for my accent we come from russian-speaking territory so we are located in Belarus I'm going to speak about increasing marketing because well I will mostly focus on user acquisition goals and challenges that ones can face when I'd read when working

in that channel well first of all I would like just to okay so yeah I would let it's good so that's the clicker and how do I switch to their to the next slide all right it's still not working okay that's that's one so the agency we started that in 2014 and we focus on the user position for mobile games and mobile applications we started with Russian clients but we work worldwide right now so we have like 50 people lots of projects and we doing influencer marketing as part of our service offering well I believe you everybody everybody knows what the influencer marketing stands for so this is mostly the user position process which is done

through the influences which are located on YouTube or Instagram or even Facebook or Twitter whatsoever channels so why is why why is that important why is that so needed because the the amount of audience of the younger audience that is not watching TV is not using traditional media is geometrically dramatically beep and even the the way all the audience is also going into mobile so they're watching YouTube videos a lot so as you may see from this data there are there is a certain amount of audience volume that can be reached on this to this channel so that's why it's not it's not it is impossible to ignore the skyrocketing popularity of certain influencers and as a matter of fact there are lots of brands like world

node brands who go after that popularity because the influence of the youtubers on the audience makes them sell their products better so and that's why also mobile gaming if the industry started looking at that direction and we also started to do the same there are quite many challenges that you may address to you user acquisition through influencer marketing well first of all this is the amount of the burnout of traffic that you get from the other channels this is also the slowdown of your organic growth and well you rise the awareness of your game overall awareness of your game there are some additional benefits that you can also get is that if you do not have your own video production in-house you may get that from the youtuber from the vlogger you can also get some analytics about the audience that you

will reach for that YouTube well and there is almost no fraud there almost because there is Sun and this is what we have experienced and I will touch that a bit later also I would like to tell a bit more how we got into that field because it started it skyrocketed for Zorka as well so we started that just like nine months ago it was one person inside the team who started working with player room one of our long-term clients right now we have a team of seven people who are working with three large clients similar similar size to play room and some some minor runs so and if we had like contacts of title youtubers at the very start right now way we can prepare media plans selecting from the base of 1000 and more a few tubers well and we are covering as we start with Russia but

right now we're covering t1 countries and even Japan and Latin America and Russia of course as well so talking about pains and gains in the influence marketing I would love to focus on specific points so there is there are four major pains that you will have once you start doing this so this is selection of the YouTube who will you be working with this is the the recreation of the campaign so you need to make a brief you need to understand what kind of video that will be how long it will be what we'll be talking about how it should look like what what will be the points that they YouTube you should address and what the points huge should not be addressing and of course when the publication in word the publication should be taking place and also the the analysis the results of the campaigns so talking about these paints with influencer selection so

first of all you need to know what kind of audience you are going to reach because once we do the media plans we focus on picking the channels that have the major part of the audience that you look after for example for social casino games we need to address the the females that are 35 plus so you need to find them to see them in certain YouTube channels all for example if you if you have a paid game I don't think this is this is this is the best way to to work put you with YouTube but still it's worth a try but mostly talking about monetization model is more about if they have in-app purchases inside the game or you focus more about getting your revenue out of rewarded video so if you have enough in Upper in-app purchases you should ask the youtuber to focus on that as well so

if you want to grow fast in the game you need to purchase something well there are some particular particularity x' with the markets for example in latin america you will get lots of views you will get lots of downloads but you will not get almost any revenue because because it's like that we tried it out and it doesn't work good and we can get lots of installs but he will not get lots of money if you do the if you have focus on you know purchases then well there is also good thing that you should not focus on the best ones on the let's say on the first ones in the list in terms of how much to charge for the placement focus on the second ones because they usually deliver better value and they usually deliver better product and they're also much more convenient to work with this is this

comes from our experience but probably you will notice the same well and yeah of course you have to be persistent as as you have heard as you have just heard the chance that the youtuber will open your email is work is really close to zero if you are contacting them not in the native language or you are not saying that this is paid promotion as I said skyrocketed interest thoughts influences led to lots of emails that they are receiving on a daily basis so how they will be selecting who to work with really depends on you so make those emails really high converting there are also some pains connected with how to start working with sou connected with the youtuber so he is interested in doing something together with you some kind of collaboration paid collaboration so you need to brief him to make sure that the outcome that you get is worth

the money that you invest in there so don't try to be super creative so don't ask for decorations or costumes or super creative scenarios of promoting your videos rather focus on doing the video that is 30 to 60 seconds long that is placed in the first couple of minutes of their own video that is natively integrated in the content that he is going to talk about that he is going to cover so make make this native make this really let's say smooth integration into his own content but don't be super creative there it should be very clear and very direct motivation that he poses towards his audience so he says okay download the game do this and do that there and this is the value that you will get inside and connect it with that it's very important to have some kind of

bonus that will be given to the new users so if the influence' promotes the game and says for the new users that come through the link that which is below the video there is a special welcome bonus this Rises the conversion a lot and this also Rises the retention of those years after afterwards well of course bloggers personal attitude to the product is very important and the major thing here is if the vlog if the youtuber if he doesn't like something about the game if he doesn't like something about the product it is important for him to say that as well so this way he shows that he is unbiased so he's kinda honest with the audience so he shows good and bad sides of the product that he's promoting well for example once we working with the youtubers that are located in the United States and we're located in

Belarus there is 11 hours difference between us so we and if we promote games that come from Russia it is very important to remember that there is this time difference and the communication needs to be done over the night so our team works over the night in order to to stay connected with the guys who are located in Seattle for example there are some technical issues that youtubers face so we had these examples that sometimes edged yuba places a link to the game which is not a tracking link so we cannot judge what how were the results of the campaign because everything goes into organic traffic so you need to make sure to cover those things as well well also yeah checking the tracking link is always important and responding promptly to changes is like once the advertiser wants to do the promotion and some kind of competition and he says well whoever reaches the first place and the game will get their

iPhone 7 well right now we know that iPhone 8 and iPhone X are coming out so respond promptly to this changes means we'll be agile but remember that for example t1 youtubers those guys in the United States for example a very formal so once you sign the contract with them and once you have an agreement where the creative description says you are promoting the competition where the main prize is iPhone 7 they will not change it to iPhone 8 or iPhone they are very formalistic and if you insist you might you might even damage the relationship with that so be careful with that as the result well at first when we started we didn't know anything what you expect but with the time we understood that we are able to forecast both minimum and maximum numbers of views of clicks of installs and if we are connected to the

business intelligence unit of the advertiser we can even forecast the money the amount of money that you will be generated so they are to use there is some statistics that we are able to share so the the medium conversion from the tracking link so the number of views to to those who have clicked on the link it is roughly at about 0.3 0.5 percent and conversion rate in the app stock so once the user went into app store and sees the page of the game so he will get the conversion from 20 to 50 percent which is quite high times there is an issue with the tracking the organic downloads because as you as you understand once you watch the video on your desktop you may just go directly to the App Store and search for the name of the game so to our knowledge to our

understanding from 20 to 70 percent of the users who are not being tracked they download the game directly so for example you get one 1000 installs from the tracking link so you may put from 200 to 700 on top of that that went to the App Store directly so the cost per install you have to calculate that accordingly well and at times you may just have picked around vlogger which means and this is about the fraud we have we had an issue with with one youtuber so he sent us the statistics so youtubers they can either share the statistics with you so you just see them in the cabinet on YouTube or they may send you the screenshots so the guy sent us the screenshots and we picked him to work for the t-one promotion of the mystery game we were expecting to receive over 40% of the American audience but instead we received almost 100% of Indian audience which were not

paying at all keep that in mind so be very attentive to the kind of disease statistics you are getting because this kind of what may have well as for the game I disclose any numbers to be honest because we have these three ten days with both with both play room and pick sonic which are large clients with ours they spent hundreds of thousands of dollars on a monthly basis with us on onion with influencers which to my understanding means they're getting some good revenue out of that which is positive for a while for them are still in number of views for the past nine months we delivered over one one hundred million views for playroom and twenty five million views for each Sonya I would say that well the overall

amount looks impressive and the continuation of those campaigns means they are getting positive for a while out of that we also have some data to share as well so you know user acquisition managers they mostly focus on CPI we think that it's not the best approach particularly in this field because well it doesn't really matter how big is the CPI what really matters is that are you getting positive for a while out of those campaigns or not so but just to give you some examples for for russian-speaking countries you you get these numbers for particular types of games and in t1 countries the numbers well higher but still they they might seem attractive or not attractive for you but remember this is not what matters what matters is either you get more revenue

or not in order to conclude I would say that it requires some professionalism it requires some time it requires expertise it requires lots of flights to make successful YouTube campaigns it also requires a team because you cannot run a campaign with one influence usually we run campaigns that have from 15 to 30 in there and these guys well hard to connect they hard to speak to well they they have particular needs you you you have to address the particular financial troubles not all of them have the entities that they will use to get money out of us so we using Pape paper and other means of transfer money to them however if you invest enough time enough

dedication into that channel you will get positive for a while this is a 100% show for example exonic they took three flights to reach 100% positive ROI so the first flight was 30 percent the second one was 70 and the last one they did was 100 and more so I advise you to look into the channel to invest your time into that and to succeed in that well thank you very much for time if you have questions I will be we have some times for questions all right yeah will too we also do them well 41

countries for example Germany stands for the same price in at the United States well maybe like 20% lower but usually it's because of the tech Texas that youtubers are paying so they're running the official official business and that's why the prices are quite similar to what u.s. influences are charging so the the numbers for CPI that you see 41 countries are pretty similar to what you will get in Germany well that's a good question well I would say the tirana campaign that has more than ten influencers in it you need to prepare it like three weeks in advance three to four weeks right now we we have some processes that are ultimately inside the agency but when we were starting a well to run like with five

you need like two weeks to run with ten and more you either need more people or you need more time so usually it takes about three weeks to prepare campaign to agree everything both on the formal sides of the contracts and on the creative side the the production itself and sigrid it with the advertiser and then you just agree on the on the dates or you schedule your flights for the weekends mostly for Fridays for Saturday's once the audience is mostly into YouTube's of the watch videos so you get the maximum number of views out of that [Music] [Music]