Influencer marketing: The tips that your app needs

[Music] [Music] so hi everyone my name is Dmitry and I'm going to talk to you about influencer marketing so why am i and why I'm here talking about that so this is one of the business lines that grew very fast in our agency for the past in for the past 14 month well should be working but it's not working mm-hmm sorry the click is not working for me okay all right yeah no it does so as I said for the past 14 month our agency who noticed the opportunity to

dive into influencer marketing because of the growing interest to video watching for the recommendations that people prefer to listen to make that their own decisions probably this is also connected with the rise of the ad block with the rise of the video ads so somehow influencer marketing is growing very fast and it shows very interesting results for all the developers and other parts of like retail business it also works there but we're in a mobile gaming conference so let's talk about mobile games we have seen that it works worldwide we have accumulated base of 3,000 influences for this particular moment for up to date and we have a team of eight managers but for you to consider like 14 months ago it was one single person who was doing one single campaign for player who decided to do this to start doing this and it grew up to business unit that plays a very significant role in our agency why did

it happen the thing is that influences are being trusted by users as I said and they are being trusted by marketers and the thing is that well the investment that goes in there is really considerable and the researchers that have been done by differ companies that show that the interest from the users grows and that's why the money follows where the demand is so that's why we do that and we do that for mobile games why would do that for mobile games because influencer marketing fits very well in promoting mobile games it has some some things that well they're not very bright in terms of both campaign analytics there are different difficulties but in terms of acquiring new users it works wonders the thing is that you build awareness and you also have a nexus to a channel

which is really different when compared to the channels that you usually use it also slowdowns the burnout of organic traffic because you have a long tail of viewers who see the ad inside the video channel and then the new users that come to this channel they will see that ad as well so you pay once but you get the long tail you also have this great thing that the content the actual ad is produced by the vlogger himself and he knows his own audience and he knows how to attract it he knows how to burn it how to to promote the game in order to receive the maximum impact because he is interested in getting more orders from the agencies like I like ours that's why he's doing his job very well there is no fraud almost no fraud we have experienced some one case that we encountered fraud but in general this traffic is fraud free and well there is

not so much analytics about that as I said however many companies are working on that and including ourself the thing is the most the best say the success comes out of the campaign management and there are four stages that I would like to talk about in order to help you make sure your influencer marketing campaign gives you great results so the thing is you have to consider what are the profiles of your users so you do not go to so you understand what is the core audience of your game and you go to your channel where this audience watches but the thing is you don't have to go directly to only two games channels we have found great users in do-it-yourself channels for example or in channels dedicated to fishing so we brought some MMO users from fishing channels and there are well pretty pretty good pain

users that they come from from such channels cars and such you also have to consider the monetization model and the thing is that if you have like in-app purchases in the game it's good that your vlogger that the influence that talks about that and he shows how much benefit the user will get if he starts paying you also have to consider the local things about the markets and I will talk about them a bit later and important thing about the economy of such campaigns is that do not like waste money on only on top names we have seen that lots of influences who are not in the top but there are second ones second choice they provide even better results both in terms of the outcome and the revenue outcome but also in during the campaign

management this is important this is very important because precisely the campaign management generates the most hassle for your team well once you approach them first you have to consider that if you write them directly the the chance that you will receive a reply will is from 0 to 5 percent and you have to write them in their own language in the native language well you have to breathe them very fast and it's important to talk to them directly like via Skype we do you do the call but you have to be ready to provide them a brief which underlines the most important things you would like to have in the video that they will be producing and it is important because the video is like very short from 30 to 60 seconds and you have to put let's say the most valuable call to action thing into that ad well the author would would

love to you to ask vlogger to bring some personal touch into that video because it really Rises the conversions and you have to consider adding some in-app bonuses for those who are downloading installing the game from their tracking links that you had live into the blog so once he gives this incentive that download from that link and you will get this bonus you get high conversions well talking about time zones we have launched campaigns we are located in Belarus so you know there is some time difference between us and the United States so we have the team that works almost 24 hours so the awakens shifts because it is important to you to be in touch 24/7 and that's why our direct advertisers have troubles dealing with us youtubers manely have these urgent

questions and nobody can answer them so that's why we we use this shift method there are some things that youtubers will face if they are not experienced in promoting mobile games so they do not know nothing about tracking links they have to track you have to check those tracking links with them you have to explain that to them and well you have to be available for them it is also important to do the forecasts and we have this method of doing the negative and positive forecasts because results vary as I said there is not that much campaign analytics as we have for example with apps fly or jars right now and nobody can provide it so you have that tracking link that you see how many users used it to download the game and then started playing it but this is part of the iceberg so from our own

experience we think that from 20 to 70 percent of the users now let's say you the game was downloaded by 100 users but 20 or 70 more they went to search it directly into the App Store or world table there are some companies that say that this number is higher 10 times well we are more reasonable we think there is a large amount large portion of users that go directly into the App Store so how to track this you have to use this well you just see the uplift and try to calculate the difference from there let's say you normal daily basis compared to the days when you launched the campaigns this is one of the ways we are working on a solution that will help that but this very technical thing and well hopefully we will be able to solve it this year and also once you track the

outcomes of the campaigns and you usually have a large list of influences for example we run campaigns late' they have like 40 to 50 youtubers in a list sometimes you may have picked their own youtuber so if you don't see the results well you check the tracking link if it worked well then you have picked up picked up the wrong one so and talking about that I would love to focus your attention on some particular particularity is that are connected with the regional with regions with specific regions that we have experience working with so for example in english-speaking countries the device plate is like 50 by 50 sometimes even I Austria is higher the traffic distribution in english-speaking channels it's mostly irrelevant to the United States audience you also have is to say the major part of that audience is a united states-based

but you also have people from other from other countries like UK and Australia and Canada and you also have people who watch these channels from for example India of Philippines there are not so many risks working with the youtubers that come from the United States you have to keep in mind that they are very formal they are very strict you then negotiations with them should start with briefing them and this should be very precise and exact brief they respond pretty good they have this official added you to sponsor sponsorship so they used to sell advertisement in their channels and the following the agreements as they are written so be very careful when you do the agreement with them try to remember everything that you would love to put in the video

because it will be very hard to do any even minor chain changes after they he has submitted the video that you have agreed the brief with him we have made a lot of campaigns with Russian youtubers we actually started working with them 14 months ago well they are very flexible this is the the major part about them they are pretty cheap but the thing is sometimes they might disappear during the campaign preparation so we are not paying them upfront so that's why we are saving our and advertisers money but the thing is you have to have plan B because at times up to 30% of those youtubers can say ok my granny's in the hospital my dog is

dying and other things that we cannot tolerate but it happens anyways as for the traffic Dushan we see that major part comes from Russian but a considerable part up to 40% of the audience of those channels russian-speaking channels they come from the community of independent states countries so that's why you have to be careful and double-check if your game is present in those finer stores in those regional stores we also did quite a few campaigns with a Latin America and well they are very cheap I mean you get 100k views for 200-300 US dollars this is not much at all but bit sheet quite a lot so you have to make a white list of those youtubers

after all they are very very let's say responsive so they give you the response back very fast because we want money and they are ready to do more than she then you are expecting from them so this is a good part 70% come from Latin America and 30% come from Spain this is according to you to what we have seen and please note that major part of those users will have the Android devices so take that into consideration we love Netherlands we love working with the Netherlands youtubers because the market is quite small this allows to do the soft launches you know to check out how they you you feel for influencer marketing campaigns are performing so this is a good market to do the soft launch but the influences they have quite affordable prices they are reliable and they are pretty flexible so we'll have them a lot India extremely high prices because all of the youtubers

they are connected to Bollywood well I cannot suggest go there but if you want to reach and you have money well do that Germans pretty qualified the audience will have the outcomes of the campaigns but they we think we are not sure that the prices that they have they they have some kind of agreement between between the youtubers so everyone every one of them has the same price and they have these taxes so they work officially and that's why you have this additional cost which is taxes so the rates are different but so are the users and well these are some insights that some data some valuable data that we have gathered during these 14 months of our work we did we mostly promoted the mobile games but

we also work with e-commerce and brands these are the the numbers for strategy for shooters for MMO games and for match-three yeah I know you're taking but this is a lot of work I would say that we have conducted over I would say over 1,000 small flights so 1,000 ad placements during this period so the data is quite accurate what we what we think about that is that well taking a look at these numbers and comparing them to your internal numbers you will make up your mind whether this is worth investing in or not and I think you should at least have a try so if you are

planning to do a single campaign I think it's not like promoting Zorka it's thinking about your own your own team that will be taken care of such launch it's it's easier to do with an agency because agency knows the the pool of the youtubers they know how to talk to them they are in contact with them and this is the this is quite reliable so we you will not waste time waiting for the answers then conducting your own white list of those who behave quite good it's also cheaper because we even though we charge the Commission and it's very transparent the prices that we get from the youtubers are usually lower than those that you will get drier directly from them we know that you well you do not

have to overpay for the top names as I said and you should be also delivering them the materials that they will be using in their own language this is very important and also keep the balance between Nativity and deficiencies so do not overcome creativity but try to make it effective so I think this presentation was quite useful for you just on the line consider the audience try to find the channels that fit that audience then try those placements analyze that and they then do this scale thank you very much I welcome your questions I think we're seeing professionalism of that whole implements the marketing piece I think yes that you've clearly shown it then I've got a quick question before we move on to the panel I have a microphone this time if anyone does oh yes in here sure

different calm scalable is this message how much not lost for a single campaign in the US you have you seen well it is scalable it also depends on the original market because at times we found to say that that in Russia you can scale up probably spend maximum up to 150 K for a single fight and you will like cover the whole Russia in the United States the prices are completely different so that's why you will be spending a lot more but the scale there is scale you can start spending like 10 K in one reasonable in one region within english-speaking countries and then scale it up to you of a million and you will also scale not in terms of money but also in terms of revenue and users that you will be getting out of such campaigns so the risky I don't know sneak another one in

weekly has to be a quick one and with the all you the social medias you mentioned you've failed to mention Facebook and for influence yes what what kind of area we're looking at in in Facebook marketing alright so we first of all we we looked at influencer marketing just as YouTube you know the only channel but then we started trying out Twitter Facebook let's say opinion leaders so we look for the people who have wide network they talking about specific subjects that are relevant to the audience of the game so we'll look for those so we tried to mesh let's say that the demand let's say the interest of the audience with the content that the influencer is provided and no matter what channel he resides in we find it

[Music] [Music]