Influencers as Part of Your Video Creative Mix PG Connects Digital #2

well it's great to to be here thanks for the nice intro I'm in California so it's pretty early this morning we'll see how that goes so yeah so again I'm Eric Bryant CEO and co-founder Oppermann we work with influencers on many different in many different ways around gaming whether it's twitch or YouTube Twitter Instagram all kinds of different platforms and I want to talk a little bit about how to put them into part of your ad creative and not necessarily having them having influencers you know just generates installs so by first kind of going in that I wanted to explain a little bit about and and these videos most these videos will not have sounds or so there's gonna be play in the background

but I wanted to go into a little bit about UGC I'm sure all of you already know a lot about user-generated content it's content that's created by people not necessarily the brands themselves and just some stats around it obviously it's it's highly engaging and helps with the brand so there's a 85% greater trust in this type of content versus brand content there's a 28% stronger brand engagement with UGC videos on YouTube for UGC get ten times the amount of views the vs. videos that are coming straight from the brands and 86 percent of Millennials say that user-generated content is a good indicator of the quality of a brand and it cuz I kind of want to talk a little bit about the traditional way working with influencers so most people on here probably know this already but kind of wanted to go through this this particular example so usually influencers are here to generate

installs not really content so there may be putting in some content on a on a you know YouTube video or even streaming the game on switched and the ways to go about it are usually you would contact an agency that works with influencers sign some contracts and you may not have an exact workflow so you mean up now you may not have direct contact with this influencer you may not know when the if when they're working on their video or when the video is being edited because most influencers will not edit their own videos you also have to rely on the influencers so you may have worked with an influencer who did you know do they put in the correct tracking link do they have a call to action and are they doing all the work that they were asked to do correctly is there an approval flow right also did you did the advertisers you guys give them an exact script or did you kind of let them create their own authentic

message so on the right side you can see here's an example I took my son most minecraft soup this is a Minecraft influencer and he's doing an ad for monster legends and I try to capture it but it's probably too small at the bottom you can see it this is at the two-minute mark out of a 30 minute video so it's just a very short 30 second kind of ad hey guys go play us game the influencer maybe shows himself playing the game but it's easily known that he's not directly playing the game and it's just a very small message within here but you know there's about almost a third of the people are on a PC so how do you how do you track those people who are on a PC at all prevent we've actually developed a way where if someone's on a PC they get redirected to a place to put in their phone number to get a text message of the tracking link also how do you measure success from some campaign like this do you measure

it by installs by row as and how do you know how many organic installs there were some of the attribution providers can help with this but it's it's always kind of like not exactly it's not exactly now also influencers especially the ones that are larger can be very expensive and they do not like being paid for performance so it's actually pretty rare to find some of these great influencers to be paid you know a certain amount for install or certain amount for you know some specific event in the game and it can be very difficult to get a pretty good rule out of these campaigns just kind of to summarize some of the pros and cons of working with influencers is it they can have authentic voice if done correctly so if you look the influencer kind of put their own creativeness in this in their own style then it can actually be a pretty authentic voice sometimes if you have a very direct

script or the influencer kind of just reads off of something then it just may not seem very authentic also they could have high engagement usually typically the smaller they are the higher engagement they have so if you're working with someone very large they can actually have a pretty low engagement times there's a there's a story that dr. disrespects streamed world of tanks and he didn't know what he was doing he didn't have a whole lot of information in advance of how to play the game he didn't really get much of a chance to play it before he started streaming it and he looked like he was a little bit lost and only generated a very very small amount of installs some of the cons they could like I mentioned before it could be high cost the process could be slow so influencers work on their own time they they have their own schedules they may have a doctor's of forming when they're supposed to film and then they may push them back a day or two and you

know they may not be good with with instructions so you have to have a good way of getting them instructions and also there's some brand safety concerns sometimes if an influencer does something they could later on you know say some racist remarks and as you know right now in the u.s. that could be a very very tricky thing to walk around so that's something that that can be a very difficult thing when working with influencers now just kind of want to introduce IDC so we call this particular product that we've come up with influenced or generated content and what is influenced to generate content it is a Content that is also created by user but it's typically created by professional content creators so these are authentic high performance video ads a scale and what I mean by scale is we worked with thousands of influencers all around the world the influencers are actually

used as actors they're usually paid for their reach like in the examples I gave before if you want to influence her to do to post a link or to generate installs that is usually paid particularly based on the reach but in these cases if you just have them creating content and they're not going to post this content they don't post it to YouTube they don't stream the game and they don't post a Twitter or anything like that they're creating content on their own time so the reach an audience doesn't matter that puts pretty much everyone on the same playing field here whether they're small medium or large we do have profiles of tons of influencers so we have data on a lot of these influencers through third party offs that means that we know what games are they're paying are they bought on Steam we know what games they're watching or what they're streaming on Twitch we know their basic interests we know their looks and if certain influencers are working very well for

the add creative then we can get more that look that look like them and the game devs are the advertisers will set particularly set particular guidelines these guidelines could be pretty basic and letting the influencers can it be creative on what kind of content they want to show around those basic guidelines as I mentioned before they're recording this offline and a video ad is created from their recording of themselves playing the game and what problems does igc solve if it's done an authentic way if the app if the influencers doing it very authentically and they're showing real gameplay of them playing it can show an increase in IBM installs per mil and also a return on adspend we've been seeing this a lot with with games and on games so it also diversifies to creative mix so I know everybody probably everybody since last year has played will add they've had

game play ads they've had ads that have animation or CGI we believe that we're seeing a big trend this year about having humans or having influencers and ads this it can be very cost effective or very cost efficient so what that means is that instead of going to an agency getting a single influencer for 10,000 bucks you can get an influencer or you can get 10 influencers for the amount of ten thousand ten thousand dollars so you can try and test different influencers to see what works best it's also multi language multicultural like I said we have influencers all around the world and influencers you know live in different locations in this case on the right here for a vacuum life this influencer is there talking in Spanish their app is in Spanish and this is kind of like geared towards areas that speak Spanish there's also a fast turnaround so because these

influencers are usually on a smaller medium size end they can turn these around usually in a few days or you know the next weekend they'll have the content ready and there's also a lot of different ways to optimize these types of ads moving on just want to briefly talk a little bit about tik-tok and snapchat so as you know these platforms are kind of getting a lot more talked and it sounds like from what us talking to a lot of our gaming clients and also with tik-tok a lot of people are trying to find some type of success on tik-tok on snapchat but these platforms are very influenced or human driven platforms and as you can see on the right the average engagement rate for tik-tok is much higher than twitter and a pretty good amount higher than Instagram you can see that it tails off a little bit but it still stays pretty high depending on if they're small to large and and you guys

probably know this but just to kind of recap on some tic toc stats there's 800 million monthly active users 90 percent of them will use that app every single day and users spend about 52 minutes on average in the app per day so these are highly engaged users they're using that app a lot so how do you get you know how do you get traction how do you get a good enough a reasonable enough seat CPI where you can advertise on tik-tok on snapchat it's difficult you can't just throw your current creatives onto tick-tock or snapchat and generate a lot of installs maybe some of you have but a lot of people who talk to have a hard time getting some traction there so we have seen some pretty good success and I wanted to kind of go in a success story here I know this isn't this is not a game but this is an app we worked with called fun of me which is a video editing app and I just wanted to play a couple short ads here but while they

play are not while they play but before they play I'll explain that the video ad on the left this previous video ad is an ad they were running before they started running our igc video ad which is on the right here so I'm going to play this particular ad they are running previously and this is not a GCM [Music] so it's a great high-quality add very catchy music and that's what they had previously when they started using our amp the CTR is increased by 70% and the CPI decreased by 50% so I'll show you the IGC ad that we made them this is this really cool app called funtom 8

where you can edit videos of your finger wherever you want the special effect to be let's see how the timing of this song is oh my gosh this song is like working perfectly so this influencer had had used their creativity to make this ad and it was kind of an interesting one to make because it was like an inception of an ad they had to create a video on their device edit that video using the device but record themselves editing and then we edited that recording so but it was a pretty unique ad and help them generate a lot more installs for for the game but decreasing the CPI are not looking but they're at four by decreasing the CPI this is a couple more things here one thing I wanted to go over is some of the different concepts and elements and I know there's a lot of kind of words on here but you can have many different concepts and elements in these particular IGC ads like I mentioned

before the influencers will follow the guidelines set by the game dev so they shouldn't be very scripted or very exactly should allow for some creativity so for example for Angry Birds - they could say it Rovi could say hey why don't you focus on the two new birds that we have or I want you you know focus on these specific things for the app and the influencer will play the game for a while and show a lot of content or rounds around that those guidelines so those kind of are different concepts there's also you know hey why don't you what why don't we test a different elements so there's different elements which are kind of smaller parts different backgrounds to be put on here you can see kind of this background on example works pretty well for the background that is showing in her gameplay different camera effects or different animations those can be different elements to test so maybe

there's kind of like a shaking or a zooming in camera effect also what's using a hand to show what is touch on the screen so this is a very popular thing obviously for other types of ads and these are things that we're testing with igc is having you know a hand showing very clearly what they're touching and also different edit styles so if this particular ad should be more informative like a tutorial type of app should that be humor obviously this one kind of went for the humor area or should it be competitive do you want kind of a PvP do you want to influencers doing a PvP against each other or you know kind of like a new versus Pro type of effect so lastly I got one more slide here and I'm just gonna quickly go through a few more examples here of of igc now there's a there's a short 15-second ad and then there's two 30-second ads here so I'm just gonna

play these so you guys can see and hear these and I hope it's it plays decent enough so you can get an idea there I've been actually working on this level for days we go Tom took care just like rock paper scissors Bob wins facts [Music] so you can see some basic animations here's another example gotta get all these things together oh my gosh there's so many in green top hey there I'm Avril kiss and today we are gonna be playing kitchen scramble - this is a lot harder than it looks get in the zone the noodle zone okay so let's upgrade our ingredients ok the cilantro and the cheese and the taco shells yo I burnt the beans we'll get this next time we're just losing all of our customers right now which is not a good thing but hey we got the level so a few things in that one she actually caused plate as the main

character in the game she was creative she did her own singing like a little bit of singing during the game and she had some fail moments which can always be a very attractive and you know seeing a human not be perfect for some this is kind of recent this is why I watched doctor disrespect and some other streamers to see them kind of fail or rage or you know have these sort of moments where they're not perfect and here's the last one I just played one of my favorite apps for two minutes and I have 5 dollars towards Amazon if you like playing mobile games and you play them a lot because chances are you do I have something for you to check out check out an app called rewarded play where you can play some of your favorite games and actually be reported so you literally just happen it stalls it directly from the Google Play Store for you and then it monitors how long you play it and the longer you play it the more credits you get for that day which go towards your rewards that evening so you might as well work towards something that it's like giving a little gift to yourself so you can see this one did have

subtitles and was more kind of explanatory of a video so that is kind of that was it for the slice I just have a website and I believe someone will put this website in there for more information and some more examples but I do want to end on one quick note is that for this month if anybody puts in an order for these for this type of creative for this month will actually double that order so for example someone would like you know 10k worth of videos will actually double that to 20 K spend so if anybody has any questions or want to know more information feel free to email me or go to the website Wow alright that was brilliant thank you so much very thanks so much for showing so much that was really good there's a load of great stuff and you've got video working faultlessly and zoom so i'm my tech team is gonna be on ask you a question as well but that was that

was really good and we've got loads of questions and we've got about sort of 8 10 minutes um if you okay I'm gonna try and run through some of them with you oh I'll try to be as succinct Esther as Karen said yeah he was grinning answering the questions and thank you again for being up at like god o'clock in the morning I didn't realize that oh it's mine it's 4 o'clock and I know I've got a panel later so I may catch some more sleep we'll see ya very very late so first question is its house track installs with MMPs liked engine than working with influences I guess so generally the question about about tracking results is always it kind of challenge with with kind of alternative not sleeping right so so with with usually with working with influencers as I mentioned it's a little bit different than igc so obviously you don't post any the influencers don't post anything they're literally giving the the content or we're giving the app content like the

30 seconds 15 second ads to the advertiser to put on Facebook or Google but I'll still answer the question sorry so with influencers they do track fine so we wee bit we've done many campaigns on twitch and YouTube where we take those links and we put them put them there but we usually have a website that checks what you know what device the users on and if the user is watching it on Twitter or YouTube on their phone or mobile device it actually will redirect perfectly just fine it does does use either the refer ID like for Google or it uses fingerprint tracking so it can lose some some attribution but it does it does work pretty well okay and I guess related to that is I've got some questions here about how CPI or roasts compares to traditional UI is there is there you know I know it's different is

it is it comparable is it is it is it just bit much more variable in terms of so I'm guessing this is for if you're working directly with influencers and not a GC so with you know when you're working with influencers the CP is can be very high because they're having to create content and post it so it can you can expect a much higher CPI Withrow ass however if you've got the right influencers and got the right game drew asked could be very reasonable but but that could differ so on the flip side if you're using these ads and your you know normal channels like Facebook and Google and those things and you're not having the influence or close to anything the I mean obviously the Ruiz is kind of what you're usually doing and it just depends on you know the the IPM is that you're getting with these types of ads yeah yeah okay I'm gonna load more question okay anonymous here so Windsor

squalene Witten's or cask nd I've noticed a middle ground with where UGC may end up being popular high-quality and helpful before being signal booster for the game publisher how do you recommend we approach certain cases or when providing resources or access to generate itself as a subset of UTC I understand them up to 80% of that I'm hoping you know the rest of it is it's clear yeah so so I think that I'm only understand a little bit of it sue so how do you recommend that we approach selecting cases or when providing resources or access for this to generate itself so there's there's a couple things here I'll try to answer very quickly so we can get some of the other questions but when working with influencers some people want to work with them like very directly so you can continue working with them some some usually work with influencers where it's just like a beginning of a campaign and you work with them and they stop and there's no real tail end to it but I would recommend that you continuously work if you're working with influencers

right now or wants you you continuously work with them now for IG C we have like loads of influencers that work for IG C so so I would recommend that you can work with influencers and find the right ones and once you've found these right ones you can find ones that look like them or you can keep going back to the same one maybe they speak kind of like the same language as your users and you keep going back to them and and that's what we're seeing too is like hey this video worked really well we think this person is perfect for our audience let's kind of keep going back to him now if I didn't answer that correctly you feel free to message me sorry about yeah exactly yeah anybody because this is quite specialist stuff so try and find it's for American in discord or me tonight shelters um so the question hey Harry great panel you earlier you said influences essentially workers actors promote your product does this not affect your authenticity you want if it's create the content is scripted and I guess I always thinking about this myself as well because you raise a few

different issues like how what's the balance between control and authenticity because obviously on one hand you can go someone go completely rogue and just go I don't you should play these games because they're crappy yeah I'd do this to me and you go what's funny Kay blown away you know what how did you what's your balance something was it you know there's a way of you can get a bit of both yeah that's a great question so that's why we're kind of experts in spaces we've been working with twitch influencers for years and it doesn't matter if the Twitter or YouTube influencers are are very unique people and they create great content so there is kind of about you do not want to give them hey can you say these exact words or can you say this exact term now there may be some key words but what you do want is you do want them to be creative in their own ways analyze influencers they don't even have their own like creative team or editor themselves I mean they don't edit themselves so you need to allow them to be creative so you give them some basic

guidelines and that's kind of what I usually call it as basic guidelines and we have some some advertisers that give pretty specific ones but we make sure they have enough content that we can cut very authentic pieces but there is a big difference between authentic conscripted and hopefully in my example so you can see how authentic it is but you've probably seen some examples that they're just very scripted or they're just not wanting to do this especially the larger guys on YouTube they're not very keen on these mobile gaming sponsorships so they can they can make it I mean it's very difficult and then make authentic sometimes I guess that's another question really I something we looked at previous tall looks and you know media and stuff about that the balance between the big guys the super influencers I understand the kind of the approach of just going broadly letting micro influences you know for mobile where it's so data-driven as well is there is a kind of broader micro influencer sort of strategy a more you know is that just

gonna be more comfortable to them to thinks it's more closer to it what they're usually doing into is they you a in their marketing yeah micro influencers are actually a good way because they produce pretty much just as good content as the bigger guys the bigger guys have these huge sponsorships and their communities are not as reactive or not as you know nice so if if you see like a ninja I know you missed fortnight ninja you know a lot of people be like oh he's a sellout but then you get these small medium-sized guys who are who are loving that they're getting these kind of sponsorships or that they're getting to do these ads we had someone just yesterday say hey my friends just saw me in an ad like on Facebook or something like that so they are very authentic and we have yet to prove out that with like running these types of on Facebook or Google if it's someone who's very well-known um you know will you go go to ninja and you can go to you know doctors respecter shroud or whomever but it's gonna be very very costly and we actually have used pretty

large people sometimes in igc and we don't see a huge effect that these large influencers have of of it just because so many people are viewing that out on Facebook that the chances are very small that someone is like oh it's ninja I'm gonna download this kind of thing yeah yeah no fair enough um there's question about Facebook here saying how can influencer marketing work when Facebook and other the channels are doubling down and organic reach I mean yes so challenge for the entire industry I guess but um you know clearly I mean I I doubts that that you need a mix right that's one thing work do one thing yeah it's it's a very difficult challenge to get to is organic region we've done different campaigns on on different platforms like not on Facebook at the moment but on YouTube and twitch and we have kind of different ways to calculate it also a lot of attribution providers are pretty good at you know sitting aside times like okay this person went lie between like 2:00 p.m. and 4:00 p.m. with the content so did

you see kind of an influx of installs and that sort of thing but as for Facebook I'm not too sure about that okay I'm gonna try and squeeze a couple very quick ones and we'll like you go up so early I think you should have as many questions do you want sorry I'm sorry absolutely um I've got a question about pricing um you know I think you mentioned a few sort of ranges earlier but what what is typical pricing is there any special plans for small developers in these is that you know what's the meaningful campaign yeah it's it's so usually the pricing is it depends on how many are purchased and depends on languages and couple other things but they could be around $1,000 per influencer and what we usually do is we usually get the influencer play a pretty good amount of the game and then we work with the advertiser on what concepts they want and then we deliver up to six deliverables that could be different lengths or different aspect ratios but it's kind of like hey which

concept you want to use for this influencer and so that's why we kind of say like hey don't just try one video because you know like I've seen you know Brian from consumer acquisition and so many other people you know one one ad going up against your other ads it's gonna be difficult you know tricky to get to work plus you want to understand do do certain people speak to your audience better so it's good to test and the more you test the the price goes down so okay fair enough finally questions or final questions I'll be asked twice was your experience with new versus Pro ads I don't I think that's more I don't that's more of an advertiser yeah so I actually I can understand this one there's a lot of new versus Pro out there we are actually just now trying this particular concept it's pretty easy because you usually have usually show gameplay of two different people now you should show a gameplay and camera of two different people and well usually sometimes they'll put like a little small picture of a person but they're not actually

playing the game and you can actually see that but it's actually been very effective in more casual titles and we're gonna be trying this with some upcoming advertisers that we just signed on board so I think that it's gonna be pretty effective but I don't have the data just yet cool final final question from Jackie I'm sorry BL so after chase Erica is with IDC targeting how does this work region by region so what what we can do is just let me know what languages you'd like and and even you know a specific thing like oh I like Brazilian Portuguese versus Portuguese and we will we will send over a few influencers or however many we need to of that particular culture or language and when we send those over then you guys can take a leak and take a look at what they look like and their interests and things and choose them based on that but we have influencers that speak all the major languages even you know Chinese Japanese Korean even in Asia but all the major European languages okay

I'm probably gonna have to ask I don't know what you're up to now if you still around either now or later people can can reach how to air okay the meet to match or disc all their questions gonna have to end at some point you're very popular as people asking you questions that's good so whether you might you might be getting some sleep right now but at some point he'll be honest nations but thank you so much for it I was really great we ain't insight that no and yeah yeah thanks so much I'm afraid you don't get you don't get thanks so much for having me I appreciate it and I'll be back for the panel in a bit I'll try to hop in a discord or you know check my emails in a little bit as well I remember double of values are Frank think again yeah double the value reference the show double the value and we'd love to get some videos for everyone so Oh Olsen all right thank you very much you