The best influencer marketing practices and the most common mistakes you can make

foreign [Music] well I can see already some familiar faces among the crowds so I am happy to see those I can see definitely plenty of new ones and well of course I can assume that you are here because you want to level up your influencer marketing strategy and you want to just know maybe you're just beginning your journey with influencer marketing we'll see I can guarantee you that well at least I hope so that after you leave this lecture hall uh you will know plenty more first I would like to I would like to

have such an amount of confidence uh as a person that put me in the bigger lecture hall uh so but anyway let's get it started first let me quickly I promise you quickly introduce myself who is this guy why he is here uh what was his connection to influencer marketing overall uh started in the as a volunteer uh and some of you might be familiar with Sabbat fiction Fest that's a pop culture event that took place in uh kills Expo then I started my journey in the online games in the our lovely city of Krakow as the influencer marketing Specialists and like just introduced now I handle influencer Marketing in a British company called care of games that has plenty of well I would say well known indie game titles like for the king human fall flat all the years said but let's get it started no longer about me let's get it started about influencer marketing first big before we get to really beefy

parts let's say let's see uh what's really influenced the marketing about what's the current state of it where we are currently with uh influencer marketing uh it's growing whoa surprise surprise no surprise really uh just a three bullet points just to you know give you some kind of a picture uh why influencer marketing is growing and what are like the takes of influencer marketing managers and Specialists almost one quarter of respondents to the the state of influencer marketing Benchmark report from this year uh declared that they plan to spend more than 40 percent of their marketing budget so a really big chunk and uh more than 67 uh intake intend to dedicate uh budget just for it and it's growing of course uh if I'm not mistaken yeah like

16.4 billion so enormous value That Grew over almost 5 billion in just one year and not to bore you about charts uh I promise you just one more uh where we are currently well you can see some kind of degrees uh and exactly I can say a big spike in the first quarter of 2022 I wonder like just something funny happened in the first quarter of 2022 uh I bet we all know what I'm talking about uh the decrease uh minus six percent and minus 16 just like I noted here and like it was noted in the another report uh that I found the data for that I borrowed the data from uh is the reason for it is a Facebook live decrease almost 69 decline but on the other hand

uh the platforms that we know well YouTube and twitch a little bits so two and the four percent uh but they grew overall um let me first ask you a question that well because some of you might be familiar with some of the stuff that I will be talking about today uh I like to ask this question how many of you actually uh will have a bit of those interactive parts today how many of you watch influences let's say daily raise your hand all right so not that big amount but there are a few of you uh how many of you watch influencers let's say Wiki at least one one day a week all right so we're getting there um I will First Rise the topic of uh you know Meme culture jargon and of course

well influences are a very specific Bunch influencers have a very specific Bunch don't expect to understand them right away thus I like to say and just few of those um fooling around but that's why we love them right um but don't give up on trying uh the first thing that I will rise I will rise on this lecture is really how to get the interest of influencers because well that's probably the first question that you ask yourself beginning your journey with influences um how exactly am I supposed to find a multi-million subscription or reach uh influencers get their attention and as an example wonderbots one of the influences that I bet some of you also are familiar with great variety variety YouTube channel that is great to waste

some interest among other influencers by creating the Snowball Effect um the first is of course a no-brainer you email those you email those influencers it's not really that hard uh usually at least to find the email of an influencer you just go uh to a YouTube about section and there should be it uh some of the influencers have a suggestion uh channels on their Discord servers so the community their communities that they gather around them basically do a stuff for them finding new games and proposing them so why don't you try and maybe propose your game especially if you're a frequent Watcher of the um of the influencer that you like and really want to get your gets to play your game social media another no-brainer wonderbots during um an interview

um also mentioned uh steam Pages they Scout the steam Pages uh especially in the time of a little bit lower season so winter when there are not that many other Indie releases and especially not that many of the AAA releases and of course new demos the demos um once the next Fest begins those titles uh are it's a very very good way to get an interest of an influencer uh giving them some kind of uh access to the one of the first builds or not necessarily the first one but that's a great way to get the interest of an influencer a few quotes I will not read those but what's Worth to mention is for sure uh those nickname that you might be also familiar with a splatter cut Reformation best indie games uh the last one is

in the hands of clammy if I'm not mistaken here they mention how they find games so a very good a very good quote to have in mind if you consider how exactly those channels find the games to play and all right I found an email I well I want to reach out to the influencer and how should I do it and it's not necessarily only about emails it's overall about messaging the influences here I have for you a few Do's a few don'ts uh just also shortly because we also have 45 minutes about for this lecture um and splatter cut a game Discovery Co a newsletter that you definitely will be also familiar with he mentions that uh you should keep the message short they really scan the

uh the message that you send to them because they receive dozens and dozens of messages every day um keep the simple subject like for example let's say the title of the game releases end of March keys are available so they know right away what the topic is about and they will maybe they will be already familiar with the game and it will be definitely uh easier for you introduce yourself bullet points are your friends like I said they scan the the message they don't really tend to you know really solemnly go one by one sentence sentence uh what's the message it's about uh include the game key if you can of course because also splatter cards I will once again uh bring him here um he mentions that they don't really care to well at least sometimes that they don't really care to

um ask for a key uh it really saves some saves them some time and that also applies to uh assets so I press kit just like a PR tends to well that's a well-known um activity you know just to include attach a price skill with some assets especially really uh handy and convenient for YouTubers when they will be creating uh the thumbnails um having a few pngs with the characters of course a logo maybe a key art a few screenshots it will be really helpful for them and be patient be patient because you're not the only one let's face the truth I'm not the only influencer manager of a specialist that really want are is really Keen to get their attention uh for the games from portfolio of my company uh there are dozens of dozens of emails um and similarly the total opposites of

duns look after the relation okay okay uh we go step by step and now we are in the place that those influencers um already reached back to you they are interested uh they played your game maybe as uh what now uh you really want to look after this relation because well first it will it will put you in the good place for a future future uh and the second uh it's another another aspect another factor is especially your own um let's say own brand because those relations will stick to you not to the company not necessarily to the company that you represent uh be up to date followed that's a no-brainer another one but for example on Twitch and sub uh of course we people that watch Twitch are well familiar familiar that it's a coast

actually of if I'm not mistaken five dollars per month well sometimes twitch have some discounts let's say quote unquote discounts but they really know who supports them if you subscribe influencer or a twitch streamer for uh six months there will definitely uh especially as a smaller ones there will definitely be familiar with your nickname so if you reached out if you reach out to them on Discord uh they will actually have this you know Connection in their minds proactiveness another no-brainer um and that applies for example to including the key that I already mentioned that applies to including the uh the press kit asking simply an influencer if those influencers need anything more uh events is a tricky one because that's like an I highlight here rare and unique opportunity to engage but definitely a very helpful one since you can actually you know meet an

influencer at the event uh face to face um it will be definitely an easier to keep this relation with you and the last one applies to the first one so being part of the community being up with jargon with memes uh many of the influencers of course have their own jokes and if you know those you're just part of the community and they will once again look at you marking uh when you will you know introduce yourself as a person that actually represents some kind of a gaming company um many of uh people are no that streamers and Youtubers of course too know each other well and share communities uh I just wanted to share this one as a kind of a curiosity

uh that um it's a chart from Reddit actually that represents and shows you pretty well like what according to size of the influences uh who share exactly what communities uh sorted by the genre of the game and the language they streaming their content um They Know Each Other Well and for example if you have a multiplayer game one of the streamers might be more keen to get another streamer to actually play with them with them and well that's a win-win for you uh getting straight to Twitch to Twitch since I already wrote this topic um I was surprised first time into when I entered some twitch well I believe it was uh I don't I can't even remember it's it's it's not not important but I didn't

really understood uh this gibberish like people were um typing like some kind of a random words I didn't really knew what it was it's about so the first step that you really uh need to take to understand those influences especially as streamers uh is to install an extensions third party extensions or for example uh a program called chaterino so it will help you to understand and if you don't still don't know what I'm talking about let me just show you this one so on the left side is the total gibberish like I said like people typing random words and um all of those emotes actually mean something every every emote is kind of um every every emote uh is kind of a reaction to [Music] um what's really the streamer doing and

that's why when I wanted also to start with some kind of let's say interactive part um and I wanted actually to ask you if you know what those four emotes uh because like you already said some of you I already know that uh spent some time watching influencers uh does anyone know what the first feature means and how is it called raise your hand really no one I am so surprised okay okay um the first one and any of those if anyone know any of those emotes please raise your hand all right I can see uh can you actually raise your voice and tell me uh which one you recognize and the third one what about the third one all right uh I we had another person

let's raise the hand the first one okay yeah I I just saw that in the most like I would say how common did this the first one is pepper and the emote is called feels good man I will not get into details like describing every emotes the first one is feels good one it's overall can I can say that it moreover represents Joy uh the second one is called Clueless and uh if a streamer is well not really no doesn't really know uh what's doing uh most of the chats like just post clueless the third one is called PP dunk uh if I'm not mistaken uh if the influencer tends to do something like not really that stupid but um being childish most of the chats post this emote and the fourth one is called ha

so if there is something really strange or with some kind of um yeah I would say strange they post this one so it's not really that easy it's getting stable step by step um getting to know what those emotes simply represents and you might be asking yourself like that's just a graphics but no I think that's an important uh part of twitch culture and if you want to be good at influencer marketing that my son hash you should know those uh and actually about emotes I wanted to just show you a quick video just two minutes of the former CEO of YouTube speaking with Ludwig another tweet streamer and let's see how Susan Wichita uh guessing few emotes I want to check in but I I can't say that I come home

and and watch a ton of live streams well let's do a test if you're down and this is a very simple test I'm going to show you an emote that is very important in the live streaming space and you tell me the emotion that attaches with it okay and I'm not sure I'm not sure I'm gonna pass I know that we don't have some of the emotes that you would like yes I am aware of that I know and so this is introduced and I don't really spend a lot I do go on competitor sites I do competitors in general all of them yes I I'm familiar with it with the I am familiar with that competitor I wore it it's my it's my bad luck in my good luck sock oh it's okay what is it okay that's President Barack Obama okay good old 44. all right okay so I think you'll do well I think you're selling yourself sure it's just the picture you say the emotion that attaches so here's the first one okay and then you say no you don't see what it's called even just what emotion you think it is it conveys if you're bad yes yeah yeah it's it's

called sag it's like sad yes yeah that looks sad easy ah happy yeah yeah it's it's just funny yeah easy I think you're doing good I think you're selling yourself shortly okay just have a few more okay oh we already did that one no no this is a different one it's this the frog is used a lot okay he's important but what fear does he Express here uh like what what is going on yeah yeah it's it's it's General fear anxiety stress okay okay two more two more uh uh this one's the hard one wow yeah it's poggers wow cool yes and then final one um that looks like no no it's actually a boy waiting for a bus that was a hard one yeah it's people waiting for bus very long wait okay it's less used but still in there I would say probably 85 that's passing so you know General

streaming stuff it's a little harder to find in there like we just showed uh Ludwig isn't a small streamer just to be completely clear uh so it's just emphasis on the fact how important those emotes are uh but let's keep moving about the events related to influencer marketing I included just four uh examples here and those are two International ones and the two polish ones and the pros and cons well mostly Pros about attending both of them uh with uh polish uh events I include that pericon and pagia that I bet also probably all of the posts that are in the industry know well and the pros being of course that those there are a lot of local influencers the total cost is of course lower uh various

content creators we just we don't limit ourselves those events uh though don't limit themselves to um only gaming related of course the Pega is more gaming oriented but still you will find plenty of content creators that are not necessarily connected to gaming and another one is for example if you're here located in Poland Poland and you really um are into published Market of influences it's great opportunity to establish some cooperation for example with Ambassador and of course just a standard networking that awesome apply applies the networking to both twitch cans that will happen this year the first one will happen in uh July if I'm not mistaken in Paris and in October if I'm not mistaken in Las Vegas but those of course are way more expensive a lot of competition to get

those the interest of those influences you want once again not the only one that want the influencers to play your game and another one that is not necessarily possible during the Polish ones is a possibility to establish contacts with new agencies that will help you further on with your campaigns that's how it looks like with the events uh let's say let's focus right now on how to on more of a data oriented stuff when it comes to influencer marketing uh if you begin your journey with influencer marketing in gaming you should be familiar with those three sites uh that I included here uh at the bottom of the slide and you should know well that number of followers is not your number one factor that's one of the that's a sentence um that should be your the common Rule The

Common Sense Rule and I can't remember how many times I actually um was informed that we are looking for uh influence that is really big and we some people were just really Keen to search for influence with a big follower account count um not really it's always about the reach and those three sides will help you to verify those influences the first two ones are dedicated strictly for uh twitch so and of course they are free to use so that's a very good one to have and some of you might be familiar with a channel crawler that's a very good one um to search for uh some of the YouTubers that might be a good fit for your campaign an organic one or a paid one with influencers but like I just wrote here how to choose the perfect

influencer for your game and those channels those platforms will also help you with your research uh go with the views for YouTube another no-brainer and go with CCV that stands for concurrent viewership uh for twitch and that's actually is the main rule uh to get your head around on how to approach influences and which influences to approach because you can also use these sites to check the games that they played recently on not really that recently for example two years ago three years ago you have a game you already know the competitioner games so you search by the game not by the influencer and you will see the bigger ones that actually play this game so you can reach out to them and maybe they will be more keen to play your game uh and uh authenticity uh is the key to success

um check beforehand what games the streamer likes to play just like I said check the games uh what are the types of a cooperation that are really like the most common ones I would say and the most um what we can encounter everyone can really encounter and the first one is uh pretty well now we all know the moment when that we just enjoyed the video at YouTube and suddenly the magic words comes uh from the mouth of a YouTuber now is the time for the sponsor and we all tend to skip it those like a solid minute or two minutes uh that's a short-term cooperation uh it's cheap and I would say the engagement isn't the highest um just like I mentioned this example um many many people tend to skip those

minute or two during the YouTube video The gameplays um are really a common one of course both on YouTube or at which um with a YouTuber our streamer playing just simply creating a dedicated video and enjoying the game that uh you plan to release uh not necessarily have to be an expensive one uh but usually it depends on also of the influencer uh due to that you will be working with uh and the higher engagement is definitely a plus brand ambassadors uh it's a long term uh price is really Dependable on the scope of service that you want to sign with an influencer for example it can be a graphic in an about section if we are talking about a twitch streamer that will with a CTA call to action that will directly redirect the viewer to the steam page uh but how many of those people that watch the stream check every day what's in

about section and that affects the engagement uh the last one is probably my favorite one uh so the unboxings are short term because most of them will just do an unboxing are fairly cheap that depends on the well contents of the of the merge and um the Box uh the press button let's say that you want to send to influencers and the higher engagement is affected by the fact that this is a pretty unusual one many of the not of course not all of them but many of the influencers will be happy to receive a press kit and stream it or make a video about the unboxing uh because of the how unfrequent this form of cooperation is uh let's get to the beefy Parts how much should I pay for a sponsor content so that is probably a question that many

and many of the influencer marketing Specialists and managers and overall brand managers everyone that really handles influencer marketing that faces this problem so what's really a fair price for the YouTuber or tweet streamer or any influencer that I want to uh get them involved in my campaign and my answer is that depends there are many and many factors that really apply um to the to the final total rate uh that you will face and just few uh here like intermediaries involved that can be a manager a single manager that manages this exact content creator that can be an exclusive agency a region or origin of a streamer um language in which Creator is creating good content viewer demographics is also a factor that can to some extent let's

say um affect the price uh the reach the reach and by that I mean the views or mentioned earlier CCV of course the length of the sponsor content and any additional Services scope of service that can be I don't know I want to this influence to make a tick tock for example or post a tweet on Twitter there are many it's up to you really what you want to do whether influencer how do you want to get the influences uh engaged for this hashtag ad cooperation um when it comes to the rate most of the agencies already have a rate so you can just negotiate uh the streamers themselves especially a smaller ones uh handle the handle the deals themselves so they also have a set rate and you will reach out to them you will ask for a rate and they will probably already have a

a ready number to give you uh and of course the third one is a tricky one because you have to suggest the rate yourself uh just like I mentioned here you have to put some effort in researching and how to give a rate yourself but well oh well I will do it right now okay but how much and that's actually a method that I can share with you with the live streams and the videos those are two pretty different kind of collaborations uh let's go with the live streams now uh the CCV that I already mentioned uh being multiplied by a rate a cph and that's for stands for a cost per viewer hour uh and average rates you have or you have already given on the slide and that's just a simple equation with the videos uh average number of viewers in

thousands in thousands that important uh being multiplied by another rate uh that's CPM and I know that this range between 30 to 120 dollars is a really big range um because once again that applies to the many of those factors uh that I mentioned uh during the previous slide but you know what let's uh stick with another interactive one uh you will actually tell me I will just uh get to my calculator and uh we'll go with it we'll go together with it one by one let's assume that we have an English speaker uh no matter the nationality will have a English speaker influences uh and my question to you do we have any intermediaries like an agency of or manager um behind the influencer that one we want

to work with yes no no all right don't be shy don't be shy to uh to shout we don't have any intermediaries what's the platform are we going with uh YouTube or are we going with twitch we are going with twitch all right where is uh where is our influencer located actually a streamer if we are going with twitch let's let's narrow it down to Europe what country of Europe let's I have UK first let's stick with UK uh what's the average CCV per stream so what's the what's the number uh if you enter a stream what's the average uh viewership in uh how much five thousand all right what's the form of content is it uh just a dedicated stream I guess we are going with a dedicated stream but how long an hour or two

two hours of dedicated tweet streams any extra services in the form of uh I don't know for example tweet Tick Tock you choose three all right we go with tweets so we don't have any intermediaries we go on Twitch we're located the most important one is probably uh well probably uh is the cost per viewer hour for UK I would say it would be uh with a tweet let's say a solid for uh 1.2 uh US Dollars and we had a 5 000 we have 5 000 viewers we also have to have in mind that well most of the are will be probably familiar with this fact that once the viewers seated the segment of hashtag art Begins the paid segment Begins the viewership can drop a bit so maybe assume 4050

uh not the 5 000 average because it will let's say drop a bit ten percent uh being multiplied by 1.2 and that gives us uh five thousand four hundred uh US Dollars sorry another one we had the two hours so I will multiply it by two uh we have ten thousand eight hundred uh US Dollars we can try to negotiate make it even ten thousand but it's not a rocket science just like yourself I spent like one minute two minutes um trying to give you some some kind of example how we should approach it proposing uh the rate and once we already signed this collaboration and we are all set we of course want to squeeze 100 potential out of it um because well you want to make your campaign as good

as possible right uh set up the tracking list that's another no-brainer I can't even imagine um starting a campaign bit without any utms uh not being hidden for example a bitly link so you can once a brand manager comes to you after the campaign and asks you for any kpis you will probably have only a reach but it's good of course to have a CTR click-through rate that's a very good very good kpi to have to have some kind of get your heart around at what you stand in terms of how effective it was incentives to capture three months attention don't be afraid to for example uh say to them that well why not to give them a few keys to for a giveaway for example uh with a kiss for a giveaway that's actually uh I have an anecdote also go

with a giveaway during the same sponsor content uh sponsored segment sorry uh because if for example a streamer will say that they will do a raffle uh on some kind of external social media platform many of those viewers will probably wait a bit being well hopeful that they will win the key so they will be hesitant to buy your game and we all know that will influencer marketing at the end of the day is a marketing we want to make those uh viewers to make them buy your game to show it uh how great it is uh like I said but invoke the social media channels no matter if it's Twitter or if it's uh Tick Tock any really Facebook but never do never leave the content creators by themselves always give them once again uh the brief the talking points the press kit uh ask them if they for

example if you have a multiplayer game if they want to play if they need more keys to play with their friends because well it will be more authentic seeing the influencers laugh together and spend time together never do never leave the creators by themselves and being hopeful that all will go well uh and actually the last one that I have for you I have a few bits of emails uh that I received lately uh and the question is how the hell can my game be bought on the black market and boy oh boy I have an answer for you unfortunately many scammers uh tend to pretend that there are influences um and the and at the end of the day if you not be cautious many of those keys uh will end up at the black market uh what

are the steps like how can I um make it not happen to me how to how to how to semi save myself from those scammers uh number one tip I have for you uh there is already a red flag if someone asks you for a more than one key saying that for example well I'm not saying that all of these team creators are scammers just to be completely clear but many and many scammers pretend them pretend uh themselves to be steam curators uh bear in mind that there is in Steamworks built-in feature that that can help you uh to distribute to keys to stream curators directly so you don't have to send them Keys uh for example I don't know a Sim Creator will say yes I'm an editor I have another editor and we'll we plan to play your game with two more friends and we ask for four keys

and one more one month after you find a few of your keys at the black market uh always scan the email if for example the font or the the size of the font or the font itself of the text uh of the title of the game can at bit differ uh than uh uh the the rest of the email because they will be simply formatting mass mailing uh they overlooked it and they have just a c CSV file sending for example 500 emails to 500 Publishers or 500 developers asking for a keys and by the end of the week they will have I don't know 200 keys to sell on the black market always be uh always check the email the last one I have for you they tend to make a typos in the for example the the address of the email they tend

to switch an L with the E uh always double check especially if that's the bigger someone pretending to be for example a bigger YouTuber always check the email as well and with that having in mind that we have four minutes only uh my thing will have a time for one or two questions that you have for me and I already see a hand um so I will be happy to answer hi I'm Mike I'm working with a Japanese gaming industry so I actually have three questions so maybe super quick uh one I just joined during your session so sorry if you already answered it but the first thing like last time I was promoting a Japanese game we did an influencer marketing and spent like few thousand dollars mostly on micro influencers but also some bigger ones it's so hard to evaluate the effects and Roi I was

wondering like if you have any advice on that number one how to review the content like if a streamer is doing like you know four hour content and you have like 20 50 of them it's it's no chance that you can watch it like one by one and make sure that everything is right so I was wondering if you have any suggestion on this and the last part you you mentioned a bit briefly at the end like steam curators is it worth it you know working with them at all uh with stimulators I not necessarily consider uh the string creators as um well to some extent of course every one of us is an influencer having a social media right it's just a matter of size of our accounts uh we've seen creators in really depends to you um personally I will be biased I sent just a bunch of keys to sim creators while once I verify them when it comes to reviewing the coverage of the like just like you said for example you have

a 5 50 streamers every stream is for hour there are some tools uh there are some platforms to help you to review those um uh this coverage uh if you Google a bit I will I am sure it's I I believe it's AI based uh that but I bet that if you Google it uh you will find it and when it comes to Arrow y i that's a great one actually to uh to answer because many of the influencer managers and Specialists I know struggle with measuring Roi how I do it I try to a bit um I try to schedule the coverage for the influencers so it doesn't overlap necessarily if possible um with other marketing activities if for example uh on Sunday we have a paid bigger paid media wishlist Spike and

then on Monday we have all of the influences being activated and we have a bigger Spike uh I can fairly safely assume that this Spike when it comes to Roi wishlist and sales you can correlate uh this number strictly with activities of influencer marketing so for example if you had a spike of for example let's say 5 000 5000 sold units um you can go with this number because of the time correlation between the activity and the spike okay maybe one more question one more yeah quick uh hi thank you for the talk I have a question about how to write an email and not be filtered by pan filter that's a that's a very good one

well that really depends like um there are another few factors that can do for example when you do a mass mailing just like you mentioned it can be a higher chance that you will end up in a spam email I believe the algorithms for example of Gmail um you have to moreover choose your words so it doesn't necessarily sound so cop corporate because I believe those algorithms will decide that you will end up in a Spam but also it depends on the tools that you are using for a Outreach and the bigger mailing to influences like the MailChimp or you can also do it with simply with Outlook you can go manually with Gmail going quite one by one but at the end of the day if you have 1000 influences on your list uh maybe their chances that you will don't end up in the spam are higher but it will take you the whole day

I believe that's a good way to end up here and I wanted to thank you all of you for attending this lecture and don't hesitate don't hesitate to connect with me and thank you for attending [Applause]