On this newest App Advertising and marketing Snack episode, Marion Balinoff, Influencer Advertising and marketing Advisor tells us her secret about what makes a terrific influencer marketing campaign and how one can get began, and use it to advertise your cellular recreation!
Under is the transcript of the interview above.
I’m Marion, I’m French, I’ve been working in influencer advertising for the previous 7 years now and mainly working influencer advertising campaigns, efficiency campaigns, in direction of ROI objectives for various sorts of apps and principally gaming apps.
Are you able to share your high 3 ideas for a great influencer advertising marketing campaign?
I believe the primary one is: at all times negotiate costs. Influencer costs are rising on a month-to-month and yearly foundation. It’s getting actually, actually costly particularly due to manufacturers which are doing branding. So as a result of they’re doing branding they don’t measure efficiency as we do in efficiency advertising and since they don’t,they don’t must get to profitability and so ultimately they don’t actually care how a lot they spend in order that will increase the costs.
So negotiate costs, then I’d say at all times the influencer to reveal the partnership, that is legally required in lots of nations. And don’t work with these type of “branding influencer advertising” businesses as a result of they don’t know your KPIs, they don’t perceive what you’re attempting to realize, they don’t understand how the influencer performs, they only know what number of views they get, what number of likes they’ve and that’s not what you’re after so encompass your self with the suitable companions and particularly don’t work with these type of branding businesses.
What’s your first step when beginning an influencer marketing campaign?
Step one is for me to grasp who’s the audience. It’s gonna be the bottom as a result of that is gonna outline which influencers we work with, on which platform and the way a lot we’re gonna need to pay these influencers as a result of the value of the influencer’s gonna depend upon when you’re attempting to focus on feminine audiences, older audiences, male audiences, whether or not you need to goal them on Twitch, on YouTube, on Instagram for instance, and relying clearly on the nation.
So step one for me is actually to grasp which nations are we concentrating on, which kind of audiences by way of gender and which age vary.
What’s a mistake you typically see folks make?
There’s one factor that at all times occurs, it’s folks at all times deciding on influencers primarily based on their content material and assuming what the viewers is. For instance, you launch a marketing campaign in Spain, you have got a Spanish talking influencer, it’s nice, so that you’re anticipating efficiency and installs in Spain however ultimately you get no installs.
And also you get no installs as a result of the viewers of that influencer is definitely in Latin America, it’s in Mexico, it’s in Argentina, Chile. However since you solely relied on what you thought the viewers was then you definately don’t get to the outcomes that you simply needed so it’s actually essential to concentrate to the viewers of that influencer, in phrases clearly of age and gender but in addition location.
Is there a distinction between doing an influencer marketing campaign for an app or for a cellular recreation?
I don’t suppose there’s any distinction in defining the technique. The one minor distinction is about how do you calculate the LTV of your customers, if it’s a subscription primarily based app or if it’s in-app purchases however so long as you understand how a lot your customers are spending then you’ll be able to estimate how a lot site visitors that you must deliver to get to the ROI that you simply need to attain so within the technique it’s very comparable and you’ll apply one to the opposite.
Marine Nozerand
Hello there, I am Marine (she/her), I am a Content material Supervisor at Apptamin. Apptamin is a inventive company specialised in app movies (video adverts, app retailer movies, and so on.).
