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 cell sport!
Beneath is the transcript of the interview above.
I’m Marion, I’m French, I’ve been working in influencer advertising and marketing for the previous 7 years now and principally working influencer advertising and marketing campaigns, efficiency campaigns, in direction of ROI targets for various sorts of apps and largely gaming apps.
Are you able to share your high 3 suggestions for a very good influencer advertising and marketing marketing campaign?
I feel the primary one is: all the time 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 might be doing branding. So as a result of they’re doing branding they don’t measure efficiency as we do in efficiency advertising and marketing and since they don’t,they don’t must get to profitability and so in the long run they don’t actually care how a lot they spend in order that will increase the costs.
So negotiate costs, then I’d say all the time the influencer to reveal the partnership, that is legally required in lots of international locations. And don’t work with these form of “branding influencer advertising and marketing” businesses as a result of they don’t know your KPIs, they don’t perceive what you’re attempting to attain, 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 correct companions and particularly don’t work with these form of branding businesses.
What’s your first step when beginning an influencer marketing campaign?
Step one is for me to grasp who’s the target market. 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 worth of the influencer’s gonna rely upon when you’re attempting to focus on feminine audiences, older audiences, male audiences, whether or not you wish to goal them on Twitch, on YouTube, on Instagram for instance, and relying clearly on the nation.
So step one for me is admittedly to grasp which international locations are we focusing on, which kind of audiences by way of gender and which age vary.
What’s a mistake you typically see individuals make?
There’s one factor that all the time occurs, it’s individuals all the time 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 may have a Spanish talking influencer, it’s nice, so that you’re anticipating efficiency and installs in Spain however in the long run 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 you then don’t get to the outcomes that you simply wished so it’s actually necessary 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 cell sport?
I don’t assume 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 it’s essential deliver to get to the ROI that you simply wish to attain so within the technique it’s very related and you may 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 advertisements, app retailer movies, and many others.).
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