The Holy Grail: How to get the best out of influencers
summary
Influencer campaigns claim 67% of marketers see better targeting and the market grew from $2B (2017) toward $10B (2020). Examples: a soft launch in Russia uses a revenue share deal with a 6M-subscriber YouTuber and embeds integrated live events and exclusive shop items; other teams recruit micro-community leaders who migrate between games and helped raise €1.5M. Platforms differ—YouTube (1B users, 3M gaming channels), Twitch (140M), Instagram—and costs range from free to seven figures; paid influencers risk community backlash if mismatched.
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chapters (21)
- 0:00Intro
- 1:33Meet the speakers
- 2:36Why should you work with influencers
- 4:00Value for influencers
- 4:55Best case scenario
- 5:58Paying for influencers
- 7:59Different platforms
- 9:31Finding your target group
- 10:53How to allocate influencer marketing resources
- 12:33How much do influencers cost
- 15:06How to engage influencers
- 17:11How to drive down the CPI
- 18:12Ingame communities
- 20:06How to reach influencers
- 22:05How to scale
- 23:41Risks of paying influencers
- 25:03Greed
- 28:21Revenge with love
- 29:42How to find influencers
- 33:05How to pay influencers
- 33:45Example companies
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