On this newest App Advertising and marketing Snack episode, Marion Balinoff, Influencer Advertising and marketing Guide tells us her secret about what makes an amazing 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 the direction of ROI objectives for various sorts of apps and principally gaming apps.
Are you able to share your high 3 ideas for a superb influencer advertising marketing campaign?
I feel 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 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 since they don’t,they don’t have to 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” companies as a result of they don’t know your KPIs, they don’t perceive what you’re making an attempt to realize, they don’t know the way the influencer performs, they simply 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 fitting companions and particularly don’t work with these type of branding companies.
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 must pay these influencers as a result of the value of the influencer’s gonna rely upon if you happen to’re making an attempt 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 basically to grasp which nations are we focusing on, which kind of audiences when it comes to gender and which age vary.
What’s a mistake you usually see folks make?
There’s one factor that at all times occurs, it’s folks at all times deciding on influencers based mostly on their content material and assuming what the viewers is. For instance, you launch a marketing campaign in Spain, you’ve 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 definitely 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 additionally location.
Is there a distinction between doing an influencer marketing campaign for an app or for a cellular recreation?
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 based mostly 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 to 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 artistic company specialised in app movies (video advertisements, app retailer movies, and so on.).
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