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May 18, 2018

Why running an influencer marketing campaign?

Influencers received a lot of hype in 2017, which doubled the market of influencer advertising. According to Mediakix forecasts, this market will grow to around $5-10 billion by 2020

Influencers received a lot of hype in 2017, which doubled the market of influencer advertising. According to Mediakix forecasts, this market will grow to around $5-10 billion by 2020, depending on the estimated rate. Today, marketers agree that this channel’s performance has significantly exceeded their expectations.

As mobile marketing and app distribution platforms have evolved intensely in recent years, the competition in more traditional user acquisition channels like CPI/CPA media buying and ASO has also grown proportionally. Users are tangled in a large number of apps that are available in each category with no objective criteria to distinguish the right one — it’s only a matter of a personal choice and preferences. Influencer marketing is built on the theory that people are far more likely to develop relationships based on personal connection and trust rather than intrusive contextual advertising.

Influencer marketing guarantees improved audience reach even when drops are registered in organic traffic. It remains a fresh channel with an active audience, which is especially important in cases where common traffic sources have fizzled out.

What is Influencer Marketing?

Influencer marketing is the promotion of goods and services on various online platforms through popular bloggers, social media influencers and cross-media celebrities. The concept of influencer marketing is based on the assumption that consumers can connect more closely to and trust public figures with authority.

This channel is effective for any type of business, from mobile-based sales and services to large international brands with countless product categories. Choice of the right advertising concept depends strictly on what a company has to offer and the objectives of the advertising campaign.

Influencer marketing can be used effectively to promote mobile games and apps, web-services, games and websites. It doesn’t matter what the vertical or game genre of the product actually is: only a clear understanding of the desired audience and defined key regions are needed.

Proven Benefits

Research by HubSpot shows that 71% of users make buying decisions based on recommendations from social media. Influencer marketing is becoming an important part of omni-channel strategies, as it deals with two crucial challenges: reach and engagement.

Influencer marketing can drive engagement into offline communication and be useful to brand management as a whole.

Moreover, influencer marketing reduces the chances of fake traffic or KPI fraud. In other words, only real people will click on your link. Influencers can also produce content on their own, which means there is often no need to prepare marketing materials. YouTube provides detailed audience analytics for each channel, which is very helpful when selecting the right influencer.

Getting Started

Influencer selection is the first step. It is important to keep the customer profile in mind and study the specifics of local markets if you are planning to run a campaign in several regions at once. Try not to waste money on “top” names because celebrity bloggers don’t guarantee targeted reach. Remember that conversion to response at first touch is close to zero.

When dealing with influencer media itself, be sure to prepare and specify promotion guidelines in advance for describing and highlighting key product terms and features. The shorter an ad insertion in a blogger’s Youtube video, for example, the better the linked campaign’s performance, with a recommended ad length of around 30-60 seconds. It is also important to add clear and direct motivators for the audience and attractive bonuses for new users.

Despite a rigorous pre-production stage, the campaign manager must remain adaptable to unexpected changes after the launch. Keep in mind time zone differences when working with multiple regions, and always prepare for technical issues that may occur on the influencer’s end. Lastly, do not neglect the main essence of the campaign – check the tracking link and make sure it is working properly before releasing it!

Analyze

When choosing a method for measuring results, you will need to determine the key metric in advance, as scenarios will differ based on the end point of communication. Predict both worst-case and best-case scenarios.

Based on our experience, the approximate statistics are a CTR between 0.3-5% and CR ranging from 20% to 50%. Keep in mind that about 20-70% of tracked actions turn into organic traffic. Performance will ultimately depend on the kind of app (game or non-game) and its genre or purpose.

When making predictions, it is best to focus on the average number of views. In other words, consider all views of the posts that an influencer makes over a designated period of time (e.g., one month) and calculate the mean number of views from all data.

Additionally, it is possible to rely on the minimum and maximum values, which can be obtained by analyzing the frequency of content releases. For instance, if an influencer posts 5-10 per month, you will not need to analyze beyond this time frame, as this amount is sufficient. However, if an influencer releases only 1-3 posts, it’s worth analyzing a period of at least three months. After that, you will find more realistic values for your campaign.

Before starting a flagship campaign, we recommend conducting a test run to better understand the real user acquisition cost and predict the final metrics (CR, CPI, ROI). Remember that like every new tool, influencer marketing has its complexities which means it can only be mastered through ongoing experimentation and optimization.

To sum it up, in the crowded landscape of the dynamic social media world, influencer marketing remains a consistent and clear channel of communication. It is particularly effective for making the relationships formed long-lasting. No doubt, influencer marketing has its challenges, but we’re all human at the end of the day, and typically prefer the connections we can make that recognize that fact.

Linkedin

Regina Tsvyrova

Head of Influencer Marketing

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