Video games are becoming more and more popular as technology advances, and more people have access to gaming consoles and computers. However, with the increase in the number of games released each year, it's becoming increasingly difficult to get noticed in the crowded market. One way to increase the visibility and popularity of your game is through influencer marketing, and YouTube is one of the best platforms for this type of promotion. In this blog post, we will guide you through the process of identifying and selecting the most suitable influencers for your game.
YouTube is one of the most popular social media platforms, with over 2 billion monthly active users. As a result, it has become a go-to platform for many game developers and publishers to promote their games. However, not all influencers are created equal, and choosing the wrong ones can have a negative impact on your game's reputation and sales. That's why it's essential to know how to select the right YouTube influencers for your game.
Step 1: Identify Your Target Audience and Game Genre
The first step in finding the right influencers for your game is to understand your target audience and game genre. Knowing your target audience's interests, demographics, and behavior will help you determine the type of influencers they follow and trust. For example, if your game is a first-person shooter aimed at young adult males, you may want to look for influencers who specialize in that genre and have a similar audience. On the other hand, if your game is a casual puzzle game for all ages, you may want to target family-friendly influencers with a broad appeal.
You can start by creating a persona for your ideal customer. A persona is a fictional representation of your target audience, and it includes demographic and psychographic information. Demographic information includes age, gender, location, and education level, while psychographic information includes values, beliefs, and interests. By creating a persona, you can identify the influencers that align with your audience's interests and values.
Another important consideration is the game genre. There are different types of games, including fps, fighting, puzzle, simulation, and rpg. Each genre has its own unique characteristics and appeals to different types of gamers. Understanding your game's genre will help you identify the related YouTube communities and influencers. For example, if your game is a simulation game, you may want to look for influencers who specialize in simulators or management games or ones that play The Sims on their channel.
Step 2: Research and Create a List of Potential Influencers
Once you have identified your target audience and game genre, it's time to research and shortlist potential influencers. There are several ways to find influencers, including:
- Use YouTube's search bar and relevant keywords to find influencers in your genre or related topics.
- Use influencer marketing platforms like SocialBook or AspireIQ, to discover influencers and manage collaborations
- Check social media platforms like Twitter and Instagram, where many influencers promote their YouTube channels and interact with their fans.
- Look for popular channels or videos related to your game genre, and see who created them.
When you have a list of potential influencers, evaluate them based on the following criteria:
The first thing to look for is the influencer's performance metrics. This includes metrics like subscriber count, view count, engagement rate, and watch time. A high subscriber count and view count indicate a large audience and potential reach for your game. However, it's essential to look beyond the numbers and consider the quality of engagement. A high engagement rate means that the audience is actively interacting with the influencer's content, which can increase the likelihood of your game being noticed and shared.
The second thing to consider is the influencer's audience demographics. This includes information such as age, gender, location, and interests. Knowing the influencer's audience demographics can help you determine if they align with your target audience. For example, if your game is targeted towards a younger audience, you may want to look for influencers with a younger audience. Youtube by default does not offer demographic data on their influencers, but you can use tools like SocialBook.io in order to obtain this information.
The third thing to consider is the alignment between the influencer's content and your game. It's essential to look at the type of content the influencer creates and determine if it aligns with your brand values and game genre. For example, if your game is a family-friendly puzzle game, you may want to avoid influencers who create content that is not suitable for a younger audience. It's essential to ensure that the influencer's content is aligned with your brand values and messaging to maintain brand integrity and credibility.
Once you have evaluated the influencers based on these criteria, you can shortlist the ones that are the best fit for your game.
Step 3: Reach Out and Begin the Campaign
After shortlisting potential influencers, it's time to reach out and build a relationship with them. It's essential to craft a personalized and compelling pitch to the influencers to increase the likelihood of them agreeing to collaborate with you. Here are some tips to help you craft a compelling pitch:
Make sure to personalize your pitch to the influencer. Address them by name and mention specific things you like about their content. This can help create a connection and increase the likelihood of them responding positively.
Be transparent about compensation and the terms of collaboration. This includes details like the type of content, posting schedule, and compensation. Make sure to negotiate the terms and ensure that both parties are happy with the agreement.
Be sure to write a fair and balanced contract, much like game design, where both parties benefit. If you're open to explaining clauses, this can help move the process along more speedily and prevent delays in content production.
Provide the necessary support and resources for the influencer to create effective content. This includes providing access to the game, providing assets like screenshots and videos, and offering guidance on the type of content to create. It's essential to make the collaboration process as easy as possible for the influencer.
This is technically step 4 after managing the campaign, but for the sake of consistency, we'll keep it inside this bracket. Use analytics tools to track the performance of the influencer's content. Platforms like YouTube and Google Analytics can provide detailed insights into the performance of the content, including views, engagement rate, watch time, and demographics. Use this information to evaluate the effectiveness of the collaboration and identify areas for improvement.
Evaluate the return on investment (ROI) of the collaboration. Calculate the cost of the collaboration, including compensation and resources, and compare it to the revenue generated from the collaboration. Use this information to determine whether the collaboration was successful and whether you should continue working with the influencer in the future.
By monitoring and measuring the impact of the collaboration, you can gain valuable insights into the effectiveness of your influencer marketing strategy and identify areas for improvement.
To Wrap Things Up
In conclusion, collaborating with YouTube influencers can be an effective way to promote your game to a wider audience. However, it's essential to select the right influencers for your game and ensure that the collaboration is authentic and aligned with your brand values. By following the steps outlined in this article, you can identify the right influencers, craft a compelling pitch, and monitor and measure the impact of the collaboration. Remember, the success of your influencer marketing strategy depends on the quality of your collaboration with influencers, so take the time to choose the right ones for your game's personal quirks and you'll see success!
At SocialBook we help game companies get the tools they need to source and contact influencers and then manage those influencer marketing campaigns in one place. Please do not hesitate to reach out to us if you're a good fit!