Influencer marketing involves leveraging the power of high-impact individuals to promote products or brands.
The influencer marketing market is projected to grow to $19.8 billion in 2024, based on data from 35,000 brands and 80,000 influencers worldwide.
Influencer collaborations come in many forms. The most popular in the gaming industry are:
- Sponsored content
- Co-branded products
- Special projects
- Live events
- Ambassadorships
In this article, we explore how to leverage influencer collaborations and maximize their impact.
Types of Influencer Collaborations You Should Test
Sponsored Content
Sponsored content is the most popular and effective way to run influencer collaborations. These are promotional posts, stories, or videos that opinion leaders create for a fee. Since we tend to trust our idols, their recommendations can feel more like friendly advice than intrusive advertising.
A gaming blogger might announce a new game on platforms like Instagram and provide a discount code. YouTube offers reviews and organic integrations within the video content:
- For example, comedian Robin Williams partnered with Nintendo to promote The Legend of Zelda: Ocarina of Time 3D before its release.
- The Genshin Impact trailer was integrated into a video by DIY blogger SlivkiShow.
Product Collaboration
Product collaborations take influencer marketing to the next level compared to sponsored content. While more expensive, they can offer a powerful boost to brand recognition and sales.
Here is how they work: a brand teams up with an influencer to create a limited-edition product using the influencer’s name. This can be a new product or a fresh take on an existing line.
The influencer contributes ideas for design, packaging, ingredients, or materials, resulting in an exclusive product their loyal audience is eager to get their hands on.
The brand benefits by strengthening its image and associating itself with a popular name. In addition, successful collaborations often develop into long-term partnerships that generate revenue for both parties.
A great example of this approach is CIS blogger Eugene Sagaz, who boasts 5.5 million YouTube subscribers. In 2018, gaming PC manufacturer HyperPC partnered with Sagaz to create a custom computer carrying his name. Sagaz played a key role in the selection of the components, and the brand even produced a promotional video featuring the influencer.
Special projects
Special projects represent the third level of influencer collaboration, offering brands the opportunity to execute bold and creative ideas. A standout example is a project by the AAA Agency for the 15th anniversary of the game Lineage II.
The team created an unforgettable Lineage II Hot Calendar that brought the game’s magical world to life. The AAA Agency spearheaded the development of the project, gathering together talented cosplayers in order to create the concept, design and art direction.
Every page featured characters from the game, such as elves and other magical creatures. From the decor to the cosplayers to the makeup, everything came together to capture the magical atmosphere of the game. The high-volume print run of the calendar quickly generated significant buzz online among fans of the game and cosplay enthusiasts alike. The AAA Agency’s execution of the project was truly impressive.
Live Streaming Collaborations
Live streaming allows for real-time interaction between influencers and viewers. This fosters a sense of authenticity, as influencers not only discuss products but also answer questions, offer advice, and share personal experiences. For the audience, this format feels more genuine than other collaboration methods.
Brands can further amplify their message by co-hosting live streams with influencers, thereby creating a much more powerful impact on the audience. The key to success here lies in planning the level of interactivity and developing engaging content.
A prime example of this would be the virtual concerts in Fortnite featuring artists like Marshmello, Travis Scott, and The Weeknd, each of which broke viewership records. Travis Scott’s performance, for example, attracted a record-breaking 12.1 million concurrent players.
Brand Ambassadorship
Brand ambassadorship elevates an influencer to the role of the official face of a brand for a sustained period. This strategic partnership goes beyond one-off collaborations, creating a memorable and impactful connection with the audience.
An ambassador is a constant presence, actively promoting the brand’s products and sharing their user experiences. They participate in events and promotions, and may even offer valuable insights based on their expertise. For instance, a gaming blogger ambassador might collect subscriber feedback on a new game.
The audience perceives brand ambassadors not as mere promotional tools, but as genuine brand advocates whose opinions hold significant weight. This positive association between influencer and brand strengthens the brand’s image in the audience’s mind.
Some bloggers dedicate their streams to a single game, reviewing updates and playing alongside their subscribers. It’s a powerful example of synergy between brand ambassadorship and live streaming.
Choosing the Right Influencer Collaboration
Now that we have detailed the different influencer collaboration options, let’s explore how to identify the ideal influencer for your brand.
Audience Demographics
The influencer’s audience should closely resemble your brand’s target demographic. Consider factors like age, gender, location, interests, online behavior, and comment content. For instance, promoting MMORPGs would not be effective with an influencer who is more focused on single-player games.
Engagement Rate
Engagement rate reveals how actively the audience interacts with the influencer’s content. High engagement rates indicate trust and receptivity to the influencer’s recommendations. Research suggests an average engagement rate of 3% on Instagram, but micro-influencers can reach 8–10%.
Content Quality and Style
The influencer’s content should be visually appealing, informative, and inspiring. It should also align with your brand’s overall aesthetic and tone. Providing a creative brief with brand logos, colors, graphics, and image sets.
Relevance
The influencer’s niche and content should be relevant to your brand. Products that seamlessly integrate into the influencer’s content tend to yield better results. For example, promoting a military shooter would not be ideal for a female influencer who focuses on life simulation games.
Authenticity
Authenticity is about sincerity and transparency. A genuine influencer has a deep passion for their niche and creates content that reflects real experiences and honest opinions. Research the influencer’s history to gauge their authenticity and audience trust levels. Have they promoted low-quality products in the past while portraying them as exceptional?
Past Collaborations
Analyzing an influencer’s past collaborations provides valuable insights. Look at the brands they have partnered with before, how the campaigns were executed, and what results were achieved. A history of promoting products in your niche is a definite plus.
Values and Ethics
Your brand’s philosophy and mission should resonate with the influencer’s values and ethics. Unethical behavior, scandals, or controversial statements by an influencer can damage your brand reputation. Thoroughly research an influencer’s online presence before engaging them.
Pricing and Budget
Pricing of influencer collaborations varies based on factors such as audience size, engagement rate, and content format. Evaluate your marketing budget against the potential return on investment in order to help you choose the best option.
Feedback and Reviews
Analyzing comments under the influencer’s posts and reviews of past collaborations can be very telling. Look beyond just audience sentiment; consider reviews from agencies as well. What is the overall impression? Do viewers trust the influencer’s recommendations? How positively do subscribers respond to sponsored content integrations? Positive reactions indicate that the audience is likely to be receptive to your brand collaboration.
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