Edward Fuller, CEO of Media Bodies, a data-driven influencer marketing expert, explains why your current campaigns aren't getting the return on investment you're hoping for, and 5 things you can do to scale your next campaign. I suggest two steps.
Introduction: The Evolving Landscape of UA
We are witnessing an exciting wave of new gaming consumers, with the mobile gaming market alone projected to exceed $250 billion by 2030.
However, an increasingly competitive environment requires user acquisition (UA) teams to establish impactful strategies to accelerate competitiveness while responding to changing consumer behaviors and commercialized messaging laws. It means that there is.
Among the strategies available, influencer marketing has long been something of a dark horse when it comes to user acquisition. Marketers recognize its theoretical value, but few are able to replicate this value in practice.
Last year alone, we spoke to over 100 UA and marketing teams about their approach to influencer marketing, and we often hear the same things: “It doesn't generate ROI” or “There's no way to track and measure it.” I started to recognize words. “It's not scalable.”
Most teams tend to attribute these challenges to the inherent nature of the medium. But the reality is that influencer marketing can be an extremely valuable performance channel, but only when backed by an informed, data-driven strategy.
This article details five important steps to optimize your influencer marketing approach and turn it into a reliable, profitable UA channel.
1) Optimize your budget
The first fundamental aspect that you need to optimize in your influencer campaign is your budget. The importance of this should not be overlooked, as it will impact the validity and reliability of future tracking and attribution analysis.
The majority of the traffic generated by influencer marketing is organic, and contrary to popular belief, attribution solutions exist for this traffic. However, these are conditional on producing measurable improvements through optimal budget allocation.
So how do you know how much budget you need to allocate to achieve this measurable improvement?
In reality, there is no uniform number for this. “Minimum” budget is relative. Each game and each campaign has a different optimal minimum budget depending on a variety of factors, including average daily organic installs, target audience, content industry, and geographic location. Setting and committing to your own minimum budget is the first step to optimization.
Media Bodies helps Bandai Namco Mobile execute paid YouTube and podcast influencer campaigns, guiding them through the entire process and helping them understand how this new and growing acquisition channel works effectively. I did.
Sara Guerola, Bandai Namco Product Marketing Manager (Growth)
2) Understand and establish key tracking and attribution parameters.
Tracking and attribution concerns are another aspect contributing to skepticism about influencer marketing as an effective user acquisition strategy.
While tracking links inserted in description boxes, pinned comments, and QR codes is now standard practice in the industry, organic traffic is key to understanding profitability.
As explained earlier, assuming you've allocated enough budget to generate visible organic lift, the next step to optimization is understanding how to attribute this.
We follow the so-called organic uplift analysis methodology, which compares organic installs during the campaign period to a baseline established during the comparison period to determine the percentage lift. The percentage of tracked traffic applied to organic lift numbers helps determine an individual influencer's performance.
Establishing these measurement periods and comparative numbers requires alignment across other marketing and user acquisition operations, but is a critical step in determining true effectiveness.
3) Views and engagement rates are not enough: Leverage deeper data touchpoints to select influencers
One of the most common fraudulent practices we see is the tendency to select influencers purely based on views and engagement rates. There are deeper performance data insights to use to optimize your selection process, and it all starts with understanding the influencer ecosystem.
While nano- and micro-influencers outnumber medium, macro, and mega-influencers, the distribution of views is actually the opposite. This means that to reach the scalability stage, you need to work with influencers from different profiles and optimally allocate your budget across these categories.
However, small influencers are categorized into so many different niches that it can be difficult to find the right niche, integration style, and creator. Also, metrics like views and engagement rates are not enough to make strategic choices.
An iterative methodology that combines analysis of competitors, audiences, consumer behavior, industry trends, eCPM, and channel scrutiny to identify the most profitable content areas and channels and expand your reach from small to large influencers. Get the best results for expanding to influencers.
MediaBodies is a key partner of Socialpoint. We provide excellent support from creation to completion of your influencer campaign. Their team is competent, proactive, detail-oriented, and always provides a quick response. Our collaboration is easy and fun!
Nidia Do Carmo, Zynga Influencer Marketing Manager
4) Optimize your timeline
Another important step to optimizing the ROI of your influencer marketing campaign is to take into account what is known as the influencer marketing funnel when planning your timeline and outreach process.
Due to the nature of negotiating and dealing with influencers, initial responsiveness and outreach are key to meeting campaign timeline goals with ideal creators, meeting budgets and ultimately optimizing performance. Quantity is very important.
Another main reason timelines are important is to create accurate tracking and attribution models. The organic attribution analysis method we just discussed relies on clear comparison and campaign periods, and small, unnecessary deviations can drastically change the performance analysis.
5) Treat influencer marketing as an iterative process.
Every influencer campaign is treated as a data collection opportunity, followed by a data analysis phase to draw informed conclusions. Most teams fail to recognize and treat influencer marketing as an iterative process, preventing them from achieving profitability.
During the exploration and testing stages, gain insights such as identifying potential content areas, authors, or integrations that performed above average, even in campaigns with suboptimal results overall. It needs to be analyzed more thoroughly and provide templates for further testing and scalability.
The more precise your targeting and placement, the more you can iterate on your creative, value proposition, personalization, events, and offers. Truly leverage every touchpoint that can have a huge impact on your influencer marketing's ROI.
Bottom line – ROI is all about optimization with data-driven decisions
We live in an exciting digital environment, and there is a unique opportunity for gaming brands to leverage the creator economy to gain a competitive advantage in the marketplace.
A single influencer marketing campaign without an iterative and optimized approach can lead to misinformed conclusions about the media's suitability for your game and prevent you from reaching your valuable customer base.
We’ve seen first-hand what results influencer marketing can produce when backed by the right data-driven processes and strategies. As competition increases, influencers' aspiration and testimonial power provide a unique opportunity to inspire action and leave a lasting impression.
So the question is when will UA strategies evolve to take advantage of this medium and realize its full potential?
The Media Bodies team will be at PGC London on January 22nd and 23rd. For performance-based influencer marketing insights and bespoke strategies across YouTube, podcasts, TikTok, Instagram and Twitch, find him on LinkedIn or contact him via his website at Media Bodies.