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How To Increase Your Mobile Game Promotion Using Influencer Marketing | Pocket Gamer.biz

The growth of the mobile gaming industry was so explosive that even video streaming giant Netflix decided to dive into these waters.

According to the latest data, global mobile ad spend is projected to reach $ 290 billion in 2021, which will fuel further growth.

That sounds impressive, but there is a catch. People are fed up with the advertising of mobile games.

There are dozens of discussions on Quora and thousands of YouTube videos about how bad these ads are. Therefore, developers are turning to other advertising options

This is where influencer marketing comes in.

What is influencer marketing?

According to HypeFactory, an influencer marketing agency, influencer marketing is a strategy of finding and hiring leading content creators to improve brand awareness and / or performance metrics.

You’ve probably heard of the key steps required to create a powerful influencer marketing campaign: define your goal and audience, create the message and brief, reach out to influencers, and measure results.

As you work on these steps, you may encounter three challenges. In this article we describe how you can overcome them.

Why is influencer marketing becoming increasingly popular in mobile advertising?

The short answer is, “It works”.

According to the 2019 survey, businesses make $ 5.20 (sometimes up to $ 20) for every $ 1 spent on influencer marketing.

According to the 2019 survey, businesses make $ 5.20 for every $ 1 spent on influencer marketing

A successful marketing campaign starts with a clear understanding of the target audience. There are over 2.6 billion players in the world and the gaming community is becoming increasingly diverse. Because of this, gamers are hard to pin down. Also, not every gamer is your target audience.

Partnering with influencers can be very beneficial in reaching a niche audience. Influencers know their followers, what content they like and how they interact with them. While traditional advertising targets a crowd, influencer marketing helps focus on specific groups.

But it comes with its own set of challenges.

Mastering three main challenges in influencer marketing

  • Challenge 1: Find the right influencers

61% of marketers agree that this is one of the biggest challenges.

Companies with a large marketing budget can partner with an influencer marketing agency or subscribe to tools like HypeAuditor. Big brands can use the agency’s expertise and free up their internal resources to find the right influencers as quickly as possible.

For small businesses, this isn’t an option, so they usually opt for Google or social media search. This is much more time consuming and less reliable, but there is no budget limit. Small businesses should try to partner with multiple micro-influencers. They’re not as expensive as celebrities or mega influencers.

It can take a while for a small brand to find micro-influencers who are a perfect fit for their campaigns and brand identity. But when you find them, try to build a long-term partnership.

  • Challenge 2: measurement results

Measuring the effectiveness of an influencer marketing campaign is the primary concern for 78% of businesses. Before you start working on the briefing, you need to establish your goal and key performance indicators:

  • When you want to focus increasing commitment, specify what exactly you want to track (likes, shares, comments, the number of user-generated brand hashtags, etc.).
  • If you want Increase the conversion rate, Track links, individual voucher codes and the number of installations.
  • To the greater range, track the number of social media followers (before and after the campaign), views or impressions.

If you analyze these numbers further, you will find out how much you have spent or won. You can calculate relevant KPIs, e.g. B. cost-per-engagement, impression, click rate or click rate.

Influencers are typically content creators, so familiarize yourself with their work

By comparing these metrics with expected and similar campaigns (e.g. using data from public sources or influencer marketing agency websites), you can determine whether your marketing campaign was successful.

  • Challenge 3: improve communication

For a successful collaboration with an influencer:

  • Find an individual approach. You won’t get very far with a standard pitch. Influencers are typically content creators, so make sure you understand their job before reaching out.
  • Write a clear description of the project. Although your message to the influencer should be individual, the briefing with all requirements and deadlines should be standardized and follow a clear structure. This is the cornerstone of your campaign.
  • Don’t limit yourself to gaming influencers. If you know your game is popular with teenagers, you can reach out to an aspiring TikTok star with young followers. This will help you increase brand awareness.
  • Leave room for creativity. When brands dictate how influencers should interact with their community, that partnership is doomed to fail. Before reaching out to an influencer, make sure their communication style matches your brand voice.


Finding the right audience and partnering with the right influencer is a daunting task. It takes a lot of research, marketing know-how and soft skills, but it definitely pays off.

If you are new to influencer marketing, reach out to an experienced influencer marketing agency.

HypeFactory has access to 21 million influencers around the globe and has launched over 450 successful campaigns on Instagram, YouTube, TikTok and Twitch. Please feel free to contact us!


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