How to solve the biggest problems in videogame influencer marketing
By Media team. Top image: Lurkit
This cutting-edge influencer platform frees humans to create brilliant, data-led campaigns while controlling costs
Here are the biggest problems brands face when building effective influencer marketing campaigns:
Finding the right influencer (and vetting them)
Measuring results
Cost and resource efficiency
Scaling campaigns
Everyone faces the same issues. We felt there had to be a better way and we’ve found it by marrying our videogame experts with Lurkit’s data-driven creator platform.
Lurkit brings the CRM tech, the data-on-demand, and the access to an incredible talent pool.
Dialect brings the strategy, creative thinking, and talent management skills to use Lurkit’s tools to create ingenious, bullseye-skewering campaigns at scale and speed.
Here’s how we solve the biggest influencer marketing problems in partnership with Lurkit:
1. Finding the right influencer
Manually searching for influencers is incredibly time-consuming. If you’ve done it yourself, you know it drains the bandwidth of your team like a resource thief. If you’ve paid an agency to take the pain, you know how costly it is.
Like any good tech platform, Lurkit automates away the tedious stuff.
So now you can set up your campaign criteria for immediate broadcast to Lurkit’s network of 50,000+ videogame influencers.
When creators’ responses and bids come in, all the data is aggregated for you. Spreadsheet begone!
But someone still needs to match the available talent to your brand, objectives, and audience.
Someone needs to inject the creative vision so your campaign cuts through.
Someone needs to vet the creators, and later the quality of content they produce.
Someone needs to negotiate and manage the relationships.
And Lurkit’s reach is so huge you’re likely to get thousands of applications.
So there’s still plenty to do to ensure your influencers are delivering the right message, at the right time, to the right segments, for the right price.
If you can handle that internally then check out Lurkit’s CRM system - it makes life much easier. But if you need some assistance, then we’re on hand.
2. Measuring results
Naturally Lurkit’s platform pulls in the key stats to measure campaign effectiveness. At-a-glance you can see:
Total views
Hours watched
Clicks
Cost per click
Average concurrent viewers on Twitch
Cost per view on YouTube
Interactions on YouTube
It’s also easy to set up your campaigns to reward influencers for performance based on pay-per-view, pay-per-click, or per-per-hours watched.
Drilling down into the data, you can see who is punching above their weight. For example, you might rank your talent to uncover who’s bossing it on cost per click (though their total numbers may be small).
That enables you to spot the stars of the future: the talent who should be nurtured because they can have an outsized impact across the entire lifecycle of your game.
Meanwhile, you can speedily test organic versus paid campaigns to assess which influencer type pulls better numbers for you.
There are plenty of other tricks-of-the-trade that can be used to optimize your campaigns. Perhaps nano-influencers are more effective than micro-influencers in your community…
Of course, you may wish to go beyond Lurkit’s native capabilities and track sales, or use social listening tools to measure brand sentiment and engagement rates on a deeper level.
Dialect’s Research & Data team can plug in this functionality whether you want to:
Calculate ROI
Track conversions
Capture audience feedback on a qualitative level
Or identify the hyper-influential creators who can step up as your brand ambassadors
We’re more than happy to talk you through the possibilities.
3. Cost and resource efficiency
Obviously the whole point of using Lurkit’s platform is to radically reduce cost or to spend more of your existing budget on results rather than repetitive tasks a trained chimp could do.
CRM activities such as seeding game keys, media asset distribution, and making payments are all problems solved.
There’s another angle here though.
One way to control costs is to incentivise nano- and micro-influencers with promotional swag instead of paying top-dollar for a few macro-influencers.
Lurkit’s streamlined system allied to good talent management skills makes that possible.
For example, you could reward creators with:
A premium pass if they hit certain benchmarks
Exclusive skins or other in-game items the more they stream
In-game currency once they achieve their KPIs
Early access to merch
Or a cut of the proceeds when a member of their community buys an in-game item
There are plenty of other options to make your budget stretch.
Plus, there’s one more good reason to prioritize nano- and micro-influencers above the mega-stars…
4. Scaling campaigns beyond the macro level
Many studios’ and publishers’ influencer marketing campaigns are stymied by a fundamental contradiction:
Nano- and micro-influencers are typically more effective than macro talent when promoting new games to Gen Z audiences.
But the cost of manually servicing so many lower tier creators makes it difficult to deliver the necessary volume within a constrained budget.
That’s why Lurkit’s automated CRM functionality is a game-changer.
Now we can manage large numbers of influencers without it becoming cost prohibitive.
The advantage being that nano- and micro-influencers are typically very close to their specialized audiences.
Thus they deliver authentic, word-of-mouth content with strong engagement rates and a high propensity to convert.
That’s gold dust when it comes to reaching Gen Z, because they prize trustworthy, personalized content aligned to their values.
Like your favorite party outfit, influencer marketing is all about the right fit. We believe that our unrivaled videogame expertise combined with Lurkit’s incredible tech will enable us to deliver outstanding results for you. Put us to the test.
If you would like to discover more about our integrated approach and work together on a project, get in touch.
