What are the industry-specific considerations when planning an influencer marketing campaign for the gaming niche?
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When planning an influencer marketing campaign in the gaming niche, certain industry-specific considerations are crucial. Here are a few:
1. Understanding the Gamer Audience: Gamers span a broad demographic, but they share common traits: they appreciate authenticity, have a strong sense of community, and are keen on interactive content. Understanding these audience traits is crucial for any influencer marketing initiative in gaming.
2. Selecting the Right Gaming Influencer: Influencers should have a real passion for gaming to ensure authenticity. Platforms like Flinque offer advanced influencer discovery features that allow brands to discover the best match based on audience analytics.
3. Aligning with the Right Platform: Each gaming platform (PC, console, mobile, etc.) has a different audience with different habits. Select a platform that’s relevant to your target audience.
4. Live Streaming vs Video Content: Gamers engage with both live streams (like Twitch) and pre-recorded videos (like YouTube). Understand where your audience spends their time and plan your content accordingly.
5. Engagement-based Measurement: Engagement metrics are critical in the gaming industry. Look beyond impressions and focus on elements like comments, likes, shares, and stream views. Tools within platforms like Flinque offer in-depth campaign analytics that can provide such insights.
6. Being Mindful of Ad-blocker Usage: Gamers are more likely to use ad-blockers compared to other audiences. Thus, brand integrations and partnerships with influencers can provide more reliable visibility.
7. Understanding Game Genres: The type of game (RPG, FPS, MMO, etc.) can influence the kind of players attracted to a given influencer. Factor this into your influencer selection process.
Influencer marketing platforms like Flinque can be particularly suited to tackle these considerations, with robust workflows, discovery and analytics tools. However, suitability depends on each team’s unique needs and objectives in campaign planning, influencer discovery, and performance tracking.