Influencer marketing campaigns have become an integral part of promoting computer games. For many, gameplay videos and streams are the primary introduction to new titles. However, active involvement from both publishers and agencies is equally crucial to ensure a mutually satisfying collaboration. Here are some best practices for working with influencers that will help you execute a successful influencer marketing campaign.
From Overview to Detail
Assuming you have a list of influencers you'd like to engage in your project, the next step is to initiate contact and propose collaboration to them (or their managers). Creators often receive dozens of messages, so it's essential to outline your campaign in the simplest way possible, considering its key elements for the influencer right from the start. At a glance, the recipient should know what the product is, its characteristics, the collaboration you're offering, and your expectations in terms of content and timeline. A well-prepared brief significantly streamlines communication, addressing basic questions and allowing you to quickly finalize action details.
Transparency in Actions
Transparency is a crucial principle when building relationships with influencers. The creator should explicitly know the scope of services you expect, whether compensation is anticipated, and if so, in what form. While you can negotiate prices for specific content, always discuss this before starting collaboration, not during. Consider whether gameplay for the promoted game needs a specific length, if it should be sponsored content, an ad, or if you only want to provide a game code for an unbiased review. This upfront clarity ensures a healthy and professional collaboration, preventing potential misunderstandings and crisis situations.
Beyond Campaign End: Continuous Relationship
If you value high-quality collaboration with influencers, maintaining a continuous relationship is key. Even after concluding the promotion of your game or if collaboration didn't materialize due to various factors, continue monitoring creators' activities and respond to them. Demonstrate that you appreciate the creativity of a particular influencer and don't view them solely as a digital advertising billboard. This approach yields benefits in future projects, presenting your brand as open to engaging activities that influencers would willingly participate in.
Be proactive, engage, and adhere to clear collaboration principles. Following these steps in influencer marketing ensures long-term benefits for your video game promotions.