Influencer marketing is an up and coming industry for video game companies, as it directly impacts their bottom line. In 2018 alone there was a 30% increase from previous years’ numbers with $41 billion spent on advertising by the gaming sector – two percent went towards influencers! Brazilian gaming influencers are among the most followed and respected creators in the country, with millions of fans.
Platforms like YouTube and Twitch consist of videos telling us and showing us all about new games, games we already love or games that will be released in the future. When we make our purchasing decisions based on such kind referrals or word-of-mouth advertising, we inevitably become a part of the influencer marketing phenomenon.
In 2018, around 50 billion hours were spent watching gaming content on YouTube. In 2020, that number rose to around 100 billion hours.
Gaming has never been more popular, but it’s not just children who are playing. Adults love video games too and there is an emerging market of adult gamers looking for new content on consoles like PlayStation 4 or Xbox One. The recommendations from trusted influencers promote credibility when advertising next to their strong and engaging audience.
The Hyper-casual game category is a huge and growing market, but it might be hard for new players to find. What can influencers do? They should promote these types of simple games on their channels because they are easy enough that even someone who doesn’t play much anymore would enjoy playing them!
Here are 3 types of campaigns that companies can run with influencers
Pre-Launch Promotions with Brazilian gaming influencers
The best way to get people excited about your game before launch is by generating pre-registrations. You can then re-market directly at those who have registered when the title comes out, using contests and giveaways in order to generate more interest from them – as well as all other would be participants/customers!
In order to succeed with your pre-launch marketing plan, you need an online presence. This begins by creating a website that will be used to showcase your game and announce the launch. The website should be eye-catching and provide players with all the information they need about your game.
Although having a website is crucial, it is also important to be present in social media and create localized content. In Brazil, the culture is very strong, so understanding the country is extremely necessary.
You can then use influencer marketing to leverage your channels, partnering with creators to reach more people in your niche.
Brazilian gaming influencers are very strong on YouTube, but also on Instagram and TikTok, where people love to follow them and their recommendations.
Game Launches with Brazilian gaming influencers
Brazilian gaming influencers can increase interest in a game by playing it for the first time in front of their audience. They also create video tutorials that show people the best tips and tricks for playing the game. For the launch, sponsored video content usually feels more authentic than advertising.
Picking the right influencer to promote your mobile game can be hard. There are a lot of people who want to be influencers, and it’s not always easy to find the right one. This is even more noticeable when international brands want to enter the Brazilian market. Finding the right Brazilian gaming influencers without understanding the culture, the language and the environment can get pretty hecting. That is why it is always recommended that international brands partner with an influencer marketing agency, to avoid all those overhead costs.
Post-Launch Promotions with Brazilian gaming influencers
You can increase the popularity of an old game by promoting it. For example, you can give out promo codes for a specific event. This will help connect the game directly to its community. You can also showcase newly released features, game modes, characters, events and more.
People who play video games use different platforms to connect with each other. The most popular platforms for hyper-casual games are YouTube and Instagram. YouTube has over 1.3 billion users. People watch 5 billion videos on YouTube every day, and 300 hours of videos are uploaded to the platform every minute.
How Bold Creators Club can help you with your social commerce strategy
Running Instagram ads is still a good idea – it will help you build up a following and figure out what engages your target customers best, but it’s not the key point for your brand, as many brands are already engaging with this strategy.
Using influencer marketing to boost social commerce in 2022 is the key to success. But dealing with social media influencers is not always easy. Actually, most of the time, companies and influencers can’t communicate clearly, as there is a lack of a cultural, linguistic, and social bridge that connects both.
When it comes to Latin influencers, this communication barrier is even bigger. Not only because a lot of people in countries like Brazil or Colombia don’t English, but also because these countries are highly multicultural, with cities with completely different styles, slang, and social and cultural movements within the country.
In the case of Brazil, this aspect is so strong that there are even completely different cultures within the same city, in big metropolises like São Paulo or Rio de Janeiro.
It is really hard to keep up with the constant changes in pop culture and in the internet world, so contacting an agency whose job is to always be updated about what the influencers are doing, how is the stability in the country, and more important information for your company, is the best strategy.