Millions Of Gaming Content Creators, Who To Work With?Finding the right content creators to work with is crucial when promoting games, but amongst the vast choice on offer, knowing what to look for can seem challenging at first glance. In this blog post, we outline our approach to gaming influencer marketing and how to forge successful creator campaigns and partnerships.
Since we started Wehype in 2016, the Gaming Content Creation space has virtually exploded. That year there were 2M creators on Twitch, and by 2021 this number had reached nearly 12M. YouTube reports that last year, over 90M hours of gaming content was live streamed and over 250M gaming-related videos were uploaded, receiving over 800B views. While this naturally makes for an environment of healthy competition, creativity and potential, gaming brands are also becoming aware of this hotbed of possible partnerships and are seeking to use it to reach the right audiences. But with all this choice, how should they pick who they want to work with?
This is where Wehype comes in.
Our job is to navigate the vast choice of talented individuals, and with our bespoke, data-driven approach, identify the creator partnerships that offer the greatest impact for gaming companies. So far, we have helped some of the leading gaming companies in the world promote more than 150 games across PC, console and mobile, tapping into communities of billions of gamers worldwide. Wehype has facilitated more than 21,000 various creator activations across 55 countries, and we’re just getting started.
A common misconception when devising an influencer marketing strategy is placing too much importance on working with the most-followed creators. While partnering with the largest names can boost credibility for your game, it is not necessarily the most impactful way to connect with gamers. Rather than prioritizing large viewerships and subscriber counts, we find that campaigns that leverage the most relevant creators tend to be the most effective. The criteria that we use to choose content creators for a particular campaign will differ depending on its goals. There are several factors at play when it comes to finding the right content creators to work with, such as viewership and engagement numbers when creating content for similar games, social media platforms, audience demographics, and brand safety parameters. By bringing these kinds of data points into consideration, we create content that is authentic to both game publisher and creator, and will also be of interest to the creator’s audience.
To further maximize ROI and relevancy for campaigns, we might utilise micro influencers. These content creators, with a smaller but particularly niche following, can create more impact for certain game titles because of their relevance and target market. We have found that micro influencers in many cases have a more engaged audience, which tends to lead to great conversion rates, meaning that if the creator is promoting a game, a greater proportion of their community is likely to purchase it, compared to those with larger followings. At Wehype, we believe that there is a lot of untapped potential with smaller talented creators and we are committed to help gaming companies realize this potential and diversify their influencer marketing spend to achieve better results.
Recently, our CEO Robin spoke about the benefits of working with micro influencers in Forbes. Similarly, we see great value in harnessing the power of several influencers for certain campaigns. Although individually they might have fewer followers, as a whole a cluster of influencers spans a larger range of audiences, in turn reaching a more diverse and committed audience.
It can be complicated, confusing and time-consuming for gaming companies to figure out which approach will suit them best. This is where Wehype’s industry knowledge and data-driven approach come together to facilitate successful partnerships. By picking the right content creators for a game, we help developers and game publishers reach the right audiences and create the biggest impact, whether it’s through one or multiple creators, with larger or more targeted followings.
You can read more about Wehype’s brand-creator partnerships here: wehype.com/for-brands