How Can Brands Use GAMING Influencers Creatively THrough innovation
Brands are beginning to understand the opportunities of influencer marketing to deliver engaging campaigns as a powerful marketing tool. Previous marketing methods are becoming obsolete, as consumers, specifically within the Gen Z demographic, are highly impressionable and value an affinity to a brand above all else.
The Rise of Influencer Marketing in the Gaming Industry
The gaming industry's expansive growth has made it a prime arena for influencer marketing. However, the effectiveness of traditional strategies is waning as audiences seek more authentic engagements. It's no longer sufficient to simply provide products for influencers to showcase; campaigns must be creatively engaging to truly resonate.
Selecting the Right Creators
Success begins with aligning with the right influencers. This involves meticulous analytics to determine the best match based on factors such as demographic, region, and gaming preferences. Mutual affinity between brand and creator ensures content authenticity, significantly enhancing campaign effectiveness.
Crafting the Campaign
Strategic Briefing
A well-defined brief is essential, detailing expected deliverables and embodying the brand’s core messages and values. Providing influencers with the creative freedom to tailor content to their audience—while still meeting these objectives—often yields the best results.
Concept Development
Alternatively, brands can develop a full concept for the influencer to execute. This could involve in-game challenges or other engaging activities that encourage viewer participation and content interaction.
Content Delivery Across Platforms
The choice of platform is crucial as each has its own strengths and user expectations. From live streaming on Twitch to short videos on TikTok and Instagram Reels, content must be adapted to suit the medium effectively.
Live Streaming Integration
For live streaming content, integration must feel natural and enhance the viewing experience without disrupting it. Advanced technologies can trigger in-game brand activations that align with live events, such as a health bar in a game indicating when to showcase a health-related product.
Pre-Recorded and Short-Form Content
Short-form content should be engaging from the first second and aim for high viewer retention. Authenticity is key; content that seamlessly integrates with the influencer’s usual style can maintain audience interest without appearing overly promotional.
Emerging Channels and Innovations
Social media platforms are constantly evolving, presenting new opportunities for brand campaigns. Platforms like Discord offer unique ways to connect with highly engaged gaming communities. Additionally, innovative cross-industry partnerships, such as between esports organisations and HR firms, illustrate the untapped potential of creative campaign strategies.
Brand Takeaways
Alignment and Selection: Carefully choose influencers who align with the brand's identity.
Effective Briefing: Provide clear, concise campaign briefs that allow for creative freedom.
Platform-Specific Content: Tailor content to the strengths and user base of each platform.
Innovation and Engagement: Embrace innovative concepts and interactive elements to captivate audiences.
