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How to build the right influencer marketing campaign for apps in 2021

BuzzGuru team

Influencer marketing is an effective tool for promoting mobile apps. Using this advertising channel will increase brand awareness among a new audience and gain new customers. Learn how to use this advertising tool in the article by BuzzGuru service.

Table of contents:

What is influencer marketing?

Influencer marketing is a method of promotion on social networks, where the advertising platform is an influencer’s account. An influencer or opinion leader is a person who has an audience of at least a thousand people who listen to their advice, viewpoints, and lifestyle choices. The subscribers of such people trust their knowledge and experience in certain fields, which is what the influencers demonstrate in their blog content.

Brands come to influencers with an offer for cooperation. And if opinion leaders agree, they place ads on their pages in the form of posts or mentions of the product or service. Subscribers see this and follow the link to the company’s website or application. Thus the brand gets new potential or real customers.

Set your goals

Same as in other types of marketing, before you launch a campaign, you must set goals for it. Otherwise, the result will not be clear whether the ad was effective or not. Your goal can be new subscribers in your account, traffic to the website, purchases, or, as in the case of influencer marketing for apps, traffic to the store and mobile app installs, trials or subscriptions.

Remember that the goal must be clear and achievable. Otherwise, even the most effective advertising from an influencer will seem to you not successful enough.

Decide on how to work with influencers

Directly

You can start working with influencers directly for mobile app marketing and search for them on social media by yourself. This is effective if you already have an idea of who these opinion leaders are and the number of such influencers is small. Otherwise, you can spend a lot of time searching manually, which will not benefit you much.

Influencer marketing platforms

Instead of searching for influencers manually, you can use automatic search services, such as the BuzzGuru platform. The platform has smart filters that allow you to search for influencers on YouTube and Twitch by the number of subscribers, views, audience engagement, and other parameters. You can also see if the opinion leaders you have already selected have advertised mobile apps before and get their contacts to suggest a collaboration.

We have a free demo version so you can try how easy it can be to find the right people for influencer marketing campaigns for apps.

Agency

Sometimes brands need high-quality advertising from opinion leaders but don’t have time for finding influencers and communicating with them to negotiate the price down, sign a contract and eventually make an effective ad that will bring them sales. BuzzGuru Agency helps brands to run successful influencer marketing campaigns.

All of our clients receive fast and high-quality advertising campaigns from opinion leaders, lots of traffic, and audience loyalty. We have many case studies in the vertical of mobile app marketing, as we carefully choose the platform and influencers and draw up the terms of reference, following the specifics of the app or mobile game. Contact us today!

Picking up a social platform

  • YouTube. A good choice because many users watch videos on this website from smartphones. It is more likely that after the influencer’s mentioning, they will tap the link to see what kind of app they are advertising. However, there is also a chance that potential buyers will not click on the link immediately: they will remember the name of your product or service, and then find it in the search after a while.
  • Instagram. Perhaps the best option for placing ads, since the influencer can use a direct swipe link to your mobile app in stories.
  • Twitch is a very popular platform but not entirely suitable for influencer marketing of mobile apps. Most of the audience watch streams from desktop screens, and accordingly will not click-through the link in the App Store or Google Play. Of course, they might convert into organic users but that would also be highly unlikely since user engagement on Twitch is mostly targeted into what is happening in a stream itself.

Find the right Influencer

Once you have found the right influencers, you need to check them for several parameters. BuzzGuru has a summary on each YouTube and Twitch opinion leader, where you can assess the following metrics:

Engagement rate

Engagement rate is an indicator that shows the ratio of targeted user actions (comments, likes, dislikes, and so on) to the total number of views and is measured in percentages.

A very strong engagement rate is usually considered to be 6% or higher. Thanks to BuzzGuru, you do not need to calculate it manually. You can immediately see the influencer’s ER on the dashboard and estimate in advance the potential effectiveness of the advertising campaign.

Example of the influencer statistics on BuzzGuru

Followers growth rate

Among all BuzzGuru metrics, you can also track the increase or decrease in the number of subscribers of the influencer on a special chart. It allows you to view statistics for the last 14, 30, 60, 90, and 180 days.

This way, you can assess the audience's interest in the channel. If an influencer has a steadily growing audience, it means that their content is valuable and subscribers trust them. If the opposite is true, then you should not cooperate with such a media person.

Example of a subscriber count chart on BuzzGuru

Follower authenticity

BuzzGuru allows you to evaluate the quality of an influencer's channel so that you can forecast the budget and effectiveness of your advertising campaigns. Thanks to our visual statistics, you can evaluate the followers’ authenticity of the opinion leader. See how subscribers interact with the content, and therefore how they will interact with your mobile app ad.

Choose the business model

Fixed price

A common form of payment in influencer marketing is a fixed price for integrating your brand into the content. Different opinion leaders charge their own rates for cooperation. On BuzzGuru, you can see the average integration cost and find influencers in your price range, thanks to filters.

Example of the cost for integration

Cost per view or engagement

There are other payment methods, such as cost per view or engagement. In this case, you pay the influencer only for views or clicks on the link to your app. Usually, this form is chosen by opinion leaders who are confident in their conversion and user engagement.

Cost per install or action

Almost the same option as the previous one, but here everything goes a little further; you pay the influencer for the interaction with your product, in this case, for the number of downloads of the mobile app. This form is rarely applied because followers may not be ready to install the app immediately after the first touch with the brand, and they need a bit more interaction with the brand.

Create effective content

If you use influencer marketing, you will need to take care of your own content on social networks because some users will click on the link to your website or mobile app in the store and on your page. You need to keep new visitors interested.

Leave the production side to the influencer. They know better what texts, videos, or images subscribers like. You can only provide a brief in which you will describe in detail your product or service.

Measure the results

After your advertising campaign with the influencer is over, be sure to measure the result. It’s necessary to understand the effectiveness of the ad, so that you have a clear visibility whether you need to advertise with this opinion leader again or not. Pay attention to at least these metrics:

Clicks

Count the number of clicks. If there are not enough of them, then it might be because of ineffective advertising. If there are a lot of clicks but no downloads, your app either does not fit the influencer’s audience, the in-store content doesn't motivate the users to install the app or there are technical problems with downloading.

Installs

Of course, count the number of installs. This will help you understand whether you want to contact this influencer again and whether this type of marketing is suitable for advertising your product. Maybe you should try something else instead.

Mentions and impressions

“Mentions” is the number of times the influencer has mentioned your app verbally or by text. “Impressions” is the number of times your app has appeared on the screen during a video. Both of them are to be established at the stage of discussion of cooperation. As a rule, the more mentions and impressions the influencer needs to make, the more expensive the ad is.

Customer Acquisition Cost (CAC)

Attracting every new customer costs you a certain amount of money. Calculate how much new customers cost you after influencer’s advertising, measuring CAC. It’s calculated as the cost of ad placement divided by the number of attracted clients. The result should not be too large or much larger than the CAC in other advertising channels of your brand. This way, you will find out whether the investment in this cooperation has paid off or not.

Make right conclusions

Draw conclusions, and if you are satisfied with them, save the contacts of the influencer to interact with them in the future. You can do this in BuzzGuru, where you can create customized lists of opinion leaders. Try this and other useful features now!

FAQ

What is an influencer marketing campaign?

An influencer marketing campaign is the promotion of a product or service via opinion leaders. You can use it to advertise mobile apps, games, and so on. It is one of the most effective ways to promote something on social networks.

How many influencers are there in 2021?

There are hundreds of thousands of influencers on YouTube, Twitch, and Instagram. The BuzzGuru platform with smart search filters by topic, number of subscribers, engagement rate, and other parameters will help you find a suitable opinion leader for promotion.

What makes a good influencer marketing campaign?

A good influencer campaign has many components. One of which is matching the subscriber’s portrait of the opinion leader with your target audience. Find out about other important components in our article.

How to measure the results of influencer marketing for apps?

Decide which metrics you want to track to measure the results of influencer marketing. This can be, for example, the number of subscribers on your page, the amount of purchases, the number of app downloads, or just clicks on the link. Count them before and after the ad, and use UTM tags to track click-throughs.

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