Influencer Marketing Technology
The influencer marketing industry, a rapidly evolving digital landscape, is projected to reach a staggering $21.2 billion worldwide in 2023, according to SproutSocial.
This burgeoning growth beckons the question: What types of tools and technologies are available that empower marketers to effectively tap into and expand this lucrative channel?
One of the most significant hurdles marketers encounter in executing a successful and targeted influencer campaign is the process of discovery. Key considerations include determining which platforms to utilize, identifying relevant content categories, pinpointing the leading influencers within these niches and ensuring there's a matching underlying audience that aligns with target audience demographics.
With these challenges in mind, how can marketers leverage innovative technology to streamline and enhance this process? In this exploration, we'll delve into an array of third-party tools, in addition to proprietary technology that Pixly implements with each of our partners, focusing on YouTube and Twitch in particular.
Influencer Marketing on YouTube
As a marketer, the initial step involves meticulously defining your audience segments beyond the basic understanding of typical age groups, gender dynamics and geographical locations of your customers. It’s imperative to delve deeper into their hobbies, interests and affinities, as these categories are richly represented across various social media platforms.
Once this information is collated, the next phase is sourcing, which entails identifying the most suitable influencers for your campaign.
For instance, let's consider a hypothetical campaign on YouTube targeting enthusiasts of outdoor activities, with a specific emphasis on camping or hiking. A practical approach is to utilize the YouTube search field to scout for influencers who predominantly produce content in this area.
While this method is effective, a notable limitation is its inability to factor in aspects like subscriber count, a crucial metric for gauging the potential reach and impact of your sponsorship and for influencing pricing structures. Generally, a higher subscriber count correlates with increased sponsorship costs.
Herein lies the advantage of leveraging a technology platform such as HypeAuditor. This tool refines your search results by incorporating filters like subscriber count, enabling you to tailor your influencer list more precisely to your campaign's needs.
Influencer Marketing on Twitch
Shifting gears to Twitch, a platform rapidly carving out a significant niche in influencer marketing, let's consider the challenge of activating livestreaming content creators.
Unlike traditional social media, Twitch's dynamic revolves around real-time engagement, making it crucial for marketers to understand not just how many followers a streamer has but, more importantly, the number of viewers actively tuning into their streams. Follower count, while indicative of a streamer's reach, doesn't provide insight into active viewer engagement, a critical metric for any promotional campaign on Twitch.
This is where tools leveraging Twitch's API, such as SullyGnome, become indispensable. SullyGnome allows marketers to delve deep into a streamer's analytics, offering the ability to assess average concurrent viewership (ACV) over various periods: 30, 60 or over 90 days. This data is pivotal in understanding not only the consistency of a streamer's audience but also in identifying peak engagement periods and content themes.
For example, a brand looking to promote a new outdoor adventure game could use SullyGnome to pinpoint streamers who have a high ACV and see increased viewer engagement when streaming similar adventure-themed games. This level of granularity in data helps tailor promotions effectively, ensuring that marketing efforts are synchronized with content that maximizes viewership and engagement.
In addition to SullyGnome, tools like TwitchTracker and Stream Hatchet also offer robust analytics, giving marketers a comprehensive view of a streamer's audience dynamics. Understanding these nuances on Twitch, coupled with data-driven strategies, can lead to highly successful influencer campaigns that resonate deeply with livestreaming audiences.
Conclusion
The influencer marketing world is indeed complex, and approaching it without leveraging the right tools and technology can lead to inefficient manual labor and a lack of critical insights. A plethora of third-party tools are available, in addition to Pixly's specialized matchmaking insights, which have been honed from more than seven years of supporting our partners.
As long as you have a clear definition of your customer segment, these tools can be instrumental in sourcing influencers, narrowing down the scope of content or category, and refining your desired scale. By embracing these technologies, marketers can navigate the influencer marketing landscape with greater precision, efficiency and success.
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