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Introduction to influencer marketing + learnings from real-life cases
Product Camp Helsinki, 21 April 2018
What to expect
- Who this?
- Why you should care: stats galore
- YouTube & Gaming
- Real-life cases
- Learnings
- Quick video
- QA
Heini Vesander CMO, [email protected]
@Heinider
10 years in marketing (Slush, Kiosked, L’Oreal…),
6 in games (Supercell, Super Evil Megacorp)
MSc Hanken
Previously Marketing Director & Executive Producer of Esports at Super Evil Megacorp (San Francisco)
YouTube Numbers 1B+ People Monthly
1B+ Hours watched daily
300h uploaded/min
Sources: Think With Google, YouTube Statistics
YouTube Gaming 3M+ Gaming Channels
300M Gaming videos
20k+ games
Sources: Matchmade.tv Platform
WHY YOU SHOULD CARE
Millennials <3 YouTube
• Millennials trust YouTubers more than celebrities
• 6 in 10 would follow the advice of a favorite content creator over a favorite TV/movie star on what to buy
• YouTube accounts for 2/3 of the premium online video watched across devices
• 6 in 10 watch new video from their favorite YouTubers within 24h
• By 2025, half of under 32-year-olds will not have a paid TV service
YouTube is not only for ads.
Think CONTENT.
• Videos with the word “review” in the title reached over 50 000 years worth of watch time on MOBILE ALONE.
• Brand collaborations on YouTube are 4X more effective than those with celebrities.
• Authenticity.
• Peers.
• Content. Not ads.
A dive into gaming
Big Business $108.43B+ Revenue 2017
2.4B+ Ppl play f2p
60M viewers LOL finals
Sources: Superdata, Newzoo
For Comparison $41.2B+ Movie Industry Rev
118M Netflix subs
4.7M av. viewers NHL final
Sources: Hollywood Reporter, Netflix, NHL, Newzoo,
GAMING…?
1,637,304* active channels
Inactive34 %
Active66 %
0
175 000
350 000
525 000
700 000
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
Average lifetime of a “dead” channel was 2 years 3 months *We count channels with 5k+ subscribers. (In total 3M gaming channels.)
Mid-size channels dominateN
umbe
r of c
hann
els
0K
450K
900K
1 350K
1 800K
10 - 99
100 - 999
1k - 10k
10k - 100k
100k - 1m
1m - 10m
10m >
Learnings from real-life
1) Fortnite
Fortnite is the biggest game on
YouTube
• Focus on influencer marketing
• Accessibility of the game
• Multiplatform
• Free Battle Royale mode
• New and fresh
• Pretty enough
• Broken all records:
• Most viewed game on YouTube
• Most videos related to a game uploaded in a single month ever
• 42M live views for Battle Royale tournament
• 2.4 BILLION views in Feb 2018 alone
2) Clash Royale
Clash Royale no longer the
biggest mobile title on YouTube
• Mobile Legends: Bang Bang has taken over
• 70% of Mobile Legends: Bang Bang viewership from Southeast Asia → enough to dominate the world
• MLBB steady growth and CR steady decline
3) What the Hen
Improvement over organic
ARPU +92%Free-to-paying conversion +231%
D1 retention +100%D7 retention +182%
Organic install boost +278%
Results (What the Hen)
A few tips:
1. Find the right YouTuber - audience match is critical (we can help)
2. Let go of control (scary but the Youtubers know best what works for their channel)
3. Influencer marketing is not PR, celebrity marketing or UA. It’s unique. Spend time figuring out what works for you.
4. Authenticity. Not ads.
5. Measure the impact. (we can help)
