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从业人士谈YouTube和Twitch上的游戏主播推广策略(上)

发布时间:2020-02-24 10:04:19 Tags:,,

从业人士谈YouTube和Twitch上的游戏主播推广策略(上)

原作者:Mirza Hasanzade 译者:Willow Wu

如今,网红主播这个群体对游戏产品的影响愈发举足轻重,而玩家们也对这些滑稽的内容百看不厌。《Apex英雄》《荒野乱斗》之所以能这么受欢迎,很大一部分也要归功于执行良好的网红营销策略,这并不让人感到意外。除了要找到合适的网红,开发者还需要思考的是如何推介他们的游戏,促使人们都迫不及待地来测评。

因此,在本文中,网红营销专长公司Matchmade将会告诉你一些关于如何吸引网红主播(尤其是YouTube和Twitch上的)来帮助你获得开门红的秘密。

twitch-desk(from polygon)

twitch-desk(from polygon)

首先,来说点基础的东西。

在开始寻找网红之前,我们建议你先确定自己的期待值以及目标。这样一来,对于找什么样的网红你就有了大概方向,之后也可以更顺畅地和他们谈生意。

在开始之前,你要先问自己几个问题(你可以把这个当作checklist):

·类型——你的游戏属于哪个类型?你认识的网红中有没有录制过同类游戏的?

·用户——你的目标用户是谁?你想争取的是哪一部分人?想想年龄、性别、地区、玩家类型等等。

·目标——通过网红营销,你想实现什么?提高知名度吗?获得理想的安装量?建立社区?触及新的地区市场?

·时间安排——网红营销打算在什么时候结束?你觉得联系网红和合作协商要花多长时间?视频发布之前你需要花时间过一下吗?

·网红——确定适合你产品的合作对象。

在这些都敲定之后就是最耗时的部分:为你的游戏找到合适的网红。你的脑中要有一个非常明确的目标,这是一种经验法则。

这里有一些建议可以帮助你在搜寻过程中找到方向:

·兼容性——寻找粉丝契合你目标用户的网红。查看他们所在的地区、使用的语言,问问自己是否跟自己的游戏存在联系。
·播放量重于订阅人数——与订阅人数相比,播放量对于衡量推广视频效果更具有参考价值。有些主播的订阅人数很多,但没几个人是会点开视频看的。历史数据也能帮助你更好地预测播放量,例如月平均播放量。

·参与度也是关键——这是一个重要的参考指标。有的主播播放量可能非常高,但如果观众的参与度不到1%,那我们基本可以说这个主播几乎没有任何影响力。

·相关性——“我有一个三消游戏,所以我只要找其它三消游戏的主播就好了。”不,事情没有这么简单。你应该仔细思考你的目标用户。如果你游戏的目标受众是18~25岁的年轻人,那么还有哪些游戏(或媒体产品)可能会有类似的用户群体呢?一定要确保网红所创作的内容跟你的游戏是匹配的。如果YouTube上有相似游戏十分受欢迎,那当然是最好不过的了!但这种情况很罕见。

·实验——有些东西3~6个月前是有用的,但这并不意味着它们现在依然能发挥效果。你得不断实验,即使你认为你找到了最好的渠道/销售方式。网红引领的潮流变化非常快,如果你想要通过网红营销推广游戏,必须确保及时跟上他们。

网红主播也是人——所以一定要让他们知道你很重视。

请记住,网红的工作热情就在于创作观众喜欢的内容。他们中的许多人甚至会推掉付费合作,因为他们认为观众不会喜欢这样的游戏。

因此,如果你觉得你找到了观众跟你目标用户重叠的网红,一定要让他们知道你真的很重视他们的频道。另外,在联系之前你应该注意以下几点:

1.不要认为你对网红的想法了如指掌——他们在做推广活动之前会考虑很多因素。包括:

·观众会不会喜欢

·自己会不会喜欢

·开发游戏的公司

·有没有创作自由

·收益以及合作容易度,如果他们觉得跟你或者你的广告商沟通起来有困难,那合作就谈不成了。

2.提醒自己这是一条双行道——不要期望他们会立即同意与你合作……因为很有可能,他们会拒绝。问问自己:这次合作对他们有什么好处?例如,你的游戏是否真的能与他们的观众产生共鸣,或以其它方式帮助他们?如果答案是肯定的,那么具体是如何实现的?给他们一个合作的理由——可以是全网首玩的机会、可观的报酬,或者在极少数情况下,仅仅是因为这个游戏令人兴奋。

我们最近进行了一项研究,询问网红们,当他们接到付费活动时,最需要考虑的是哪些因素,结果非常有趣:超过66%的人看重的是内容与观众需求是否契合,也就是游戏是否适合他们的频道。

简而言之,如果你能让他们相信你是真心重视他们的频道,那么他们接受合作提议的可能性就会提高。

在确定适合的合作对象后,你需要制定策略,想出一个好办法引起他们的关注(你同样可以把这个当作checklist):

·保持简洁——那些名气更大的网红一天可能会收到几百封邮件。所以你的邮件主题要抓人眼球。表明这是推广合作,这样就不容易被跳过。

·给他们足够的时间准备内容——这一点再怎么强调都不为过,这会对视频的最终效果产生很大影响。避免出现任何赶工情况。

·将控制权交给他们——销售说辞在YouTube是行不通的。相反,这会引来很多的反感、恶毒评论,进而影响最后的营销成果。观众之所以愿意回到频道中来,甚至安装主播提到的游戏,就是因为这里的内容真实,让他们之间产生一种信任关系。所以,在签合同之前,很多网红都会要求保证他们的创作自由。但是你不必担心,毕竟他们才是最了解观众的人,按照自己的风格做推广视频才能达到最好的效果。

好了,我就先讲到这里了!这只是系列指南的第一篇,想了解如何才能跟游戏网红更好地合作就不要错过我们的第二篇。接下来我们会讲到网红合作的流程规划,帮助你更合理、全面地安排工作。

本文由游戏邦编译,转载请注明来源,或咨询微信zhengjintiao

Influencers are increasingly holding sway over the performance of titles on any given week, and players these days can’t get enough of their zany content. And it’s not surprising that titles like Apex Legends and Brawl Stars owe a large part of their appeal to well-executed influencer strategies. With that in mind, how can developers not only find social media influencers, but also position their game so they’ll be lining up to review it?

So in this post, influencer-experts, Matchmade, let you in on some of the best-kept secrets in how to entice influencers (especially the ones on YouTube and Twitch) to help you make a success of your new release.

First things first – the fundamentals

Before you start reaching out to influencers, we recommend you to hash out your expectations and goals for your influencer marketing strategy. Having these few bits ironed out at the beginning of your search will give you an idea of what type of influencers to look out for, and make it easier for you to negotiate deals with them after.

Here are a few things to ask yourself before you get started (you can use this as a checklist):

·Genre – What genre is your game? Are there any influencers you’ve already come across that are creating content on other games in the same genre?
·Audience – Who is your target audience? Who are you trying to reach? Stuff like age, gender, location, gamer type etc.
·Objectives – What are you trying to achieve through influencer marketing? Do you want to raise awareness? Get installs? Build a community? Reach new geos?
·Timeline – When is the deadline you need to meet? How long do you expect the outreach and negotiation process will take? Do you need time to review the video beforehand?
·Influencers – identifying the right ones for your game

After defining the basics of your influencer marketing efforts comes the most time-consuming part: finding the right influencers for your game. And as a rule of thumb (and to avoid finding any ol’ influencer and saying ‘they’ll do’) you’ll need to have that nifty objective in mind.

So here’s some advice that can help guide you through your search:

·Compatibility – Seek influencers who share the same audience as you. Look at where they are based, the type of language they use, and ask yourself if it’s relevant to your game.
·Number of views over subscriber count – Compared to subscriber count, viewership is a far more useful metric to measure the results of your videos. Who knows, they may have a ton of subscribers but barely any viewers. No’ of views is also more predictable based on historical data. For example, the average 30-day views gives you a good idea of the views your video might get.
·Engagement rate is important – This is also an important metric to consider. Yes, they may have a super high viewership, but if they’re getting less than 1% engagement on those videos, then it’s safe to say they have little to none influence over their audience.
·Relevancy – ‘I have a match3 game, so I need to look for other match3 games’. No, it’s not that simple. Instead, think about the audience group of your game. If your game is targeting 18-25-year-olds, then what other games (or media) could potentially have that similar age group? Always make sure the content of the influencers you choose match your game. Obviously, if you can find a game that is super popular on YouTube and is similar to your title, then great! But the reality is that rarely happens.
·Experiment – If something worked for you 3-6 months ago, it doesn’t mean that it will keep working. Keep experimenting. Even after you think you’ve found the best channel/promotion type. Influencer trends change fast, and if you want to use influencer marketing to promote your game, then it’s your job to keep up with them.

Influencers are people too – so show that you care

Remember, influencers are people who are passionate about producing content that their audience enjoys. Many of them would even reject sponsorship offers if they know that their audience won’t like the game they’ll be featuring.

So, if you feel like you’ve found an influencer who shares the same niche as your title, show that you actually care about their channel, and consider the following before reaching out:

1.Avoid assuming you know what the influencers want – There are many factors influencers consider before they will do a sponsored campaign. This ranges from whether:

·their audience will like it,
·they personally like the game,
·which game studio created the game,
·if they have creative freedom for the video,
·how much they’ll get paid, and
·how co-operative you are. Often an influencer will just drop out of the deal if they find it difficult to communicate with you or your advertiser.

2.Remind yourself that it’s a two-way street – Don’t expect they will immediately agree to work with you.. because the chances are, they might not. Ask yourself what’s in it for them. For example, does your game actually resonate with their audience or help them in any way? If it does, how? Give them a reason to work with you. This can be an exclusive play through before anyone else, monetary reward, or in rare awesome cases, just an awesome game that they are excited about.

Interestingly… in a recent study we held, we asked influencers what factors they considered most important when accepting paid campaigns, and the results were very intriguing:

·More than 66% of them considered whether the content chimed with what their audience wanted. The top factor for influencers was whether games were actually suitable for their channel, to begin with.

In a nutshell, if you can convince them that you are reaching out because you genuinely care about their channel, then they’ll be more likely to accept your offer.

Best way to reach out to them (you can use this as a checklist, too)

After narrowing down which influencers you want to work with, you now need to strategize and come up with a good way to get their attention:

·Keep things short and simple – Bigger influencers can get hundreds of emails per day. Catch their attention with your email subject. And make sure that it is a sponsorship offer so they wouldn’t skip reading it.
·Give them enough time to prepare content – We can’t emphasize enough the importance of giving influencers enough time for content production. This makes a huge impact on the final version of the videos you’ve been waiting for, and prevents any rushed production.
·And give them control – Sales pitches don’t work on YouTube. That will generate a lot of dislikes and hateful comments that correlate with the end results. Authentic content is what drives people to return to their channel and even install the game that they’re talking about. So, it’s very common for influencers to request for creative freedom before signing on a paid campaign. Don’t worry though, as they’re experts in what their viewers want to watch, and the best-sponsored content comes to light when influencers are just being themselves.

That’s it for now, folks! This is just the beginning of our guide to a well-executed gaming influencer collaboration. So, don’t miss the second part (coming soon), where we’ll explore how to get that influencer schedule just right – so nothing is left to the last minute.

(source:gameanalytics )


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