Matchmade

Biggest mistakes part 3: Assuming that working with big creators only is the best way to acquire new users for your .

While working with big creators can work well, most gaming advertisers are making a big mistake by not working with smaller creators as well. Why?

🌎 More reach: ~99% of all creators are midsize or smaller and they generate 65% of all social media views
👀 Influencer size is often evaluated based on follower counts, but it doesn’t actually correlate strongly with average views per video: creators with smaller follower numbers can end up generating many more views in the aggregate.
💗 Smaller creators have more engaged audiences (on average 1.5-2x engagement vs. big creators).

If you are attending gamescom and want to see how we can help your user acquisition with creators to the next level, reach out!



P.S. For more on the most common mistakes with creator marketing, see our blog at https://matchmade.tv/blog/4-mistakes-game-advertisers-are-making-with-creator-marketing-in-2022/

Biggest mistakes part 2: Assuming all influencer marketing platforms are created roughly equal. More at: https://matchmade.tv/blog/4-mistakes-game-advertisers-are-making-with-creator-marketing-in-2022/

We’d argue most influencer platforms aren’t actually marketing platforms at all. In fact, many are nothing more than glorified “mini-CRMs” prefilled with creator contact information and audience data – with some messaging capabilities slapped on top.

With marketing software the capabilities you typically look for are:
1) Automation that helps you do things more efficiently
2) Integrations that allow you move data to and from your other systems
3) Reliability & consistent performance.

While most influencer software might let you find and contact creators more easily, they only do the bare minimum to help you automate and scale the entire process so it actually becomes a meaningful user acquisition medium (e.g. pricing, contracts, negotiations, and more).

So when you are looking for a creator marketing platform, ask yourself: does this really help me make things better or am I just buying a contact list with some nice looking UI?

If you are attending and want to learn more about how to make your user acquisition better using creators, reach out - we'd love to talk!

Creator marketing is a rapidly-growing, but heavily fragmented industry – but will it remain so? Here are the top 5 trends shaping the future of creator marketing.

Read more:

Five trends shaping the future of creator marketing | Matchmade In the five years that we’ve been connecting brands with creators and their audiences, we’ve seen the creator marketing world both change dramatically in some ways, and stay stagnant in others. The creator industry has experienced explosive growth. By some estimates it has grown fivefold in the ...