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Stay up to date with the latest trends and insights in the influencer marketing world.

  • Gaming and marketing: a growing loving relationship

    Date: July 8, 2021

    Categories: Influencer Marketing, Social Media

    Gaming: Fortnite Switch

    Video games are everywhere. In the APP of your favourite clothing shop, which allows you to try on clothes with AR, in schools, in companies and in satisfaction surveys.

    Gaming is growing exponentially every year and occupies a large part of today’s popular culture on social networks. The gamer community also reaches a hard-to-reach target audience, young men belonging to generation Z and millennials.

    Today, gamification is extrapolated to virtually every aspect of life and now, those aspects of life are turning gaming into another form of marketing.

    Gaming & Fashion

    Major luxury clothing brands have jumped into the arms of entertainment technology to present their collections and exclusive collaborations in games with a strong presence on different platforms.

    Gucci presented its collection in the Sims4, Animal Crossing triumphed and Tommy Hilfiger decided to present an exclusive winter collection by creating its own island for people to visit, Balenciaga created its Fortnite skin and Burberry, taking advantage of the popularity of the Chinese game Honor Of Kings, carried out a virtual catwalk with the game’s characters as protagonists.

    Moreover, eSports are replacing classic sports in terms of popularity, with professional teams having partnerships with brands such as Armani, Adidas, Fila, etc.

    The new influencers:  streamers and gamers

    If we continue to focus on the fashion industry we find Willyrex’s collaborations in Spain with the Springfield brand, launching his own clothing collection. On an international level, the collection of Ninja, the most popular American streamer on an international level, with Adidas stands out without a doubt.

    In addition, professional LoL player Rekkles, a member of the G2 team, one of the most popular gamers today, has been chosen by Polo Ralph Lauren as one of the faces to advertise its Wimbledon line.

    The home of Ibai, the Spanish streamer with one of the most remarkable careers today, collaborates with so many brands that it’s almost impossible to keep up. Endesa, Dominos, Colacao, Grefusa, are just some of the big companies that have decided to support the group of streamers.

    Fortnite everywhere you look around

    The Fortnite phenomenon is related to absolutely all kinds of brands and collaborations.

    One of the most outstanding actions carried out during 2020 have been the concerts of international stars such as Marshmello, JBalvin or Travis Scott, which broke records, achieving 27 million viewers.

    In addition, another of Fortnite’s advantages are the exclusive skins, which allow users to customise their character. Many brands, especially those in the entertainment industry, have found an advantage in this, creating their own popular skins for users.

    Football teams, Marvel, Star Wars, DC Comics, TheGrefg, Ninja, Mashmello, are just some of the brands (and characters) that have their own skin or collection of skins within Fortnite, highlighting the popularity of the video game internationally and the importance of positioning themselves in front of it.

    Experts in digital marketing

    At Samy we are experts in digital marketing and we can help your brand to position itself in different ways within the gaming industry. From our agency Share, we have launched a whitepaper on the growing importance of the industry.

    In addition, SamyRoad, as experts in influencer marketing, can help you find the perfect campaign with industry-focused profiles.

    If you want to know more or are curious to see what we can do for you, don’t hesitate to contact us.

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  • New Player Ready: Twitch for Influencer Marketing

    Date: April 21, 2021

    Category: Influencer Marketing

    Twitch as an Influencer Marketing platform

    Twitch is, nowadays, one of the main platforms to take into account when carrying out an influencer marketing strategy, thanks to its capacity for reach, engagement and providing the naturalness that brands and users are looking for.

    Social networks are constantly evolving, adapting to the needs of their users and offering continuous modifications and improvements to keep up to date with trends in the digital world.

    At the moment, livestreaming is, without a doubt, one of the concepts most in demand by the public, thanks to both the immediacy of the moment and the generation of the dreaded FOMO.

    And when it comes to livestreaming, Twitch is undoubtedly the king.

    But… What is Twitch?

    Born in 2011, Twitch is a livestreaming platform that gained popularity in the gaming world thanks to its functionalities, which made it easy to show live games, gameplays, as well as live streams simply by talking.

    The peak of the platform was achieved in the early 2020s, when, during the lockdown, many people were encouraged to join as users and feel more like they were in the company of others, and thousands, if not millions, of new viewers were hooked.

    How influencer marketing appears on the platform

    More and more consumers are looking for naturalness in influencers and there is no better way to achieve this than live. In a live show, you can’t predict what is going to happen or what you are going to talk about, and it generates a sense of closeness and direct conversation with the audience.

    Brands definitely recognise the potential of this type of close relationship between influencers and have not hesitated to jump on the streaming bandwagon which, although it carries risks, the benefits it brings are even greater.

    Entertain First, Advertise Second

    Although this concept is increasingly being taken on board by profiles and brands, it is undoubtedly Twitch’s maxim. The consumer does not want to see a clear advertisement when they are navigating their social networks or watching a live stream of their favourite streamer, they want to be entertained.

    Something that brands must assume is that their product is not going to be the protagonist, the protagonist is the entertainment, and therefore the influencer. It is not so much interesting to see the product, although it can be entertaining, as it is to see the streamer’s reaction to the product.

    Why choose Twitch for my brand

    The platform has several strengths that encourage you as a brand to collaborate with streamers.

    • It is multi-sectorial, although most people consider Twitch to be a platform focused on the world of video games, more and more different types of topics are associated with it.
    • More than half of Twitch users are between 18 and 30 years old, 65% of whom are male (according to GlobalWebindex), i.e. an audience that is very difficult to reach by other means.
    • The average Twitch user spends 95 minutes a day on Twitch. These users, or viewers, also become loyal followers of the live streams they watch.
    • Amazon bought Twitch on 2014.Since then its profits have grown to generate $1.54 billion in 2019.
    • Depending on the type of content, we find a niche audience, which helps to reach people with very specific characteristics.
    • Due to its format, Twitch presents new ways to promote your product or service, such as unboxings, giveaways or shoutouts. In addition, you can measure performance by including, if you wish, a direct link to your brand’s e-commerce.

    Want to know more about how to implement it in your strategy?

    The options offered by Twitch are very varied, at Samyroad we have prepared a report on the platform, here you have the preview.

    In addition, we did a webinar on the rise of livestreaming platforms, if you missed it you can watch the full recording here (in Spanish).

    If you want to know more about the possibilities of Twitch, about how to integrate an influencer marketing strategy in your brand or you are just curious to meet us, don’t hesitate to contact us.

    Sources: backlinko, businessofapps, GlobalWebindex, Rockwater

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