Video content has been on the rise for the past decade. With stars like Logan Paul, KSI & Pewdiepie gaining more subscribers than the population of many countries, video content is no longer just a trend.
Marketers are intrigued to jump on the bandwagon and get more eyeballs on their products or services.
That said there have been many a marketing dollar burnt on high costs for low returns when running campaigns with video content creators, or influencers.
This post will give you a quick run-down of how to find affiliates with huge followings on Twitch, Youtube and a new, bonus platform, that are relevant to your business.
Know Your Audience
This is THE most important intel you need before even considering working with video content influencers.
Let me explain…
Let’s say you have a women’s beauty product and would like to get eyeballs on it for brand awareness & direct online sales in the UK.
Many of us have made the mistake of looking for influences that match the profile of your target customers, rather than influencers which are followed by your target audience.
So you connect with an ex-reality female UK TV star on Youtube or Insta stories. Unfortunately, instead of seeing a boost in sales, you end up with a lot of male eyeballs looking at a product they don’t care about, or would potentially talk about it.
You’d have a few that would buy presents for their significant others, but let’s face it, that’s hardly going to help you makes a return on investment for your campaigns.
Pro Tip: Know your audience, what they are looking for and where they look for it. Check channel audience data using tools like social blade and others to get insights. And before committing to marketing spend, ask the influencer to provide you a break down of their audiences.
Finding Localized Video Content Creators that are Relevant to your Business
Google is regarded as the most popular search engine right now. And it doesn’t limit its indexing to text content websites only.
Any online property is indexed by Google, including Twitch and Youtube.
Google has some cool features called search operators that allow you to narrow down search results based on your preferences. The search operator you’ll need for your influencer research is the site: operator.
So as an example, let’s say you’d like to locate Twitch affiliates in Germany. You know your audience loves the casino game Book of Ra. So you’d look for Twitch streamers creating content for that game with the query, Keyword site:Domain
Whereby the Keyword is replaced with book of ra and the domains with Twitch tv.
Also, be sure to set a VPN to Germany and to set your Google search results to German. That way you will be able to get localized results.
What you end u with are, in the best cases, a large amount of video content producers with content relevant to your business, service & customer interests.
Pro Tip: On Google search results click Videos > Tools > Any time, and adjust the time frame to less than 30 days. That way you get results for active content creators.
Pro tip Bonus: Check the related searches at the bottom of the Google results page and create a Google alert, so when new Twitch streamers or videos get picked up by Google using the operator you set, you will be notified, instead of actively looking.
Final Thoughts and… One more Bonus
Let’s get the bonus out of the way. Mixer is a new and cool video streaming platform. If you don’t already know about it, check it out.
At Gainchanger we’ve been helping companies just like yours run influencer marketing for years. And finding the right influencers is just the beginning. Getting in touch with creators and getting the right deal is key.
Get in contact with us today to learn more.
Sean Bianco Gain Changer co-founder. Since the start of his career Sean has prized himself off being able to deliver beyond expectations, no matter the budget or expectations assigned. After gaining technical expertise, he was able to apply this knowledge in a niche role focused around customer profiling and data driven online marketing. He is well-versed in determining market trends with excellent analytical and problem-solving skills. Emphasis is placed on understanding relationships between technical problems and customer impact, resulting in customer driven products and services.