Many companies underestimated the real value of video content for promoting their games in the past. Since everyone knows that this is indeed the right marketing channel new problems has arrived - choosing proper channels and measuring the effectiveness.
Video content is the most interactive way to provide information. It makes people laugh or even cry. The emotional side of video and games has this one thing particularly in common, and there you have yet to make it compelling to the audiences you want to reach.
Proper marketing channels
Since Twitch, YouTube and Google are important to those who want to learn more about the games (or want to explore new games) it is even more important for the developers to find proper positioning for their product. Eventually, they can end up in a video like this.
The problem here is of course on the side of marketers who did not get their job's done in a proper way. On the other hand finding proper channels and trying to find them on both Twitch and YouTube is tough. You need to make custom queries, gather as many data about the channels as possible, explore the content those creators are making, and finally, make a decision whether your content fits the channel or not. Then you need to decide if the channel's audience is your target markets - FIFA16 fans may not find your RPG game interesting, just like the content creators.
It takes weeks, not hours. You can, of course, spam everyone with free copies but that's probably not the right way to making any of your campaigns being successful. It's not only about paying money to get featured on an individual channel, but it's also about them making like what you have created - in the end, they are creating something as well and want to provide their audience with something cool.
How are the content creators affecting my brand?
It's worth to know that while half of the video views were generated by the developers and publishers, the other half of views came from the walkthroughs, "Let's play" videos and similar content generated by the audience. Measuring the impact of those who encounter your game is an important part of every marketer's job when it comes to improving certain campaigns or dropping them. Doing so in Excel spreadsheet is time-consuming while there are tonnes of different tasks in their to-do list.
Reports generated by their partners' also missed some important data that they could combine with the internal data about sales or game downloads as well as the interest in doing so.
That is why, as people involved in the industry for many years who struggled the same way while working with the content creators, we have decided to develop Influency, which currently focuses on covering Twitch (YouTube coming to the app this quarter) and provides sophisticated data about channels presented in an easy-to-read form. We update and gather data every single minute to cover peaks, important events and be as accurate as it's possible. We track information about the content language, average viewership, broadcasted time and games on the channel as well as games' popularity itself.
You can check what we do on our landing page. If you need any assistance or need any data - we might be your people, you can contact me personally over my business mail.
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