Influencer marketing for blockchain games is on the rise as the market itself is growing and evolving.
The benefits of influencer campaigns are clear. They increase brand awareness, improve reach, make your game and brand more credible, and get you more players and investors.
This article will teach you how to get the best results out of your influencer campaigns.
1. Define Goals and KPIs
Here’s the first step in influencer marketing for blockchain games.
Start by thinking about what you want to achieve, who is it that you’re trying to influence, and how influencer campaigns fit into your overall marketing strategy.
In other words, define clear goals and determine your target audience.
For example, your goal could be whitelisting 2k users before the first mint or selling 4k NFTs during the presale.
Having clear KPIs and a target audience will make it easy to choose the right influencer and the right platform for your campaign, which brings me to my next point.
2. Choose the Best Social Media Platforms
According to eMarketer, Instagram is and will be the top platform for influencer marketing. As much as 75% of US marketers used Instagram for influencer campaigns.
Facebook is second, TikTok is third, YouTube is fourth, and Twitter is the fifth social media platform for influencer marketing.
However, blockchain gaming is a unique market and you might not find the audience you’re looking for on Instagram as of now. However, that might soon change because NFTs are coming to Instagram.
Even though fifth on this list, Twitter is the best platform for influencer marketing of blockchain games. YouTube is also worth focusing on. These two platforms are where the majority of crypto and blockchain gaming audiences and influencers are.
3. Choose the Right Blockchain Gaming Influencer
Here’s what you should look for in a blockchain gaming influencer.
The first thing you need to consider is how big of an influencer you’re looking for. In other words, how big is their reach. There are nano, micro, macro, and mega influencers, all of which have advantages and disadvantages.
For example, with mega influencers, you can get your blockchain game in front of an incredibly large audience, but the costs will certainly be very high. On the other hand, a micro or a nano influencer might not have such a huge following, but their engagement might be excellent and you won’t break the bank collaborating with them.
Which one you choose depends on your budget and goals. But that’s not it – there are more things to consider when choosing an influencer for a blockchain game.
One of the most important things to look at is who an influencer’s audience is – it should match your target audience. For example, an influencer with an audience of gamers interested in play-to-earn games would be ideal. However, audiences who are into crypto and NFTs are also suitable.
Additionally, if your goal is to introduce traditional gaming audiences to blockchain gaming, you might want to choose an influencer who has a PC or mobile gaming audience.
Influencer Style and Content
Influencers have different approaches and styles. For example, some are more serious and focused on educational content, while others are more laid back and casual with their followers.
Choose the one that best fits your brand.
Furthermore, the type of content they produce and how much thought they put into sponsored posts is another indicator of how suitable and skillful an influencer is.
Top Blockchain Gaming Influencers
Here are the three biggest blockchain gaming influencers you might want to consider for your brand.
1. Alex Becker
If you want to collaborate with one of the top blockchain gaming influencers, you should check out Alex Becker and his YouTube channel. Boasting 1.3 million subscribers, Alex’s channel is the go-to for investing in crypto gaming and similar projects.
He’s famous for his to-the-point no BS approach that’s both humorous, entertaining, and educational.
PlayAndEarn is a popular YouTube channel for play-to-earn game reviews. It has more than 1.15 million subscribers.
This influencer also goes by the name of NFT Guru Big Mike on Twitter, where they promote various NFT projects to a 130k-strong audience.
Gamefi.org is a hub dedicated to all types of blockchain games and its popular Twitter account calls itself a one-stop destination for web3 gaming. Almost 600k Twitter users follow it.
They often do collaborations and post about NFT drops, whitelist applications, giveaways, AMAs, and more, which is the perfect way to promote a blockchain game.
For the full list, check my blockchain gaming influencers article.
4. Utilize the Right Type of Content
When working with an influencer, it’s important to let them create freely, as that’s what they do best. This is why they call themselves content creators. However, you should collaborate and provide certain guidelines in terms of content.
Here’s what type of content we recommend for your influencer partnerships.
One of the best ways to get people interested in a blockchain game project is through fun activities like giveaways. These types of influencer campaigns tend to perform best and are also great for community building.
Essentially, you’re letting the influencer host and promote your giveaway on their social media channels.
Because giveaways usually have an entry method that might require people to like, share, comment, tag or perform a similar action, it can bring a lot of exposure. When it comes to rewards, you can offer to whitelist winners, give out a free NFT mint, or some other perk related to your blockchain game project.
Tweets and Retweets
As I mentioned before, Twitter is one of the best channels for marketing blockchain games because it gathers a lot of crypto, NFT, and gaming audiences.
Along with giveaways, having the influencer post some basic info about your game can also be very beneficial. Furthermore, the influencer you’re collaborating with can tweet about important announcements like mints, airdrops, and game updates.
Even retweeting your posts works great in this case.
Here’s why video content is great for your influencer campaigns.
Most blockchain gaming influencers use YouTube as their main channel. Plus, video content is perfect for showcasing any type of game – it’s visual and can hold a lot of information.
For example, the influencer you’ve chosen can record a video where they explain how your game works, including gameplay, tokenomics, play-to-earn model, and more.
Livestreams are also a great way to get the audience’s attention.
5. Analyze the Results of Your Blockchain Gaming Influencer Campaign
Finally, you need to examine what your influencer campaign accomplished and whether you’ve reached your goals.
For example, you might find that you’ve chosen the perfect influencer who helped you reach all of your KPIs. In that case, note what was so successful about the campaign and use that formula for all campaigns in the future.
You might also learn you’ve not reached your goals. If this is the case, you need to analyze why. Perhaps you’ve chosen the wrong influencer, the wrong approach, the campaign was rushed, the posts were too generic, etc.
Whatever it might be, take it as an opportunity to learn. Identifying what went wrong will stop you from making the same mistakes again. In your next campaign, test out a different approach and see if that helps you reach your goals.
A lot of influencer marketing is trial and error so don’t get discouraged if it doesn’t work right away. For any questions, reach out in the comments below!