introduction to influencer marketing learnings from real ... · millennials

Introduction to influencer marketing + learnings from real-life cases

Product Camp Helsinki, 21 April 2018

What to expect

- Who this?

- Why you should care: stats galore

- YouTube & Gaming

- Real-life cases

- Learnings

- Quick video

- QA

Heini Vesander CMO, Matchmadeheini@matchmade.tv

@Heinider

10 years in marketing (Slush, Kiosked, L’Oreal…),

6 in games (Supercell, Super Evil Megacorp)

MSc Hanken

Previously Marketing Director & Executive Producer of Esports at Super Evil Megacorp (San Francisco)

YouTube Numbers 1B+ People Monthly

1B+ Hours watched daily

300h uploaded/min

Sources: Think With Google, YouTube Statistics

YouTube Gaming 3M+ Gaming Channels

300M Gaming videos

20k+ games

Sources: Matchmade.tv Platform

WHY YOU SHOULD CARE

Millennials <3 YouTube

• Millennials trust YouTubers more than celebrities

• 6 in 10 would follow the advice of a favorite content creator over a favorite TV/movie star on what to buy

• YouTube accounts for 2/3 of the premium online video watched across devices

• 6 in 10 watch new video from their favorite YouTubers within 24h

• By 2025, half of under 32-year-olds will not have a paid TV service

YouTube is not only for ads.

Think CONTENT.

• Videos with the word “review” in the title reached over 50 000 years worth of watch time on MOBILE ALONE.

• Brand collaborations on YouTube are 4X more effective than those with celebrities.

• Authenticity.

• Peers.

• Content. Not ads.

A dive into gaming

Big Business $108.43B+ Revenue 2017

2.4B+ Ppl play f2p

60M viewers LOL finals

Sources: Superdata, Newzoo

For Comparison $41.2B+ Movie Industry Rev

118M Netflix subs

4.7M av. viewers NHL final

Sources: Hollywood Reporter, Netflix, NHL, Newzoo,

GAMING…?

1,637,304* active channels

Inactive34 %

Active66 %

0

175 000

350 000

525 000

700 000

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

Average lifetime of a “dead” channel was 2 years 3 months *We count channels with 5k+ subscribers. (In total 3M gaming channels.)

Mid-size channels dominateN

umbe

r of c

hann

els

0K

450K

900K

1 350K

1 800K

10 - 99

100 - 999

1k - 10k

10k - 100k

100k - 1m

1m - 10m

10m >

Learnings from real-life

1) Fortnite

Fortnite is the biggest game on

YouTube

• Focus on influencer marketing

• Accessibility of the game

• Multiplatform

• Free Battle Royale mode

• New and fresh

• Pretty enough

• Broken all records:

• Most viewed game on YouTube

• Most videos related to a game uploaded in a single month ever

• 42M live views for Battle Royale tournament

• 2.4 BILLION views in Feb 2018 alone

2) Clash Royale

Clash Royale no longer the

biggest mobile title on YouTube

• Mobile Legends: Bang Bang has taken over

• 70% of Mobile Legends: Bang Bang viewership from Southeast Asia → enough to dominate the world

• MLBB steady growth and CR steady decline

3) What the Hen

Improvement over organic

ARPU +92%Free-to-paying conversion +231%

D1 retention +100%D7 retention +182%

Organic install boost +278%

Results (What the Hen)

A few tips:

1. Find the right YouTuber - audience match is critical (we can help)

2. Let go of control (scary but the Youtubers know best what works for their channel)

3. Influencer marketing is not PR, celebrity marketing or UA. It’s unique. Spend time figuring out what works for you.

4. Authenticity. Not ads.

5. Measure the impact. (we can help)

matchmade.tv heini@matchmade.tv

Thank you