It's a struggle building a following or starting the hype train for an indie game, but it's a worthwhile one. Going full steam ahead on the tracks of Social Media can drive you very loco, unless you have methods in place to blow off some steam. Sorry, I'll stop with the train analogies now as they're terrible.
Tilting Point's Senior PR Manager Sam Dalsimer has comprised a nice list of the best practices to expand your audience reach through influencer marketing and working with popular content creators.
#1. Influencer Marketing
Start from the bottom and grow a small but steady presence on video content and streaming networks like YouTube, Twitch and Mobcrush. Showcase your game and show off its best qualities.
#2. Reach Out to Known Influencers
Content creators and streamers are the new celebrities; however, it's good to start with contacting lower tier streamers. With that in mind, Sam states that it's important to match your game to the right influencer by watching their videos and reading their viewer comments.
#3. Know when to pursue organic or paid for content
Sometimes it's helpful, if you have the budget that is, to spend a little to get a little influence over the influencer. But, like Sam states, it's a two way street; you’re giving them content they can monetize, and they’re giving you the exposure you need.
#4. Mixture of performance and brand
Think influencer marketing as way to generate downloads, as well as a way to create a visual and emotional connection to a potential new audience, especially if their favourite YouTube streamer has been covering your game.
Sam notes that using a unique tracking URL in the video description is a good way to get some analytics on how many clicks are being generated. Plus, it's good to remember that YouTube is the second largest search engine online.
#5. It's a marathon, not a sprint
Influencer marketing is all about building relationships, getting to know content creators, and dedicating time and effort to it. Remember, successful influencers and streamers take time to build up their brand, your strategy should also reflect this!