Our Community Manager Veera Rouvinen is part of Viral Visionaries expert panel on Steel Media’s Influencer Update website, which focuses on unfurling the essentials of influencers and influencer marketing. Each week Veera and a group of other marketing experts answer some of the hottest questions revolving around influencer marketing right now.


First week’s question: “Is influencer marketing all about who’s got the most followers?”

“Careful audience targeting is more important than just the pure scale of the campaign. We’ve noticed at Traplight that the most engaged and best monetising players have come from smaller, but very well targeted campaigns. This type of players have a huge role in shaping your community and giving your games longevity. [—] Broad targeting with the main goal of reaching as many eyeballs as possible is something you will probably want to do at your game’s global launch, but before and after the situation is different.

During soft launch for example it’s good to work with smaller influencers whose audience is in non-English speaking countries. You will get very specific and well targeted audience this way. After launch you will want to reach the players who are most likely to download and enjoy your game, so working in huge scale to get general attention is not a good tactic. You will need to find those pockets of potential fans, instead of just shotgunning at scale.”


What do you think about the subject? Do you have own experiences with launching successful influencer campaigns in different sizes? Share your thoughts with us!

Read the full article and other influencer and marketing experts’ comments in the link below:


Leave a Reply