Apptica Talks. Episode #6. Influencer Marketing Insights: How to Navigate Trends, Creative Challenges, and Brand Impact with Maria Shusharina, Head of Creative&Strategy at HypeFactory

In this episode Apptica Talks about Influencer Marketing Insights: How to Navigate Trends, Creative Challenges, and Brand Impact with Maria Shusharina, Head of Creative & Strategy at HypeFactory.

What we have covered:

• Influencer marketing trends. What to expect in 2024
• How to make effective Creatives in IM
• Brandformance era. What stands behind it
• Budget benchmarks for an influencer marketing campaign

Key Takeaways:

It’s important to indicate brand guidelines in technical tasks for influencers and to make sure that this integration will be aligned with the main communication strategy. Leave room for creativity for influencers, strict briefs might not get better results

There is a trend of live stream booming among non-gaming brands during the last two years. The main challenge is to adjust a brand message to the content of a streamer. This niche is still quite narrow, but very perspective, especially for a young audience segment. Fresh alternatives to Twitch are gaining momentum: Kick, Afreeca TV

Average IR for live streams with HypeFactory's creative approach - 30%, whereas for standard YouTube integrations - 0.3% (IR - conversion from views to installs)

It’s time for authentic creatives. There is a transition from luxurious vlogs and exaggerated emotional shows to human-oriented storytelling. E.g. Mr Beast has announced that he'll be shifting from fast-paced and energetic content to slow storytelling

Recommended benchmark to start a campaign to test several hypotheses: from $20K per one country, Tier - 1 (400k-1M views, Male 25+ y.o.)

Celebrity endorsement. Testing budget starts from 100K$ that includes not only one star person, but also some supportive influencers, because it's quite naive to assume that one influencer will make a great performance for your product

Brands can afford special projects with celebrities if they’ve reached a mature stage, when they need to find new audience, to gain new brand fans among younger generation. It's a good way to find an opinion leader who reflects your brand vision and who communicates your brand values to his own audience

Brandformance is a mixture of two approaches: performance and brand campaigns done simultaneously. There are several reasons why it's so trending:

• we've entered the phase of economical recession and people try to save more and spend less especially on entertainment products, so our goal is to prove them that your product is one of the favorites and it's still worth investing money in it
• heavy competition on the market, we need to develop an outstanding extraordinary creative approach to stand out
• advertisers finally have realized the importance of long-term performance over immediate sales, performance campaigns are not as effective as it was some time ago, the rules of the industry have changed

To get in touch with Maria:
LinkedIn

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