Anna Zhukova, Team Lead of the iGaming vertical at the Famesters influencer marketing agency, will help you dive deep into the common mistakes that can plague iGaming influencer campaigns. We'll explore strategies to maximise the impact of your influencer marketing campaigns, from avoiding misleading information to giving influencers creative freedom.
By following the tips and strategies outlined in this article, you'll be well-equipped to create effective and impactful influencer marketing campaigns that help you reach your target audience and achieve your goals (don’t forget to set them and make them measurable!). So, let's dive in and explore the world of iGaming influencer marketing.
By setting clear expectations and providing accurate information, you can build trust with your audience and ensure the long-term success of your campaign
Giving misleading information
One of the most common mistakes to avoid when managing influencer marketing for iGaming brands is promoting misleading information in order to get more traffic and guarantee profit. While it's important to highlight the benefits of the product, it's crucial to avoid aggressively promising anything. Being transparent about the risks and benefits of the product can help establish trust with the audience and prevent any negative repercussions on the reputation of both the influencer and the iGaming brand.
When promoting iGaming products, it's important to ensure that the messaging is clear and honest. For example, a campaign promoting an online poker game should clearly state that it's a game of skill and not a guaranteed way to make money. By setting clear expectations and providing accurate information, you can build trust with your audience and ensure the long-term success of your campaign.
Not taking influencer concerns and risks into account
When working with influencers for iGaming campaigns, it's important to keep in mind that they may have concerns and risks associated with promoting such products. For instance, influencers may be worried about the potential negative impact that promoting iGaming products may have on their reputation. Therefore, it's important to address their concerns and be available for them to communicate with you 24/7.
It’s a good approach to become something like a part-time therapist for influencers, which means being empathetic, supportive and ensuring that they feel heard and understood. It is important to take the time to explain the risks associated with iGaming products, such as the importance of playing responsibly, and highlighting the potential benefits, such as the opportunity to win big rewards.
In addition, influencers may also have concerns about their channels being banned or demonetised due to promoting iGaming products. To alleviate this concern, you should make sure to provide information about your brand's licensing, certification and compliance with relevant regulations. This way, you can build a positive working relationship with influencers and ensure that they are comfortable promoting your iGaming products.
Selecting influencers working with multiple competitors
Another common mistake marketers and iGaming brand owners make is working with influencers who promote products from multiple competitors at the same time. This can dilute the impact of your promotion and negatively impact the results of your campaign. To avoid this issue, it's important to establish clear guidelines and exclusivity agreements with the influencers you want to collaborate with.
Exclusivity agreements can prevent influencers from working with your competitors and ensure that your campaign receives their undivided attention. These agreements can also be mutually beneficial for both the iGaming brand and the influencer. For example, an exclusivity agreement can help an influencer establish themselves as an authority in a specific niche and increase their value as a promoter.
However, it's important to note that exclusivity agreements should be reasonable and take into account the interests of both parties. You don't want to limit the influencer's earning potential, but at the same time, you don't want them promoting competitors' products at the same time as your own.
Sticking to a strict script can lead to formulaic and uninteresting content
Not checking (fake) statistics twice
Fake statistics can be another issue in influencer marketing campaigns, especially when influencers negotiate with iGaming brands. Some creators may fake their statistics, especially regarding the gender and age demographics of their audience, in order to appear more appealing to potential clients. This is particularly concerning when it comes to iGaming products, as these are often targeted towards specific demographics, such as men over the age of 25.
To combat this issue, it's important to review comments and engagement rates to verify the authenticity of an influencer's audience demographics. You can also ask for additional data, such as screenshots of analytics and demographics, to ensure that their audience is the right fit for your iGaming product.
Not giving influencers creative freedom
Sticking to a strict script can lead to formulaic and uninteresting content. It can also negatively affect the results, especially if the launch is massive: lots of lookalike videos sound like a buzzing bee from every corner. Giving the creator more freedom to adapt the content to their usual uploads, positively impacts the performance.
So it's important to provide influencers with the necessary information about the iGaming product and allow them to create content that is aligned with their own personal brand and style. In the end, this is what their followers love them for.
Allowing for creative freedom can also lead to more unique and interesting content, which can help your iGaming brand stand out in a crowded market. In addition, giving influencers creative freedom can also lead to a more positive and collaborative working relationship, which can help to ensure the long-term success of your influencer marketing campaigns.
