LogInThe value of the global influencer market has tripled since 2019, reaching $21.1 billion in 2023. Let’s dive deeper into aspects of this promising industry.
In the Summer Edition of the Quarterly Report, Xsolla’s experts focused on dynamic shifts in the influencer market, specifically in the gaming sector. In this article, you will explore drivers of influencer industry growth, learn influencer marketing strategies, and understand why gaming influencers have strong loyalty from their followers.
Image Credit: BlackWhiteMouse Design, Shutterstock
Marketers continue to invest in collaborations with prominent social media figures to appeal to the millions of people who browse social media for entertainment, ideas, and recommendations. The influencer industry is projected to grow to $24 billion in 2024.
People trust influencers because of their knowledge, transparency, and authenticity. According to a Linqia survey, 40% of respondents increased their budgets in 2023 compared to 2021.
Gaming content has found a welcome home on each social media channel, from long-form reviews and YouTube walkthroughs to highlight reel-style TikTok compilations. However, YouTube may be the most promising avenue for gaming-specific influencer marketing in today’s market. YouTube influencer engagement rates are among the highest in the industry. In 2022, mid-to-large creators with 100,000 to 1 million followers had a platform-best engagement rate of 3.5%.
Pol-Martin Mahmoud Alyaldani, Youtuber – Shadow Fox BG, Website
YouTube has been a great platform for me, especially for longer videos that generate a lot of views. These videos contain more ads and, as a result, generate more revenue. If a video gets demonetized, I usually look for a video that gets a lot of views and find a sponsor for it. Promoting games on my channel is relatively easy because my viewers trust my opinions. If they know I enjoy a game, they will likely try it. I think when kids are your fans, they're likely to try what you're promoting because they aspire to be like you in some ways. |
Developers considering leveraging gaming influencers to market their games will likely use an influencer marketing platform to connect with a creator partner of choice. These platforms are usually tailor-made for influencers and have built-in tools for managing various aspects of their content creation business.
Aleks Vasilev, Youtuber – GNRAK, Twitter
I've tried various streaming services to boost monetization. For instance, I’ve been double-streaming on YouTube and TikTok. This approach has potential for the streaming industry since it allows audiences to choose their preferred platform.
To me, building relationships with my viewers, who spend hours on my live streams almost daily, is a crucial aspect of my work. This dynamic is specific to the streaming industry and enables users and bloggers to learn more about each other on a deeper level.
Influencer marketing platforms allow influencers to drive higher interaction, increase audience loyalty, and boost conversion rates for the brands they represent. This is especially true in the gaming industry, where influencers have 53% more loyal audiences than other industries.
If you are curious about influencer industry development and gaming market changes, download the Summer Edition of the Quarterly Xsolla Report for free:
- Industry Updates
- Games for Change 2024 - Our Top Takeaways
- Indie Game Growth
- Industry Movers & Shakers
- Education in Gaming
- Influencers in Gaming