Influencer marketing has become more and more important for advertisers in recent years. It is no longer just fashion icons that are becoming popular brand ambassadors. The importance of gaming influencers is also growing rapidly.
Increasing importance of influencer marketing
Advertising is no longer limited to TV and radio spots, advertisements in print media or product placement. Marketing on Instagram, YouTube, TikTok, Twitch and Co. has become an integral part of the company's campaigns.
According to surveys by the statistics portal Statista, in 2018 6% of the companies surveyed stated that they plan a budget of over 250,000 euros per year for influencer marketing. In 2020 it was already 11% who planned to spend more than 250,000 euros on this. While 6% of those responsible for marketing stated in 2018 that they plan to budget between 100,001 and 250,000 euros for influencer marketing, in 2020 it was already 14%.
The fashion industry in particular is increasingly relying on influencer marketing. According to data from INTERMATE Technologie, it had a share of over 40% in influencer marketing on Instagram in the first quarter of 2020. But it's not just the social media fashion stars that attract followers.
Gaming influencers are growing in popularity
In the past few years, gaming and esports influencers have grown their fan base significantly. This increases their importance for influencer marketing.
Fashion brands also rely on e-athletes and gamers for influencer marketing . Last year, for example, the Italian fashion company Gucci collaborated with the esports organization Fnatic. The result was a wristwatch with a Fnatic design, which was produced in a limited edition with only 100 pieces. Shortly after the start of sales, all copies were sold out.
As current data from the market research company YouGov shows, one in four adults worldwide follows a social media influencer. The share of gaming influencers is a total of 9% and thus just below the share of fashion influencers, which is 11%.
However, this proportion changes massively when one considers the different demographic groups. The YouGov data collected as part of the study series “Game-changers: the power of gaming influencers” show that especially young men pay attention to gaming influencers .
Only 2% of men and women over 45 years of age followed a gaming influencer. For men and women aged 18 to 24, this proportion is already 21%. It is even higher if you only look at the group of 18 to 34-year-old men. With her it increases to 23%.
For advertisers who want to address this target group, influencer marketing with gamers and e-athletes has a lot of potential.
source: https://casinova.org/
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