What is influencer marketing?
Influencer marketing is the practice of identifying, approaching, and (usually) sponsoring category influencers to promote a certain app or game. In certain categories, there are influencers that hold a very high share of voice for that category.
For example, the gamers PewDiePie and Ninja have a following of tens of millions of gamers; so when they recommend a product, it can mean a surge in demand for it almost instantly, as their followers trust and admire them.
Why influencer marketing is important
Depending on the category, influencer marketing can be more or less important. It also depends on the age of your audience. Especially with generations Y and Z, the way content is consumed is less through traditional media and more through social networks, including YouTube.
This created influencers that operate similar to a media channel, producing content and getting tens of millions of views per video. So if your audience is spending time online viewing content by influencers, marketing through them is simply acting on the principle of getting to your audience where they ‘hang out.’
Influencer marketing and App Store growth
Influencer growth is one of the ways to increase organic installs as they usually generate both a direct effect (some influencers will use a referral link) and an indirect effect—more branded searches for your app’s brand.
