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7 Ways to Maximize an Influencer Marketing Campaign with Moshi Blum

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The bottom line

Influencer campaigns work best when the deal terms, tracking and follow-up are fixed before the influencer posts. Most campaigns are a single shot, so that planning decides how many downloads you get.

Key takeaways

  • An influencer lets you target an audience by interest, not just by age or gender. 10:04
    • The audience follows one specific person, so a football influencer reaches football fans.
    • A football app paired with a football influencer is a perfect match.
  • The deal terms must be fixed before anything is made. 2:16
    • Decide the pricing model (CPI or CPM), the minimum views from a given geo, and proof such as a performance screenshot.
    • Agree how long the content stays up, since installs kept coming after launch.
  • Track clicks and organic installs together, because most people never click the link. 7:12
    • Only about 30 percent of viewers click the tracking link. The rest search for the app and arrive organically.
    • Viber made a sticker pack and a public chat for each influencer, then counted first-day installs that joined them.
  • A video that performs well is worth promoting with your own budget. 8:56
    • Promoting it gives exact numbers: views, downloads, retention and the key message.
    • Settle ownership and legal rights to the video during planning.
  • Influencer work takes far more effort than an ad and rarely gets a second try. 10:35
    • It needs planning and a review of all the material to check the message is right.
    • Publishing similar content twice will not repeat the first impact.

It's going to be like a single shot campaign in which like you have one time to make it shine.

Moshe Blum, Head of User Acquisition at Viber

Chapter summaries

0:00 Choose the format with the price

How the influencer presents the app shapes results as much as the price does, and the right format depends on the person.

  • Viber improved its method with every campaign. 1:43
    • It began with the basics, then applied what each campaign taught.
    • Some channels work only on CPI. Others also accept CPM.
    • The deal should say what you pay for and what you get back.
  • A native mention and a sponsored shoutout perform differently. 2:44
    • A native video works the app into the influencer's usual content.
    • A sponsored section is a short thanks to Viber with a call to try the app.
    • Which one wins depends on how far the audience trusts that influencer.
    • Viber failed in a couple of campaigns that used "sponsored by Viber" segments and got no traction.

4:18 Lock in the promotion and the lifetime

A clear plan for where the content is promoted and how long it stays up keeps the installs coming after launch.

  • Spell out the promotion plan in simple terms. 5:00
    • Agree which other channels will push the video.
    • An influencer with an active Instagram or Facebook account can bring it into play there.
    • Make the plan simple, so both sides know what the promotion looks like.
  • Content that stays up keeps producing installs. 5:31
    • Some viewers only find the video days after it goes live.
    • Viber still sees installs from influencer content after launch.
    • The volume is small next to its store traffic, but it is significant.

6:37 Catching the viewers who never click

A short link covers the people who click, and in-app content built for each influencer covers the rest.

  • The tracking link should be short and easy to remember. 6:45
    • A viewer should be able to type it from memory.
    • The same link goes in the video description.
    • A link shortener such as Bitly does the job. Viber used its own tool.
    • YouTube cards can also point to the app.
  • Each influencer needs a place in the app where their viewers can be spotted. 7:32
    • Without in-app content, the influencer can push a promotion tied to them.
    • Comparing that count with link installs splits clicked installs from organic ones.
    • A game could offer win 10,000 coins with a coupon code like 12345.
    • Another option is asking viewers to search the app settings for the influencer's name.

9:43 Big potential, but one chance

An influencer campaign can strengthen paid campaigns, but it demands more work than any ad and gets no repeat.

  • Influencer content adds to paid campaigns and sharpens the message. 9:49
    • It works alongside paid campaigns rather than replacing them.
    • It is more complicated than a Facebook, YouTube or search ad.
    • The effort goes into reviewing all the material and checking the message is correct.
    • The result should match what the influencer promised when they joined the deal.

In the growth library

Moshe Blum, Head of User Acquisition at Viber. Viber's growth lead shares how to contract, track and extend influencer campaigns so they deliver more downloads. The key lesson is that only about 30 percent of influenced users click tracked links, so you need in-app tools to measure the organic rest.

More from App Masters · The whole library, and ask it anything

Transcript282 lines
0:00

come up you're gonna discover seven seven ways to maximize your influencer marketing campaign for optimal downloads stay tuned what is up app nation it is your boy Steve P young back and better than ever we are the app marketing agency helping you grow your downloads whether it's conversion optimization keyword optimization helping you get featured by Apple and the like and today I've got a great video for me for you which is an excerpt so it's a short clip of a virtual summit that we're running right now as you're watching this video okay this is Moshe Blum he's coming out today his interview is live today so if you haven't gotten access to the virtual summit go get access to it it is at master summit calm app master summit calm you sign up today you will likely get the email that's going out today as well but here's a little subset he talks about influencer marketing and the several ways now a vibrant they use

1:10

influencer marketing and they've learned so much they've worked with tons of influencers and they've learned so much from it and so you're gonna discover the ways to really maximize your influencer marketing campaigns and what kind of stay away from things that they've learned as well it's a great interview he runs growth for viber a great messaging app very popular I'm sure you guys know of it but viber if you haven't checked out the app go check it out I use it to communicate with my mom and if I'm traveling it's amazing okay so here it is and then go sign up for a masters summit calm and and what we did is like when we started influences we did the basic and then we progresses as each campaign learning and implementing what we thought is is the right mythology methodology and and like I can give a couple of tips about about like how to contract with influences from beginning tone to have to extract the the best out

2:13

of this campaign are you ready yes I'm eagerly waiting great so first of all like this Idol on your on your pricing model I think that's that's very very important there are some some channels that are Oh awesome Impreza that can walk on a CPI basis they are also interested in 12 walking on CPM basis it's very important from the beginning to understand exactly what are you going to pay for and what we're going to get in return and it's also very important to understand what the influence is going to do for you it is going to be like a native video that he's going to talk about your application for example if or if them in viber case whether the piece of contract is going to do about Fiverr is kind of integrating integrating viber to his to his um you know nature environment of off of content that he has on the on the on his content or whether it's going to be a part of the you know a section that

3:21

is going to do for you let's go like an integration content in which you're kind of you pose your video and you say it okay and thank you very much for the guy that supports me from viber try these viber and vibra because it's amazing right and I think that we saw a different impact between those two it depends on the influencer and it depends on the on the trustworthiness that he's that he's having if his audience but not all the time if he was doing a promoted part as part of his content not all the time that that can work and and sometimes it's even you know we kind of failed in in couple of our campaigns because we asked them to do like these pallies sponsored by fiber and we didn't get any traction over there I think it's very it's very important from the start to understand the commitment that the influencer has so like if he if you're paying for views then be specific for what's the minimal

4:31

amount of view that you're expecting to see from from which or geo audience and make sure that he's giving you the access to to the tracking solution T for example if you were walking with YouTube then like asking for a screenshot about the performance of the video to make sure that that he delivered the the agreement that you have regarding the promotion side right regarding the the actual thing that he is going to do like make sure from or make make it very simple from the beginning like what what is going to be what the promotion going to look like which other channels are going to promote the content well maybe he has a very active Instagram or Facebook account that he can kind of bring into action over there in promoting the content that he just created like also agreed on the lifetime of the competent you want the content to be as you know to be in his channel and not to and that he will not delete it at at some point

5:44

that you will have those in the impact of you know people that didn't see it in the first couple of days but afterwards they discovered this in racer went back and see the content or you know we we are still seeing some sound installs generated from our infrared can munch after launching those contains not of course not the huge huge amount you to know that we had in the store but something that is significant you want to digital about like worthy analytics so already what do you want to put the the tracking links for example in YouTube you can you can you can actually tell him to to promote something if you have any link shortener so we have our own link shortener tool but soon you can do it very easily with bit leo or whatever and make sure that you know the interest have a very short very map remember and remember ramble and you're a rather you know user can type and of course also in

6:57

the description to have the same link that that he can refer people to to download it and you have cards on YouTube which you can also put your application over there um and from our what we discovered probably only 30 percent of the user will click on the link the rest is going to arrive organically which you know resolves a problem because they saw the video they were convinced by the video or by the by the influencer but then they are searching for application and go organically so what we created is like an in-app content specifically designed for the influencer if you don't have an in-app content you might like asked him to promote a specific promotion that you have for example if you have a game like win 10,000 coins by by putting my coupon number one two three four five or um or creating something which is like you know search in the setting search for my name and creating a place for him that

8:10

he can kind of you know single those users that saw the video heard what he has to say and and went to the application in the in Bible case it was very easy we created sticker packs and we created public checks for those users and and we just like tracked how many people in their first day of install went and downloaded the sticker pack of these of the influencer or how many people John public jet of of this specific influencer and we can kind of then see how many people or what was the organic impact of the of the influencer and to calculate exactly how many people came from the tracking links and how many people came organically but were influenced by the video I think that you know if you're if you're saying that the video is super super super successful you probably would want to kind of promote it from yourself put some money that the video is going to work for you it will also allow you to get some some

9:10

new ideas or or some some very exact performance kpi's of you know how many people saw it how many people downloaded it what was the retention of the video itself what was the key message in the in the video so there like in the planning part also talk talk with your influence about the ownership of the video and the legal route that you have of the info with the content that the interest is to listen for you and I think I think that eight whites and and no no that no influencer campaigns are something that's can walk amazingly well and and can kind of enrich your your your paid campaigns and spice up your message it has a huge potential and it's kind of give you the the ability to target your conceptual audience which is amazing what you don't just target your age or gender body or gender or interest you you're actually targeting the interest of or already the yeah the people that are interested in this

10:22

specific influencer and and you with you know if if it's if it's a football influencer then your talented people are interested in football and if you have a football application that's amazing right it's a it's a perfect match however you you also must understand that you know probably it will take you a significant effort it's much more complicated than just like running an ad just like running a Facebook ad a YouTube ad or search ad right it's it's it will take you some time planning of going over all the materials to understand that the message was correct it's then your entire and the interest the influencer am brought to the table with Hebo he promised and in most cases is going to be like a single shot campaign in which like you have one time to make it shine and to kind of bring you the huge growth of you your head that you're having you won't be like you can't publish content twice and expect for for the same and

11:36

for first an impact right and um and yeah let's I want to get to more of the details from the what you gave me where do you find these influencers alright guys I'm back I know for those because you're on YouTube ever but for those who are watching this in the future just make sure you sign up for a pastor summit or sign up for the unit the emails that we send out because we've provide valuable tips and then obviously things that are going on in the app marketing space I try to keep up with this so also if you're watching this in the future and you want to get access to this video it is available for anyone it is under at masters Academy which is our Academy where we've shown you our entire playbook how we've helped clients get featured by Apple our exact ASO process different growth hacks that we devise is all under the Academy along with all of the app masters summit videos so if you want to access to that go check out at

12:38

masters Academy comm and we've got two weeks worth so if you're watching this today well go sign up for the summit because we have some amazing speakers coming up next week to Timothy our mu we've got Shoji from seekpeek who runs growth for seeking we've got some amazing speakers in week two too so go check up for it as well if you want it for free I'm not trying to get money from you but the interviews will be free the day goes up okay so definitely sign up for it is app masters summit calm and I will see you on the next video bye