mau vegas 2016 — how to scale influencers into a major growth channel
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Influencer Marketing forMobile User Acquisition
Adam HadiUser Acquisition Consultant
@itsadamhadi
Advantages of Influencer Campaigns• Very Cost Effective• High Quality & Highly Engaged Users• Niche Targeting• Burst Effects
o Chart Ranko Trending Search
• Scale@itsadamhadi
Disadvantages of Influencer Campaigns• Measurement Challenges
• Difficulty Getting Starting
• Creative Control
• Reliability/Predictability
• Timing
@itsadamhadi
Influencer Channels• YouTube
• Snapchat
• Twitch
• Vine
• Other: Kamcord, Musical.ly, Rabble, etc. @itsadamha
di
YouTube Influencers• Largest Scale Channel
• Ability To Link Out
• Captive Audience
• Hardcore Fanbase
• Long Tail - Lives Forever
• TV-like Lift Effects w/ Other Marketing
• Pre-onboarding w/ Deferred Deeplinks
• Retargeting @itsadamhadi
ExpectationsCosts:
$5-$50 CPM
Conversion Rate (Views→Installs):
1-10%
Individual Campaign Scale:
$500-$100,000+@itsadamhadi
Sample Scenarios$15,000 Spend @ $30 CPM → 500,000 views
1% Conversion = 5,000 Installs @ $3.00 CPI5% Conversion = 25,000 Installs @ $0.60 CPI10% Conversion = 50,000 Installs @ $0.30 CPI
@itsadamhadi
