Influencer Marketing in the Betting Industry
Influencer marketing is a common practice in the marketing world these days. Thanks to social networks, a new type of celebrities has emerged in different corners of the Internet. There are influencers of all types and sizes: from those who have a few thousand followers to those who have reached millions of followers. Influencer marketing is based on exploiting the fan base of these people to present sponsored content where the influencer recommends products and services from different brands.
An influencer-based marketing strategy is a good way to publicize the betting site to younger audiences and experiment with new market niches. Bookies who want to implement a strategy of this type should take the following into account:
Select the Right Influencer
As mentioned, there are many types of influencers, and there are even fake influencers. This means they are influencers who have bought followers or inflated their reach numbers on social networks. Bookies should make sure to choose a real influencer whose fan base is real, especially because these fans are a potential audience of interest to the bookie. In addition, bookies should not be carried away by the number of fans when choosing an influencer. Sometimes, it is more effective to collaborate with an influencer who has only 10,000 fans than with one who has 50,000.
Target the Right Market
There are many people on networks such as Instagram and YouTube, who create content related to sports, and even sports betting. These are a great option for the bookie to use to advertise the betting site. Another market that bookies should consider has to do with creators of content related to video games. Remember that eSports are in a category of bets that increasingly becomes stronger and bookies should start gaining ground in this segment. A good way to do this is using influencers.
Request Accountability From the Influencer
The influencer’s job is not only to post the content the bookie tells them, but the influencer must also show initiative and recommend the bookie content and ways of communicating they know are effective with an audience. In addition, a good influencer delivers a post-campaign report to his client so that he can measure the effectiveness and return-on-investment of the campaign.