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Influencer marketing

This guide covers the two main ways to run an influencer marketing campaign for your app: YouTube pre-rolls and Twitch long-term partnerships.

Choosing an integration type​

Influencer marketing raises brand awareness for your app and puts it directly in front of your target audience. It breaks down into two integration types:

  • YouTube pre-rolls: a short sponsored intro at the start of a video.
  • Twitch long-term partnerships: an ongoing on-stream presence with a streamer.

The sections below cover the basics of approaching each type.

YouTube pre-rolls​

A pre-roll is a 30 to 60 second ad, created by the influencer, that plays within the first two minutes of their video. It should give a quick intro to your app and cover the features your audience cares about most.

Pick influencers whose audience matches your app closely. The more relevant the influencer, the more value the ad has for their audience, and the less likely they are to skip it.

Pricing​

Stick to CPM deals (cost per 1,000 views) for pre-roll pricing:

  • $20 CPM or less is the industry standard.
  • Calculate the cost based on the view count 30 days after the video goes live.
  • Set a viewcap slightly above the influencer's average view count, so you don't overpay if a video overperforms. For example, a $20 CPM deal with a 200,000 viewcap caps the payment at $4,000.

Running the campaign​

  • Require the influencer to disclose that the video is sponsored by your app.
  • Require a trackable link in the video description and in a pinned comment. Create a separate campaign URL for each influencer, so you can track each influencer's performance individually.
  • Give the influencer a detailed brief covering what to include in the pre-roll.
  • Review and approve the pre-roll before it goes live.
important

Always review and approve the pre-roll before it goes live, and confirm it includes both required elements: the sponsorship disclosure and the trackable link.

Twitch long-term partnerships​

Overwolf generally advises against Twitch long-term partnerships: they typically have a low return on investment. They still have two uses: building a close relationship with an influencer, and keeping a top creator from partnering with a competitor.

Run a partnership on a month-by-month basis. This avoids locking you into a long, expensive commitment.

A typical partnership includes:

  • An on-screen banner.
  • A clickable banner in the streamer's "About Me" section.
  • A chatbot that promotes the app throughout the stream.
  • A custom command listed in the stream title.
  • Occasional call-outs to the app during the stream.
  • Use of the app during gameplay.

Give the streamer a detailed brief covering every part of the partnership, and check in regularly to confirm they're meeting it. The streamer needs a custom, trackable download link for their "About Me" banner and chatbot message. Cost varies widely between streamers.

Best-in-class Twitch deliverables​

  • The app or product is visible on-screen at all times.
  • A logo watermark or on-screen banner shows the logo, the app name, and a call to action (for example, a banner above the facecam).
  • The app name and a custom command appear in the stream title at all times.
  • A chatbot automatically posts a message and link in chat every 15 to 30 minutes.
  • A clickable banner sits in the "About Me" section, for ongoing partnerships.
  • One to two social posts announce the stream and share a clip from it, for one-off deals.

Getting a sample campaign brief​

Use this sample brief as your starting point when you reach out to an influencer or streamer for either integration type. It lays out the goals, deliverables, and requirements to include.

Get the sample brief

Create a campaign URL for each influencer with the Affiliation Tool in your Developer Console. Set the campaign source to Influencer.

What's next​

If you'd rather have Overwolf's marketing team run a paid promotion on your behalf, see Long-term marketing promotion.