The online casino news articles often discuss the role of social media influencers in the promotion of an iGaming brand.
The marketing strategy of the majority of gambling companies includes collaboration with influencers from various platforms. However, it isn’t always an easy thing to choose a channel, which will generate the maximum conversion.
Speakers from the SBC Summit Barcelona have provided their opinion on the most popular social media platforms as a tool for promoting a gambling brand.
Promotional opportunities on Twitch, TikTok, and YouTube
During the event’s session dedicated to marketing, namely social media in iGaming, the experts have confirmed that TikTok remains one of the strongest services for advertisers. At the same time, Kirsten Openshaw, Head of Digital Marketing at William Hill, has noted that it is necessary to be cautious with affiliate marketing on TikTok as it has a very young audience, as well as YouTube, which has long-time effects but also needs a watchful approach.
YouTube and Twitch win and loss in terms of demographics. Affiliate links in videos reached a lot of people, but after the ban on direct affiliate marketing on YouTube and Twitch, the situation changed. Kirsten Openshaw has said that Twitch can bring great value as it has a highly engageable audience – people spend much time on Twitch. She has added that there are lots of new platforms to expand further.
Ben Jeffries, CEO & Co-Founder of Influencer.com, has discussed Facebook and Instagram as the platforms for the marketing of iGaming brands. He has said that both of these social media services have quite strict regulations, and the result can take a long time because influencers have checks. Answering the question about the role of influencers, whether they should be involved for brand recognition or ROI, the expert has said that it depends on a size of a brand. For example, small casinos want to see how many customers are playing again. Speaking about the goals while working with an influencer, Ben Jeffries has added that if the aim is recognition, it is important to consider traffic in this case. When it comes to more regulated markets, it depends on a platform, but metrics are clicks and conversion value.
Brand ambassadors were the topic of the session as well because they are a good solution for the mature regulated market. Ben Jeffries is sure that influencer marketing comes down to strategy. Influencers sign agreements with ambassadorship programs, which can increase brands’ gross gaming revenue. Paid media is a huge part of the strategy, and a combination of influencer marketing with it can be effective. Influencer marketing is a perfect complementary form for other marketing tools, for example, PPC. The expert has emphasized that this type of promotion is not only for the young audience but also for older generation as more and more advertisers want older markets.
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