Hello, community! Recently, we have frequently mentioned the concept of influencer traffic and influencers themselves. Alongside direct reviews of specific phenomena, we have also examined particular cases, such as how a Russian Affiliate acquired streamer Papich.
In that article, we highlighted the cost of a so-called “Little Russian’s betrayal” to the Russian casino. Paying significant amounts to influencers is almost the main trend, vividly apparent in many niches, but especially in gambling and iGaming.
So today, we propose to explore how and why you should collaborate with influencers if you are driving traffic specifically to iGaming.
We also remind you that we’ve already discussed how to work with influencer traffic in general, so we highly recommend reading that as well!
The Most Challenging Part is GEO
One of the most complex stages before launching a campaign is working with GEO. Here’s what you need to do:
- Select a country where you will drive traffic from.
- Find local influencers with whom you can negotiate advertising deals.
Just two tasks—what could be complicated? However, let’s not forget that when entering an entirely unfamiliar region, such as Brazil, finding quality partnerships can be quite challenging.
So be prepared for extensive testing. Undoubtedly, you shouldn’t allocate large budgets for initial tests. Conduct tests cautiously, always analyzing the influencer’s audience, its activity, and other relevant factors beforehand.
Where to Find an Influencer?
Choosing the right platform is another significant step. Analyze the GEO to determine which platform is most popular among your target audience: YouTube, Twitch, TikTok, Kick, or others.
You must also consider that the platform influences your options for promoting your offer. For instance, securing a traditional ad integration on YouTube with a well-known (even local) blogger might be difficult. Such creators often avoid monetization risks. So, either you compensate them by paying a higher fee, or they avoid the partnership altogether—a common scenario.
On the other hand, platforms like Kick might allow you to commission daily casino streams with your referral link prominently displayed. However, in Tier-2 or Tier-3 countries, finding a streamer with a sufficiently large and engaged audience can be challenging.
Additionally, consider exploring agency offerings in your target country. These agencies can provide valuable insights, including which bloggers they promote, the cost of advertising, and other useful information for launching your campaign.
How to Establish a Working Process with an Influencer?
If it’s a large campaign, it’s better to talk about processes rather than a single working process. A comprehensive approach is key to driving significant traffic.
How does interaction work? You can reach out to a blogger directly or via an agency. This constitutes the first stage—initiating communication.
The next stage involves determining the integration format for your advertisement: native ads, live streams, or standard ad slots of 30–90 seconds before the main content.
Creating a Brief: Define what, how, and when the influencer should say something to maximize conversions. The brief can be developed in-house, in collaboration with the influencer, or outsourced. The key is ensuring it’s effective and agreeable for both parties.
Lastly, formalize all agreements by creating a contract that governs the collaboration. Specify payment terms—whether pre- or post-publication—and resolve any potential disputes in advance.
While legal consequences might be unrealistic for cross-border agreements, having a contract can still provide a clear framework for resolving disputes, even if just informally.
Conclusion
The key takeaway is that any influencer is, first and foremost, a person. With communication tools like translators or AI, you can always find common ground, even without knowing their language.
The interaction process is relatively straightforward, as highlighted in this guide. However, the greatest challenge lies in market analysis. The more exotic the GEO, the more potential pitfalls you’ll encounter. But who wouldn’t go the extra mile to save a few bucks?
Many of our acquaintances actively collaborate with influencers, not just in gambling or affiliate marketing but even in casual marketing. Have you personally negotiated with bloggers? Share your experiences in our Telegram community, where you’ll always find the latest and most valuable information from the affiliate marketing world!
Best regards, Your Geek!
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