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Micro Influencer test: Is it worth it?
13 View2025-12-01We did our first Micro Influencer test, this weekend. We found a small YouTube channel with approximately 4k subs and contacted him about doing a paid collaboration.
As with many game devs there is a big question if it is worth paying small influencers for promoting your game as suppose to just go with paid marketing.
And I would say, it depends.
The thing with YouTube as well as with Apps, it is a bit of a gamble. A video can blow up for absolutely no reason sometimes if the Algo-Gods decide to push it.
The important part is that you do not go crazy with the pricing. Many of these small influencers charge way to much.
So what you need to do is:
- Ask them approximately how many views they get on a video on a 30 day period
- Ask them if they have any data from previous customers on CTR for videos -> downloads.
After this you try and calculate worst case scenario.
Estimate how many views the videos would get / expected conversion rate (about 0.5-1%)/ the cost for each conversion.
Is that higher or lower than you would get from Paid Ads? Is it lower or the same, then I would say it is worth it. Because you would also get some social proof from having these videos on YouTube.
As with many game devs there is a big question if it is worth paying small influencers for promoting your game as suppose to just go with paid marketing.
And I would say, it depends.
The thing with YouTube as well as with Apps, it is a bit of a gamble. A video can blow up for absolutely no reason sometimes if the Algo-Gods decide to push it.
The important part is that you do not go crazy with the pricing. Many of these small influencers charge way to much.
So what you need to do is:
- Ask them approximately how many views they get on a video on a 30 day period
- Ask them if they have any data from previous customers on CTR for videos -> downloads.
After this you try and calculate worst case scenario.
Estimate how many views the videos would get / expected conversion rate (about 0.5-1%)/ the cost for each conversion.
Is that higher or lower than you would get from Paid Ads? Is it lower or the same, then I would say it is worth it. Because you would also get some social proof from having these videos on YouTube.
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