Influencer marketing campaigns with mid-sized YouTube channels offer the best benefits for developers, claims Matchmade.

Speaking at the White NIghts Conference in Prague, Jiri Kupiainen, CEO of influencer marketing platform Matchmade, described mid-sized content creators as channels with between 100,000 to 10 million subscribers.

While this represents a wide range of channels, Kupiainen said if developers can figure out a way to best use a number of the channels in this area for campaigns, returns could be significant.

Of course, if developers can afford a video from a YouTuber with more than 10 million subscribers, the results can be massive.

Influential impact

He used an example of mobile developer Futureplay working with YouTuber JuegaGerman, who has over 24 million subscribers, for a YouTube video for its mobile title Craft Away. He offered the graph below of installs before and after the video went live:

These numbers represent returns based just on the cost of just the YouTube video, as there was no other campaign running at the time.

Whilst big channels with over 10 million subscribers can offer huge returns, maintaining these kinds of videos is a challenging and expensive proposition.