Tips on Influencer Marketing for Mobile Apps - Nadia Bubennikova (Famesters)

Are you considering whether to use influencer marketing for your mobile app’s brand or performance strategy? Today’s guest is an expert in influencer marketing for app businesses and shares important considerations for running such campaigns.

Nadia Bubennikova is based in Poland and is the Head of Agency at Famesters, an influencer marketing agency.

How did you jump into influencer marketing?
What does a day working in influencer marketing look like?
What types of apps work well for influencer marketing?
What KPIs do you use to measure a campaign’s efficacy?
Do you conduct lift studies before and after the campaign to evaluate how the influencer marketing campaign performed?
How long does a typical campaign run for?
What’s changed the most in the field of influencer marketing in the last 4 years?

2:16 Nadia’s background
3:50 Jumping into influencer marketing
6:27 A typical work day as an influencer marketer
12:20 Influencers marketing for mobile apps
14:28 Metrics for influencer marketing campaigns
19:13 How to measure an influencer marketing campaign
25:36 Run-time of influencer campaigns
29:42 “Use Guarantee” with TikTok influencers
32:54 How influencer marketing has evolved

(6:58-7:15) “Influencer marketing is like an iceberg because everything that you can imagine as the typical day-to-day work is just the tip of the iceberg. And then there are huge volumes of analytical work and field marketing work that many people don’t give credit to influencer marketers.”

(17:32-17:58) “In influencer marketing, around 50-70 percent of traffic, (depending on the app and the vertical), is generated by organic traffic; and only 30-50 percent of the users will follow the direct link. So it is virtually impossible to accurately track the incoming traffic and to accurately attribute it to the influencer marketing channel if you’re only looking at the direct link results.”