Why influencers can offer better quality installs than other marketing channels and how to compensate influencers other than cost per install.
An install will not help growth if the user never bothers to open it, or uninstalls the app – what is needed are so-called ‘quality installs’.
Influencers, and in particular YouTube influencers, provide a means to securing these quality, long-term users who are likely to buy in-app purchases and recommend the app to their friends.
Influencers help with app discovery and getting good reviews which in turn leads to improvement in app store ranking.
Cost per install is not a good method of payment when working with influencers – it also denies the bigger accomplishment of influencer marketing.
Fair compensation is needed for quality – after all the long-term benefits, namely ‘sticking power’, are worth far more.
Calculating the value of an influencer marketing campaign is not easy, there are several key performance indicator goals to consider.
For example, fixed price. Paying for the influencer with a one-off fixed fee, agreed by both parties before the content goes live.
Another common metric would be cost per view – that is, setting a target of say four cents per view based on the predicted view count of the influencer.
A more appropriate way of calculating price is cost per engagement, that is cost per like, comment, share.
Usually this is the most cost effective method of payment as the engagement rate is the best indicator for click through rate on any link or voucher you include with the content.
Premium influencer marketing platforms like Sponsokit offer project management services that help establish and negotiate a fair price for the best influencers for your app promotion.