Why Influencer Marketing Is More Than Just Hype

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This week we're discussing how to strategically use influencer marketing as part of your marketing mix.

Why Influencer Marketing Is More Than Just Hype

Influencer Marketing isn't just about getting eyes on your product. It strategically impacts EVERY stage of the customer journey, from awareness to consideration, and finally, purchase. Yet, many brands still see it as a ‘nice-to-have’ rather than a necessity in their marketing mix.

This week, we are unpacking exactly how influencer marketing enhances the traditional marketing funnel, why it matters for tech and gaming brands, and how you can leverage it for maximum impact.

Awareness: Reaching the Right Audience

Influencers don’t just amplify your message; they validate it. When done right, influencer marketing ensures your brand reaches the right audience with a message they are primed to trust.

Actionable Tips:

• Micro-Influencers for Niche Audiences: For tech and gaming brands, partnering with micro-influencers who have dedicated followings in niche communities ensures genuine engagement.
• Platform Selection Matters: YouTube and Twitch dominate for gaming and tech. Choose influencers on platforms where your target audience is most active.

Case Study: Steam Deck and Niche Tech Influencers

Valve launched its Steam Deck by partnering with tech-focused YouTubers who specialise in hardware reviews and gaming setups. Instead of big-name influencers, Valve chose creators with dedicated fanbases who trust their in-depth reviews. The result? Unprecedented pre-orders and a buzz that lasted well beyond the initial launch.

Consideration: Building Credibility and Desire

In the consideration phase, consumers are comparing your product to competitors. Influencers can sway this decision by showcasing the unique benefits of your product in relatable, engaging ways.

Actionable Tips:

• Educational Content Converts: Collaborate with influencers to create how-to videos, product comparisons, and detailed reviews.
• Live Demonstrations: Twitch streams or YouTube live Q&A sessions humanise your product and provide real-time social proof.

Case Study: Logitech G and Live Demonstrations

Logitech G partnered with Twitch streamers to demonstrate gaming peripherals in real-time. Viewers watched their favourite gamers use the products, ask questions live, and get immediate feedback. This approach didn’t just build credibility, it created a community interest that outperformed traditional ad campaigns.

Purchase: Closing the Deal with Confidence

Influencers can be the nudge needed to close the sale, especially in tech and gaming where buyers are cautious and well-informed.

Actionable Tips:

• Limited-Time Offers and Discount Codes: Collaborate on exclusive offers that drive urgency.
• Seamless Shopping Experience: Use shoppable links in videos, social posts, and live streams to reduce friction in the purchase journey.

Case Study: PlayStation’s Exclusive Pre-Order Campaign

PlayStation teamed up with tech influencers on YouTube to announce exclusive pre-order bonuses for the PS5. Influencers shared unique links, creating a sense of urgency and driving direct conversions. The campaign was so successful that pre-orders sold out within hours.

Influencer Marketing’s Role in Brand Loyalty

Beyond purchase, influencer marketing nurtures long-term brand loyalty. By maintaining consistent partnerships, brands can create a narrative that resonates with their audience over time.

Actionable Tips:

• Long-Term Collaborations: Work with influencers over multiple campaigns to build brand familiarity and trust.
• Community Engagement: Encourage influencers to engage with their follower’s post-campaign, keeping the conversation alive.

Case Study: NVIDIA and Ongoing Creator Partnerships

NVIDIA’s long-term collaborations with tech YouTubers have solidified its reputation as a leader in gaming hardware. By consistently partnering with trusted voices in the community, NVIDIA maintains relevance, ensuring its products are top-of-mind even between launches.

Why This Matters for Tech and Gaming Brands

In the crowded tech and gaming markets, standing out is tough. Influencer marketing isn't just about visibility, it is about credibility. It connects brands with communities that are hard to reach through traditional advertising.

Why Integrate Influencer Marketing into Your Marketing Mix?

Influencer marketing is not just another tactic, it is a powerful tool that, when strategically integrated, can amplify your entire marketing mix. It builds awareness, nurtures consideration, drives conversions, and encourages loyalty,?all while leveraging realistic storytelling and community engagement.

How Saulderson Media Can Help:

• Strategic Planning: We develop custom strategies that align with your brand goals and marketing mix.
• Influencer Identification and Management: We find influencers who genuinely resonate with your audience and manage the entire collaboration process.
• Multi-Channel Integration: We maximise your reach by repurposing influencer content across multiple platforms, from social media to email campaigns.
• Data-Driven Decisions: We track and analyse campaign performance to continually refine and optimise your influencer strategy.

Ready to integrate influencer marketing into your strategy? Let’s chat about how Saulderson Media can help you drive meaningful results.

More to Explore

Top Reads on Influencer Marketing for Gaming and Tech Brands:

• CES 2025: The Future of Gaming, Influencers, and How Uplify is Changing the Game in Brazil
• Famesters?Influencer Marketing Report?2025: Trends, Stats and Insights for the Future
• Everything Brands Need to Know About Tech Influencers
• Tech Influencers: What Every Brand Should Know in 2025

Join the Conversation

What is the biggest challenge you face when integrating influencer marketing into your tech or gaming brand’s marketing mix? Let’s chat about solutions tailored to your needs.

LINKS TO OUR GUIDES:

• Viral TikTok Strategy
• Essentials for Finding Influencers

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