As esports gain momentum and audiences keep growing, brands are leaning towards activations with gaming influencers. But which ones have the most success when it comes to generating engagement and influence from sponsored content?
This article is part of our series leveraging the influencer marketing platform CreatorIQ’s Share of Influence report, highlighting the global gaming brands that are grabbing attention and gaining or losing influence every month. CreatorIQ processes tens of millions of creators and billions of posts to produce Share of Influence (SOI) reports that take into account the volume of creator activity, the reality of creators’ audiences, and content performance (views, likes, comments, shares) . for every competitive brand. These three measures make SOI a meaningful representation of the marketing presence and impact of a brand.
Today we introduce the gaming brands that earned a notable SOI in October. That month, the industry generated 116,000 sponsored posts from 23,000 authors with 348 brands that sponsor content.
Important highlights in October
- 2.23%: Average engagement rate on Instagram for sponsored content in the games category in October
- 206,000: average estimated mail reach
- PUBG Corporation was the # 1 brand by SOI at 10.53% with an estimated media value of $ 20 million from its influencer campaigns.
- Golden State Warriors had the most dedicated sponsored post in the video game industry
- 399,4000 likes
- 2,000 comments
- 2.2 million estimated reach
Photo credit: Creator IQ
How brands stack up
For the second straight year, PUBG Corporation topped SOI, but its 10.53% stake in October was slightly below its 13.75% stake in September. While PUBG had the highest engagement rate of the month among the top five brands (1.49%), PUBG ranked second in estimated media value ($ 20 million versus $ 20.2 million for Twitch). And while PlayStation was number 2 for SOI in October, the engagement rate was the lowest of the top five brands at 0.52%.
Though they didn’t make the top 15, Google Stadia, Playground Games, and Gearbox Software were three other notable brands as of October, all of which saw SOI increases of more than 84%.
Once again, nano influencers delivered the highest engagement rates
The size of the influencer can play a key role in the average engagement rate. While this doesn’t seem intuitive, creators with smaller audiences often get better engagement rates than mega-celebrities, partly because their followers are more passionate and less broadly spread across niches.
For the second month in a row, nano-influencers (1,000 to 10,000 followers) had the highest average engagement rate at 5.14% – significantly less than in September (9%). And unlike September, when mega influencers (over 1 million followers) were number 2 for engagement, they fell to last place (1.15%) in October. Micro-influencers (10,000-100,000 followers) took second place with an average engagement of 4.14%, followed by macro-influencers (100,000-1 million followers) with 2.88%.
Methodology: The influence share takes into account the volume of creator activity, the reality of the creator audience and the performance of content (views, likes, comments, approvals) for each competing brand. These three measures make SOI a meaningful representation of the marketing presence and impact of a brand. SOI uses data from the central CreatorIQ platform, which processes tens of millions of creators and billions of posts. Every verified creator on Instagram and every creator with 50,000+ followers is included, along with millions of smaller creators on multiple social platforms.