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Katya Allison

Director of Marketing
Content at GRIN


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GRIN Gets Real

About GRIN Gets Real

Welcome to the GRIN gets real podcast, the show for people who want to maximize their marketing potential. From influencer marketing to eCommerce strategy and everything in between, each episode will feature industry experts that share their insights and provide actionable tips to help you achieve your marketing goals. Subscribe and stay tuned!

Subscribe Brands Working With Influencers Q&A feature image with Dwayne Waite Jr

Leveraging Gamer Influencers on Twitch & YouTube

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In this episode:

Dwayne Waite Jr.

Special Q&A Session from Brands Working Remote Talking Influencers with Schell Games

Dwayne Waite Jr. is a Marketing Manager at Schell Games. In addition to spearheading influencer relationships, Dwayne coordinates road and tradeshow events while also overseeing the brand’s social media and digital advertising.

Schell Games is in the business of creating meaningful interactive experiences for clients and consumers. The brand is responsible for such household favorites, such as I Expect You to Die, Daniel Tiger, HoloLAB Champions, and more.

This question-and-answer roundtable with Dwayne follows our Schell Games episode of Brands Working Remote Talking Influencers.

Full episode details

How properly vetting your streaming creators can help you build a spectacular influencer community

“It’s about making sure you do your research to see what type of products these content creators have worked with in the past. GRIN has a great dashboard in the influencer report… You can see what type of content they’ve done before, what their voice is, how they position a product, and you can see if they’re using the messages from the brand. Those are things you wanna look at.” – Dwayne Waite
The gaming and streaming community is one of the most robust groups online today. Brands can support that community and achieve incredible success by partnering Twitch and YouTube content creators. Dwayne was kind enough to join us for this exclusive Q&A podcast episode. He asserts that being selective with your creator team is a critical key to influencer success.

Leveraging Gamer Influencers on Twitch & YouTube

Breakdown of the GRIN Gets Real Schell Games Q&A Episode

With careful research and influencer support, gaming and technology brands can cut through the gamer creator roadblocks and stereotypes to build a powerful influencer community with high returns.
“Because VR is hard to stream and creating good VR video is even harder, it is still always about quality. To showcase our games well, it needs to be a high-quality video.” – Dwayne Waite
Each channel – Twitch and YouTube – serve specific audiences and can provide you with new opportunities to expand your reach and add compelling pieces of authentic content to your library. Empowering your gamer audience can help your word-or-mouth spread organically and increase conversions now and in the future. Dwayne tackles all of these topics and more, including:
  • How to find top-performing influencer lookalikes.
  • Differences between the different streaming platforms.
  • How Discord can enhance your influencer program.
  • Unique challenges that gaming and VR brands face in marketing.
  • Streamlining your influencer campaign workflows.

Quotes from This Episode

“I like our engagement rate for nano to micro influencers to be between 1-3%. But it’s not a one-size-fits-all, and so there could be one who’s just starting out or has a large following and they get a lot of views, but they don’t engage as much, like on Twitch. Twitch is not an engagement-type platform.” “If I did my research right, then my audience will be their [the creator’s] audience. If what the creator is saying or doing works for their audience, then it should work for our audience.” “Whenever we do a [influencer payment] combination – game key or gifting, some type of swag, and then some kind of paid model – that really seems to be the sweet spot for finding the content creators that we can work with for a long period of time.”

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