Why many gaming brands are turning to microinfluencers

Influencers are an important marketing tool for many brands, but that strategy is beginning to shift. Now, instead of turning to the biggest names on TikTok or Twitch, marketing companies are looking to work with “microinfluencers.” These are people who regularly create content but for a smaller, more dedicated audience. And it’s that relationship between the creator and the viewers that makes them so valuable to brands.

“Engagement rate as a whole is actually negatively correlated with followers,” Rainmaker.gg and Lightstream chief executive officer Stu Grubbs said during a GamesBeat Summit panel today. “The larger the following that a content creator has, the less engagement they get on a per-viewer basis. So it actually goes to show that the smaller community you have has a lot more impact.”