Great writing. And it has left me with so many questions...
I'll leave three, maybe you can use some of my questions as inspiration for upcoming texts.
In your last piece you mentioned, as you have here, how important is to know the geographic reach of a creator, if it aligns with the campaign and/or if it'll reach a broader audience.
• How does it apply to "less populated regions"? What are the challenges in knowing and dealing with different languages?
(As exemple Ubisoft and Riot have done a great job with Brazilian communities, with amazing programs such as Academia de Piltover - kind of an EA GameChanger program but only to Brazilians - but I can't point out what are their difference in vision compared to other companies).
• How to track or quantify community or influencer engagement in less open social medias, such as Facebook Groups and WhatsApp Groups? (Platforms very popular in African, Brazilian, Hispanic and Indian Communities).
• What you present in this texts as Content Creation is strictly tied to visual content, such as streams, photography and videos? If yes, how would you categorize creators who only write (as I do) or influencers who organize big communities but don't necessarily create (me again, although I'm starting to stream now 😅)?
Keep writing jdood, I'm enjoying, and I guess I'll really like what you have to say next.
1. Different regions require local understanding and culturalisation to make impact, swapping out platforms as needed (e.g. tracking LINE in Japan, but not in USA). What works in one region may not work in the other, that why you often see large companies hiring country-specific marketing teams to ensure they're most effective.
2. Unless the data is publicly available or willingly shared by mods/admins, it's difficult to quantify therefore make business cases for significant investment. Language/time are often the next biggest barriers. There are countless communities formed over the world, and while they're very important to player health, it is impossible to track every single one as resources are often limited, and unless your community manager speaks the local language, they can be hard to build a relationship with. That's not to say we dont appreciate these communities, and our regional community managers (where possible) often establish healthy relationships - as long as they know they exist.
3. Content creation is a growing industry and yes, it means much more than just YouTubers of Twitch streamers. The reason that the aforementioned creator is more often affiliated is because of a) the accessibility of data to quantify performance; b) the 1:1 reflection of user experience with a product. The reason I speak so much about these category is because these creators are our primary marketing partners for the beats I mentioned above, however all creators are important to us...its just very nuanced in its application and not something i can cover in a reply. I'll write a newsletter specifically about this soon, so look out for it!
This was really good! some ppl came across me and they want to know how I did to get involved with a franchise or a brand, well all of that it's resumed on your article! very very good one!
Truly appreciate this article. As a relatively new creator, I often wonder how developers and executives think about creators overall. This provided me with some positive insight. I've seen the negative reactions from some creators who weren't selected to recieve Battlefield DMs and perhaps this may help them with thier frustrations. It is helpful to me in many ways and I look forward to the next article. Thank you
Thanks for this, probably something I needed to hear this week ✌️
yw champ - keep up the hustle!
Good timing 😅.
Great writing. And it has left me with so many questions...
I'll leave three, maybe you can use some of my questions as inspiration for upcoming texts.
In your last piece you mentioned, as you have here, how important is to know the geographic reach of a creator, if it aligns with the campaign and/or if it'll reach a broader audience.
• How does it apply to "less populated regions"? What are the challenges in knowing and dealing with different languages?
(As exemple Ubisoft and Riot have done a great job with Brazilian communities, with amazing programs such as Academia de Piltover - kind of an EA GameChanger program but only to Brazilians - but I can't point out what are their difference in vision compared to other companies).
• How to track or quantify community or influencer engagement in less open social medias, such as Facebook Groups and WhatsApp Groups? (Platforms very popular in African, Brazilian, Hispanic and Indian Communities).
• What you present in this texts as Content Creation is strictly tied to visual content, such as streams, photography and videos? If yes, how would you categorize creators who only write (as I do) or influencers who organize big communities but don't necessarily create (me again, although I'm starting to stream now 😅)?
Keep writing jdood, I'm enjoying, and I guess I'll really like what you have to say next.
1. Different regions require local understanding and culturalisation to make impact, swapping out platforms as needed (e.g. tracking LINE in Japan, but not in USA). What works in one region may not work in the other, that why you often see large companies hiring country-specific marketing teams to ensure they're most effective.
2. Unless the data is publicly available or willingly shared by mods/admins, it's difficult to quantify therefore make business cases for significant investment. Language/time are often the next biggest barriers. There are countless communities formed over the world, and while they're very important to player health, it is impossible to track every single one as resources are often limited, and unless your community manager speaks the local language, they can be hard to build a relationship with. That's not to say we dont appreciate these communities, and our regional community managers (where possible) often establish healthy relationships - as long as they know they exist.
3. Content creation is a growing industry and yes, it means much more than just YouTubers of Twitch streamers. The reason that the aforementioned creator is more often affiliated is because of a) the accessibility of data to quantify performance; b) the 1:1 reflection of user experience with a product. The reason I speak so much about these category is because these creators are our primary marketing partners for the beats I mentioned above, however all creators are important to us...its just very nuanced in its application and not something i can cover in a reply. I'll write a newsletter specifically about this soon, so look out for it!
Thank you A LOT for this jdodd!
I think I could talk about all of this for years ahhaahha
I'm just seeing this reply today, because last days were very busy, and I'm sure they were to you.
Se you in the next one!
Brilliant piece JDODD, as someone who constantly gets FOMO and/or impostor syndrome, this hits home a lot.
oh you wanna talk about imposter syndrome haha - twas me writing this entire newsletter lol
Same. The mind is constantly playing tricks. I think we just have to keep focused and have fun! 🔥🔥🔥
This was really good! some ppl came across me and they want to know how I did to get involved with a franchise or a brand, well all of that it's resumed on your article! very very good one!
Feel free to point them this way haha! Thank you mate <3
Well said JDodd. I like these little pieces you do 👌
Truly appreciate this article. As a relatively new creator, I often wonder how developers and executives think about creators overall. This provided me with some positive insight. I've seen the negative reactions from some creators who weren't selected to recieve Battlefield DMs and perhaps this may help them with thier frustrations. It is helpful to me in many ways and I look forward to the next article. Thank you