Which Social Platform Works Better in 2023 for Mobile Games and Apps? YouTube Influencers vs Instagram Influencers


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Which Social Platform Works Better in 2023 for Mobile Games and Apps? YouTube Influencers vs Instagram Influencers

Oskar Porębski|07.04.2023|7 min read


In today's digital age, influencer marketing has become an integral part of successful marketing campaigns for mobile games and apps. But with the ever-changing social media landscape, it's crucial to identify the most effective platform for your mobile game promotion. In this article, we'll compare YouTube and Instagram, two of the most popular social media platforms, to determine which works better for mobile games and apps in 2023.

What is influencer marketing?

Influencer marketing is a modern form of advertising that leverages the power of social media influencers - individuals with large followings and significant engagement rates. An influencer is anyone with the power to influence the real-life decisions of their followers and fans. These influencers promote products or services to their audience, often using a more authentic and relatable approach compared to traditional advertising methods. This type of marketing has proven highly effective in reaching niche and highly engaged audiences, making it a popular choice for promoting mobile games and apps.

In addition to individual influencers, there are also influential social media accounts and online publications that hold sway over their audience. These include viral meme accounts, addictive streaming channels, and content-filled online publications.

In the end, all influencers have one thing in common: they have influence. Their audience listens to what they say and, for marketing purposes, follows the recommendations they give. By leveraging this influence, brands can effectively promote their products or services, including mobile games and apps, to a highly engaged and receptive audience.

How does Influencer Marketing Work?

Influencer marketing works by identifying influencers within a specific niche or target market and partnering with them to promote a product or service. To effectively find influencers who are truly connected to your niche, you may consider purchasing an influencer database that curates a list of potential partners relevant to your industry. Once you have identified suitable influencers, the process typically involves the following steps:

  1. Contact the influencer: Reach out to the influencer to discuss the possibility of a partnership and gauge their interest in promoting your product or service.

  2. Negotiate price and sign a contract: Once you have found a mutually beneficial arrangement, it's essential to formalize the agreement in writing. The contract should outline the terms of the partnership, such as the scope of work, compensation, and any other relevant details. It's crucial to determine how to pay the influencer in a way that ensures a positive return on investment (ROI) for your marketing campaign. Companies like GrowThunders offer software that can help you calculate the potential ROI of influencer deals, enabling you to make informed decisions about compensation structures and partnership terms. By carefully negotiating and structuring your influencer agreements, you can maximize the effectiveness of your influencer marketing campaigns and achieve the best possible results for your mobile game or app.

  3. Prepare a brief: Before the influencer creates content, provide them with a brief that outlines the key points of your product, along with any specific messaging or promotional elements you'd like them to include. This ensures that the influencer has a clear understanding of your expectations and can accurately represent your brand.

  4. Content creation and review: The influencer will then create content, such as a video or social media post, that promotes your product or service. Depending on your agreement, you may have the opportunity to review and provide feedback on the content before it's published.

  5. Promotion and engagement: Once the content is live, the influencer will promote it to their audience, driving awareness and interest in your mobile game or app. They may also engage with their followers in the comments or through other interactions, further amplifying the reach and impact of your promotion.

By following these steps and working closely with the right influencers, you can leverage their credibility and reach to drive downloads and engagement for your mobile game or app.

How Mobile Gaming Influencers Can Help You Promote Your Game?


Mobile gaming influencers have a unique understanding of their audience's interests and preferences. By partnering with these influencers, mobile game developers can:

  1. Increase brand awareness and visibility by tapping into an existing, engaged audience.

  2. Boost credibility by leveraging the influencer's personal connection with their followers.

  3. Drive downloads and in-app purchases through targeted promotions and engaging content.

  4. Achieve organic uplift in downloads: Influencer marketing can help you gain a significant number of installs, potentially propelling your mobile game to rank in the top positions within the games category or your app category in various countries. This higher ranking can lead to increased visibility and organic downloads.


  5. Benefit from the initial burst of downloads: Influencer marketing campaigns typically drive the highest peak in downloads within the first three days, followed by a slow decline. This initial surge in downloads can contribute to higher rankings and greater visibility on app stores.

  6. Gather valuable feedback from real players to improve the gaming experience.

By leveraging the power of mobile gaming influencers, you can promote your game effectively, drive downloads, and enhance its overall success in the market.

Youtube influencers pros and cons



  1. Long-form content: YouTube allows influencers to create in-depth content, such as gameplay walkthroughs, reviews, and tutorials, which can provide a comprehensive view of your mobile game or app.

  2. Higher audience retention: YouTube's algorithm favors longer watch times, which can result in more sustained engagement.

  3. Search engine visibility: As a Google-owned platform, YouTube videos often appear in search engine results, increasing visibility.

  4. Permanent online presence: YouTube videos remain online until the influencer deletes them, allowing for long-term exposure and potential engagement.

  5. Download links in the description: You can include a link to download your mobile game or app in the video description, making it easy for viewers to access and install your product.


  1. Higher production costs: Producing quality YouTube videos can be resource-intensive, potentially increasing marketing costs.

  2. Slower content consumption: Due to the longer-form nature of YouTube content, it may take more time for users to consume and engage with the content.

Instagram influencers pros and cons



  1. Visual appeal: Instagram's visual-centric platform allows for eye-catching imagery and short-form video content, which can be ideal for showcasing mobile games and apps.

  2. Higher engagement rates: Instagram typically boasts higher engagement rates compared to other social media platforms.

  3. Story and Reel features: These features allow influencers to share time-sensitive promotions or limited-time events, driving urgency and engagement.

  4. Better option for e-commerce, fashion, and beauty apps: Instagram's visually-driven format and user demographics make it a particularly effective platform for promoting e-commerce, fashion, and beauty apps, as the content can be tailored to match the interests of the target audience.


  1. Limited content depth: Instagram's focus on short-form content may not provide the same level of depth and context as YouTube.

  2. Shorter content lifespan: Instagram content often has a shorter lifespan, which may result in lower visibility and engagement over time.

  3. Restricted download link placement: On Instagram, you can only place download links in stories or the influencer's bio, which may limit their visibility and accessibility. Moreover, many influencers may not accept adding download links to their bio, further restricting your promotional options.


Both YouTube and Instagram influencers offer unique advantages and challenges for mobile game and app promotion. YouTube excels at providing comprehensive, long-form content that can result in higher audience retention and search engine visibility. On the other hand, Instagram offers visually appealing, short-form content with higher engagement rates and the opportunity for time-sensitive promotions.

Ultimately, the best platform for your mobile game or app promotion will depend on your specific goals, target audience, and available resources. However, the most important factor in determining success is accurately calculating the probability of achieving a positive ROI on your campaign. By conducting thorough calculations and analysis, you can reduce the risk of overpaying for influencer partnerships and ensure that your influencer marketing efforts deliver the desired results for your mobile game or app.

If you would like to verify the calculations for your influencer marketing campaign, feel free to contact our expert for a free consultation. They can help ensure that your campaign is optimized for success, minimizing risks and maximizing returns on your marketing investment.

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