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How travel brands can use influencer marketing: insights, lifehacks, & examples

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Promoting products and services through social media influencers is a popular tool both large and small companies use. People trust opinion leaders, so their recommendations work more effectively than traditional advertising. However, finding a reliable creator can become challenging: some deceive advertisers, and others do not meet the agreements.

The travel and tourism industry makes no exception. Before travel agencies approach content creators, they need to get prepared. Below, top specialists of Famesters agency speak about the general principles of influencer marketing for travel brands.


Why do travel companies work with influencers? Like any promotion tool, it helps resolve several challenges:

  • Create demand in the market. The influencer has a ready audience. With its help, you can quickly announce a new product or service.
  • Increase brand awareness. If you want to work with a new audience, you can find it from a content creator with a specific account topic.
  • Form loyalty. People who follow travel and lifestyle influencers and engage with their content trust them. If they promote your services, their followers will love you, too.
  • Mitigate objections. A creator can convince followers that using tourist services is “not expensive” and “not scary.” This will immediately address the most common customer objections.
  • Provide content. Influencers write texts, shoot videos, take photos, and create content that appeals to the audiences. You can use this information in your business account.

Solving these issues increases sales, which is the primary goal of any travel business.

Read more on the topic:


It is worth understanding that a creator suitable for a travel influencer marketing campaign should not necessarily be Kim Kardashian or Cristiano Ronaldo. The opinion leader you need may have 5 thousand subscribers. How the influencer manages to keep them engaged with the content is essential.

The overall influencer marketing statistics show a strong tendency to involve smaller influencers for advertising campaigns: 39% of brands preferred to work with nano-influencers (1,000-10,000 followers), while 30% of businesses, including travel and tourism companies, partnered with micro-influencers (10,000-100,000 followers). For mid-sized brands, cooperating with nano- and micro-influencers has the apparent benefit: their services are less expensive, but the percentage of the engaged audience is higher. This gives higher conversion.

Top influencers provide greater reach. But it’s unlikely that a travel agency needs thousands of followers who may not even be its target audience. Celebrities are approached by large brands who are constantly expanding their reach and are willing to pay a lot of money for it.

Read more on the topic:

The number of followers is one of the criteria to consider when choosing a creator to collaborate with. To maximize your advertising budget, you must work closely on filtering influencers. They can gain likes, subscribers, comments, and views through services or colleagues. Finding an influencer with a “pure” audience is difficult without company subscribers and bots.

Of course, only some creators are engaged in cheating, but not to waste your budget, you need to check your profile according to various parameters. Filtration can be carried out manually and using services.

Checking the influencers manually

You can evaluate a content creator based on several criteria:

1. Number of publications. Using this indicator, it is easy to determine how “old” the account is and the purity of the audience. If there are 30 posts published, the influencer has been working for a month or a little more. There can only be a few genuine followers. If there are tens or hundreds of thousands of them, most likely, the creator was cheating.

Read more on the topic: How the Famesters influencer marketing agency protects clients from fraud

2. Likes/comments ratio. For every 100 likes, there should be 0.5-1 comments. When many people like the post, there are also many comments. The likes are likely to be fake if they are not there.

3. Audience quality. See who follows the influencer and likes the posts. Do they look like real people? If the list contains only stores, bots, or no-name accounts, it is better to avoid contacting such a creator.

4. Video views. Suppose an influencer has an audience of thousands, hundreds of likes and comments on posts, and almost no video views. Most likely, this creator used cheating services. On average, 15-30% of all subscribers watch videos. If the percentage is less, pass by this influencer.

5. Comments quality. Dummy comments usually do not contain useful information. See how subscribers write, whether they use emojis, and evaluate their style, language, and jokes. If discussions are insincere, it is immediately apparent.

6. Who leaves comments? Sometimes, influencers create activity chats. They post, comment, and like each other at certain times in a circle. Look at a couple of profiles of those commenting. If it says something like “direct message for cooperation issues,” most likely, the activity is created artificially.

Read more on the topic: An ultimate guide to detecting influencer fraud

Checking the influencers through services

The second way to check the opinion leaders is through services. They work very simply: go to the appropriate website, pay, insert the influencer’s nickname into a line, and receive information about the profile in numbers, graphs, tables, and diagrams. The service shows the number of suspicious likes, comments, and subscribers and estimates the audience coverage over time. Each platform has its own features.

Famesters specialists have recently overviewed the top influencer marketing tools that help brands to work with the creators. Check the material here and discover the best platforms for opinion leaders’ discovery and cooperation.


When the first steps are made, and the travel brands identify the influencers whose values align with their brand ethos and marketing strategy, it’s time to pass on to cooperation format identification.

So, how can travel brands use influencer marketing strategies, and what cooperation formats can influencers suggest?

  • Destination showcasing:

Collaborating with influencers to showcase specific travel destinations is a potent strategy. Influencers bring these destinations to life through captivating visuals and personal narratives, enticing their followers to consider these places for their next adventure:


To provide an authentic experience, travel brands can allow influencers to take over their social media accounts for a day. This offers followers a genuine, firsthand perspective of the travel experiences associated with the brand:

  • User-generated content campaigns:

Travel brands using influencer marketing strategies can encourage travelers to share their experiences with a branded hashtag to create a community of engaged users. User-generated content adds authenticity to the brand narrative and provides social proof for potential customers.

  • Review and recommendation:

One of the most obvious ways to apply influencer marketing for travel brands as influencers’ reviews and recommendations can significantly impact potential travelers’ decisions. Honest and positive testimonials about the brand’s products or services can build trust and credibility.

  • Contests and giveaways:

Hosting contests or giveaways and collaborating with influencers can boost engagement and brand awareness. Encourage participants to share their travel aspirations, creating a buzz around the brand.

  • Storytelling through Influencers:

Travel is not just about places; it’s about the stories created along the way. Brands can work with influencers to tell compelling stories, emphasizing the emotional aspects of travel and the brand’s role in creating memorable moments.

  • Educational сontent:

Influencers can create educational content by positioning the brand as a valuable source of information. Travel tips, cultural insights, and destination guides provide value to the audience and establish the brand as an authority in the travel space.

  • Event collaborations:

Collaborating with influencers for travel-related events, festivals, or conferences can extend the brand’s reach. Participation in such events provides exposure to a targeted audience interested in travel experiences.

  • Long-term partnerships:

Building long-term relationships with influencers fosters authenticity. Regular collaborations can result in more genuine and impactful content as influencers become true advocates for the brand.


Travel brands using influencer marketing tools definitely aim to connect with their audience on a deeper level. By harnessing the creativity and authenticity of influencers, brands can not only inspire travel but also create a community of engaged and loyal customers. 

Contact Famesters via email [email protected] to find the right influencers for your travel business: we can guide you towards your next adventure!



Different types of Twitch streamers and how they can contribute to your influencer marketing campaigns

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Twitch, the largest online platform for video game streaming, has surpassed competitors like Mixer, YouTube, and Facebook. With 15 million daily active users and over 120 million monthly viewers, it has evolved into a comprehensive live-streaming video platform with different types of content creators, who are called streamers on Twitch.

Source: Twitch Demographic & Growth Statistics [2023 Updated]

Originally created in 2011 and acquired by Amazon in 2014, Twitch initially focused on streaming video games. However, it now offers a broad range of content, including sporting events, cookery shows, podcasts, and music broadcasts. This expansion has transformed Twitch into a full-fledged social network with features like direct messaging, channel-specific chatrooms, and Pulse – a feature similar to Facebook’s timeline, where users can post and engage with statuses.

The average Twitch user spends 95 minutes per day on the site, which is highlighting the platform’s significant engagement. Twitch also supports a variety of devices, including iOS and Android apps, gaming consoles, and streaming devices like Roku and Chromecast.

Twitch’s influence extends beyond entertainment, making the platform serve as a significant marketing platform. Brands collaborate with different types of streamers on Twitch to influence targeted audiences, leveraging the platform’s diverse range of content categories. During the pandemic, Twitch’s availability of over 100,000 live streams in various categories and languages made it a popular entertainment and income source for many.

Source: Twitchtracker

The fact that now Twitch caters to various niches beyond gaming, makes it a versatile platform for influencer marketing. This diversity allows brands to find suitable Twitch influencers for promotions.The Famesters experts know how your brand can benefit from Twitch marketing. In this article we’re going to get you acquainted with the most popular types of Twitch streamers – so that you make sure Twitch can greatly contribute to your marketing efforts.


Who is the most popular Twitch streamer?


Ninja is one of Twitch’s top-ranked streamers, maintaining a significant presence with 18.5 million followers. From November 2016 to June 2023, he achieved impressive viewership stats, including over 616,000 peak viewers and a total of 357 million Hours Watched. On average, each of his streams attracts over 10,000 followers, with his most popular content focusing on games like Fortnite Zero Build and Fortnite. These numbers underscore Ninja’s enduring popularity and influence on the Twitch streaming platform.


“Just Chatting” streamers: Twitch evolution beyond gaming

“Just Chatting” Twitch streamers represent a growing and popular category on the platform, known for their engaging personalities and community-building focus. These streamers cover a wide array of topics, including cooking, singing, sports, and funny videos, aiming to entertain their audience and foster communities of like-minded individuals. This diversity makes them highly effective in influencer marketing, especially if their content aligns with a brand’s theme.

The “Just Chatting” category stands out for its versatility, allowing streamers to delve into various activities like karaoke sessions, co-working, community building, and more. As of May 2023, this category has become the most popular on Twitch, surpassing even gaming streams. It recorded a remarkable 260 million hours watched and approximately 917,000 peak viewers in May 2023 alone, eclipsing popular games like League of Legends, Valorant, Grand Theft Auto V, and Counter-Strike: Global Offensive. This popularity underscores the significant shift in Twitch’s content dynamics, highlighting the platform’s evolution beyond gaming.

Source: Streams Charts 

IRL (‘in real life’) streamers

IRL streamers on Twitch primarily focus on streaming real-life content rather than video games. They are typically found in the ‘Just Chatting’ category and cover a wide range of activities. This broad category includes various types of streams, such as hosting talk shows or streaming personal activities like shopping trips. This diversity in content allows IRL streamers to attract a wide audience interested in non-gaming, real-life experiences.

Ludwig, a highly popular Twitch streamer, boasts over 1.6 million followers and an average of 20,000 viewers per stream. Known for his entertaining style, Ludwig frequently engages his audience with humor and interactive content. His streams typically feature a variety of activities, including playing chess and watching content from other YouTubers and streamers, especially during his “Just Chatting” streams. This blend of entertainment and interactivity contributes to his substantial viewer engagement and popularity on the platform.

Other types of streamers on Twitch

With the evolution of the platform, more and more different types of Twitch streamers appear. They have their dedicated niche audiences and effectively collaborate with brands.

Creative streamers

Creative streamers on Twitch offer a diverse range of talents beyond the platform’s usual gaming content. These streamers include dig

ital artists, musicians, and other talented individuals who use Twitch to showcase their skills and entertain viewers. For those seeking content different from traditional gaming streams, exploring the world of creative streamers on Twitch can be a refreshing and engaging experience.

  • Music streamers

They specialize in entertaining their viewers with musical content. These streamers, who can be found in the Music Category on the platform, encompass a wide range of musical talents, including DJs, singers, pianists, guitarists, and more. Music streaming on Twitch is notably popular for being the most lurked category. This means that viewers frequently play these streams in the background while they are engaged in other activities such as working, studying, or doing household chores, making it a go-to choice for ambient entertainment.

  • Art Twitch streamers 

These Twitch content creators represent a notable category on the platform, focusing on a wide array of artistic content. These streamers engage their audience with live streams showcasing various art forms, including painting, illustration, graphic design, sculpting, knitting, and digital art. Known for their creativity and passion, the most popular streamers in this category have established themselves as experts in their respective artistic fields. This expertise and their audience base make them particularly ideal for promoting brands within the creative industry, offering unique collaboration opportunities for companies in this sector.

Host streamers

Host Twitch streamers, akin to “just chatting” streamers, focus on entertaining their audience through conversation. However, their approach is more structured, resembling a show or a podcast. These streamers engage in organized discussions and share their opinions on topics they are passionate about. With a clear understanding of what captivates their audience, they align well with niche brands that are relevant to their content and interests. This makes them particularly suitable for collaborations with companies seeking to connect with specific audience segments on Twitch.

The bottom line

On Twitch, any type of streamer has the potential to thrive, but Variety streamers might have a higher chance of becoming popular due to their extensive opportunities for collaboration. A prime example of this was seen in 2020 with the game “Among Us,” which enabled variety streamers to collaborate with up to nine other streamers simultaneously. This feature led to significant audience growth for many streamers, some doubling their audience practically overnight. Playing a game that included streaming giants like Ninja, xQc, Disguised Toast, and others, significantly boosted their visibility and popularity on the platform. 


Twitch is an effective platform for influencer marketing, especially for brands targeting gamers. Influencers, or Twitch Partners as they called on the platform, can promote products through their streams, advertising space, and personal endorsements. While gaming brands find obvious value in Twitch, non-gaming companies can also benefit by offering products for streamers to use and discuss. This can be done through product placements, sponsorships, or by offering free products for streamers to use and discuss during their streams. Well-known brands like Coca-Cola and Pizza Hut have successfully used this strategy.

To effectively use Twitch for influencer marketing, brands can sponsor channels with substantial followings, placing logos on the streamer’s page or video set. For instance, gaming gear manufacturers can provide products to influencers, who may list them as preferred equipment if they like them. Brands can also participate in tournament sponsorships for higher visibility.

The key to marketing on Twitch is to entertain first and advertise second. While Twitch users generally don’t favor direct advertising, they are more receptive to product recommendations from their favorite streamers due to the personal connection and trust built with them. Understanding and researching the target audience on Twitch is key to creating engaging content that resonates with people, striking the right balance between sales and entertainment. Videos showcasing products should be interesting, inspirational and informative. Coupling them with giveaways, contests, or discount offers can enhance their appeal.


Twitch hosts a wide array of communities, catering to diverse interests and content preferences. By following their true interests, streamers can establish channels that resonate with like-minded individuals, paving the way for success. Despite its lesser-known status among the average Internet users, Twitch functions as a hidden social network with passionate supporters and highly effective influencers. This unique environment is recognized by various industries, including corporate gaming companies, movie streaming services, and cable networks, who see the value in marketing on Twitch. This recognition underscores the platform’s potential as a powerful tool for reaching engaged, dedicated audiences.

The Famesters influencer marketing agency cannot ignore the influence of Twitch on niche audiences. We have enough expertise to prepare an impactful Twitch influencer marketing campaign for your brand. We’ll start by conducting a thorough market research and competitor analysis – to figure out whether or not Twitch is going to be a cost-effective platform for promoting your brand. If yes, the Famesters professionals will choose the most relevant Twitch streamers – best fitted for your product. Here at Famesters we accompany our clients at each step of their influencer marketing campaigns – from the very start to a successful finish. Contact us via [email protected], and we will help rocket your business on Twitch!



Garena Free Fire’s influencer marketing strategy: YouTube dominance and recent challenges


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Garena Free Fire (also called Free Fire Battlegrounds or just Free Fire), a game that has consistently made waves in the digital world, is currently a top contender on YouTube, ranking fifth among games in terms of mentions. Despite facing a recent decline in mentions, views, and influencer engagement, the game still boasts impressive figures: 23.15B views and mentions by over 7k influencers in the last year. In this article, the Famesters gaming influencer marketing agency delves into the game’s unique position in the online gaming landscape, exploring its fluctuating popularity and the diverse geographical spread of its mentions.

In the article, our experts also highlight the profiles of influencers who champion Free Fire on YouTube, offering insights into their impact on the game’s marketing strategies. Additionally, we touch upon the game’s financial milestones, noting a peak in revenue and downloads in 2020, followed by a downward trend. Want to understand the intricate dynamics of influencer marketing and the enduring appeal of battle royale games like Garena Free Fire? Read further!


Right now, Garena Free Fire is #5 on YouTube by the number of mentions among games. It’s noticeable that the game’s mentions are allocated almost exclusively on YouTube (99%) versus Twitch (1%). While most games tend to leverage the power of live streams on Twitch, Garena Free Fire sticks to YouTube more than average.

However, in the last year, Free Fire Battlegrounds has faced a decrease in mentions (-62%), views (-13%), and the number of influencers mentioning the game on YouTube (-52%) compared to the previous period. Although the battle royale game genre remains one of the most popular on YouTube and Garena Free Fire one of the most played and mentioned, it seems like the game’s influencer marketing budget has decreased – it might be an opportunity for its competitors to step in. Despite all that, here are the impressive numbers. For the last year, Garena Free Fire got:

  • 288.68k mentions;
  • 7.15k influencers mentioning it.

Here’s the mentions dynamics chart for it to be more visual:

Anyway, on YouTube, any day is the day to watch some of Free Fire Battlegrounds: each day of the year there has been posted at least one new video mentioning it. Actually, on average, there have been 634.78 mentions per day. Tuesday is usually the most “rich” in videos – it gets 16.1%, while Saturday gets the least of it – 11.9%. Seems like Garena Free Fire players are busy on weekends, unlike PUBG Mobile fans, for example. See full report on PUBG’s influencer marketing here.

Were Free Fire is mentioned the most

The geography of the game’s mentions is surprising in the least: the #1 country where the influencers mentioning it is India. And Garena Free Fire is now banned in India! It has been since February, 2022. Well, guess the ban can’t stop gamers and fans from doing what they truly love. This shows Free Fire’s audience strong loyalty and dedication.

And here are top 5 countries that show the most mentions of the game on YouTube:

  1. India – 28%
  2. Brazil – 18%
  3. Indonesia – 9%
  4. Colombia – 4%
  5. Mexico – 4%


First of all, most of them are gamers, of course. The influencers creating content in the Gaming category are 80% of those who promote Free Fire on YouTube. And top 5 categories look like this:

  1. Gaming – 80%
  2. Entertainment – 6%
  3. People & Blogs – 5%
  4. Science & Technology – 2%
  5. Music – 2%
influencer category

Average influencer chosen for Garena Free Fire promotion on YouTube looks like this:

  • They have 549k subscribers on average – a macro-influencer, that is.

Here’s a guide on the topic:

  • Their videos get 55.2k views on average.
  • Their average engagement rate is 11.9%.

$419 is the average price an influencer charges for their services in the case of Free Fire Battlegrounds, and with this the game’s marketers get CPM (Cost Per Thousand views) at almost $7.6, which is relatively low compared to other games’ CPMs.


Here’s one of the most popular YouTube Shorts videos on a Mexican channel CharlyBannana (3.08M subscribers). Here, a character, weapon, and some Free Fire features are presented. The video has over 1.6M views, almost 98k likes, and an engagement rate of 6.06%.


And this one is a longer one – a video that may be described as classical for such gaming channels as Golemcito Games (11.4M subscribers, Peru). Over 1M views and 30k likes with the engagement rate of 15.28% – quite a good result, also the ER is significantly higher than the average for this channel – 2.92%.



2020 was The Year for Free Fire – that year, the game’s revenue got over $2B, and this is its best yearly result so far. After that, the revenue has gradually decreased to $1.2B in 2021 and $500M in 2022. The number of downloads has also decreased from 450M in 2020 to 262.3M in 2023. The 2023 revenue is yet to be counted, but it seems like Free Fire Battlefield is cooling down. The game’s ban in India where it still is the most popular seems to be the major reason for that.

However, it would have been wrong to underestimate and write Garena Free Fire off. In 2023, the game reports to have 187M daily active users – which is an improvement over 2021’s 150M.

See the opportunity you can take with your own game while Free Fire is striving to maintain its place among the most mentioned games on YouTube and the one of the most played battle royale games? Contact the Famesters influencer marketing agency via [email protected] to build a successful strategy for your game’s promotion!



Comparative analysis of Fortnite influencer marketing strategies on YouTube and Twitch

Report - Fortnite Save The World

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The battleground of YouTube versus Twitch for game marketing supremacy is as intense as the virtual arenas they broadcast. For Fortnite, a titan in the gaming world, the question of which platform reigns supreme for promotion is more nuanced than mere user statistics. In this article we’re going deeper into the intricate dance of influencer marketing, dissecting the strengths and peculiarities of each platform in the context of promoting Fortnite: Save The World.

Despite the difference in user base size, Twitch emerges as the unexpected frontrunner for Fortnite: Save The World mentions, signaling a vibrant nexus for the game’s community. However, the plot thickens as YouTube, with a smaller relative share of mentions, astonishingly secures the third spot for most mentions of the game on its platform. Let’s dissect these dynamics, offering an analytical peek into the influencer marketing strategies employed, the geographical spread of the game’s mentions, the nuanced portrayal of the typical Fortnite influencer on YouTube, and the surprising engagement statistics on Twitch.

From influencer portraits to mention dynamics and geographical insights, we peel back the layers of marketing strategies that have propelled Fortnite: Save The World into the spotlight on both platforms. We also highlight specific influencers who have made significant contributions to the game’s visibility, juxtaposing the numerical might of YouTube with the qualitative clout of Twitch. Whether you’re a marketer looking to harness the power of influencer marketing or a gaming enthusiast curious about the behind-the-scenes of game promotion, our article promises a comprehensive overview that could ignite the next wave of gaming sensations. Let’s start!


Both platforms have vast gaming communities, and both have their unique perks that can help you promote a video game. In most cases, YouTube prevails and attracts more money from game producers and developers as it has more users in general: 2.70 billion monthly active users vs. 140 million on Twitch. But with Fortnite: Save The World the story isn’t a typical one: most of the mentions come straight from Twitch, it seems to be the major platform for the game.

Now, mention allocation of Fortnite: Save The World is like this:

mention allocation

And here’s what’s crazy: even with such allocation, Fortnite: Save The World is the 3rd most mentioned game on YouTube so far! So we’ll break down the influencer marketing strategies on both platforms.


As we have mentioned earlier, the game maintains the bronze medal for the overall number of mentions on YouTube. In the last year, all the metrics have noticeably decreased for Fortnite compared to the previous period: for example, the number of views has decreased by 186%. But the game still remains one of the most loved by YouTube gamers: 

  • 5.56k influencers have mentioned it over the year.
  • Fortnite: Save The World got 94.17k mentions on YouTube.
  • 7.69B – this is how many views it got.

With this amount of mentions, it’s even needless to say that there hasn’t been a single day without someone releasing a video with a Fortnite mention. As for weekdays, Tuesday and Wednesday are the ones that collect the most mentions: 16.7%. Friday and Sunday are the “weakest” days as they get only 12.5%.

distribution of mentions by day

Geography of mentions

The USA is the country that seems to love Fortnite: Save The World the most: 24% of mentions come from there. The list of top 5 countries looks like this:

  1. The USA – 24%
  2. Japan – 10%
  3. Brazil – 7%
  4. France – 6%
  5. United Kingdom – 5%


Of course gamers, gaming influencers are the first choice for the game’s promotion. Most of the mentions on YouTube come from them, but there also are some other categories of influencers that post videos with Fortnite ads:

influencer category

Top 5 categories of content Fortnite marketers choose are:

  1. Gaming – 88%
  2. Entertainment – 5%
  3. People & Blogs – 2%
  4. Music – 1%
  5. Film & Animation – 1%

Let’s take a closer look at an average YouTube influencer that gets to promote Fortnite: Save The World:

  • On average, they have 412k subscribers.
  • Their average number of views is 44k.
  • The average engagement rate is 8.53% – which is good for YouTube. Here are benchmarks for you to consider:
  • The average price per an advertisement is $714.
  • The average CPM (Cost Per Thousand views) results in $16.2.


Here’s one of the YouTube Shorts videos made by Corey Tonge – the channel has 11M subscribers. This video has over 9.3 million views, over 294.8k likes, and an engagement rate of 3.14%. The creator is from Canada, note that he has made 6 such Fortnite videos for the last year. In this one, he compares it with another game, Roblox.

And this one is a longer video from an Australian channel LazarBeam that has 20.9M subscribers. It is kind of a comeback of a gamer who hasn’t been playing Fortnite for a long time and is now turning to it once again. Guess Fortnite really has that effect on people! The video has almost 6M views, over 209k likes, and an engagement rate of 3.73%.


On Twitch, Fortnite is the number one by mentions: without doubt, the community loves, and also the game’s marketers know how to leverage this power of the streaming social media platform. Despite the fact that for the last year, Fortnite: Save The World has been doing a bit worse than during the previous period in terms of mentions – their number decreased by 31% – the number of views, on the contrary, grew by 30% and almost got to 2B. Here are more numbers for the past year:

  • 136.45k streamers mentioned Fortnite.
  • 2.57M is the number of mentions.
  • 1.99B – the number of views.

And yes, the game gets mentions on Twitch each day, every day without fail. But unlike on YouTube, here Sunday is the day people seem to play Fortnite the most – 16.9% goes to it, while Monday is the “quietest” day with 12.3%.

destribution of mentions by day


Here’s what’s interesting: the average numbers of views (41.1) and subscribers (14.6) per stream are quite low compared to the numbers we are used to seeing on YouTube. But with the number of influencers playing and promoting the game, it makes a significant impact on the gaming community. Also it means regular players that may not be big names or have a large subscriber base love Fortnite – and they are actually those who form the community, the audience.

What’s impressive is the engagement rate – it gets to 44.6%. Also the average price per streamer’s service is quite low – $154. 

And more about the streamers and their audience – here are the top 5 languages spoken by the Twitch influencers playing Fortnite:

  1. English – 49%
  2. Spanish – 18%
  3. German – 7%
  4. Portuguese – 6%
  5. French – 6%

As Twitch deletes past broadcasts after 60 days (at most), here are the top 10 influencers that have streamed Fortnite on Twitch for the past year:

top 10 influencers that have streamed Fortnite on Twitch for the past year

Note that there Twitch’s most adored and most-followed streamers like auronplay, ibai, Rubius, Tfue, juansguarnizo, and pokimane – they all are on Twitch’s top 10 list.


Up to now, Fortnite, launched in 2017, has generated over $26M of revenue. Who are the people paying? They are over 500M registered users, mostly male (90%), who play the game 6-10 hours every week. Right now, there are 231M monthly active Fortnite users. As you can see from the report, it became possible to achieve these numbers with the help of influencer marketing on Twitch and YouTube. Feel inspired yet? The Famesters influencer marketing agency can help your game rise just like that! Contact us via [email protected] or use the contact form on our site.



PUBG Mobile on YouTube: influencer marketing uncovered

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In the world of mobile gaming, few titles have garnered as much attention and acclaim as PUBG Mobile. Even if you don’t play battle royale games, you have heard of PUBG Mobile. Even if you don’t play mobile games, you have heard of PUBG Mobile. If you are not into gaming at all but use YouTube, you most definitely have heard of the game anyhow. This is due to 2 major factors: 1) gamers love battle royale games and YouTube, 2) PUBG Mobile has a huge, massive presence strategy for influencer marketing in general and YouTube influencer marketing in particular. Beyond the immersive gameplay and intense battle royale showdowns lies a meticulously crafted influencer marketing strategy that has propelled the game to stratospheric levels of popularity.

In the end, LightSpeed & Quantum Studio, a division of Tencent Games responsible for the game’s developments, has spent approximately $82.2 million on YouTube influencer marketing for the last year alone, according to our research. The Famesters experts have analyzed PUBG Mobile’s strategy, publications dynamics, the influencers engaged in the campaign, revenue, and more. Now we are ready to share the insights with you. See how a gaming brand can become one of the most loved and mentioned on YouTube.


As it was stated earlier, the research revealed that PUBG Mobile’s approximate budget got to $82.2 million – quite generous, and where did it get the game? Right now, it’s #6 among all the games mentioned on YouTube. For the last year, it got 28.78k mentions and 1.76B views. The number of ad mentions amounted to 26.49k – it’s 92% of the overall amount.

As you can guess, there was no day without any mentions of PUBG Mobile on YouTube: the calendar is full, here are the last two months for example:

Saturday seems to be the stellar day for the game: Saturday accounts for 15.74% of all weekly mentions. Monday is the most “quiet” day: it only gets 12.65% of weekly mentions. Well, that seems to be logical: Saturdays are traditionally days off for many working people, reserved for fun, games, and YouTube.

Although we are talking mostly about YouTube, PUBG Mobile also has some of its budget allocated to Twitch – 7%, to be more precise:

Geography of mentions

Can you guess what country’s influencers mention PUBG Mobile most frequently? We bet you don’t. If your answer is the US, you are close, but not there: Turkey is the winner here!

Top 5 countries by mentions are:

  1. Turkey
  2. The USA
  3. Pakistan
  4. Vietnam
  5. Indonesia


Who are the people promoting PUBG Mobile on YouTube? What influencers do the game’s marketing experts choose? 

First of all, the main category of YouTube content the game uses is obvious: it’s Gaming, 76% of the influencers promoting the game operate within it.

But that’s not all that is there. The pop 5 categories of influencers working with PUBG Mobile are:

  1. Gaming
  2. Entertainment
  3. People & Blogs
  4. Sports
  5. Film & Animation
influencer category 2

The average influencer that makes videos for PUBG Mobile usually has:

  • 186k views on their videos
  • 1.46M subscribers
  • Engagement rate of 9.12%

The average price for an integrated ad is $2.55k, resulting in an average Cost Per Thousand views (CPM) of $13.7.


Here’s one of the recent YouTube videos with PUBG Mobile ad integrated in it. 

Zeeyad x channel – a Turkish one – has 1,32M subscribers; the influencer’s videos get 497k views on average, and his average engagement rate is 3.24%. This video performed better than that: it already has over 622k views, and its engagement rate has gotten to 13.01%.

Another example – a recent video from Thailand. The Atompakon channel has over 2M subscribers, and despite being quite a big one with that, the videos get only 80k views on average. Also, the engagement rate is quite low – less than 1%. Collaborating with such channel may be a big risk for a brand, and PUBG Mobile took it. The result isn’t bad at all: the video with the game promotion got over 76k views, and its engagement rate is significantly higher than average – 14.23%. Also note that the channel isn’t even a gaming one, Atompakon is an artist, and this dedicated video shows him drawing for PUBG Mobile.

And this one is of another format – a one-minute YouTube Short one. The Husam Kwaik channel (from the United Arab Emirates) has 3.8M subscribers, its Shorts get 4M views on average. This one dedicated to PUBG Mobile has almost gotten to that point – now it has over 3.7M views and an engagement rate of 4.87%.

So what about money?

Yes, the question is – how does it all affect the game’s revenue? In 2023, monthly global player spending on PUBG Mobile reached $103.96 million. And since PUBG Mobile’s launch in 2018, the overall revenue surpassed the milestone of $10 billion in 2023. It makes the game the second most profitable one by Tencent (right after the #1 Honor of Kings).

Most of the game’s revenue comes from China – 60.3%. But Chinese market is set somewhat apart from the global one. So here are the top 3 countries that have contributed the most to PUBG Mobile’s revenue so far apart from China:

  1. The USA – 10.7%
  2. Japan – 3.7%
  3. South Korea – 1.6%

Inspired by PUBG Mobile’s results? Contact Famesters via email to [email protected] to get your own influencer marketing strategy and skyrocket your game’s success!



Travel influencer marketing: a complete guide

Travel Influencer Marketing A Complete Guide

Table of Contents

Travel blogging is “a sort of Renaissance of travel writing on social media.” The relevance of this work lies in the fact that with the advent of the Internet, social media quickly became popular among consumers of travel and tourism content. The Internet has enabled tourists to become more knowledgeable and has also helped them to seek value for money, so the tourism industry has become flexible by providing personalized and relevant information.

Travel bloggers influence followers who are potential consumers to increase or decrease interest in visiting a destination. So, is influencer marketing in the travel industry valuable in general? In this article, the Famesters experts will figure it out.


Influencer marketing for the travel industry is part of the broader field of influencer marketing, which aims to promote and influence the tourism industry. In the past, influencers tended to focus mainly on promoting products, but with the development of this trend, their scope of work began to expand into other areas. Tourism has become a trendy topic on social media due to the increased accessibility of travel to the general public. The trend is to share travel experiences, impressions, and travel memories on social networks. In this way, influencers become a source of inspiration and guides for other travelers looking for travel tips and advice.

Influencers who deal with tourism are called travel influencers. They are the ones who can use posts, photographs, videos, comments, and other general materials to shape the perception of their followers on social networks.

In particular, Instagram has become a popular platform for travel influencer marketing. Various tourist organizations often work with influencers to build and increase brand awareness and spread the word about the destinations. Young people show interest in participating in the activities of travel influencers, accept their advice and suggestions for new places, and later decide to visit these places. Statistics show that 57% of Gen Zers confirm to consult top travel influencers to help them prepare for vacations. If an influencer provides quality and credible content related to the promotion of hotels, destinations, restaurants, and other services, it can create a solid emotional connection with its audience and attract a large number of potential customers. Active social media users such as influencers and their content can change tourists’ attitudes and inspire them to plan their trips.

Read more on the topic:


Tourism boards that work with influencers aim to promote their destinations for the following reasons:

  • Authentic promotion: influencers can provide original and relatable travel content that resonates with their followers. When influencers share their personal experiences and adventures in a destination, it often feels more genuine and trustworthy than traditional advertising.
  • Reach and exposure: influencers have a significant online following, which allows tourism boards to reach a broader audience. This exposure can raise awareness about a destination and attract potential travelers.
  • Social media impact: influencers excel at leveraging various social media platforms, which are vital channels for travel inspiration and planning. They can communicate with their followers on multiple platforms, including Instagram, YouTube, and TikTok, to showcase a visually engaging media kit for destinations.
  • Cost-effective marketing: collaborating with influencers can be cost-effective compared to traditional marketing campaigns. It often provides a higher return on investment (ROI) due to the personalized and targeted approach.
  • Trend-setting: influencers can help set travel trends and preferences by highlighting emerging destinations, activities, and travel styles. 

Speaking about trend-setting, we must admit that several trends in the travel industry are closely related to travel influencers. They can influence these trends and thus have a direct impact on their followers. 

Famesters’ experts highlight the following trends that the influencer marketing travel industry faces today:

  1. Sustainability is becoming increasingly popular in travel. Influencers can spread the word about sustainability and help reduce congestion at tourism sites through campaigns that target to reduce your carbon footprint. 
  2. Digital nomadism was developed during the COVID-19 pandemic. Many people have been forced to work from home, and even after returning to normality, this working style remained popular. Travel influencers promote this opportunity where travelers combine their work responsibilities with traveling the world. 
  3. Sharing economy is another trend that involves sharing the cost of transportation (e.g., BlaBlaCar) and accommodation (e.g., Airbnb). Social media makes luxury travel accessible to a broad audience. Influencers are primarily reaching out to younger generations who have higher disposable income and are influenced by social networks. 
  4. Nomadic van life, where people decide to give up commitments and travel the world freely, is also a trend. The pandemic has also increased the desire to be more distanced from others and to travel within reach of home, increasing interest in domestic tourism.
  5. Living in nature, more and more people go on mountain hikes, discover little-known places, and seek adrenaline sensations even with less comfort. All these trends are mainly aimed at the young Generation Y, who are greatly influenced and inspired by social media. 

Read more on the topic:


Influencer marketing is a modern, effective tactic that promotes many of the firm’s marketing goals. But they need to be strategically managed and planned. Normally, a model of the cooperation process between a company and an influencer includes five stages:

Planning  → recognition → inclusion → motivation → coordination

When planning any marketing campaign, it is important to set goals the brand wants to achieve. These goals will most likely be consistent with the brand’s overall marketing strategy and will influence the selection of suitable content creators, their requirements, and the overall cooperation.

The second stage of recognition is focused on choosing an influencer who shares the brand’s values and has an engaging audience. It is also essential to consider the budget of future cooperation. Large companies or even countries interested in attracting new tourists can afford to cooperate with celebrities like Qatar did when inviting David Beckham for the commercial:

David Beckham


Small businesses often prefer to invest in micro- or even nano-influencers. Content creators with a relatively small number of followers are often more helpful for businesses as they are credible, have a real connection with the audience, and show better results in local campaigns, like the content creator from Morocco:


At the stage of inclusion, the businesses study the number and the quality of the influencer’s followers, the engagement rate, communication style, type of posts, authority, and overall popularity of the influencer. Companies can also request various campaigns, not just through social media, which is expected. For example, a company may undergo master classes or meetings with an influencer. The tourism and travel businesses must have a clear understanding of the market they are targeting and the platforms that are popular in this market. Based on this, they can decide if the selected influencer will be included in the marketing campaign. 

The stage of motivation is not as easy as it seems. There are several reasons why influencers share their personal lives. We often talk about the joy of attention from their subscribers and the popularity of the influencer, about the great interest in promoted products, services, or topics, or simply about financial rewards and other benefits from cooperation. These reasons may change over time as interests and values change the influencers themselves. This also applies to the assessment level. Influencers should be motivated to do excellent work.

The last stage is focused on coordination, negotiations, monitoring, and support of influencers during the period of cooperation. The influencers’ activities must be aimed at achieving the goals set at the beginning of the campaign. The company must monitor these activities to stay consistent with desired results and goals. This stage also contains feedback from influencers on what was great about the cooperation and what needs to be improved or done differently. 

What else to pay attention to

However, with the rise in popularity of influencers, distortion also occurs. Influencers often depict some destinations as ideal places that would suit them. However, the photos and videos they promote sometimes create a misleading impression. Influencers use different programs to edit the content to get the best results. They get up early to visit an attraction without a crowd of tourists. 

The reality of a famous place can be completely different. The tourists are lining up in the photo queues for which the local community often charges a fee. These days, influencers usually pay attention to this and try to go against these trends. They directly depict the reality of the place and show their audience what it looks like there. Therefore, it is necessary to distinguish between genuine and misleading content creators and especially the truthfulness of their posts.


The influencer marketing travel industry offers almost unlimited opportunities for business promotion and new audience attraction. Travel influencers can create compelling and inspirational content that influences the plans and decisions of potential travelers. They can be effective partners for tourism boards and companies, helping them establish and strengthen their market presence, attract new customers, and stimulate demand for specific tourist destinations, services, or products.

If you want to start a marketing campaign with an influencer to promote your travel business, ask Famesters for help: [email protected]. We will help with the determination of the campaign goals, selection of the right influencer, building a strategy, and carrying out the advertising campaign. In influencer marketing, we can do everything.