Who is the Right Influencer?

Business Insights from Social Network Analysis

2025-12-10

The Strategic Context

Space Games Inc.’s Challenge

Company Background

  • Small gaming company in Singapore
  • Launching “Thrive in Space 5” (5th version)
  • Target: Gamers aged 16-25
  • Campaign: “Thrive to Survive” on Twitch
  • Timeline: 1 month to launch

CMO Tina Lohn’s Dilemma

Three critical questions facing senior management:

  1. Selection: Which influencers should we choose?
  2. Justification: How do we prove ROI to leadership?
  3. Methodology: What metrics actually matter?

The Core Problem

Follower count alone is misleading

Traditional metrics don’t reveal:

  • Who influences other influencers?
  • Who bridges multiple communities?
  • Who has authentic audience engagement?
  • Who aligns with brand values?

Why This Matters

Failed influencer campaigns often result from poor selection, regardless of budget size

Understanding Twitch’s Unique Value

Why Twitch for Gaming Products?

Platform Characteristics

Live Streaming Advantage

  • Real-time product demonstrations
  • Authentic, unscripted reactions
  • High interactivity (chat features)
  • Community trust and credibility

Audience Demographics

  • 73% aged 16-34 (perfect fit!)
  • 65% male, 35% female
  • Gaming-focused community
  • High engagement rates

Monetization Ready

  • Affiliate program structure
  • Subscription revenue models
  • Donation capabilities
  • Professional content creators

Network Structure Insights

Key Finding: Network is dense with distinct super-users

  • Average followers: 6.22 per user
  • Maximum followers: 465 (User 4949)
  • Distribution highly skewed
  • Sub-communities within larger network

Strategic Implications:

  1. Few users have outsized influence
  2. Communities cluster around topics
  3. Information spreads through hubs
  4. Super-users bridge multiple groups

Business Opportunity

Select influencers who are well-connected within the network, not just those with high follower counts

Strategic Selection Framework

Moving Beyond Simple Metrics

Critical Business Insight

Network position matters more than network size

An influencer connected to other influential users has multiplier effects that raw follower count misses

Three-Stage Selection Process

Remove Misaligned Candidates

✗ Mature Content Channels

  • Not age-appropriate for 16+ game
  • Brand safety concerns
  • Reduced candidate pool by 55%

✓ Require Affiliate Status

  • Professional monetization capability
  • Experience with sponsored content
  • FTC disclosure compliance
  • Only 5% of streamers qualify

Result: Initial filtering based on business requirements, not just network metrics

Identify True Influencers

Focus on two key dimensions:

Eigenvector Centrality (High)

  • Connected to other influential streamers
  • Message spreads through important nodes
  • Access to influential audiences
  • Business Value: Credibility by association

Betweenness Centrality (High)

  • Bridges multiple gaming communities
  • Facilitates cross-community reach
  • Information gatekeeper role
  • Business Value: Broader market penetration

Ideal Quadrant: High Eigenvector + High Betweenness

Profile Checks for Final Selection

Genre Alignment

  • Plays games similar to Thrive in Space?
  • Space/strategy game background?
  • Audience interested in multiplayer games?

Content Style

  • Multi-game streamers (more credible)
  • Professional streaming quality
  • Positive community management
  • Consistent schedule

Authenticity Markers

  • Genuine enthusiasm for games
  • No controversial associations
  • Values align with Space Games Inc.
  • History of successful partnerships

Final Selection: Choose 3 influencers from different communities

ROI Framework

Building the Financial Case

Revenue Calculation

Revenue Formula (Simplified)

Revenue = Price × (Direct Reach + Indirect Reach) × Conversion Uplift

E.g.:

  • Price: $29.99 per game
  • Direct Reach: Influencer’s followers
  • Indirect Reach: Network effect (2-3x)
  • Conversion Uplift: 0.04% above baseline

Cost Components

Direct Costs

Influencer Fees

  • $500-5,000 per stream
  • Based on follower count & engagement
  • Performance bonuses possible

Product Costs

  • Free game copies for influencers
  • Discount codes (reduced margins)
  • Shipping/digital delivery costs

Indirect Costs

Campaign Management

  • Staff time for coordination
  • Content creation support
  • Performance monitoring

Legal & Compliance

  • Contract preparation
  • FTC disclosure requirements
  • Rights management

Beyond ROI: Strategic Value

Long-term Business Value

Brand Building Impact

Market Positioning

  • Exposure to core gaming demographic
  • Association with trusted community voices
  • Category leadership opportunities

Social Proof Generation

  • Third-party validation of game quality
  • Authentic viewer testimonials
  • User-generated content creation

Community Development

  • Ongoing player engagement
  • Foundation for future launches
  • Loyalty program opportunities

Strategic Insight

Initial campaigns create lasting relationships that benefit future product launches

Risk Mitigation Framework

Key Risk Factors

Brand Alignment Risks

Potential Issues

  • Influencer controversy
  • Audience backlash
  • Values misalignment

Mitigation Strategy

  • Thorough background checks
  • Performance-based contracts
  • Crisis response planning

Portfolio Approach Benefits

Risk Diversification

  • Select 3 influencers from different communities
  • Minimize single-point-of-failure
  • Test different messaging approaches

Learning Opportunities

  • A/B test content strategies
  • Identify best-performing segments
  • Optimize future campaigns

Strategic Lessons & Implementation

Key Business Takeaways

1. Systematic Beats Intuitive

Traditional Approach (Avoid)

  • Select by follower count
  • Choose recognizable names
  • Rely on personal connections

Network-Informed Approach (Adopt)

  • Analyze network position
  • Consider multiple centrality measures
  • Balance reach with influence
  • Validate with qualitative checks

Business Impact:

  • Higher conversion rates
  • Lower risk of mismatch
  • Better ROI per dollar spent

2. Authenticity Cannot Be Faked

Case Evidence from Teaching Note

❌ Pepsi/Kendall Jenner - Tone-deaf messaging
❌ Bud Light Controversy - Poor influencer fit
❌ Genre Misalignment - Audience skepticism

✓ Successful Patterns

  • Influencer genuinely plays similar games
  • Natural fit with brand values
  • Audience already interested in genre
  • History of authentic endorsements

Business Impact: Protects brand reputation

3. Community Diversity Multiplies Reach

Strategic Rationale

Select from different network communities:

  • Community A: Space strategy gamers
  • Community B: Multiplayer enthusiasts
  • Community C: Building/simulation fans

Benefits:

  • Minimize audience overlap
  • Cross-pollinate messages
  • Reach broader market segments
  • A/B test different approaches

Business Impact: Maximum reach per dollar

4. Performance-Based Alignment

Contract Structure Recommendation

Avoid: Pure flat fee arrangements
Prefer: Hybrid performance model

  • Base fee: $300-500
  • Performance bonus: 10-15% of attributed sales
  • Unique discount codes for tracking
  • Milestone bonuses for engagement

Why This Works:

  • Aligns influencer incentives
  • Reduces downside risk
  • Easier ROI justification
  • Motivates authentic promotion

Business Impact: Better campaign outcomes

The Success Formula

Bottom Line for Space Games Inc.

Influencer Marketing Success Requires:

  1. Data-Driven Selection - Network analysis identifies hidden influence
  2. Strategic Thinking - Brand fit and community diversity matter
  3. Disciplined Execution - Performance contracts and active management
  4. Continuous Learning - Measure, adapt, and optimize

The combination of network science and business judgment creates sustainable competitive advantage in the gaming market.