Gustavo Toselli Haag

I started with my own YouTube channel, making content about the game; League of Legends, started interviewing people. At the same time I started working on my personal branding on social media. I eventually joined Riot Games a few years later and got to know a lot of influencers, especially YouTubers and streamers. That way I realized that a lot of people actually work on social media but doing influencer marketing. I changed my path more on the influencer side. Things just got better afterwards.

When it comes to actual work, it was easier before compared to now, but right now there are a lot of KPIs to measure. You need to take more time to look for the right profiles instead of going with someone just because they have a lot of followers. For me the transition wasn't so hard because I'm a user of social media and make videos on tiktok. But I wasn't prepared to get involved into things like return of investment, tracking metrices, etc. It was easier a few years ago but you know, just trying to catch up.

I do remember one from few years ago, the thing that I learnt is that you can't underestimate your influencers. Nobody knows the audiences better than the influencers themselves. The key is to always have fun with them while creating the content. Ensure that they're delivering the right message, but don't mess with the tone. Just let them do what they think the best for the audiences. Don't believe in yourself that much would be my learning from this.

It really depends on what are you looking for. If you're just looking for exposure and engagement, return of investment won't be a priority, although you still need to control your spending. If I have to choose 3, I'd say conversion rate, engagement, and return of investment.

If you're new and you're working on a startup, you have to mentally prepare to do a bit of everything. You will have to make the reachout, deal with their managers, you have to negotiate, but you still need to take ownership in every single step of the influencer marketing process. Once you go medium or big, it's okay to look for the agencies to micromanage everything so you can focus on a bigger picture. No day is the same, you are constantly learning something new. I think of every day as a new challenge.

I normally use Streams Charts for Twitch, YouTube, or any other platform you can potentially stream on. You can always use Social Blade for youtube because Streams Charts can get a bit expensive over the time. It's totally up to you, some people even use Google Sheets and it still works.

For the pain points, to me doing the analytics and reports are pain in the head. When it comes to the most difficult part, I'd say it's learning how to be pragmatic. Especially if you work in agencies or in companies that you're gonna have people from many different countries, you have to understand the background of the people you're speaking, or the language, and the culture. Speaking with an agency from Japan, or from South East Asia, or USA will have such a different world view. A lot of miscommunication might happen, and you want to avoid that by understanding that everyone is different. Even to get an answer from someone can be difficult if you don't know how to approach them.

Regarding opportunities I think the market is growing bigger and bigger everyday. There are a lot of new agencies and brands, and that's actually a good thing. It will push you to become better, more professional, or it might push you to look for different way to approach some problems. But, at the same time I think that we are facing a huge economic crisis right now globally. It definitely is not going to be an easy year. We need to step up our game, keep creating the best contents possible for everyone, and keep in touch with the younger generations perspectives as we grow older.