Coming back to the risk you were talking about, can you explain in more detail your selection criteria when choosing inf

[Dimaeiya333]

We do a little screening first, which is looking at the general information and maybe doing a quick Google search to check if there are any bad headlines etc. If the NGO is willing to work with them or if it’s a candidate who might be a good fit, then we do a deeper screening. [Our subsidiary] The eSports Company knows the Twitch world really well , they can easily tell if the person is very left-wing or right-wing, controversial or not. That’s a big advantage, because otherwise it would be a lot of work if you didn’t know anyone.

Of course, the more new contacts we get, the more we have to check. Apart from the content, a good way to check if they fit is the financial aspect, because we don't pay them much. If we offer to pay them a small amount and they have a million followers, it's not at all normal for them to get that amount. If they don't agree with our values ​​or our messages, they're not going to agree to spread them for that amount. For us, it's a kind of control mechanism to see if they have an internal motivation to do so.


Is influencer marketing for NGOs essentially the same as for classic brand marketing campaigns?
It is in the sense that content creator campaigns are measured against KPIs, but I would add that another advantage is that you get feedback or input from different target groups or different communities. In content creator campaigns, people can use the comments section more, or influencers will give you feedback on the community response. That's something you might not know in a poster or press campaign. You get more qualitative information.

Looking ahead, how do you see influencer marketing developing for NGO vp maintenance mailing lead s and non-profits? Do you think the space will become more crowded?
It might become more widespread. The gaming bubble, for example, is very specific, and at first we were doing it with one NGO. Now we work with five or six in this specific field because it is a very interesting target group for them. Our goal is to build longer relationships with creators and activate them more than once, because it is very expensive to activate new people all the time. Activating them regularly builds trust. It is important to check which organizations they already have [on their list] – for example, if they worked with Unicef ​​last week, maybe now is not the time to approach them. So there are more and more people, and I think it is important to establish your relationships now , so that you become a brand that they like and really internalize your cause.

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