The Best Influencer Marketing Case Studies: Campaigns From Top Brands, Influencers, & More

best influencer marketing case studies

Influencer Marketing Case Studies From Nearly Every Industry & Vertical

We’ve gathered our most popular influencer marketing case studies that have helped inform and shape the industry, highlighting the most successful advertisers, brands, and social media influencers.

Our studies pull from all different industries, showcasing a variety of influencer partnerships in beauty, gaming, travel, and more. Check out our list of the top 50 influencer marketing campaigns for inspiration in the upcoming year.

Use the directory below to jump to a specific case study, otherwise keep scrolling to see our entire list of the top 50 case studies:

Influencer Marketing Case Studies From Top Brands & Campaigns

Combined with a rapidly growing user base of young millennials and Gen Zers, TikTok has found itself in the enviable position of being the hottest influencer marketing tool of the year. Here are 10 TikTok marketing campaigns that show just how useful the platform can be to brands and marketers.

TikTok campaign example

These popular brands are using small influencers AKA “micro-influencers” to amplify their messaging and create a big impact.

Top microinfluencer campaign CVS

Dunkin’ warms up their influencer marketing strategy by partnering with nano-influencers to generate positive buzz for the company’s new espresso line. Find out how the influencers’ engagement rates fared in light of their small-sized followings.


Gymshark has long leveraged fitness influencers as a top priority in the company’s marketing strategy, so it is no surprise the sportswear company was one of the first brands to dive into TikTok influencer marketing. Read how Gymshark utilizes top top TikTok creators here.


These eight popular brands have adapted and adjusted their marketing initiatives to acknowledge the global health crisis and support their homebound users the right way during the coronavirus outbreak.

See how companies like Oreo, REVOLVE, P&G and more are partnering with influencers on Instagram and TikTok here.

hwo to advertise on instagram

Gillette changes up its traditional sports-centered marketing by fostering a diverse roster of influencers including mommy bloggers, gay influencers, and more.

See the stats from over 40 analyzed Instagram sponsored posts here.


Hilton partners with well-established travel influencers to reveal a proposed list of Seven Urban Wonders, each location spotlighting one of Hilton’s worldwide luxury resorts.

Meet the travel and photography influencers in this case study who continue to bring travel-envy to more than 3 million Instagrammers.


Evaluate the effectiveness of Fabletics micro-influencers and learn about the company’s campaign goals, combined results, ambassador program and more here.

Fabletics influencer brand ambassador

The mobile dating app Hinge partnered with some of Instagram’s most hilarious meme accounts and relatable lifestyle influencers to promote the re-brand of their app to eliminate “swipe-culture.”

Hinge Dating App Example post

89% of marketers consider the ROI from influencer marketing to be comparable to or better than other marketing channels. In the case of Warby Parker, the company attributes their $2 billion valuation to their use of social media influencers.

Check out the eyewear brand’s campaign in this influencer marketing case study.


The mobile gaming industry represents nearly half of the $115 billion global gaming industry. Take a look at how five of the biggest mobile game manufacturers leverage successful YouTube creators to help generate awareness for their most popular apps.

Example of Youtube Gamer

Pantene teams up with African American social stars to leverage influencer-created YouTube and Instagram video tutorials for their #GoldSeriesCollection campaign.

See how Pantene’s targeted campaign reached an engagement rate of over 12% here.

african american pantene

See how lifestyle bloggers with an active following on social media can optimize brand exposure by produce short-form sponsored posts on Instagram, while also creating longer, nuanced content on their respective blogging websites.


The global gaming market is projected to bring in upwards of $120 billion in revenue in 2019 and continue to grow through 2021.

See how Playstation partnered with male and female gamers to increase brand engagement and bridge the gap between tech audiences and gamers here.

Playstation Influencer example

To promote its #FaceAnything campaign, skin care powerhouse Olay looked to nine fearless female influencers to attract a diverse audience, challenge stereotypes, and invite women to embrace their true beauty.

We list the key adjustments influencers and marketers are making to their messaging amid COVID-19.

See the brands & influencers who are making a difference by partnering with health incentivized non-profits.

instagram influencers covid trend

Nike has long partnered with athlete influencers, and as the influencer marketing landscape evolves, Nike continues to adapt by partnering with some of the biggest YouTube influencers to promote its products.

Example of a Nike Influencer

EOS recently launched a lip balm line formulated by top beauty stars around the world.

Our in-depth case study shows the long-term campaign strategy from creation to post-launch: including influencer events, influencer selection, giveaways, unboxings, and more.

EOS Lip Balm flavor ex

Instagram influencers promoting Headspace’s meditation app interact with their followers on a deeper level through engaging discussions and long-form captions.

Check out the mindful app’s case study here.


Pet influencers, luxury influencers, and pro-surfers collaborate with top auto brands to capture a wide range of influencer audiences.

Auto Brands influencer example

Dyson recruited some of the top dogs of Instagram to raise product awareness and generate lighthearted social content. See how humor and relatability helped Dyson’s social reach and brand perception in this influencer marketing case study.


Influencer marketing is a rapidly growing industry with legalities to match. FTC violations and contract breaches are just some of the issues that can devastate a healthy influencer partnership. In this case study example, Alo Yoga and influencer Dana Falsetti tackle the dispute of sponsored content ownership.

AloYoga Influencer

Travel is one of the fastest growing influencer marketing categories, with 40% of millennials weighing the “Instagrammability” of a location before booking a trip.

Check out how travel and lifestyle brand Away partners with influencers to create inspiring modern travel content here.


82% of consumers report that they would follow the recommendations of a micro-influencer.

See how top brands in beauty, CPG, fashion & more find success with their micro-influencer strategy here.

microinfluencer campaign example

Hulu teams up with influencer athletes and gets candid about influencer pay rates in their humorous #HuluSellsOut Instagram campaign.

See the campaign specifics and the results from more than 50 analyzed sponsored posts here.

hulu influencer marketing

Luxury jewelry brand Tiffany and Co. partners with Jack Morris, a millennial travel influencer, to spotlight the company’s sustainability efforts.

Check out our Tiffany & Co. case study here.

Tiffany and Company Travel Influencer

Coca-Cola experiments with micro- and macro-influencers in their latest global Instagram influencer campaign. Utilizing fewer than 30 diverse influencers, see how they managed to generate an average engagement rate over 8%.

Coca Cola Influencer

Last February, just over half (54.7%) of U.S. adults celebrated Valentine’s Day by buying gifts for their significant others, friends, or pets. Estimated spending reached $19.6 billion, just short of 2016’s record $19.7 billion. See how five brands touch on consumers’ conflicting emotions towards the holiday to speak to a wide variety of audiences.

Valentines Day Influencer

Mike Bloomberg, 2020 presidential hopeful reached over 60 million users by partnering with the most popular meme accounts on Instagram. See the twenty sponsored posts and learn social media’s reaction to the political takeover.

fuck jerry bloomberg

Doritos shows the true power behind TikTok with their SuperBowl #CoolRanchDance ad featuring Lil Nas X.

See how the hashtag challenge campaign turned success from TV to TikTok here.

TikTok Hashtag Challenge Doritos Case Study

80% of marketers found influencer marketing to be effective for their marketing goals, based on our 2019 survey. Ancestry DNA has taken advantage of the millennial travel trend by partnering with mid-tier Instagram influencers in their influencer marketing campaign based on #DNATravel.

Ancestry influencers

KFC is known for its bold non-traditional marketing initiatives, they were one of the first non-gaming brands to advertise on Twitch, and earlier this year they embraced one of the year’s top social trends in a CGI influencer campaign starring Virtual Colonel Sanders, complete with concordant brand sponsorships.

cgi influencer

Oakley takes their affiliate program to the next level by sponsoring more than 15 top influencers’ competitive pursuits.

See how the sportswear company grew their social presence while generating ROI in this Instagram case study.


Choosing the right influencer for a one-off influencer campaign is a detail-oriented task based on plenty of make or break variables. See how Bumble’s multi channeled influencer partnership with celebrity athlete Serena Williams, proved to be a match made in brand authenticity heaven.

Bumble Superbowl Influencer Marketing

87% of consumers stated they would purchase a product based on values—because the company advocated for an issue they cared about. Underwear brand MeUndies has formulated a strong and consistent value-oriented influencer marketing strategy to boost awareness of their company’s progressive, ethical, social, and environmental initiatives.

MeUndies Example

Brands such as American Express, Peet’s Coffee, Reef, HP, and more capitalized on the substantial social trends surrounding Coachella by collaborating with social media stars to create brand-sponsored content while at the event.

Influencer at Coachella

Many brands and advertisers opt to pause, postpone, or redirect their marketing efforts amid a recession or pandemic.

Here are 6 brand case studies that show how companies in different verticals have repositioned their marketing amid COVID-19 and the onset of the 2020 recession.

Biotechnology company 23andMe looked to increase awareness of their genetic testing services and looked towards YouTube creators and Instagram influencers to share their own personal identity narratives.

23 and Me Influencers

Instagram now has over 1.5 billion active users and the app has become one of the top platforms for influencer marketing. See how three of the largest U.S. brands leverage multiple American Instagram influencers for their social media power, and how an Olympic-favorite brand fits non-athlete influencers into their strategy.

Influencers for the Olympics

With 15 million daily active users and the average user spending 95 minutes on the streaming site, Twitch is not a platform to pass over for influencer marketing campaigns. Its popularity is increasing so rapidly that brands outside gaming are competing for a position in this new marketing environment.

Check out our Hershey’s brand case study featuring two of the biggest Twitch streamers.

hersheys marketing

Airbnb welcomes home mega-influencers and achieves immense campaign reach in this Instagram case study.

Airbnb Sponsored Instagram Post

American Express works with #AmexAmbassadors” on Instagram to promote its Platinum card. See the campaign details here.

Example of Tash Oakley Influencer campaign

Fast food giants go head to head with influencers. In the three different Instagram campaigns, learn how each mega-brand leveraged social media stars to highlight new menu items and super size their reach to Millennials.

Subway fast food Infuencer

Target partners with a diverse group of social media stars to spread body positivity on Instagram.

Influencers at Target

Top tier influencers and social media personalities partner with Chase to generate “better banking” awareness. See how leveraging these stars helped Chase resonate with Millennials on Instagram.

Influencer example for Chase

A close-up look at competing brands Nikon and Canon and how they each approach influencer marketing campaigns by working with well-established photography influencers.

Influencer for Canon camerca

Pottery Barn warms up with bloggers over the holiday season to generate festive curated content.

Influencer for Pottery Barn

See how Uber gains marketing momentum and drives promotion success among Millennials with fashion and lifestyle influencers.

Learn the Instagram case study specifics here.

Google, Samsung, Xfinity, and others partner with tech and non-tech influencers as well as vloggers in YouTube campaigns that generate millions of views from their niche audiences.

Example of YouTuber Campaign

Discover how alcohol brand Budweiser launched the #ReactionChallenge campaign with five (mostly) Latin-American YouTube influencers as a component of a giant international sponsorship for the 2018 FIFA World Cup Russia.

Example of Budweiser Influencer

13 Mixer Stats That Prove It’s A Viable Marketing Channel In 2019


The livestreaming industry is huge. Gaming influencers have largely propelled platforms like Twitch and YouTube to become worth a staggering $124.6 billion. Brands have responded as you might expect, partnering with the top livestreamers in the world to promote everything from Reese’s Pieces to underwear.

Now, brands are perking up at new advertising opportunities with an emerging gaming platform—Mixer—which has captivated the gaming community after Ninja’s announcement that he would no longer livestream on Twitch.

A Quick Look At Marketing On Mixer: Top Mixer Stats

Mixer launched three years ago but was acquired and later rebranded by Microsoft in a bid to compete with Amazon-owned Twitch and YouTube Gaming. The platform made huge waves in August 2019 by signing on Ninja, Twitch’s long-time, undisputed king of streams. This marks the first big move that Microsoft has made to expand aggressively into the streaming market.

As Mixer looks to expand and develop its brand within the gaming community as a viable streaming platform, marketers should keep a keen eye on its marketing potential.

Below is a roundup of the 13 top Mixer stats marketers need to know:

  1. Time spent watching Mixer content increased 12% each month for the past two years.
  2. Mega-influencer Ninja left Twitch to exclusively livestream on Mixer, gaining more than a million subscribers in under a week.
  3. There are 30 million active viewers monthly.
  4. Mixer achieved the #1 ranking for non-game apps after Ninja’s announcement.
  5. 20% of Mixer’s users are from the U.S.
  6. Mixer is the 414th most popular site in the U.S.
  7. Average time spent on Mixer is just over 3 minutes.
  8. Mixer’s livestreams make up only 3% of total hours livestreamed across all livestreaming platforms.
  9. The top 6 Mixer streamers reach a combined 4.5 million subscribers.
  10. Mixer offers two different types of currencies: Sparks and Embers.
  11. There are more than 1,300 partners on the Mixer platform.
  12. Mixer’s most popular games include Fortnite, PUBG, & Minecraft.
  13. Mixer prioritizes digital safety compared to other leading livestreaming platforms.

13 Most Important Mixer Stats In 2019

1. Viewership Has Increased 12% Every Month For The Last Two Years

Originally released as Beam, the platform was purchased by Microsoft in 2016 and relaunched as Mixer in 2017. Hours spent watching content each month has grown nearly 17x since then, an average of 12% each month for a total of 25 months. It still has a long way to catch up to its competitors, but it’s definitely on the right track.

2. Superstar Ninja Gains More Than 1 Million Mixer Subscribers After Ditching Twitch

Ninja shocked Twitch and the wider gaming community by announcing his departure from the platform August 1. For Mixer and Microsoft, he represents a huge coup, with the streamer racking up a million subscribers on the platform in under a week. Twitch has struggled with moderating its platform, alienating fans and streamers, with Ninja himself calling them out. The tag #TwitchOverParty was retweeted 12,000 times over one weekend mid-August.

3. 30 Million Active Viewers Tune Into Mixer Every Month

Mixer has seen steady and sustained growth in the last two years since the rebrand. 30 million monthly active users are on the platform, showing that the streaming network has a substantial platform to build upon. For reference, Twitch commented that it has more than 15 million daily active users—meaning Mixer shows promise in establishing itself as a rival.

4. Mixer Was The Number 1 Ranked Non-Game App

Ninja’s announcement saw downloads of Mixer skyrocket overnight, from No. 750 to No. 1. First-time downloads doubled as it shot up the Apple’s free app chart. The platform has an increase of 2,400% in light of the news, showing that it truly pays to back your service with star talent to draw in audiences. It is unlikely to keep pulling in these numbers, but Microsoft’s tactic of getting Ninja appears to have given them a much-needed boost.

5. Users from the U.S. Account For One-Fifth Of Mixer’s User Base

U.S. users make up the biggest audience on Mixer. Twitch also has a majority American audience, though their share is significantly larger at nearly 50%. Mixer has an almost equal amount of Brazil users logging into the platform, with the UK, Argentina, and Mexico rounding out the top 5.

6. Mixer Ranks As The 414th Most Popular Site In The U.S.

Mixer has seen its stock rise significantly in August, jumping about 1,000 places in the Alexa Traffic Rankings to no. 414. This pales in comparison to Twitch, which is currently sitting comfortably as the 21st most popular in the U.S. This is a clear indication that Mixer has to be in this for the long-haul; there’s no quick route to bettering Twitch, even as the platform has had some struggles recently.

7. Users Spend Just Over 3 Minutes On Average On Mixer

Viewers spend an average of just over three minutes on the site when they visit Mixer. This compares to nearly six minutes for Twitch, while YouTube is the clear winner at nearly nine minutes spent on the platform.

8. Of Total Hours Livestreamed, Mixer Accounts For Just 3%

This is another demoralizing figure for Mixer to swallow. Of the total hours streamed by viewers across all streaming platforms, Mixer lags well behind its competitors. Twitch, of course, leads with a huge 72%, YouTube has 20%. Perhaps worst of all, Mixer is beat out by Facebook Gaming, which has 5% of the share. Mixer can expect to overtake Facebook in the near future, but has a mountain to climb to reach the heights of the others.

9. Mixer’s Top 6 Streamers Boast More Than 4.5 Million Subscribers

Mixer’s leading streamers have more than 4.5 million subscribers between them. Unsurprisingly, Ninja leads the pack with 1.95 million, followed by Thegrefg (820K), Ship (543K), Xbox (485K), JaredFPS (377K), and Siefe (336K).

10. There Are 2 Types Of Virtual Currencies On Mixer: Sparks & Embers

Mixer has two currencies on its platform: Sparks and Embers. Users can passively earn Sparks by simply viewing streams or streaming themselves. Sparks can be used for chat interactions which include stickers, GIFs, and emojis (among others) that appear on the stream overlay. Embers are paid currency, which can be purchased and used to access premium animated stickers and full-screen effects, in addition to supporting your favorite streamers.

11. Mixer Has 1,342 Partners On Its Platform

There are currently 1,342 partners on Mixer, all of which can be found on Mixer’s website. The rules for becoming a partner are slightly easier to fulfill than on other streaming sites, meaning pathways to monetization are more achievable. It is still dwarfed by the more than 27,000 partners  on Twitch.

12. Fortnite, PUBG, Minecraft Among Top Mixer’s Most Popular Games

The top games on Mixer typically mirror top games on other streaming platforms. Fortnite, the most-streamed game in the world, is the biggest game on Mixer. Other games which have seen enormous success with streaming, like Minecraft, PUBG, SMITE, and Apex Legends, are also experiencing popularity on Mixer.

13. Mixer Is Committed To Delivering A Digital Safe Zone

Mixer might not be able to find immediate outright wins in terms of viewership, but their policies regarding digital safety for their viewers, exemplified by the Streamer Review program and their prominent stance against cyberbullying, are definite wins. This a clear indication that they are attempting to address issues which have caused Twitch significant trouble recently.

PewDiePie Sub Count Finally Hits 100 Million—3 Reasons It Happened


After much anticipation and support from his avid fans, fellow creators, and the YouTube community as a whole, PewDiePie’s sub count has hit the 100 million mark—the first individual YouTuber to reach the milestone. Only one other YouTube channel—a music record label called T-Series in India—has surpassed the 100 million mark, currently sitting at 109 million subscribers. As the most followed YouTuber, PewDiePie earns a reported $12 million each year.

So, how did PewDiePie get here, and how are brands capitalizing on his his ascent into the YouTube Spotlight?

PewDiePie Subscribers Show No Signs Of Ebbing

Having officially earned the label as the YouTuber with the most subscribers, PewDiePie’s reputation as the most popular YouTube creator (not to mention, the richest YouTuber) has been in effect for quite some time. YouTube recently paid tribute to his success on the platform over the years, dating back to 2011 when PewDiePie’s sub count hit 10,000.

His YouTube channel has only continued to grow, despite a few gaffes that landed him in hot water with YouTube, supporters, and sponsors, as well as a tragic event that apparently tarnished his name relatively lightly.

3 Reasons Why The PewDiePie Sub Count Reached 100 Million (And How It Will Surpass The Milestone)

Through the ups and downs, PewDiePie has remained a top YouTuber for three reasons:

  1. PewDiePie produces engaging and authentic content that resonates with viewers.
  2. PewDiePie knows how to successfully come back from controversies through genuine apologies, trust, and transparency.
  3. PewDiePie earns major brand sponsorships that align well with his interests.

In 2019, PewDiePie has been on the fast-track to recovery from past slip-ups, and the monumental achievement of amassing 100 million subscribers as an individual creator cannot go understated. To learn how exactly he achieved such a feat, we can look to his origins as a YouTuber, the fandom he acquired, and the multiple brand sponsorships he nabbed.

Who Is PewDiePie?

Felix Kjellberg, the man otherwise known as PewDiePie, is the most followed influencer on YouTube. He originally started a YouTube account in 2006, but the official PewDiePie channel came about in 2010. PewDiePie’s appeal as a sensational online personality caught on quickly, leading to his burgeoning sub count.

What Initially Caused PewDiePie’s Sub Count To Skyrocket?

As a comedian, gamer, and commentator, PewDiePie began racking up hundreds of subscribers early in his career at a time when being a “professional” YouTube creator was not widely recognized. The content format of his videos proved wildly successful, with unique energy, entertainment, and authenticity that directly fed into his ever-climbing sub count.

By 2012, he amassed 1 million subscribers. By late 2013, he reached nearly 19 million subscribers and emerged as the most-subscribed YouTuber twice during that year.


In the few years after this astronomical growth, PewDiePie’s sub count continued to swell and he accrued well into the billions of video views. In 2016, he hit 50 million subscribers while also partnering up with other popular YouTubers in an original series. The rapid acceleration would soon be met with controversies over racial slurs, anti-semitic commentary, and other loose language. Nonetheless, PewDiePie’s sub count kept climbing, gaining 7 million in all of 2017 and another 6 million in December 2018 alone.

PewDiePie Sub Count Climbs As Fans Engage With & Brands Sponsor His Content

To PewDiePie’s credit, his knack for rallying millions of fans to support him through thick and thin has enabled him to catch the attention of many brand sponsors interested in leveraging the benefits of influencer marketing. Anyone familiar with the influencer marketing industry understands that an impactful influencer campaign hinges on the authenticity of the influencer-brand partnership.

How PewDiePie Fan Engagement Propels Growing Sub Count

As with any influencer marketing campaign, meaningful engagement with fans and followers usually determines whether the partnership is a natural fit. Influencer audiences are notoriously skilled at detecting inauthentic partnerships and consequently, respond negatively to sponsored content that doesn’t align with the influencer’s non-sponsored content.

While PewDiePie’s reputation has been tainted by controversial behavior, his overall conduct and heartfelt apologies have cushioned his falls from grace. Some brand sponsors dropped him in the aftermath of his offensive language, and the PewDiePie sub count may have suffered temporary lulls, but he remains one of the most influential YouTube creators and online personalities to date.

This is due in large part to his ability to draw in viewers from all corners of the globe, generate consistent and genuine engagement, and rebound from blips with minor reputational damage. All this leads to more YouTube users hitting the red subscribe button, more engagement, and scalable growth.

This is what brands yearn for—raw, unadulterated, and authentic engagement that translates into positive impressions and potential customers for brand sponsors.

How Brands Sponsor PewDiePie On His Journey To 100 Million Subscribers

PewDiePie has been involved in notable influencer marketing campaigns over the years, especially within the gaming category. Due to his status as a mega-influencer, working with PewDiePie is not easily attainable and comes with a big price tag.

PewDiePie’s brand collaboration roster includes GFUEL, Volvo, LG, Mountain Dew Disney, as well as Archero and Cheetah Mobile—both campaigns run by Mediakix.

By the standards of top tier influencers, PewDiePie does not endorse that many brands. However, he has recently struck more brand deals with the intention of having genuine brand relationships.

10 Steps Brands Should Follow To Partner With Influencers

Crucial to executing an influencer marketing campaign, brand sponsors must follow some basic steps in order to partner with PewDiePie, or any influencer for that matter:

  1. Understand your audience and know who you’d like to target
  2. Set goals and determine which KPIs you’ll use to measure campaign performance
  3. Identify the social media channels that make sense for your campaign’s goals
  4. Determine your campaign budget
  5. Spend time researching and vetting the right influencer(s)
  6. Reach out to influencer(s )and familiarize them with your brand / product
  7. Communicate campaign goals and expectations with influencer(s)
  8. Craft a rock solid influencer agreement
  9. Allow influencer(s )to exercise creative freedom and to have input on campaign strategy
  10. Ensure sponsored content is properly disclosed and transparent

Closely following these guidelines can enable brands to collaborate with the likes of PewDiePie and ultimately elevate their brand. While the PewDiePie sub count continues to accumulate more faithful followers, many brands will clamor at the opportunity to work with PewDiePie on creative, high-ROI influencer campaigns. Just keep in mind that brands whose mission aligns with that of an influencer’s and whose brand/product influencers actually believe in will have a better shot of developing a healthy influencer relationship.

How Much Will PewDiePie’s Sub Count Continue To Increase?

With the trajectory of PewDiePie’s sub count on a steady incline for the last several years, we have little reason to think it won’t continue to grow. If PewDiePie maintains his influence through engaging entertainment, authentic sponsorships, and constantly-evolving material, more YouTube users will subscribe to his channel. In turn, this will fuel his content’s success, even on a platform that continually undergoes algorithm changes and updates.

Furthermore, as the epic battle between PewDiePie and T-Series carries out, buzz about PewDiePie’s sub count will likely reinforce its growth. And if PewDiePie continues to partner with brands for unique influencer campaigns while diversifying his content, his numbers will inevitably grow. By 2024, expect to see the PewDiePie sub count reach well over 200 million.


We look forward to tracking the outrageous growth of PewDiePie’s sub count and subsequently, his immense influence for years to come.

What Is Mixer? A Quick Guide To Microsoft’s Liverstreaming Platform


What Is Mixer?

Recent headlines are buzzing about Ninja’s new livestreaming home, but what is Mixer?

Mixer is a video game livestreaming platform, much like giants Twitch and YouTube Gaming, both of which have been competing with each other for several years.

Despite increased buzz since Ninja’s announcement that he’d exclusively stream on the platform, Mixer has been around for over three years—first launched as Beam before being acquired and later rebranded by Microsoft.

Mixer is available online, through iOS and Android, and integrated into the Xbox One as standard. Currently, it’s not available on other systems like the PS4 or Nintendo Switch.


The tremendous spike in popularity of Mixer is almost entirely due to Microsoft signing on Ninja, the most watched Fortnite streamer in the world, in an exclusive deal. The news was particularly striking as Ninja previously streamed on Twitch. The change has left many in the gaming community to question what his move will bring.

But first, let’s explore the differences of Mixer vs Twitch.

Mixer Vs Twitch Vs YouTube Gaming: What Is The Difference Between Popular Livestreaming Platforms?

When comparing Mixer vs Twitch, notable differences between the platform features make them unique propositions for streamers and viewers:

Mixer Platform Features

  • Device Accessibility – Does not support PS4, but offers a built-in encoder making it easier for plug-and-play streaming. It also allows co-streaming and cross-platform support—a great option for co-op gaming.
  • DVR Capabilities – No DVR functionality, however, the platform has the lowest latency, meaning interaction with viewers is more responsive and has little lag.
  • Monetization Options – Offers the lowest requirements for entry into the partnership program, including a 2-month account age and 2,000 followers.

Mixer allows co-streaming, in which up to three friends can chat and stream their gameplay in a single viewing experience.

Twitch Platform Features

  • Device Accessibility – Supports PC, PS4, Xbox One, and mobile devices, making it the most accessible platform.
  • DVR Capabilities – No DVR functionality, meaning users have to wait till a stream is completed before watching it back.
  • Monetization Options – Twitch Partners are selected on a case-by-case basis, meaning it’s moderately difficult to monetize content.

YouTube Gaming Platform Features

  • Device Accessibility – Does not support direct streaming from Xbox One or iOS devices, and requires a third-party encoder for PC streaming.
  • DVR Capabilities – Integrated DVR functionality; users can rewind upto 3 hours during a live stream.
  • Monetization Options – Streamers can monetize with Google AdSense, but being accepted as a partner requires 1,000 subscribers and 4,000 hours watched in the past 12 months, making it the most difficult platform for streamers to monetize.

Livestreaming Platform User Differences


The most obvious difference to address is Mixer’s current user base. The platform has always been significantly smaller than Twitch and YouTube, mostly operating on the periphery of the streaming landscape.

Twitch has an average of 15 million daily active users and 100 million monthly active users, while YouTube Gaming has 1.5 billion monthly active users. Mixer attracts only 10 million monthly active users.

Creators & Streamers

Platform streamers and creators are numbered 69,000 on Mixer in Q4 2018 compared to 1.5 million on Twitch and 750,000 on YouTube Gaming.


Content on Mixer was watched a total of 89 million hours in Q1 2019, still a long way off from Twitch’s 2.7 billion hours of content watched in the same period.

Mixer’s Top Streamer

There’s little doubt that Amazon-owned Twitch is going to be a tough nut for Microsoft to crack. We have seen, however, the substantial impact that Ninja’s arrival has had on the platform’s numbers. After less than a week on the network, he had already become the most popular streamer on the site with over 1 million subscribers.

Mixer Downloads

In addition, the app has had a surge in popularity, rocketing from no. 747 all the way to no. 1 on the App Store, doubling the amount of downloads. On Android, the app was hovering just outside the top 10 on the Google Play Store.

Why Did Ninja Drop Twitch For Mixer?

Most have been quick to assume that a big check from Microsoft was the primary motivation for Ninja to leave Twitch and start exclusively streaming on Mixer.

Both parties have kept radio silence on what exactly the deal is worth, the only information available is educated guesses from fellow streamers familiar with these kinds of contracts.


We can’t be sure what Ninja is receiving as compensation, but we can be fairly confident that he was tempted by a superior offering to his Twitch earnings, and is likely to be on a multi-year contract.

Aside from the money aspect, it’s worth remembering that Twitch has become oversaturated with streamers vying for the attention of the huge audiences watching games like Fortnite, Apex Legends, and League of Legends.

The competition between streamers is intense, and the well-documented burnout felt by creators is becoming a real concern. As the face of Fortnite streaming, and arguably the game itself, a lot of pressure has fallen on Ninja himself.

The move to Mixer offers him lucrative earnings and the ability to potentially branch out into other games away from Fortnite. There are already rumors that the move is in anticipation of supporting Microsoft’s Project Scarlett and video game Halo Infinite as it is about Mixer itself.

Will Livestreaming Audiences & Gaming Creators Make The Switch To Mixer?

This is the question on everybody’s lips. Will audiences remain loyal to Ninja and keep using Mixer? Or will they find someone new on the familiar platform, Twitch?

We know that downloads and viewership of Mixer have increased consistently over the last few years. Q2 2019 saw another improvement for the year for Microsoft, with 119 million hours watched, up from 89 million in Q1 and a 37% year-over-year increase—and this was before Ninja’s involvement.

These are positive signs for the platform and seem to demonstrate the kind of potential audience numbers that creators will consider when choosing which streaming service to make their home.

Furthermore, many in the Twitch community feel that the platform is lacking in monetization opportunities and creators are suffering as a result. Ninja himself has previously expressed discontent with Twitch for the “rigorous schedule” streamers need to keep up their income and a community which is only “out to look for the next guy.”

Not all streamers will be offered the same incentives that Ninja has received, but if Mixer can give frustrated Twitch creators compelling reasons to try out the platform and be successful, there’s ample opportunity for migration to the livestreaming network.


How Will Gaming Influencers Monetize On Mixer?

Mixer is Microsoft’s way of attempting to gain entry into the lucrative livestreaming industry. On top of the recent Fortnite World Cup, we’ve also seen the emerging mainstream popularity of TwitchCon and the willingness of major commercial brands endorsing streamers.

Mixer’s Creator Monetization options

The monetization options being offered to Mixer streamers mirror many of the existing avenues available on Twitch.


Channel subscriptions are a little more expensive at $7.99 on Mixer compared to Twitch’s $4.99 for a basic account. A tipping-like tool called Embers—Mixer’s answer to Twitch’s Bits—allows fans to essentially purchase digital emotes that they can donate to their favorite streamers.


Mixer also has a platform currency, Sparks. Viewers can earn Sparks passively by simply watching streams. They are then transfer these to the streamer, who can effectively cash them in once they reach a certain threshold.


Mixer at present doesn’t have third-party advertising on its platform, though it does offer streamers the opportunity to earn “synthesized ad revenue” through display ads on their page.

As we previously mentioned, there are parameters for streamers wanting to be partners on Mixer, but they are generally easier to attain than Mixer’s rivals, making it a good destination for streamers starting out.


How Can Brands Do Mixer Influencer Marketing?

Brands may not be able to directly advertise on Mixer yet, but, as we’ve seen with Twitch endorsements, there’s plenty of room for marketers to raise awareness by partnering with livestream gaming influencers.

We may see a similar trajectory with Mixer influencer marketing as we have with Twitch, which at first saw gaming brands regularly promote on the platform, before mainstream brands tested the waters and then upped their livestreaming influencer campaigns.

With the livestreaming marketing already established, a smaller but still significant viewer base, and a comparatively engaged audience, we can expect major brands to be confident in pushing Mixer influencer marketing campaigns from the outset.

The next time someone asks, “What is Mixer?” you’ll have the information to answer it.

Tips On How To Become A Gaming Influencer On Livestream Platforms


By 2025, the livestreaming industry is expected to reach $124.6 billion. A large chunk of that comes from gaming, where gamers broadcast their live play on gaming platforms like Twitch and YouTube. On Twitch, the number of revenue-earning American Twitch streamers exploded nearly 60% between 2016 and 2017. And just how much do the top 10 alone earn? Upwards of $23 million in combined yearly revenue.

These head-turning numbers are all the more reason for gamers to grow their livestreaming channels to compete with the mega-stars, like Shroud, Jenna, TimtheTatman, Sodapoppin, and Dizzy. As livestream gaming continues to surge in popularity and legitimizes its role in brands’ influencer marketing efforts, novice gamers can learn a thing or two about how to become a gaming influencer on livestream platforms.

Whether on Twitch, YouTube, or other gaming channels like, learn the steps on how become a gaming influencer and a solid partner to brands who are interested in targeting livestream gaming audiences.

7 Steps On How To Become A Gaming Influencer On Twitch & Other Livestreaming Platforms

1. Set Yourself Apart By Finding Your Gaming Niche

In tandem with building a personal brand for yourself, focus on finding a niche that you are passionate about within the gaming world. Do you enjoy doing game walkthroughs, tutorials, game reviews, challenges, or montages? By establishing a segment within the gaming market, you can more effectively build a meaningful community and better hone your influence to attract brands you’re interested in working with.

2. Cultivate An Engaged Audience

Gaming influencers thrive when they foster a digital environment for the members of their niche community. Audience building is critical to ensuring you have a presence on a given gaming platform, but it also helps you understand your audience’s interests. How can you turn your viewers into part of your community, and ultimately into subscribers? How many viewers tune into your streams, and when do they drop off? When do you notice upticks in your subscriber count? What’s the overall sentiment of the chat room?

Understanding your audience will enable you to better engage with them, ultimately nurturing them into loyal fans. These qualities make you a more appealing option to brands looking for active, authentic gaming influencers. To accomplish this, streamers can use tools for more detailed audience insights:

  • StreamElements Stream Reports — Crunches valuable performance data, including revenue breakdown, unique chatters, new followers and subscribers, and viewers over time.

After your stream ends, StreamElements emails a Stream Report with key performance data.

  • SocialBlade — Gives streamers insights into both YouTube Live sub counts and Twitch follower counts, as well as total views and followers. Streamers can also research user statistics, including user summaries, future projections, detailed stats, and real-time follower counts.
  • Twitch Tracker — Provides detailed user statistics and visualizations on channel performance. It also enables users to compare against other streamers among key performance metrics like hours streamed, average viewers, and days of activity.

Twitch Tracker interactively displays overall viewership metrics and individual channel performance data.

3. Develop A Cohesive Streaming Strategy

One of the key ways to consistently engage an audience is to establish a livestreaming content strategy. Decide what topics to cover, which games to play, the livestreaming format, how often to stream, core messaging to communicate, and other channels for content distribution. Without a mapped out content plan, streamers will have unreliable results and a lack of audience insights. The more strategic you are with streaming production, the better you’ll be positioned to understand what works and what doesn’t, therefore giving you the knowledge to optimize future livestreams.

On top of executing your livestream gaming vision, promote your content regularly so that you have the best chance of reaching your target audience. Consistency primes you to have a more considerable gaming influence among your following. Inconsistency will leave your audience guessing and unable to form a strong relationship with you as a gaming influencer.

Building a robust streaming strategy early on will set you apart in your quest to become a gaming influencer.

4. Build Relationships With Other Influencers In Your Niche

While the goal is to stand out in a crowded space, surround yourself with other gaming streamers — both big and small — to help increase your visibility and reputation on streaming platforms. Just as streamers must foster relationships with their audience, it’s important to cement your status as a forward-thinking, versatile streamer among the gaming influencer ecosystem.

Consider different ways to collaborate with other influential streamers in your niche, as well as outside your niche, to ultimately build rapport and heighten your role within the gaming community. Besides connecting with fellow streamers on Twitch, let your voice be heard within the online gaming community on Reddit, Twitter, Facebook and other virtual watering holes.


Networking with fellow gamers can bring about tangible benefits like:

  • A pipeline for brand sponsorship opportunities
  • A sounding board to discuss ideas, game or gear recommendations, and obscure questions
  • An informal grapevine of insider information and trade secrets

5. Partner With Non-Gaming Brands

While the gaming industry may seem limited in the types of brands that can effectively market their brand or products, plenty of non-gaming brands have begun tapping gamers. Major brands including UberEats, KFC, GUESS, Doritos, PSD Underwear, and South Park have all played a hand in livestream gaming with great success, proving that the arena isn’t exclusive to endemic brands.

Even if you don’t have a massive following, position yourself as a gaming influencer open to partnering with non-endemic brands so that you can increase your chances of sponsorship, as well as grow influencer marketing opportunities within the gaming industry. For example, Twitch streamer Slade (with a little under 50,000 followers) has collaborated with Sennheiser during live streams, promoting their GSP500 headset.


Slade promoting Sennheiser (via StreamElements)

Working with a diverse roster of brands has the potential to resonate exceptionally well with your audience.

6. Extend Brand Partnerships Cross-Channel

Keep in mind that Twitch livestreams are time-sensitive in that once they end, the content doesn’t have a prolonged lifespan unless it’s archived, in contrast to a YouTube video which might be viewed for years after creation. Even if gaming influencers archive sponsored Twitch livestreams, the videos tend to be very lengthy, which makes the sponsorship less discoverable.

To maximize exposure, gaming influencers should cross-promote brand sponsorships on their other social media channels. Whether it’s Tweeting a link to the livestream or creating a highlight reel from the livestream to feature on YouTube, be sure to deploy a strong cross-channel strategy. Offering cross-channel promotion as a value-add to brands makes you more enticing and gives brands more incentive to work with you.

Especially as a smaller streamer attempting to become more distinguished in the gaming community, cross-channel promotion will help elevate your overall presence.

7. Work With Influencer Marketing Agencies

If you’re set on learning how to become gaming influencer and you’ve followed the above steps, streamers can also consider using influencer marketing agencies whether they’re smaller scale gaming influencers or have reached a more high-profile status. Doing so helps gain access to industry experts who have track records of working with top brands and influencers. The benefit of leveraging an agency is their understanding of the nuances of influencer marketing and their attention to detail on meeting brand expectations. For instance, gaming influencers can leverage StreamElements DreamTeam, or Mediakix, where we’ve run several successful gaming campaigns.


By joining the StreamElements DreamTeam, members get several streaming perks.

An agency partnership can help attract brand deals that gaming influencers otherwise wouldn’t be exposed to without well-networked representation. Agencies and platforms can also take on the back-and-forth communication and other logistics required for impactful gaming influencer marketing campaigns. As only brands with a relatively large budget can afford to hire a dedicated influencer marketing agency, streamers can partner with agencies to secure lucrative brand ambassadorships, exclusive event sponsorships, and high-profile brand partnerships.

What Are You Waiting For?

In the end, streamers should practice these steps on how to become a gaming influencer in order to establish authority in the livestreaming arena. It’ll take persistence, patience, passion, and precision, but we’re confident that skilled streamers can become gaming influencers—both big and small—and earn brand sponsorships over time.

Case Study: PlayStation Influencers Plug Into Virtual Reality Headset


Instagram & YouTube Influencer Marketing Case Study: PlayStation Marketing Teams Up With Tech & Gaming Influencers

For the most part, influencer marketing and gaming go hand-in-hand. Leading gaming influencers—whether they’re Twitch streamers, YouTubers, or stars at the top of professional esports—are becoming centerpieces of influence in a booming market. Gaming influencers are trusted by their fans to a strong degree, making them perfect candidates for brand endorsements.

This hasn’t gone unnoticed, least of all by brands and marketers looking to tap into that all-important Millennial demographic. You don’t need to look far to find influencers and creators of all disciplines being employed to promote various brands, from mobile games to chocolate to underwear.


PlayStation generally has its finger on the pulse when it comes to marketing and is no stranger to influencer marketing. With 18 million followers on its main Instagram and 38,000 followers on its regional Canadian account, it makes perfect sense to leverage the following and garner some positive engagement for the brand.

PlayStation Marketing Goes Small To Hit Big With Gaming Community

With buzz surrounding the announcement that Sony is currently working on a new gaming console to succeed the PS4, maintaining goodwill within the gaming influencer community will be a major objective in the run-up to any potential launch.

PlayStation VR, the company’s flagship virtual reality headset, remains high on the agenda as the company’s most important periphery. This campaign, aimed exclusively at a Canadian audience, leveraged smaller-tiered influencers—often employed by brands because of their propensity to drive higher relative engagement rates—to head up their push.



  • Increase awareness of the PlayStation VR headset
  • Drive engagement with its regional Canadian account
  • Use tech influencers to bridge the gap between tech audiences and gamers


  • Channels: Instagram and Youtube
  • Influencers: Canadian tech and gaming influencers, including mid-tier, micro-, and nano-influencers.

Preview Of Influencers


In keeping with longtime campaign messages that PlayStation has employed for several years, the themes of this effort reflect an emphasis on gamers and positive gaming experiences with their products:


  • With the exception of one, all the influencers uploaded two posts for the campaign.
  • All but one of the posts were images, with one short, looped video being the exception.
  • Influencers used the hashtags #PlayStationVR, #ITriedPSVR, and #PSVR, while also tagging @PlayStationCA.
  • Each marked their posts as #sponsored or #ad or used Instagram’s paid partnership tag.
  • Captions ranged from short blurbs showing off the headset to longer captions featuring brief VR game reviews.


Combined Results: 9 posts total

Social Reach

  • Instagram followers targeted: 200,894
  • YouTube subscribers targeted: 941,882

Instagram Engagement

  • Likes: 12,728
  • Comments: 230
  • Engagement rate (overall average): 3.64%

YouTube Engagement

  • Views: 28,322
  • Likes: 1,324
  • Comments: 368
  • Engagement rate (overall average): 3.19%

Karl Conrad Shows Off Snazzy System

Karl Conrad, a YouTuber boasting half a million subscribers on the platform, is known for his vlogs demonstrating all kinds of tech—from phones to TVs to laptops. In his highest-performing Instagram post, Conrad shows fans a custom orange PS4 with a VR headset in full view.


In the caption, he praises the large catalog of games available to him and asks his 72,000 followers what their favorite VR game is. He incorporates all the associated PlayStation tags, in addition to an #ad tag at the beginning. He garnered 3,490 likes and 117 comments for an impressive engagement rate of 5%.

Tyler Stalman Imagines Childlike Wonder

Tyler Stalman, a professional photographer approaching 200,000 followers on YouTube, is a tech vlogger who places an emphasis on reviewing camera gear in addition to hosting his own podcast.


In his post, Stalman wonders what his 12-year-old self would have thought of the VR headset in a positive reflection of the tech. He again uses the hashtags consistent with campaign along with a #sponsored tag. Stalman got 2,536 likes and 19 comments from his 53,200 Instagram followers for an engagement rate of 4.8%.

The Girly Geek Straps On VR For Fans

The Girly Geek, also known as Erin, is a writer and blogger is a nano-influencer with an Instagram following of just under 10,000. She frequently posts about games and gaming culture for her fans.


Her post features her trying out the VR with a copy of Skyrim in-hand. Her caption, like the others, is personalized, with her talking about enjoying the experience she’s had playing the game in VR. She is consistent with the campaign hashtags and singles out @PlayStationCA with a ‘thank-you.’ With 354 likes and 17 comments, she accrued an engagement rate of 3.8%.

Conrad Shows Subscribers Custom Setup In YouTube Vlog

Two of the influencers took the campaigns to their YouTube channels (the other being Justin Tse), with Karl Conrad giving his fans a vlog about his custom PlayStation and his VR setup.

He again touted the extensive library and mentioned the sponsorship with PlayStation, linking to the official VR site page. With 500,000 subscribers, his view count for the video of 9,725 is relatively low. It’s worth noting, however, that the total likes and comments on the video was 890, meaning an engagement rate among viewers of the video of 9.2%. In terms of average video views though, he performed well under his normal range of 50,000 views per video.


  • PlayStation marketing primarily employed tech and gaming influencers for the campaign to garner interest in their flagship piece of gaming tech.
  • PlayStation influencers were all mid-tier or lower, suggesting an attempt by PlayStation to drive solid engagement at a smaller scale than larger influencer marketing campaigns.
  • Tech influencers often have strong authority among fans for their knowledge of peripheries, making them the ideal cheerleaders for PlayStation’s VR set campaign.
  • Cross-channel promotion on Instagram and YouTube proved to be valuable in showcasing the PlayStation VR to a wider and more varied audience.