DIY vs. Gaming Influencer Agency: Which Is Right for You?

When it comes to influencer marketing, gaming brands often face a critical choice: manage campaigns in-house or partner with a professional influencer marketing agency. With demographics like Gen Z embracing gaming, the question is not whether to leverage influencer marketing but how to do it. Both approaches have their advantages. A DIY strategy allows for more hands-on control and creativity, while agencies bring industry expertise, creative support, detailed insights, and streamlined execution. Understanding the benefits and trade-offs of each approach is key. Let’s explore which option best suits your gaming brand’s goals.

Understanding DIY influencer marketing

With DIY influencer marketing, brands essentially run the show themselves. It comes with many benefits:

Cost-effectiveness: One major advantage is cost-effectiveness. Managing campaigns in-house eliminates agency fees, making it a budget-friendly option for brands.
Direct control: Brands maintain full creative and strategic control, tailoring campaigns to their unique goals and audience preferences.

Challenges of DIY influencer marketing

While DIY influencer marketing comes with various benefits, it also comes with its drawbacks that are worth consideration:

Resource-intensive: From searching for creators who align with the brand to vetting them and ensuring their content is delivered on time, brands must dedicate significant manpower to every stage of the process. This includes monitoring campaign performance, managing communication with influencers, resolving potential issues, and staying updated on industry trends—all requiring constant attention and expertise. Without the right resources, maintaining consistency and scalability can become challenging.
Limited creator network access: The search for the ideal creator for a specific strategy can often be overwhelming through a DIY approach. The search might involve contacting gaming creators individually or through influencer networks.
Expertise requirements: DIY influencer marketing demands a deep understanding of campaign management, content trends, and analytics. Without in-house expertise or training, brands may struggle to create effective strategies, negotiate partnerships, or measure ROI accurately.

Advantages of professional gaming influencer agencies

Working with influencer marketing agencies in the gaming industry comes with many pros:

Knowledge and experience: Working with professionals allows gaming brands to tap into expert industry knowledge, strategic insights, and enriched content strategies for successful campaigns.

Extensive networks: Professional agencies allow access to large influencer networks. For example, with IZEA’s creator marketplace, brands can browse through thousands of listings created by gaming influencers. Additionally, influencer agencies like IZEA have talent partners with rosters of gaming influencers.

Efficiency: Partnering with IZEA simplifies your influencer campaigns by managing every step of the process. From curating creator lists and negotiating contracts to reviewing content, requesting revisions, and handling payments, we free up your time and resources while ensuring top-tier results. Our expertise ensures seamless communication and streamlined workflows, allowing your brand to focus on strategy while we handle the details.

Production capabilities: IZEA’s full-service production expertise delivers high-quality content through customizable team sizes, professional-grade video shoots, and creative storytelling. Gain access to exclusive creator networks, ensure content ownership, and streamline efforts from ideation to post-production—all tailored to your brand’s vision and goals.

Decision-making criteria: DIY vs. agency

Choosing between DIY and agency-led influencer marketing depends on what aligns best with your gaming brand’s goals and resources. A well-executed approach can transform your content strategy and amplify your brand’s reach. Both methods offer distinct advantages, so it’s essential to evaluate key factors like budget, expertise, time commitment, and desired campaign scale to determine the best fit for your needs.

Assessing business needs: When determining the best approach for your gaming brand, start by clearly defining your business objectives. Identify the key performance indicators (KPIs) that will measure success and ensure they align with your overall strategy. Additionally, take a close look at your target audience—understanding their preferences and behaviors will help you choose the method that best resonates with them.

Budget and resources: Evaluating internal budget constraints and available human resources are significant factors when considering which influencer marketing approach to take. If time and team resources are limited, an external influencer marketing partner may be the best approach.
Scale and goals: As your gaming brand’s growth ambitions expand, so too must its marketing strategies. It’s essential to evaluate how quickly and successfully the brand aims to grow in order to choose the right approach. Aligning marketing efforts with future growth projections ensures that the strategy supports both short-term needs and long-term objectives.

Both DIY and professional influencer marketing approaches offer distinct advantages and challenges. The key is identifying which method best aligns with your gaming brand’s specific objectives. Brands should prioritize the strategy that complements their marketing goals and suits the type of promotions they aim to execute, ensuring a strong match between their approach and desired outcomes.