Fortnight (N): a period of 14 days : two weeks “They stayed with us for a fortnight.”
14 days. It’s not a long time, especially in the business world. But to me, 14 days ago, Fortnight was only a measure of time. Now, I know (with a slight spelling change), Fortnite is the most popular mobile game in the world, making roughly $2 million dollars a day.
When I first saw the word Fortnite, I had no idea what it was. I’m not big into video games and I didn’t realize that this was one of the most popular PC and Console games in the world. But, what I am big into is sports. And over the next few days, that misspelling of fortnight kept popping up everywhere. From articles about the NBA on the Bleacher Report app I use for sports news to athletes on social media like Lance Stephenson and Josh Hart who wear custom shoes, Fortnite seemed unavoidable. Even Drake got in on the action.
My curiosity was officially piqued. What was this Fortnite? Was I missing out? Surely, a game that millionaire athletes were showing an unhealthy obsession with could be worth my time? And then the marketing side of my brain started working.
This game was already huge. The fact that I’d never heard of it was just a sign of my lack of gaming knowledge. But here I was, days after the game’s mobile release, playing on my iPhone with my coworker who also isn’t a huge gamer.
To me, this was proof of the power of social influencer marketing in 2018. Fortnite had a large enough base of video game players to be successful, but it’s taken things to the next level in part because of the popularity of some of its gamers.
Social influencer marketing starts to look beyond likes, follower counts and other traditional measures of social media success. Influencer marketing is designed to drive action, engagement and revenue which is why brands are throwing more and more of their budgets towards influencer marketing in 2018.
Social influencers are impactful because they act like a third party endorsement. You might not trust that brand that’s trying to sell you something – they’ll obviously say what they have to in order to win your business. But when someone you trust – a friend, celebrity you like or just someone with expertise in the industry tells you how they use a product, suddenly it has a bit more clout. Plus, not only do you reach your influencer’s social media network, you reach their followers’ networks as well.
It’s a natural extension of marketing in the social media / viral content era.
Think a social influencer could help elevate your brand to the next level?
We’d love to help you find the right influencer and maximize their leverage for your brand. Just give us a holler here and we’ll be in touch soon.
And if you need to join a squad and see what the Fortnite fuss is all about, send us a note, we’ll be online (but only after working hours of course!).