Cracking the Code: Effective Creator Code Promotion Strategies

Support-a-Creator programs empower content creators to promote the purchase of a game’s in-app items in exchange for a revenue share. The uninitiated might ask, “Why forfeit that share?” Those with successful creator programs know that players who engage with creators end up spending more, being more engaged, and have a higher LTV than players who don’t.

So what does promoting in-app purchases look like? At Nexus, we love to dissect creator promotions to uncover the most effective strategies. We share these best practices with the creators we work with as well as our publisher partners so that they can see just how effective different types of promotions can be. Let’s dig in!

Simple, Yet Effective Creator Code Promotions

Players want to support their favorite content creators, but they’re more likely to do so when 1) the creator reminds them that using their code is one way to support their channel and 2) they realize how easy it is to do so.

YouTubers often mention their creator codes at the beginning of a video, at the end of a video, or both. These don’t need to be lengthy explanations to be effective; just a quick demo on where to enter their code along with thanking community members for their support will do. 

“And if you use my creator code at checkout, your purchase will also support the channel!”

When done correctly, the creator code mention becomes another organic piece of the Youtuber’s routine calls to action, just another way fans can support their favorite channels. That said, creators will also include their code in the video’s description, and in other parts of their channel. 

SJB demonstrates how easy it is to promote a creator code in the following video. The 30-second promotion at the beginning of the video led to a 50% increase in players using his code when comparing the day the video was published to the number of codes used on the day prior.

Twitch streamers, on the other hand, can’t rely on these same practices. If they only mention the code at the beginning, for example, viewers who show up late may never know it exists. There are several ways to safeguard against this oversight–the simplest of which is the Chat Command. It’s easy for a streamer to advertise a new feature of the channel (or in this case, means of support) by simply including the new command in the stream’s title, preceded by an exclamation point. Users can then type the command in chat to receive a lengthier message explaining the command’s function. In this case, streamers might make frequent mention of their code command, which delivers the code and instructions for its usage.

In this case, creators also have the added benefit of real-time purchase alerts when they’re streaming (Nexus is[Example video] integrated with Stream Elements and Streamlabs). Not only do these live alerts provide positive feedback to the supporter, it also elicits a positive reaction from the streamer, who can reintroduce the topic of support, keeping the ball rolling.

The final two effective strategies streamers can promote their codes is through 1) a panel, which is a static image in their Twitch profile listing their code, and 2) an on-screen animation, a recurring image that pops up on stream promoting their code without the creator needing to verbally mention it.

Amped Up Promotion

When a content creator promotes their code during an activation or special event, it will often look a bit different than a promotion during standard gameplay content.

Do you have a big announcement, launch, or sale coming up? Games with a strong creator community will often tie their creator program into their upcoming promotional efforts. This is done by “activating” the existing creator community with some unique incentive for promotion. This renews their interest or benefits them directly. Activations can be simple, like simply informing your creator community of a discount in advance, or more complex like a sales competition where the creator who drives the most sales gets a prize. They are always timed with an event that is likely to yield increased revenue.

Oftentimes all it takes is a simple heads-up for your creator community to yield tremendous results. Just take a look at Legion TD 2.  During its recent free-to-play weekend, creator code sales went up more than 200%. The creators were already motivated to promote the game. All they needed was the right communication. Likewise, somewhere between “simple” and “complex” is the Bloons TD 6 activation, where players were able to earn an exclusive in-game avatar by making a purchase using a creator code. When creators are excited about the game, their community will be excited too, and they’ll show it!

The Importance of Disclosure

When a creator is discussing something that they profit from, they must disclose that fact. Most platforms require this kind of disclosure in their terms of service. You can see an example of Dabloon properly disclosing at 2:20.

When it comes to creator codes, disclosure of the benefit is easily included when promoting the code itself. At the bare minimum, creators will state that using their code will support the channel. However, it is important that they also follow the guidelines as required by their platform. In the case of YouTube, that is the paid promotion checkbox.

Removing Barriers to Success

Active promotion of creator codes benefits both publishers and content creators, but creators may need guidance to maximize their potential. That's where we come in. 

The Nexus Creator Partnerships team offers a wealth of resources, all of which are based on the proven success of other content creators. We are ready to support creators in whatever way they may need help, including our extensive knowledge base, designing assets (panels, animations, etc.), and giveaways to bolster the community. Our team also offers real-time creator support in a game’s Discord server where we can host instructional seminars and Q&As.

A significant part of having an impactful Support-a-Creator program is making sure participating content creators know how to effectively promote their code. We want to eliminate the barriers to entry so that content creators can fulfill their maximum potential and publishers can benefit from the power of Support-a-Creator programs. 

If you’re interested in learning more or building your creator program, reach out to our team at hello@nexus.gg