Tip-top TikTok ideas for recreation advertising


This piece initially appeared in GameDiscoverCo recreation discovery publication, written by ‘how folks discover your recreation’ knowledgeable and GameDiscoverCo founder Simon Carless, and is an everyday have a look at how folks uncover and purchase video video games within the 2020s.

A picture from a TikTok video for Earlier than Your Eyes

We have now seen measurable and vital recreation curiosity/wishlist boosts on a complete bunch of video game-centric TikToks. (These are much better boosts than you would possibly see on ‘mainstay’ platforms corresponding to Twitter, main us to imagine we should always all pay much more consideration there.)

We thought it was time to analyze extra, and after that includes successful story from Unpacking, we reached out to Jenny Windom, who made the viral Unpacking TikTok (246,000 likes!) as a fan/creator.

She’s been one of many Healthful Video games organizing group members – so liable for a few of the viral TikToks that have appeared there.

Jenny can be Communications Supervisor for Rose Metropolis Video games (The World Subsequent Door, Floppy Knights, Backyard Story), an advisor for Kowloon Nights, and Producer for Tender Not Weak (Spirit Swap) — so fairly a resume, actually. And to high it off, she was keen to supply her perception on what recreation devs can do to enhance their TikTok recreation.

Q: Lots of recreation devs have bother understanding how and why some TikToks do manner higher than others. Do you suppose it is to do with the sport ‘hook’, or is it OK generally simply to have a extremely handsome recreation?

JW: As with every visible platform, having a great trying recreation completely helps: if of us do not like what they’re (or do not perceive it) they most likely will not stick round.

However TikTok is extra about catching and holding consideration for 15-60 seconds, and that is why I believe having a robust hook is extra necessary. Your recreation would not must be probably the most lovely, if they’ll rapidly perceive why they should stick round.

Chew-sized content material appears to search out probably the most success, so that you simply have to determine your particular video’s hook, and deal with that. Reply one query about your recreation, ask a query of your viewers, showcase one actually enjoyable asset, or spotlight a specific function or mechanic: you do not have to pitch your entire recreation in a single video!

Summarizing your recreation in 60 seconds is a enjoyable problem and may do very nicely, particularly as one of many first couple of movies you place out, to assist with context for the remainder of your content material. However when desirous about long-term content material creation, suppose bullet factors and/or simply digestible bits of knowledge.

Additionally, every platform has a distinct model and sort of viewers, and that is necessary to bear in mind! From my expertise, the final viewers of TikTok tends to be youthful, and there’s a particular humorousness and aesthetic to what of us sometimes create.

On the identical time — on the danger of sounding obnoxiously tacky — there are most likely tons of of communities and niches inside TikTok, so create content material that feels true to your self. For instance: I’d NEVER have the ability to do the short humor that so many viral Tik Toks have: so I do not!

Q: Having been affiliated with the Healthful Video games Tiktok account, do you suppose that ‘healthful’-style video games do higher on the service than extra ‘core’ titles?

JW: Curation and understanding your individual voice is the secret of so many social platforms, and TikTok is not any exception. What appears to work finest is figuring out what you hope to create and supply your viewers on the platform, after which constantly following by means of.

The Healthful Video games TikTok, for instance, has executed a robust job curating an area that highlights video games that permits the viewers to constantly really feel and uncover a sure sort of expertise [like its Before Your Eyes TikTok]. With my private TikTok, I’ve solid a wider web, however I nonetheless spotlight video games that, to me, symbolize “considerate narratives and intriguing worlds.”

Do ‘healthful’-style video games do higher than ‘core’ titles? Anecdotally, the comfy/healthful content material might have a little bit of a leg up as a result of, nicely, of us are already on TikTok to flee the world for a bit, so these varieties of video games could also be a pure extension of that want already. However I do not suppose inherently that sort of content material will at all times do higher!

I do suppose ‘core’ titles I believe might (and are!) doing nicely on TikTok — particularly these which might be in a position to be clear, open, and human about growth! The Shotgun Farmers account, for instance, does an unbelievable job of permitting of us to take part within the growth course of: they allowed their group to assist determine on a brand new grenade sort: the “Lemonade.”

Volcanoids — a first-person, base-building survival recreation, is one which involves thoughts that’s not a ‘healthful’ recreation, per se, however appears to have discovered a lot of success by doing an awesome job responding to feedback as nicely, specializing in exhibiting off options of their recreation. They started by doing a video summarizing their recreation, after which adopted it up by breaking down a wide range of options and sources of inspo.

Landfall Video games maximizes and performs off of the humor that their video games are identified for of their TikToks, and make a lot of comedic movies that showcase life as recreation devs in addition to foolish conditions of their video games. Amongst Us is one other instance of a studio figuring out their voice and function: utilizing TikTok to each talk updates to gamers and spotlight whimsical BTS takes on growth that assist humanize the group!

Once more, I believe success on TikTok is much less a couple of particular sort of recreation, and discovering the best way {that a}) you possibly can sustainably, constantly create content material and b) permit viewers to really feel linked to what you are sharing.

Q: Is together with each video and onscreen textual content necessary to having a well-liked TikTok? (Is that this as a result of some folks watch them pontificate, or a distinct cause?)

JW: I admire that on TikTok, as a complete, creators and customers appear way more conscious of placing captions into content material.

TikTok additionally has made it very simple so as to add captions (they’ve not too long ago rolled out a built-in captions function) in addition to further descriptive textual content, and it solely takes an additional minute or two to wash by means of and ensure phrases are spelled appropriately, and so forth.

Whereas captions and on-screen textual content aren’t wanted to have a profitable TikTok, everybody ought to try to incorporate closed captions. Not solely does it assist present context to any visuals that you’ve got showcased, but it surely will increase accessibility of your content material for people who find themselves deaf, onerous of listening to, or have to have the quantity down for no matter cause!

Q: What can be your high ideas for somebody coming to TikTok recent as a recreation creator to face out?

JW: Listed here are a few of the issues I believe are most necessary:

Curate your individual feed first. Earlier than posting on my TikTok, I took every week to curate my feed, for a few causes. The primary is that I learn someplace that it will assist the Algorithm (™) have a way of who your movies must be pushed to initially, if you do not have an viewers.

Is it true? I do not know, but it surely appeared to work for me? I additionally took time to get to know the precise area of interest of streamer, gaming, and indie dev TikTok, to determine songs of us have been utilizing, what varieties of movies have been doing nicely, and brainstorm my very own concepts!

One idea per TikTok! Brevity makes for simpler content material. Whereas itemizing out issues can work fantastic (i.e. 5 areas you possibly can go to in recreation!), know that you will have to maintain that record fast and easy to grasp.

My check is that if I can summarize my video in a single fast sentence, it is most likely fantastic. If I want extra sentences simply to summarize it? I am going to attempt to divide it into a number of items of content material.

Use vertical movies. Whereas there are some artistic methods to get a horizontal/16:9 video to look neat on the platform, from what I’ve heard and seen, they don’t carry out in addition to vertical movies.

It could take some wrangling, however it’s price it to attempt to fill the display screen up. If you cannot do a purely vertical video, a minimum of add a background or fill that house with captions so there isn’t any empty house. And with that…

Use captions. TikTok now has an auto-caption generator, so it’s extremely simple to implement, and helps enhance the accessibility of your content material.

Don’t be concerned about polish. Except you actually need to! These movies do NOT must be edited, with movement graphics, and so forth. And, if you happen to’re snug and ready, exhibiting off wacky bugs and damaged recreation moments will be an effective way to get of us asking questions and interesting along with your recreation (after which, wham! Impress ’em with the way you fastened that bug, and now your recreation is tremendous cool.)

Keep away from the onerous promote. TikTok emphasizes private voice over overt advertising asks (I imply, does ANY social platform actually love overt advertising?!), particularly from model accounts. So aside from perhaps doing one or two right here or there… focus as a substitute on delighting of us, educating them, and permitting them to see your real self!

Keep in mind it is a social platform! And with that, comes all of the issues that include each different social platform. Do not be afraid to experiment. Take time away if you happen to discover it is negatively affecting your psychological well being.

Perceive they’ve moral considerations, identical to any each different social platform. So, if you happen to actually do not like Tiktok — for no matter cause — do not drive your self to create content material there! As a substitute, spend your power fostering an viewers on your recreation someplace you are feeling happier about investing your time!

Due to Jenny for the very useful interview! Simply a few remaining remarks and hyperlinks on TikTok: I discovered tech PR individual Ed Zitron’s view of the platform to be thought-provoking, significantly his be aware:

“The TikTok algorithm is constructed to inject chaos into the community. The ‘for you’ tab apparently makes use of limitless datapoints to point out you belongings you may be taken with, and would not appear to have an amazing bias towards huge accounts. The result’s that small (or new) accounts can have their stuff surfaced to an enormous viewers completely at random…”

Perhaps it is not ‘random’, however a whole lot of recreation dev/publishers I do know have 90% of their TikToks with low(er) views, and a handful with excessive(er) views, and it is by no means apparent why. However utilizing a latest ‘hit’ TikTok soundtrack is one solution to get extra algorithmic curiosity, as Descenders did not too long ago with this goofy TikTok.

(Oh, and if you would like to learn a really lengthy, very erudite, barely miserable piece on ‘the TikTok era’ and TikTok influencers, we have got your again too! You are welcome. Inform us how your TikTok experiments go!)

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