Gaming is huge, and gaming’s influence on modern popular culture is even greater, with a host of modern trends and changes aligned with gaming and creators in the space.
Even seemingly unrelated trends have been linked to gaming, and as such, it’s worth paying attention to the emerging discussion around gaming and considering how it might relate to your own marketing efforts.
I mean, anyone under the age of 40 has been playing games their whole life, right? That could present a significant opportunity for your promotional efforts.
Linked to this, TikTok has posted a new overview of how its platform ties into gaming culture and opportunities to promote gaming projects and related initiatives.
According to TikTok:
“The global community of gamers is huge, and judging by the amount of gaming-related content on the platform, many of these gamers can be found on TikTok. In fact, the top 100 gaming-related hashtags on TikTok receive more than 40 billion video views a month, according to internal company data. The TikTok gaming community is also ready to spend. According to a recent survey, 65% of US TikTok users have made an in-app purchase in the last 3-6 months.”
In some ways, it’s surprising that gaming is overlooked as a niche of interest, or as one that primarily appeals to younger consumers, because while it is young people who spend most of their time playing games, general familiarity with space, coupled with gaming nostalgia and connection, can be a powerful lure, in many ways.
In terms of marketing mobile game projects specifically, TikTok advises that game developers take a three-stage approach to their promotional efforts:
- Organic – This is your chance to present yourself authentically and build trust with your audience. Use your organic content to learn how consumers interact with your brand. This is the perfect plan for testing content formats and then scaling what works
- Paid out- Use paid campaigns to amplify your high-performing content. Paid campaigns also give you the opportunity to directly test new audiences or target and optimize for specific business goals.
- won- Generate engagement and discussion within the TikTok community. The more you publish and amplify your best content, the more you maximize the opportunities and potential to gain influence in the community.
I mean, those are pretty basic principles of digital marketing, really, but they’re also important building blocks for any strategy, when testing ideas with organic products, promoting the best ones, and engaging with your audience.
TikTok also notes that its platform works well as a partner channel, combining its promotions across media.
- TikTok complements traditional media – Watching an ad on TV after watching an ad from the creator of TikTok increases the memory encoding of the TV ad by 13%.
- TikTok amplifies social networks – Viewing content from an Instagram influencer is 43% more memorable if you’re already primed for the content through TikTok.
- TikTok Premium Digital Video Audiences: You are 31% less likely to skip a YouTube ad if you first saw a creator’s ad on TikTok
I’m not sure Instagram and YouTube are totally happy to be included in these comparisons, as a move to align with TikTok’s promotions, but the bottom line is that TikTok can be a great platform to reinforce your messages and solidify the connection with your audience. audience.
Finally, TikTok has also provided this 3×3 grid of tips to plan your campaigns and maximize your creative elements.
These apply to all TikTok campaigns, not just games, and it may be worth keeping this overview handy for your future TikTok promotions.
Here are some helpful notes and important data points related to the ever-evolving gaming conversation on TikTok specifically. But in reality, most of these notes relate to all digital marketing campaigns, and these items are worth considering for your TikTok marketing efforts, as you look to build a more effective platform approach.
You can read the full overview of TikTok games here.