TikTok shares new information on how game marketers can connect with audiences in the app
TikTok posted a new preview key in-app gaming content trends and behaviors, and how marketers can leverage conversation as a way to reinforce their message to its growing audience.
As explained by ICT Tac:
“Gamers around the world flock to TikTok to create and enjoy gaming content. In fact, more than half of TikTok users watch short video content related to gaming daily. The immersive, full-screen, and sound-based short video format lends itself perfectly to sharing gameplay clips, walkthroughs and tutorials, cosplay, and other forms of gaming fandom.
More than half – that’s a lot of in-app gaming engagement. Expanding on this, TikTok also notes that those in its gaming audience follow about 12 professional accounts, on average.
In order to harness this, TikTok advises brands to seek to create an organic personality for their business that aligns with these trends, while connecting with their own traits and values.
“Think about the elements of your game that authentically align with TikTok’s culture, then build on some of those key components to establish a brand personality that remains consistent across your TikTok content.”
TikTok says brands then need to consider their approach to content from this perspective, incorporating in-game images, company assets, etc., and reforming them into TikTok trends.
“TikTok is all about shared inspiration. Take a look at the For You page, see what works in other videos, and think about how you could apply elements to your own content. You can also use the Trend Intelligence tools from our Creative Center to find hashtags, creators, trending sounds and more. Consider mixing different types of elements: play with sounds, effects, text overlays and tools to refine your storytelling.”
TikTok also says behind-the-scenes information can work well in short clips, as well as promotions for in-game items.
Game developers also need to develop a long-term plan of attack, which covers all the different elements of an overall strategy.
These are some valuable notes, which apply widely beyond the realm of gaming alone, and it’s worth considering how these tips fit into your TikTok strategy, and how you too can lean into similar related trends. gambling.
Gaming is arguably the main driver of modern pop culture, with the majority of the most popular online identities now having at least some connection to the gaming community.
This has grown even stronger in recent years, with the pandemic making gaming platforms an even more social and connective space, and this enhanced and expanded use of gaming environments is really part of the evolving metaverse push. .
As more and more young people spend more time in these digital environments, it establishes more habitual and embedded habits, which will eventually inform how they seek to connect at all levels, professional and recreational, to the next step.
With that in mind, it’s worth considering the connection value of gaming, across brands, and whether there might be a way to access the broader gaming discussion for your products.
There won’t always be a fit, but as these TikTok stats show, for those who can find a way in, there are big opportunities to tap into the ever-expanding gaming conversation.
You can read TikTok’s full “Content for Game Marketers” guide here.