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How Can Gaming Brands Fully Utilise TikTok In 2023?

Sep 27, 2023

Industry Trends

How Can Gaming Brands Fully Utilise TikTok In 2023?

Since the rise of TikTok, gaming has become one of the most popular categories of entertainment in the space. A great example of this is the rise of the detective game ‘Among Us’ during 2020. The hashtag #amongus has more than 63 billion views which showcases the demand for gaming content on the platform and the potential for gaming creators to thrive on TikTok long term.

With TikTok being the platform where people go to consume bitesize information, being able to provide bitesize clips is a great way to keep an audience engaged and entertained. From video games to informative tips and tricks videos, the options are endless. Game highlights on TikTok are another proven way to retain audience engagement, compared to platforms like Twitch and YouTube where viewer retention over a longer period of time is needed.

82% of TikTok users play games at least once a week. This highlights the potential success for the brands running their gaming content strategy on TikTok, particularly through a creator marketing strategy where you use trusted creators to play and review your game and give their honest opinion of it to their fans, drawing more eyes to your game.

PLANNING YOUR GAMING CONTENT STRATEGY ON TIKTOK

Identifying your brand & creating a gaming content strategy

An ideal gaming content strategy on TikTok for any gaming marketer would consist of deciding how your brand will be portrayed on the platform, whether this is through a character, avatar or a person. Giving your account a recognisable face will keep people coming back to the channel. It will also form an emotional connection between user and brand, as they will be able to see the human side of the brand that has personality infused into it. 

One of the most notable examples of a gaming content strategy finding success through their avatar is Nintendo with Mario.

Next you will need to consider what gaming content strategy you are going to use. For example a product-focused approach mostly focuses on the product or game through visually pleasing and aesthetic content. 

Another option is to create comedic skits about gaming with the product or game in the background entertaining your audience in an authentic way whilst still promoting the brand. These comedic skits can also utilise the latest trending sounds and formats to keep your posts at the forefront of what people are searching for on TikTok.

@nrg

did the pressure get to them ? @_asusrog #gaming #nrg #valorant #challenge

♬ original sound – NRG – NRG

As a gaming brand you also have the option to promote new in game events with comedic skits or game highlights, whether this be a regular or seasonal update, it can be a great way to keep people interested in your game. 

You can also create behind-the-scenes content. This can be made by the social media team, game developers or product developers. This type of content is great for showing your viewers how their favourite brand operates and is great for forming an emotional connection.

Interact with your community as well as the wider TikTok platform

 A crucial part of any gaming content strategy on TikTok is remembering to interact with your community and show that you appreciate their support and feedback on TikTok. 

Making sure you respond to viewers who comment on your content is key to keeping people coming back and watching more. Making sure your audience feels like their voice is heard and that there is a human behind the account attaches a community aura to your brand.

@playstation

Reply to @that1kidcris You can play PlayStation games directly from your phone using the PS Remote Play app! #PlayStation #remoteplay #ConsoleGaming #GameTok

♬ Astro Beat – Staysee

Having a proactive comment strategy where you interact with popular accounts both inside and outside of gaming can also give your brand added visibility and help resonate with potential consumers. Through reacting to the latest trending content in a human and relatable way, brands can pleasantly surprise viewers. 

Adding a CTA to your videos is a great way to boost engagement. Asking your viewers who their favourite game or character is, for their opinion on the latest updates in your game or for their thoughts on a newly released product can be a great way to both increase engagement and respond to any feedback, as well as show thanks for any support.

Utilise both organic and paid

The final key step for any gaming marketer creating a gaming content strategy on TikTok is utilising both your organic gaming content strategy and adding in paid boosting to your best performing organic content. This can boost not only awareness and visibility, but also help to grow your following and bring your brand to new eyes and allow you to become more easily recognisable to the wider TikTok gaming community. After all, your gaming content strategy.

@xbox

@Tiffy is here to help get your @Minecraft Legends journey started smoothly with these beginner tips #MinecraftLegends #Minecraft #Xbox #gaming

♬ Preparations – Crispin Hands

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Author

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Ella Proctor

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