At this point, TikTok should consider opening its own publishing house. That being said, TikTok had just published a new overview of key gaming content trends and behaviors in the app. It also looks at how marketers can tap into the conversations as a means to boost their messaging among their rapidly expanding audience.
As TikTok explains:
“Gamers from around the world flock to TikTok to create and enjoy gaming content. In fact, more than half of TikTok users watch gaming-related short video content daily. The immersive, full-screen, sound-on short video format lends itself perfectly to sharing gameplay clips, walkthroughs and tutorials, cosplay, and other forms of game fandom.”
TikTok Gamers
More than half – that’s a significant amount of gaming-related engagement in the app. Expounding on this, TikTok also notes that those within its gaming audience, on average, follow around 12 business accounts. To tap into this, TikTok advises that brands should look to create an organic persona for their business that aligns with these trends, while also connecting to their own traits and values.
“Think about the elements of your game that align authentically with TikTok’s culture, and then build upon some of those key components to establish a brand personality that stays consistent across your TikTok content.”
TikTok says that brands must then consider their content approach from this perspective, incorporating in-game footage, company assets, and more, reforming them into TikTok trends. TikTok also mentions that behind-the-scenes insights can also work well within TikToks, along with certain in-game promotions.
Game developers also need to develop a long-term plan of attack that has to cover all the various elements in a comprehensive strategy. These are some invaluable notes, for the most part, which largely apply beyond the gaming realm alone. It’s worth considering how these tips fit in with your TikTok approach. Gaming is arguably the key driver of modern pop culture, with most popular online personas having linkages back to the gaming community. This has only been further solidified in recent years, with the pandemic making gaming platforms an even more social and connective space.
The Wrap
As more youngsters spend more time in these digital environments that establish more habitual, embedded habits, these will eventually inform how they look to connect in all capacities during the next stage, professional or recreational.
With this in mind, it’s worth considering the connective value of gaming for all brands and whether there may be a way into the broader gaming discussion for your products. As with everything, there won’t always be a fit, but as these stats have shown, for those that can find a way in, big opportunities are to be had for tapping into the ever-expanding gaming conversation.
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Sources