- How to make your video game viral using TikTok
- Published 23/06/2023
- 10 min Read
- Written by Julia Shandrokha
Table of contents
Welcome to the era of digital marketing, where platforms like TikTok are revolutionizing the way you connect with consumers and promote your products. TikTok, one of the leading social media applications with over 1 billion active users worldwide, has emerged as an influential marketing platform that’s altering the landscape of promotional strategies. Its blend of short, engaging video content and global reach has not only captured the attention of users but also offered businesses a unique opportunity to make their mark.
In the dynamic world of the gaming industry, where attracting attention and fostering engagement is key, TikTok is fast becoming an essential tool. The platform has a diverse and engaged user base that makes it a fertile ground for game developers and marketers to spread the word about their products, initiate trends, and even make their games go viral. Harnessing the power of TikTok can be the difference between a game that quietly blends into the vast gaming universe, and one that stands out, catches fire, and spreads like wildfire across this digital landscape.
In this article, the TikTok influencer marketing agency will provide you with a comprehensive guide on leveraging TikTok’s unique characteristics to its full potential. From understanding the nuances of the platform to creating impactful content, participating in trends, and nurturing a thriving community around your game, we’ll delve into actionable strategies to make your video game a viral sensation on TikTok. Whether you’re an indie developer or a big gaming company, these insights will equip you to navigate the TikTok terrain skillfully, garnering attention and engagement that translates into success for your game. So, let’s get started on this exciting journey.
UNDERSTANDING TIKTOK AND ITS ALGORITHM
In order to effectively use TikTok for marketing, it’s essential to understand how its algorithm operates. The TikTok algorithm, often referred to as a “mystery,” is what decides which videos get pushed to users’ “For You” page — the platform’s main feed and its most valuable real estate.
The algorithm’s mechanics
The TikTok algorithm is built on a machine learning model that takes into account numerous factors to recommend content to its users. It evaluates user interactions (such as likes, shares, comments, and the duration for which a video is viewed), video details (details about the video like hashtags, details in the description, and the type of content), and account settings (such as the user’s location, language preference, and device type).
The role of engagement
Engagement is a crucial metric for the TikTok algorithm. If your video receives high engagement (likes, shares, comments, and full video views), the algorithm will recognize it as valuable content and will push it to more users, increasing its visibility. Therefore, creating engaging content is key to reaching a broader audience and potentially going viral on the platform.
Authenticity matters
Unlike traditional advertising platforms, TikTok is driven by authenticity. It is the original and authentic content that resonates most with TikTok users, not overly polished, traditional advertisements. The platform values content that is creative, entertaining, and genuine, reflecting the preferences of its primarily young user base.
Applying this to your video game marketing strategy, it’s crucial to create content that offers real value to the audience, is in line with your game’s identity, and encourages users to engage. This could be behind-the-scenes looks at game development, game trailers that highlight unique aspects of your game, user-generated content, or even collaborating with influencers to create engaging and authentic content around your game.
HARNESSING THE POWER OF TRENDS
TikTok’s unique ecosystem thrives on trends, and effectively leveraging these can significantly boost your video game’s visibility and appeal on the platform. From viral dance challenges to popular sound bites, trends are a powerful catalyst for engagement and virality. Here’s how to harness them for your game promotion.
Why trends matter
TikTok trends typically involve viral dances, popular songs, hashtags, or creative challenges that users replicate or reinterpret in their own unique way. Tapping into these trends provides an opportunity to be part of the ongoing conversation, increase your content’s visibility, and connect with your audience in a fun and engaging way. For a video game, this could be an inventive gameplay challenge, a character dance-off, or even a narrative around a game’s world-building elements that connects with a current trend.
Participating in existing trends
One way to utilize trends is by jumping onto existing ones. Being aware of what’s trending on TikTok, especially among your target audience, allows you to participate in these trends and get your content in front of a wider audience. For instance, if there’s a popular song or sound clip that fits with your game’s narrative, you could create a video that combines gameplay footage with this trend. Or, if there’s a popular challenge or dance, find a creative way to incorporate elements of your game. Remember, it’s important to stay true to your brand’s messaging while also putting a unique spin on the trend to stand out.
Creating your own trend
While leveraging existing trends can be highly effective, there’s also immense potential in creating original trends. Consider creating a unique challenge or hashtag related to your game that encourages user-generated content and viral participation. This could be a gameplay challenge, a creative use of your game’s assets, or a meme that resonates with your audience. A successful trend can exponentially increase your game’s reach and engagement as users participate, share, and put their own spin on your trend.
BECOMING THE POSTER BOY OF YOUR NICHE
Every successful marketing campaign needs a unique selling proposition (USP) that differentiates it from the competition. On TikTok, this means identifying a niche and positioning your game as its leading voice. This section discusses the importance of finding a USP and how to cement your game as a dominant trendsetter within its niche.
The power of a unique selling point
A USP is what sets your game apart from others. It could be the game’s immersive story, unique mechanics, exceptional graphics, or an innovative game-play feature. Identifying and emphasizing your game’s USP in your TikTok content can help distinguish your game from the countless others vying for attention on the platform. It’s this point of differentiation that will make your content memorable and enticing to TikTok users.
Establishing your game as a trendsetter in its niche
The key to becoming a trendsetter on TikTok is creating content that is not only aligned with your USP but is also fresh, engaging, and shareable. You want to create a narrative around your game that is compelling and allows for user participation.
One way to do this is by utilizing the power of user-generated content (UGC). Encourage your followers to create and share their own unique content related to your game, perhaps in the form of gameplay challenges, fan art, or character cosplay. A successful UGC campaign can create a community around your game and help it gain organic traction on TikTok.
Case studies of successful trend implementation
Consider the example of Fortnite, which became a cultural phenomenon partly through its presence on TikTok. They capitalized on the popular ‘Fortnite Dance Challenge‘, where players and fans would recreate dance moves from the game. This viral trend helped catapult Fortnite into mainstream popularity and established it as a trendsetter in the gaming industry.
Another successful implementation can be seen with the indie game, Among Us. Players took to TikTok to share funny gameplay moments, strategies, and fan theories, helping the game gain massive popularity despite its initial low-profile launch. For now, the game’s hashtag already has over 70 billion views.
By identifying your USP, encouraging user participation, and actively promoting shareable content, your game has the potential to become a leading trendsetter within its niche on TikTok. It’s a strategy that not only boosts visibility and engagement but also fosters a sense of community among players.
MAKING YOUR GAME DISCOVERABLE ON TIKTOK
While creating engaging content is essential, ensuring it reaches the right audience is equally important. This is where the power of TikTok’s search features comes into play. This section will discuss the importance of Search Engine Optimization (SEO) on TikTok and provide strategies for enhancing your game’s discoverability.
Why Search Engine Optimization (SEO) on TikTok is important
Although TikTok is not a search engine in the traditional sense, it has search functionalities that users leverage to find content related to their interests. To ensure your game is discovered by potential players, you need to implement effective SEO strategies that align with TikTok’s unique search environment. This involves optimizing your video descriptions, profiles, and hashtags for relevant keywords that potential gamers may use in their search.
Strategies for enhancing discoverability
One critical way to improve your game’s visibility on TikTok is through the strategic use of hashtags. Hashtags serve as categorization tools that guide the TikTok algorithm in understanding the context of your content and displaying it to users interested in similar content.
By using popular gaming hashtags, you increase the chances of your game appearing in trending conversations. Furthermore, creating a unique branded hashtag for your game can encourage user-generated content and make it easier for users to find content related to your game.
Using ‘Search’ to understand potential gamers
The ‘Search’ feature on TikTok is not just a tool for discoverability; it can also be used to understand what potential gamers are interested in. By analyzing trending keywords and topics in the gaming community, you can tailor your content to meet these interests, thereby increasing its appeal and shareability.
For example, if you find that there’s a growing interest in speedrunning challenges on TikTok, you could create a series of videos showcasing speedruns in your game or even host a speedrunning challenge for your followers.
By implementing effective SEO strategies and using TikTok’s search features to its fullest extent, you can ensure that your game is easily discoverable to potential players and is in line with current gaming trends.
WHY YOU NEED TO ENGAGE WITH YOUR AUDIENCE AND HOW TO DO IT CORRECTLY
Fostering engagement with your audience is a crucial element in creating viral content on TikTok. This section will delve into the role of the comments section in fostering engagement, provide advice on responding to user comments and encouraging user-generated content, and illustrate how engagement can lead to virality.
On TikTok, the comments section isn’t merely a space for reactions — it’s a vibrant, interactive space where users can connect with creators and each other. It provides a platform where users can share thoughts, spark discussions, ask questions, and even inspire new content.
For game developers, the comments section can serve as a valuable source of feedback and ideas. Users may share their experiences with the game, suggest features or improvements, or discuss favorite elements. Engaging with these comments not only enhances community spirit but also gives you valuable insights into your players’ minds.
Replying to comments is a powerful way to show your audience that you value their input and are eager to interact with them. It humanizes your brand, fosters a stronger connection with your audience, and can inspire further engagement.
In addition, encouraging user-generated content (UGC) can significantly amplify your reach and engagement. Consider launching challenges or contests associated with your game, inviting users to create their own TikToks featuring your game.
For instance, you might launch a ‘Best Gaming Moment‘ challenge, where users create TikToks showing their most epic or hilarious moments while playing your game. Not only does this provide additional exposure for your game, but it also creates a sense of community among your players as they share and engage with each other’s content.
How engagement can lead to virality
On TikTok, high engagement can significantly enhance the chances of your content going viral. The TikTok algorithm favors content that triggers strong engagement (likes, comments, shares, etc.), interpreting it as a sign of value and relevance. Therefore, fostering an active, engaged community around your game can boost your content’s visibility and enhance its viral potential.
Remember, the ultimate goal isn’t just to achieve a single viral moment, but to build a community of passionate players who will continue to engage with your content and spread the word about your game. Consistent engagement is a critical stepping stone towards sustained viral success on TikTok.
NURTURING YOUR TIKTOK COMMUNITY
Building a robust and engaged community around your game on TikTok isn’t just a beneficial add-on to your marketing strategy — it can be a driving force behind achieving viral success. This section will discuss how a thriving TikTok community can amplify your reach and strategies for effectively connecting with and nurturing your followers.
Community building and viral success
While individual viral moments can give your game momentary exposure, it is the long-term cultivation of an active community that can consistently propel your game to the top of TikTok’s trending lists. An engaged community can generate a continuous stream of user-generated content, provide valuable feedback, and help foster a positive image for your game.
Each time a community member posts about your game or engages with your content, they help to boost its visibility on the platform. The TikTok algorithm favors content that generates strong engagement and can interpret this active community interaction as a sign that your game’s content is valuable and relevant, increasing the chances of your game achieving viral status.
Strategies for connecting with and nurturing your followers
Building a community requires a proactive approach to connecting with your followers. Responding to comments, asking for feedback, and creating content that resonates with your followers are key strategies.
- Engage regularly. Make it a habit to engage with your followers regularly. This could be through responding to comments, reacting to user-generated content, or even hosting live streams where you interact directly with your followers.
- Ask for feedback. Asking your followers for feedback on your game not only helps you improve the game itself but also makes your followers feel valued and involved.
- Create value-adding content. Strive to create content that is not just promotional but also adds value to your followers. This could be through behind-the-scenes peeks, developer interviews, gameplay tips and tricks, or highlighting fan-created content.
- Celebrate your community. Regularly take the time to celebrate your community. This could be through shout-outs to active followers, featuring user-generated content, or hosting contests and giveaways. Make your followers feel seen and appreciated.
- Consistency is key. Consistency in posting and interaction helps keep your followers engaged and your game top-of-mind. Develop a regular posting schedule and stick to it to keep your community engaged and growing.
Remember, the goal is not just to build a community, but to nurture it. A nurtured community will feel a stronger connection to your game, be more likely to engage with your content, and more likely to help your game achieve viral success on TikTok.
IN CONCLUSION: GOING VIRAL IS JUST THE BEGINNING
As we’ve explored throughout this guide, harnessing the power of TikTok to make your video game go viral is a multifaceted process. Yet, it’s important to reiterate that going viral is merely the first step in the larger journey of building and maintaining a strong brand on the platform.
Achieving a viral moment can undoubtedly catapult your game into the spotlight and create an influx of new followers. However, sustaining that interest over time requires a continuous effort, an authentic connection with your audience, and the consistent delivery of engaging, value-driven content.
Moreover, a strategic long-term approach is crucial. TikTok trends may come and go, but the value you provide your community, the connections you forge, and the unique position you establish within your niche can leave an enduring impact. The goal isn’t just to trend for a moment but to build a lasting legacy on the platform that continually resonates with your target audience and fosters a loyal fanbase for your game.
Remember, each game, like each TikTok audience, is unique. Experiment, learn, and adapt these strategies to suit your specific needs. With a bit of creativity, an understanding of your audience, and a strategic approach, you can successfully leverage TikTok’s potential to turn your video game into a viral sensation.
It’s time to apply the insights and strategies discussed by the Famesters influencer marketing agency in this article to your own video game marketing efforts on TikTok. Or you can just contact us and delegate the task to our experts with 6+ years of experience in promoting video games — on TikTok, too. We are ready to help your awesome game ignite the gaming community!
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