Competitive and frenetic, that’s the mobile gaming market in a nutshell. Countless game developers – ranging from indie to large studios – are contending for players’ attention.
So, in such a saturated industry, how do you get the word out about your game? The answer is social media! It plays a pivotal role in making your game seen by potential players. Missing a chance to use it to build anticipation, engage with your community, and showcase your game’s unique features could mean the difference between visibility and obscurity.
This article will explore some real-world ways to use social media to get your mobile game in front of more people and make it a success!
Choosing the Right Social Media Platforms
Before you start posting how awesome your game is, you need to do two things: select the right social media platform and do some target audience research.
For example, TikTok’s audience tends to skew teenagers and young adults, while Facebook’s user base is mostly adults. However, this doesn’t mean that there isn’t an overlap between the two platforms. So, really ask yourself who your game is made for, and make sure your campaigns are being run on the right platforms. This way, your marketing budget doesn’t go to waste.
Creating Engaging Content
Mobile game ads are notorious for being uncreative and inauthentic. So, if your marketing prioritizes these, you already have an advantage! Focus on showcasing the parts of your game that you are most proud of, whether it be the stylized aesthetics or the flashy gameplay.
If your mobile game has been out for a while, you can take advantage of community-generated content. Show the cool things your players are doing with your game. After all, a lot of gamers love the idea of playing a game with something they can show off, whether it’s achievements or rare loot.
Whatever type of content you put out, make sure it follows a singular and consistent tone. You can’t be a meme-centric marketer one day and start being super formal the next. Choose a brand voice!
Leveraging Influencers for Successful Campaigns
Another way to reach players is through gaming influencers. If you have the budget, partnering with them for campaigns is a good way to tap into their audience, who are ready to trust their recommendations.
Some notable examples of mobile game marketing campaigns that found success by marketing with influencers are the pre-launch campaign for Brawl Stars and Infinity Ops (Destiny Warfare).
Even if you have a limited budget, there are also smaller content creators who are open to sponsorships and ad reads. However, you have to make sure that the influencers you’ll connect with are non-problematic and share the same values as your brand. If you don’t, such a partnership could work against your game.
Efficient Social Media Management and Security
After understanding what social media campaigns to run and for whom, you now face another challenge: managing all your social media accounts throughout campaigns without getting overwhelmed.
The good news is that you don’t have to worry because various management tools exist to solve this problem. Look into various social media management platforms to centralize all the tracking and scheduling for your campaigns.
Aside from management, security tools should also be paired during the marketing process. Password managers are great for keeping all your team’s social media accounts safe. If your team prefers uploading content on social media platforms via their phones, try integrating password managers for Android or iOS to ensure no slip-ups happen when working on them via phones, too.
Additionally, a virtual private network (VPN) is necessary for security if you are managing accounts remotely.
When your team works from different locations or public networks, using a VPN for PC and mobile devices creates an encrypted connection that protects your marketing efforts from potential breaches. After all, you don’t want your mobile game marketing to be disrupted by security incidents that could have been easily prevented.
Make Your Game Shine
While the start won’t be easy, leveraging social media to increase your game’s reach to your target audience can be a game changer. Use the tips we provided in this article and you’ll quickly see the payoff.