TikTok shares new insights into how gaming marketers can connect with audiences in the app


TikTok has released a new overview of the key trends and behaviors in in-app gaming content, and how marketers can take advantage of the conversation as a means to boost their messaging among the rapidly growing audience.

As explained by TikTok:

Gamers from all over the world come to TikTok to create and enjoy gaming content. More than half of TikTok users watch gaming-related short video content on a daily basis. The immersive, full-screen, sound-on short video format is perfect for sharing gameplay clips, walkthroughs and tutorials, cosplay and other forms of gaming fandom.”

More than half – that’s a lot of game-related engagement in the app. Building on this, TikTok also notes that: those within its gaming audience follow an average of about 12 business accounts.

TikTok Gaming Insights

To capitalize on this, TikTok advises that brands should look for an organic persona for their business that aligns with these trends, while also aligning with their own traits and values.

“Think about the elements of your game that authentically align with TikTok culture, then build on some of those key components to create a brand personality that stays consistent across your TikTok content.

TikTok says brands should look at their content approach from this perspective, taking in-game visuals, assets and more and turning them into TikTok trends.

TikTok is all about shared inspiration. Check out the For You page, see what works in other videos, and figure out how to apply elements to your own content. You can also use the Trend intelligence tools in our Creative Center to find trending hashtags, creators, sounds and more. Consider combining different types of elements: play with sounds, effects, text overlays and tools to refine your stories.

TikTok also says that behind-the-scenes insights can work well in short clips, along with promotions for in-game elements.

Game developers also need to develop a long-term plan of attack that includes all the different elements in a comprehensive strategy.

TikTok Gaming Insights

These are some valuable notes, which are largely applicable outside of the gaming realm alone, and it’s worth considering how these tips fit your TikTok strategy and how you can also lean on similar gaming-related trends.

Gaming is arguably the main driver of modern pop culture, with most of the most popular online identities now having at least some link to the gaming community.

That has further solidified in recent years, with the pandemic making game platforms an even more social, connecting space, and that enhanced, extensive use of in-game environments is really the framework of the evolving metaverse push.

As more young people spend more time in these digital environments, more habitual, embedded habits emerge, which will ultimately determine how they want to connect in all capacities, professional and recreational, in the next phase.

With this in mind, it’s worth thinking about the unifying value of gaming, across brands, and whether there’s a way to enter the wider gaming discussion for your products.

There won’t always be a match, but as these stats from TikTok show, for those who can find their way around, there are great opportunities to take advantage of the ever-expanding gaming conversation.

You can read TikTok’s full “Content for Gaming Marketers” guide here.

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