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TikTok Shares New Insights into How Gaming Marketers Can Connect with Audiences in the App

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TikTok Shares New Insights into How Gaming Marketers Can Connect with Audiences in the App

TikTok has published a new overview of key gaming content trends and behaviors in the app, and how marketers can tap into the conversation as a means to boost their messaging among its rapidly expanding audience.

As explained by TikTok:

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.”

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

In order 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 then need to consider their content approach from this perspective, incorporating in-game footage, company assets, and more, and reforming them into TikTok trends.

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TikTok is all about shared inspiration. Take a look at the For You page, see what’s working from other videos, and think how you could 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 mixing different types of elements: play with sounds, effects, text overlays and tools to fine-tune your storytelling.

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

Game developers also need to develop a long-term plan of attack, which covers all the various elements in a comprehensive strategy.

TikTok gaming insights

These are some valuable notes, which largely apply beyond the gaming realm alone, and it’s worth considering how these tips fit with your TikTok strategy, and how you too can lean into similar gaming-related trends.

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

That’s been further solidified in recent years, with the pandemic making game platforms an even more social, connective space, and that enhanced, expanded usage of in-game environments is really the framework of the evolving metaverse push.

As more youngsters spend more time in these digital environments, that establishes more habitual, embedded habits, which will eventually inform how they look to connect in all capacities, professional and recreational, in the next stage.

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.

There won’t always be a fit, but as these stats from TikTok show, for those that can find a way in, there are big opportunities in tapping into the ever-expanding gaming conversation.

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

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Meta Launches New Reels Features, Including Stories to Reels Conversion and Improved Analytics

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Meta Launches New Reels Features, Including Stories to Reels Conversion and Improved Analytics

As it works to latch onto the short-form video trend, and negate the rising influence of TikTok, Meta has announced some new updates for Reels, across both Facebook and Instagram, including additional Reels insights, the expansion of the ‘Add Yours’ sticker, and ‘auto-created’ Reels clips. Yes, automatically created Reels videos.

Here’s how the new additions work.

The main addition is the expansion of the ‘Add Yours’ sticker from Stories to Reels, providing another way to prompt engagement from other users via Reels clips.

As you can see in these example images, you’ll now be able to post ‘Add Yours’ questions via Reels clips, while you’ll also be able to view all the various video responses to any prompt in each app.

It could be another way to spark engagement, and lean into the more interactive ethos of the short form video trend. Part of the appeal of TikTok is that it invites people in, with the participatory nature of the app essentially expanding meme engagement, by making it more accessible for users to add their own take.

Meta will be hoping that the ‘Add Yours’ sticker helps to facilitate the same, prompting more engagement with Reels clips.

Next up is auto-created Facebook Reels, which, as it sounds, will enable users to automatically convert their archived Stories into Reels clips.

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Reels updates

As you can see here, you’ll soon see a new ‘Create from Your Story Archive’ prompt in the Reels creation flow, which will then enable you to convert your Stories into Reels clips.

So it’s not exactly wholly automated Reels creation, as it’s just flipping your Stories clips into Reels as well. But it could provide another, simple way for users and brands to create Stories content, utilizing the video assets that they already have to link into the trend.

Worth noting that Meta also recently added a tool to convert your video assets into Reels within Creator Studio.

Meta’s also expanding access to its ‘Stars’ creator donations to Facebook Reels, which is now being opened up to all eligible creators.

Stars donations in Reels

Meta initially announced the coming expansion of Stars to Reels back in June, which will provide another critical monetization pathway for Reels creators. Short form video is not as directly monetizable as longer clips, where you can insert pre and mid-roll adds, so add-on elements like this are key to keeping creators posting, and fueling an ecosystem for such in its apps.

Stars on Reels will be available all creators that have maintained at least 1,000 followers over the last 60 days.

Meta’s also adding new Reels performance insights to Creator Studio, including Reach, Minutes Viewed, and Average Watch Time.

Reels updates

That’ll provide more perspective on what’s working, and what’s not, to help optimize your Reels approach – which could be especially valuable in the coming holiday push.

Lastly, Meta’s also expanding some Reels features that were previously only available in Instagram to Facebook as well.

Crossposting from Instagram to Facebook is now available to all Instagram users, while Meta’s also expanding its Remix option to Facebook Reels also.

Reels updates

As noted, Reels has become a key focus for Meta, as the short-form video trend continues to gain traction, and TikTok continues to rise as a potential competitor. By replicating TikTok’s main elements, Meta’s working to negate its key differentiation, which could ensure that more of its users don’t bother downloading a new app, and just stick with its platforms instead.’

Which, whether you agree with that approach or not, has proven effective. Reels content now makes up more than 20% of the time that people spend on Instagram, while video content, overall, makes up 50% of the time that people spend on Facebook.

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Meta additionally notes that it’s seen a more than 30% increase in engagement time with Reels across both Facebook and Instagram.

Meta doesn’t need to ‘beat’ TikTok as such (as much as it would like to), but it does need to dilute its significance if it can, and make it less appealing for users to have to start yet another new account, and re-build their friends list.

That’s why it’ll continue to replicate TikTok at every turn, because millions of people are currently not going to TikTok because of the presence of Reels in its apps.  

You can learn more about Meta’s new Reels updates here.

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