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Twitter Shares New Insights into Evolving Gaming Discussion in the App
Whether you’re paying attention to it or not, gaming has become a key pillar of modern online culture, with gaming creators now more influential than ever, after two years of lockdowns which forced youngsters to find alternative means of social connection and entertainment.
Ask anybody under the age of 15 who their favorite celebrity is and they’ll likely point to a gaming-related star, and that influence has a significant impact on broader interests, trends, consumer behaviors and more, which is important for all brands to take note of in the modern marketing shift.
Underlining this, today, Twitter has published its latest overview of gaming-related discussion via tweet, which adds more scope to that influence and relevance, particularly among younger audiences.
As per Twitter:
“In the first half of 2022, there were approximately 1.5 billion Tweets about gaming – a record half following up on a record year for gaming conversation in 2021. The 36% increase in Tweets about gaming year-over-year was driven by big-time conversations around game releases like Elden Ring, esports leagues like Call of Duty League, VALORANT Champions Tour and Professional Gamers League Counter-Strike: Global Offensive and global gaming events like Xbox Showcase, Playstation’s State of Play and Summer Game Fest.”
As Twitter notes, that puts it on track to break last year’s record for gaming tweets, with 2.4 billion for the full year. For further context as to the overall growth of the Twitter gaming discussion, back in 2019, Twitter saw 1.2 billion gaming-related tweets for the entire year.
In terms of specific trends, Twitter has shared insights into some of the key focus elements, including the top countries tweeting about gaming topics.
As you can see, Japan leads the way, with the US and Korea coming in second and third respectively.
Note, too, the rise of India here. If Twitter can gain more traction in the Indian market, that could provide significant growth opportunities for the app – though it is also locked in ongoing disputes with the Indian Government over censorship concerns.
In terms of games, Genshin Impact was the most discussed game via tweet, followed by Wordle on overall mentions.
Though as we’ve noted previously, it doesn’t really feel right to include Wordle in the ‘gaming’ category. I mean, it is a game, I guess, but I don’t think that most of the people that are playing Wordle would classify themselves as ‘gamers’ as such.
If you were a marketer looking to target your ads about a new video game, would you want to reach Wordle players? My 70 year-old Dad posts his Wordle score to Facebook every day, yet he’s not going to be interested in targeted ads about the latest installment in the Call of Duty franchise.
That’s an exaggeration in terms of how such targeting might work, but the point is that Wordle probably doesn’t fit here, and its inclusion is likely juicing Twitter’s overall gaming engagement data a little bit.
Twitter has also shared data on the most popular gaming creators in the app, with Dream, Sapnap and Rubiu5 all making the list.
Again, the influence of gaming creators cannot be overstated, as they are driving huge trends online, expanding far beyond their streams on YouTube or Twitch. That’s why YouTube is now looking to sign the top streamers to exclusive deals, as a means to win more viewers across to its app, with the battle for top talent set to become a key battleground in the next push for platform dominance.
Twitter’s also shared data on the most discussed eSports teams:
While this time around, it’s also listed the top Spaces and gaming communities in the app.
Though I’m still not buying the value of Twitter communities, or their ongoing role in facilitating engagement in the app. Combined, these top listed gaming groups have less than 30k members, which equates to 0.01% of Twitter’s total active user base.
Overall, however, the numbers underline the ongoing popularity of gaming creators, and gaming culture more broadly, which, again, has become a key trend driver in many respects.
And as we move towards the metaverse future, which will be significantly influenced by gaming trends, it seems likely that this will become an even more important element – which is why all marketers should be paying attention to gaming trends.
You can read more about Twitter’s H1 2022 gaming trends here.
SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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