Customers of ByteDance’s hit social networking app TikTok considered greater than three trillion gaming-related movies in 2022, in keeping with the corporate’s Gaming Development report.
The report delves into the app’s gaming fanbase to look at totally different ways in which it’s used to drive engagement. Of explicit curiosity is the GameEdit pattern, the place avid gamers on the app are “leveraging their very own inventive expertise to share fan edits that drum up hype and consciousness for the characters and titles they love”. The report notes that fandoms on TikTok “aren’t happy with passively consuming content material from their favorite types of leisure.” These movies have led to at least one in three TikTok customers trying to find extra data from a product or model after seeing movies associated to them shared by TikTok customers.
Genshin Impression proved to be significantly a preferred supply of content material, with movies tagged as #GenshinEdit receiving 4.1 billion views over the course of the 12 months.
78% of customers worldwide agree that it’s okay for manufacturers to experiment with new methods of making content material, and the identical proportion state that the most effective manufacturers on the positioning are people who “assist customers make creating and sharing movies enjoyable”. To this finish, manufacturers are benefiting from TikTok packages resembling voice filters and AR results to assist bridge the hole between gaming and real-life situations. Moreover, some manufacturers are utilising mascots and digital characters to permit for customers to create enjoyable and natural content material.
The facility of enjoyable
The report highlights the truth that avid gamers and builders on the platform are on a stage enjoying discipline, permitting for connection and even sharing concepts. This enables builders to make use of the platform to meaningfully have interaction with followers, and sport makers and types alike “are discovering success with playful, humorous content material that reveals they don’t take themselves too critically.”
TikTok customers worldwide are 1.4 occasions extra more likely to report greater buying intent because of humour in a product’s sponsored movies, highlighting the potential of this strategy versus merely reporting stats and figures.
Furthermore, 75% of TikTok customers agree that the platform provides them a way of neighborhood by permitting them to search out others who share their pursuits. Within the video games house, in style hashtags embody #WomenInGaming (830 million views all year long), #GamerMom (169 million views), and #CozyGamer (687 million views).
An additional 70% of customers say that they really feel a better connection to fellow customers on TikTok in comparison with different social media platforms.
The gaming life-style
The report notes the potential of TikTok’s means to create and spotlight new challenges and traits, extending a sport’s life cycle and inspiring gamers to revisit it after finishing the story. #Nuzlocke – a preferred type of Pokémon problem that imposes a collection of fan-made guidelines – noticed 287 million views, whereas video games tagged #Speedrun noticed an enormous 5.3 billion.
Lastly, the report examines gaming as a way of life or aesthetic in its personal proper, versus merely an exercise. Customers are inquisitive about seeing a “behind the scenes” look and getting a glimpse on the gaming rituals, setups, and private tales of creators. TikTok additionally highlights the potential that this shift in perspective has in unlocking new crossover alternatives with different pursuits as various as vogue, house decor, and even meals. This might probably let sport makers determine traits within the fanbase and open the door for official collaborations, resembling branded content material.
We listed TikTok guardian firm ByteDance as one of many prime 50 cell sport makers of 2022. We’ll be unveiling our listing for 2023 within the coming months.
