More Social Media Marketing?
You’re already using Twitter—and probably Facebook. Why would you even consider adding Snapchat and Instagram to your marketing plans?
Simple: because each outlet features a different core audience. Each social media account is tailored to be one thing better than another. For instance, Instagram is all about photography, more than any other outlet. It’s a method of showcasing a portfolio, of being creative, and connecting with other like-minded people.
Meanwhile, Snapchat deals in content that disappears after a certain span of time. You take a photograph or a video, send it or post it in a story, and then it’s gone. The purpose? To connect with the people who follow you, and let them see what you get to do on an average day.
Now, the question is . . . are these outlets ideal for game development marketing? Is the audience in each of these outlets one that you can reach out to successfully, or is it a waste of time?
Believe it or not, Naughty Dog has a Snapchat, “naughtydoggames.” Gamespot.com also has one, just search them by their name. Turns out there’s quite the list of creatives on Snapchat, from artists to web developers, game designers to programmers. So, if you’ve been stalling because you don’t think there’s anyone like you on Snapchat, think again.
Logically, if these people are on Snapchat, they have an audience. They post the daily activities of game development, like concept art, animation and scriptwriting. Whenever they’re traveling to promote their games, they snap it! When Naughty Dog was first launching A Thief’s End, Arne Meyer and Bruce Straley chronicled their journey on a European press tour.
In other words, if you’re a developer, Snapchat might be worth your while. There are a ton of creatives on there to follow, and if you know how to market yourself right, you might expand your follower base as well. Think of it as a way to chronicle the behind-the-scenes of your work.
If you use #gamedev on Twitter, you get a lot of exposure. That’s common knowledge. But did you know the same exact thing applies on Instagram? #gamedev comes up with creature creation, designs done on Unreal Engine, and various indie developers.
In fact Instagram is an extension of a portfolio. We say extension, because surely you know by now that portfolios should be presentable, with their own domains and such. But linking an Instagram to it to further draw attention to your concept art, writing, music, etc. is invaluable. It helps people connect with other game developers, showcase their work, build an audience, and then even promote their upcoming games.
Differences Between Outlets
Now, let’s go back to the beginning for a second. Chances are you use Twitter to draw attention to your portfolio, your games, articles, etc. And follow and retweet other developers. Facebook, well, it’s kind of the same thing, only you get to stalk these other developers, and find out more information about them.
There’s a high chance you don’t want to make Snapchat or Instagram a part of your game marketing plan, right? There’s only so many hours in a day, and everyone knows you need most of that time to actually work on your games. But that’s the thing: remember when we said each outlet is best suited for something that the others aren’t?
Using Twitter to draw attention to specific websites or social media accounts, and then retweeting what some other people are up to, means you’re helping yourself and others. They, in turn, will retweet your content too. If you use Facebook to see who knows who, and what events or projects people are up to, you might better offer your services if it seems like they’re in need of help. Meanwhile, you could use Snapchat to chronicle your process, even with just two or three story additions in a day.
And then that leaves Instagram, where you could showcase your work for a large audience, and then link it to your actual portfolio. It’s dynamic, fun, informational, and shows that you’re social media savvy. The drawback is that it takes quality to draw attention to your profile. If your content isn’t up to par, no amount of liking other people’s posts will generate followers.
The Verdict: It’s All About Style & Balance
If this all seems too much effort, remember: there is no wrong way to go about it. It’s all about what you feel comfortable doing. Maybe the idea of keeping up an Instagram seems like too much effort. Maybe Facebook has gotten old and stale. Maybe all you really want to do is use Twitter and Snapchat. And you know what? That’s fine too.
The trick is to know how much you can realistically balance, and what best suits your lifestyle and personality. Maybe you’d get sucked into Instagram, and you’re afraid it would consume your time (we’ve been there). That’s fine! Just make sure you use the outlets in ways that benefit you the most. Whatever you choose, you get to share your work with a larger audience, and have fun while doing it. So no pressure!