Title: TikTok Aims to Take on YouTube and Twitch in the Gaming World
TikTok, the popular social media platform, is setting its sights on the gaming industry as it seeks to compete with established players like YouTube and Twitch. According to internal company data, approximately 50% of TikTok’s 1 billion daily active users viewed some form of gaming content in 2022. This presents a significant opportunity for marketers looking to engage with a highly interested and active gaming audience.
In its recent annual trends report titled What’s Next: Gaming, TikTok outlined strategies for brands to effectively engage with gaming-related content on the platform. The uniqueness of TikTok lies in its celebration of gaming culture, going beyond just showcasing gameplay or providing tips and tricks. Users creatively incorporate game elements into their daily lives, fostering a sense of community and connection that resonates with viewers.
Rema Vasan, head of global gaming marketing at TikTok, emphasizes the importance for brands to understand the culture of the games they represent and bring that culture to life on TikTok. By leveraging game characters, music, and edits, brands can create content that captures the attention and imagination of users, leading to greater engagement and reach.
Interestingly, TikTok’s gaming culture extends beyond the stereotypical gamer, encompassing individuals from various walks of life. For example, E.l.f. Cosmetics successfully tapped into the intersectionality between gaming and beauty through their Gamers Got Talent activation. This campaign highlighted the diverse talents of gamers, showcasing their multifaceted abilities beyond gaming expertise.
While TikTok’s gaming content primarily attracts Gen Z users, the platform’s gaming ecosystem appeals to all generations. Gaming has become the fastest-growing media in terms of daily spend, with growth observed across age groups. Brands aiming to foster long-term loyalty should prioritize cultural relevance and meet users early in their lives to establish strong connections.
TikTok’s trend report offers three key takeaways for brands. First, actionable entertainment is essential. Users want to actively participate and contribute to the gaming experience through trends, challenges, and user-generated content. Second, fostering joy through gaming culture plays a pivotal role. TikTok’s dynamic environment and diverse tools allow brands to engage users in creative and innovative ways. Feedback and collaboration with creators enable brands to cater to users’ interests and preferences effectively.
Lastly, TikTok’s community-built ideals promote inclusivity and bring various communities together. The platform’s broad appeal attracts not only gamers but also individuals interested in fashion, cooking, and other verticals. Niantic’s engagement with different communities for its mobile pet game simulator, Peridot, exemplifies how brands can leverage TikTok to connect with multiple interests.
In the ever-expanding world of gaming and the rise of metaverse-adjacent platforms, TikTok offers specific opportunities for brands. Effect House, an AR-related tool, enables brands to blend game elements seamlessly with reality. Niantic’s use of Effect House to bring Peridot’s characters to life serves as a successful example. Additionally, Branded Effects helps brands breathe life into their characters and enhance user engagement.
TikTok’s foray into the gaming world provides marketers with a unique and valuable platform to connect with a passionate and diverse gaming community. By understanding and embracing gaming culture, brands can create compelling content that resonates with users, fostering long-term loyalty and driving business growth.
Overall, TikTok’s innovative approach to gaming content and its commitment to creating engaging experiences positions it as a formidable contender in the gaming landscape. With its vast user base and the ability to seamlessly blend culture and gaming, TikTok has the potential to disrupt the dominance of traditional gaming platforms like YouTube and Twitch.
