10 things to promote your indie game (from most effective to almost useless) – Part 3 : social media

(8 minute read)

 

In this 4 parts article, we’ll talk about 10 marketing actions you can use to promote your indie game, ranging from super effective and trendy to less effective, wishlists and sales wise (but they have other qualities). Here’s part 3, presenting social media with a focus on when and why use them (or why not).

 

Part 1 (Steam next fest, festivals & content creators)

Part 2 (Gaming media)

Part 3 (this article)

 

Have a good read, and I’m here if you need a marketing professional to promote your indie game, we’ll get back to that.

 

—

 

DISCLAIMER: This is marketing 101, for those who have almost no idea on how to market a game. If you’re advanced in marketing, this article might be boring. If you’re average, you may learn a couple of things there. And if you’re an absolute beginner, you will learn a lot.

 

Thing to promote your indie game #5 : Social media

 

Aaaaaaah… Social Media. Where everything is said, especially what shouldn’t be. Again, there’s too much to be said on the matter, and you’ll find tons of stuff about it online. So I’ll focus on underrated networks that need your attention first and end with the major ones and tell you if they fit your game or not. But first, general recommendations.

 

1. Your first interactions will (most probably) come from people that know you.

Social media are called social for a reason. Except if you have exceptional art, writing or video content to share (and even so), your first interactions will come from your relatives or professional network. I have 500+ contacts on linkedin and barely know half of them, because at one point in my professional career all I was doing was accepting people I didn’t know and don’t interact with them. Don’t do that. (if you feel like adding me, feel welcome and we’ll have a chat, that’s what I always do except with non customized messages). But even so, for now all those that interacted with my posts were people I knew in person or worked with. Adding random people out of the blue might feel reassuring, but adding people you had an interaction with will probably bring your more likes and shares.

 

2. If your relatives aren’t fans of social media, or even if they do, make friends there

As said earlier in part 1, posting is not enough. You have to interact with other devs, comment on accounts of content creators your players like, take part in #screenshotsaturdays and #wishlistwednesdays, everything you can to boost your follower count. And eventually, your interactions will grow as your game advances in development, and as you have prettier things to show.

 

3. Your follower count will grow as you do stuff OUTSIDE social media

I stole this one to Chris Zuckowski. Again. Sorry Chris, you’re too good to not be mentioned.

 

What you do with steam, content creators, festivals and such will bring you more followers than most of what you do on social media. Check accounts of those who post with huge interactions: they, 99% of the time, already have a huge following. And they got it with time, interactions with other people or actions outside the platform. But mostly time. So keep going, be ready to post messages in bottles, and choose your social media to start with.

 

4. Start with ONE social media

You’ve seen other studios have multiple platforms so you might think it’s a good idea to post everywhere at once. If you’re a total beginner, start with one, and go all in there for starters. When you mastered one, it’s easier to thrive on others, even though each media has its codes, rules, memes etc.

 

5. Social media music

Dealing with social media is like playing an instrument: to play one you need the basics, and when you mastered music 101 the others are easier. But learning to play other instruments takes time and it might be less intuitive depending what you are good at.

 

Now, here’s some social media I recommend joining, when, and why. Number one may, or may not, surprise you.

 

Bluesky, new (white) knight in the realm

 

Yes, bluesky. If it was a couple of months ago, you probably never heard of it. Now it seems like it’s the new twitter.

 

When use bluesky to promote your indie game ?

Now. This network is booming and now is the time. Indies are slowly making a crowd there and it’s less toxic than X. Even though it’s mostly game professionals now, get a following there and get ready to welcome gamers soon. More and more brands are moving from X to Bluesky, so people will follow someday.

 

Btw, if you like what is going on on X right now, I respect that. You can continue on X/twitter if it works for you. And if you don’t… Come my friend, the grass is blue-er elsewhere.

 

So yes, Bluesky is mostly left-wing people. X is mostly right-wing. I don’t think it’s a good thing to separate people like that, but that’s how it is. Pick your team or don’t, everyone has rights to play good games. But I picked mine and I’ll tell you what, I prefer butterflies than letters.

 

That being said, and after a couple of days spent personnally on the platform, expect more unexpected follows, but not necessarily more interactions, when you begin. Go back to the previous pieces of advice about why it might work or not work for you.

 

Why use bluesky to promote your indie game ?

Kinder communities, more followers, more wishlists, and potential beta testers… If you know how to handle the butterfly.

 

I’ll be testing seriously the platform soon, I’ll let you know how it went for me. You can follow me if you feel like it. But try it yourself and see how it goes.

 

Reddit, the enigmatic sorcerer in the woods

Reddit is a tougher one to master, but I believe every developer should have an account there.

 

When use reddit to promote your indie game?

As soon as you have a defined game genre, you’ll find a subreddit (like a facebook group but with more interactions) for promotion. Even several if your genre is a mix. Here’s a genre specific subreddits list. They’re not all there but it’s good for starters. You’re welcome.

 

Subreddits have rules you must accept and respect and it’s not that easy to stand out in those. But see it like a game: there are rules, you need to improve your skills and there’s no tutorial. Yet.

 

Why use reddit to promote your indie game?

More interactions, potentially more wishlists, if you find the way. I don’t say it’s easy, like all marketing efforts it will take some tests, but iterate and success will come to you. It’s also a place where you can gather your first beta testers (I always come back to my point. Remember ?).

 

Discord, forgotten whisperer of the social court

When writing this article, I almost forgot discord. Because it’s not like the others. It’s more a gathering platform than a “classic” social media with a feed and such. But it’s super worthwhile.

 

When use discord to promote your game ?

As soon as you can. Discord should be the 2nd step of your marketing funnel, where all your links link before you get a steam/itch.io page. That’s where you can showcase your work in progress, your test builds and start gathering your community.

 

Why use discord to promote your game ?

1. Because most gamers are used to the platform
2. Its channel system makes it easier to sort information
3. It allows you to be directly in contact with your players, and makes interaction easier than on any other social media.

 

Tiktok, fresh prince of short videos

Longtime considered a social media for teenagers, Tiktok is not anymore and can be very powerful for indies. Not all of them, but for some it does.

 

When use tiktok to promote your indie game?

If you have great graphics and animations, or anything that makes good videos, it’s worth the shot. If you have content creation or video editing skills you should also definitely try your luck. Expect more views than youtube if you cut your videos right, but not an instant buzz except if you’re the next Viewfinder or Manor Lords (was the link necessary for this one ?). Being popular, 99% of the time, takes sweat and well… Time.

 

Why use tiktok to promote your indie game?

Tiktok’s audience is younger than anywhere, hence probably geekier. There also are gaming content creators there, publishers and people from the industry. You want them all to see your game. But it takes effort and good graphics, or even more creativity to make your game look interesting. Check #gaming to have inspiration, among other sources.

 

Youtube, mesmerizer in chief

Often forgotten by indies because video editing is long and tedious, youtube can be a solid source of information about your game for your potential players, if you take the time to use it right.

 

When use youtube to promote your indie game?

Technically, you can start as you begin developing. There are countless channels showing how to build this, how to craft that and you have your chances if you want to go full youtube.

 

Now, you probably prefer to spend time making your game, so as soon as you have decent gameplay videos and trailers, shoot them here. Know that other social media don’t like links outside their platform though, so post your videos directly in them (or “natively” as we marketer devils say) instead of linking to youtube, or it will decrease your reach (definition in the bit about facebook) dramatically.

 

Why use youtube to promote your indie game?

If you haven’t contacted content creators yet, your potential players may want to see what playing your game looks like. Content creators will make your game look great, but who better than you to show it right? Dig into the details of your gameplay, show how to master the right skills and if your game is good and with a little luck, people will follow.

 

Instagram, the mighty place to be (but is it for indies really ?)

 

ATTENTION : I wrote this article before Zuckerberg went crazy and opened all doors to toxic content and AI. I hope he will change his mind someday (even if I doubt that) so these advice about Facebook and Instagram might be outdated when you read them. Right now I would say go for other social media, but you can try and figure out yourself. But the future of these two is pretty unpredictable. And if some have theories, they don’t look good. Note out.

 

Instagram is not renowned to be a place for indies to thrive, but it can be useful in some cases.

 

When use instagram to promote your indie game?

When you have beautiful or cute graphics. It could be pixel art, anything 2d or 3d, but it has to have a “wow” or “aww” effect. Instagram is 100% based on pictures and videos, and you will be competing with photographers, video editors, or bikini bimbos and muscular dudes both on desert islands. If your graphics stand out, you have a chance.

 

Ps : it also works if you’re an artist or have an artist in your team that can craft beautiful posts. But it might be time consuming.

 

Why use instagram to promote your indie game?

Everyone is on instagram, from teenagers to parents. Grandparents are getting to it, but they’re mainly on facebook and they’re not (yet) your target. Some studios are big there, and there are ways like hashtags to get more traction and be known by complete strangers.

 

Facebook, the aging king of social media

Generally, I don’t recommend creating a Facebook page. At least, for small indies. I’m mentioning it here because you probably thought about it. But if you have created one or if you absolutely want to, here’s when and why do so.

 

When use facebook to promote your indie game?

I’d say, when you have money to do facebook ads and if these can be helpful for you. ie if you have a mobile game or someone experienced in your team to do so. Organic reach for facebook pages is almost dead and to thrive on the platform today you need facebook ads.

 

Btw, organic reach is the number of people seeing your posts without you paying. Ads and suggestions have boomed over the years on facebook feeds, hence less room for pages.

 

Also, if you have lots of loyal facebook friends ready to join your page and interact with your posts, it might be a good idea.

 

Why (and why not) use facebook to promote your indie game?

Why ? Facebook, and instagram, are very powerful ad placements, when used right. They are two of the biggest social media right now and are popular all around the globe. And some videogames thrived thanks to them, but with massive ad campaigns. Also, they have insanely detailed data if you’re a number geek. You can also just have a presence there in case of a big buzz, but don’t expect lots of interactions if you don’t have an active following.

 

Why not ? If you have almost 0 experience in marketing, you certainly don’t have a massive marketing budget. And with the reach issue, you’ll soon be devastated by the absence of likes in your posts. They won’t be displayed to many people, your growth will be slow (much slower than on other platforms) and well, you will hate marketing even more. That’s why I don’t recommend facebook to start marketing, for indies that have little experience in this cursed capitalist art.

 

Linkedin, The royal Tax collector

Not a bad idea to post there, but for your game it’s not the first place you want to be. Except if you already do, or if you have a corporate related game.

 

X/twitter, The crazy old man shouting in the streets

X is full of toxic people, drama and bots. Go there if you feel in synch with the vibe here, but I don’t.

(if it already works for you, continue, but be careful of what kind of community you’re gathering).

 

You can also read:

Part 1 (Steam next fest, festivals & content creators)

Part 2 (Gaming media)

Part 3 (this article)

Stay tuned for Part 4 : Crowdfunding and minor actions (wishlists and sales wise)!

 

Good luck have fun (with marketing),

—

I’m Valentin Thomas, and I’ve been a gamer since I was 5. I started my freelancer marketing career in 2014, and switched from “every project that wants my help no matter the industry, but preferably games” to “only good indie games I can promote” around 2020. I worked with studios, marketing agencies and even associations needing help to promote indie games one way or another.
You can join me here for a free marketing plan, a thorough collaboration or just a marketing question. See you soon !