Social Media Marketing
We will mainly be using social media for marketing as it’s the most effective strategy for promoting games because it reaches players where they already spend their time and attention. Platforms like Twitter, TikTok, Instagram, and YouTube allow developers like ourselves to showcase gameplay, share updates, and build hype at little to no cost, while still offering paid options to boost visibility.
Unlike traditional advertising, social media creates a direct line of communication between studios and players, turning marketing into an interactive experience where fans can comment, share, and even shape the conversation around a game. With millions of gamers active on these platforms daily, social media provides unparalleled opportunities to grow awareness, foster community engagement, and transform excitement into downloads, purchases, and long-term loyalty.
As I volunteer at another games studio within the marketing sector, I am pretty confident in how the flow of our marketing should go, in terms of building hype, promoting, reaching out to the community we may build and also making sure everything looks professional and showcases Jessie and me to the best of our abilities.
Advantages of using social media to promote Archive 13
| Advantage | Why It Matters for Games | Example in Practice |
|---|---|---|
| Cost-Effective | Social media allows promotion with little to no budget, ideal for indie or low-scope games. | Creating a free Instagram account to share updates and screenshots. |
| Wide Reach | Platforms have millions of active gamers, giving instant access to a global audience. | Posting gameplay clips on TikTok to reach new players worldwide. |
| Community Building | Direct interaction fosters loyalty and word-of-mouth marketing. | Running a Discord server linked through social posts to grow a fan community. |
| Engagement & Feedback | Players can comment, share, and provide input, shaping the game’s visibility and development. | Polling followers on Instagram Stories about preferred features. |
| Viral Potential | Creative or funny content can spread rapidly, amplifying awareness far beyond paid ads. | A meme-worthy gameplay moment shared on Reddit gaining traction. |
| Brand Recognition | Consistent posting builds a recognizable identity and strengthens the game’s presence. | Using a unique art style in posts to make the game instantly identifiable. |
| Flexibility | Supports both organic content and paid advertising, adaptable to budget and goals. | Boosting a launch trailer post with targeted ads to reach RPG fans. |
Potential 12 Week Social Media Marketing Calendar (Overview)
| Week | Theme / Focus | Example Content | Goal |
|---|---|---|---|
| 1 | Game Introduction | Announcement post, tagline | Establish brand identity |
| 2 | Meet the Team | Short bios, behind‑the‑scenes photos | Humanise the project |
| 3 | Gameplay Mechanics | Clip/GIF of a core mechanic | Showcase what makes the game fun |
| 4 | Worldbuilding | Environment art, lore snippets | Build immersion and intrigue |
| 5 | Character Spotlight | Introduce main character(s) | Create an emotional connection |
| 6 | Community Polls | Ask followers about preferences (art style, features) | Encourage engagement |
| 7 | Progress Update | Dev diary, milestone reached | Build trust and transparency |
| 8 | Feature Highlight | Unique gameplay feature or system | Differentiate from competitors |
| 9 | Fan Interaction | Share fan art, memes, or comments | Strengthen community bonds |
| 10 | Countdown Content | “X weeks until launch” teaser posts | Build anticipation |
| 11 | Trailer Push | Share teaser/trailer widely | Maximise visibility |
| 12 | Launch Week | Daily posts: screenshots, reviews, thank‑you messages | Drive downloads & celebrate |
Platform Consideration
Dixon, S.J. (2025). Most Popular Social Networks Worldwide as of February 2025, by Number of Monthly Active Users. Statista. Available at: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/.
From research, it’s clear that our main points of social media marketing should be advertised on the following platforms: Instagram, TikTok, LinkedIn, and YouTube Shorts, with the possibility of building a Discord server for a community to grow.
