With the TikTok ban in the US on the horizon, it’s impossible to ignore the effects this could have on the gaming community. 

For some indie game developers, TikTok has been a game-changer—helping promote new releases, showcase engaging gameplay, and build passionate communities around their games. But with the possibility of TikTok being banned in the U.S., it’s understandable that many in the gaming space are feeling uncertain about the future.

Don’t worry—this shift doesn’t have to mean a setback. In fact, it’s an opportunity for indie game developers to reassess and pivot their influencer & digital marketing strategies. The gaming sector continues to be one of the largest spenders in influencer marketing with 35% of the games industry marketing budgets being dedicated to it [Source: Statista].

In this article, we’ll dive into what the ban means for you and talk about where you should reallocate your marketing spend to keep the momentum going. 

So if you’ve relied heavily on TikTok in the past, let’s talk about where you should focus next (and ultimately what we can help you with here at GG Talent Group).

First, let’s look at the positives…

Rather than being scared of the TikTok ban - see it as an exciting opportunity to diversify your social media strategy and explore new platforms. 

One of the biggest advantages of moving away from TikTok is that other platforms like YouTube and Twitch offer more established ecosystems for creators with better analytics and monetization options - which is key if you want to spend your money in the right place and advertise to the right people. Both platforms also boast superior engagement metrics, which means less of your marketing spend will be focused on awareness vs. tangible results.

‍Did you know? 

• YouTube Shorts has over 2 billion monthly active users [Source: AdClass]. It’s a massive audience that also engages with long-form content, making it a great place to share game trailers, tutorials, and behind-the-scenes content alongside short-form video clips.

• Twitch has 240 million monthly active users [Source: Backlinko], and continues to be the go-to platform for live streaming and community engagement. Its emphasis on live content and user interaction fosters a deeper connection with audiences.

Speaking of the audience, the gaming audience is one of the most loyal and engaged in the world.

Average Concurrent Viewers

We can’t deny that TikTok is great for attracting mass viewers, but most of the time, these are casual viewers swiping away for hours.

Gaming content creators build and maintain strong communities who trust them. They engage with them in real-time through live streams and interactive videos which further builds their loyalty and trust. As an indie game developer, this is something you can tap into and it's an essential factor for long-term success. The active chat and interaction the creators also have with their community allows them to simultaneously build brand loyalty - and we all know that loyalty is key!

YouTube Shorts enables creators to engage with an audience that’s already familiar with YouTube’s long-form content, making it easier for indie game developers to cross-promote and create a buzz around their game. 

Another platform that we don’t talk about a lot, but is proving to be beneficial for indie game developers is Reddit. The platform’s combination of engaged niche communities, real-time conversations, and versatile advertising options has positioned it as an essential part of an indie developer’s marketing strategy.

You are able to leverage subreddits, like r/gaming, do sponsored posts, host Ask Me Anythings and use interest-based targeting and UGC. Indie game developers are able to use Reddit to promote their game directly to people who are passionate, directly engage with their audience by hosting AMAs to answer questions about the game development process and encourage users to create content around the game, whether this be fan art or gameplay streams.

According to a study by AdColony, when gaming ads are shown to users who have already engaged with similar content or have shown an interest in gaming subreddits, the conversion rate (including wishlist actions) can increase by up to 20%.

‍WHERE SHOULD YOU BE SPENDING YOUR INFLUENCER MARKETING BUDGETS?

‍Gaming Influencer Marketing Spend by Platform in 2024

It’s very clear that we are advocates for Twitch and YouTube (and have a diverse roster of Twitch and YouTube creators). According to Newzoo, 83% of gamers follow or engage with gaming influencers on platforms like Twitch and YouTube.

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YouTube Shorts

As TikTok’s most direct competitor, YouTube Shorts launched in 2020 as a direct response to the rising demand for short-form content, giving indie-game developers and creators the ability to tailor their content to the quick attention spans of today’s audiences—much like TikTok. 

Since then, YouTube Shorts has seen explosive growth, with over 5 billion Shorts being uploaded daily as of 2022. The platform also boasts an impressive 700 billion daily views on Shorts alone [Source: SproutSocial].

According to Digiday, in 2023, 76% of advertisers reported increased spending on YouTube Shorts, recognizing its effectiveness in capturing user attention and driving engagement.

For indie game developers influencer marketing they should be focusing on gaming influencers who already produce YouTube Shorts, or even micro-influencers who engage deeply with smaller, niche audiences. These influencers will be more affordable and often deliver better engagement rates than top-tier influencers. In fact, we wrote an entire blog on micro/macro vs mega influencers.

‍Influencer Marketing Spend by Influencer Tier (2024)

‍Twitch

When it comes to real-time engagement and building a loyal community, Twitch remains unbeaten. The platform is not only home to live streams but also to an increasingly interactive community that thrives on real-time feedback and authentic connections. 

Twitch allows indie game developers to interact and gather feedback in ways that Tiktok can’t.  For indie game developers, this means a greater chance to build brand loyalty through long-form content like behind-the-scenes game development footage, or exclusive live streams showcasing new features.

When it comes to your influencer marketing budget, we can’t stress enough the power of Twitch streamers. They have strong, engaged communities that trust their opinions. Many of these creators focus on gameplay walkthroughs, so they’ll naturally have the perfect setup for showcasing your game. Creator discovery is key as you need to work with streamers who have an authentic connection to their community, as this will translate to more genuine engagement and sales.

‍A 2023 report from Statista estimated that the global market for influencer marketing in the gaming industry was valued at $2.6 billion and with the ban of TikTok, this is naturally going to shift into other platforms.

‍By focussing on YouTube Shorts and Twitch, indie game developers can tap into massive audiences and build strong communities around their games. They will be able to make the most of their influencer marketing budget by working with creators who specialise in authentic engagement. 

‍If you’re worried about the ban, don’t be. Diversify your marketing channels to ensure your game reaches its audience wherever they are, and rethink your influencer partnerships by focusing on micro and mid-tier influencers who have highly engaged, loyal followers. This approach will help future-proof your marketing strategy, no matter what happens with TikTok.

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