While the basic social media principles apply across all industries, for social media content related to esports, it is especially important to be in tune with your target audience. Esports digital marketing is ever-changing and, when dealing with fans and teams, you need to be able to meet the fans where they are.
Below are my top tips for managing esports social media accounts!
- Consistency is key. If you remember nothing else, internalize this single point.
- Retweet vs retweet with quote. Retweet if you can’t contribute to the conversation but it’s worth putting on your page. Retweet with comment if you have something of value to add.
- Trends are something to capitalize on, your opinion on the trend is irrelevant.
- Video content almost always performs the best.
- Look for opportunities to interact with other brands with many eyes on.
- Rivalries aren’t created, they’re born.
- Live tweeting farms impressions but lowers engagement.
- Driving engagement is something we all aim to do, but disingenuous methods are boring.
- An anime GIF never hurt anyone.
- While your brand is young, it’s important to focus on engaging your community. Take the time to respond to comments, pay attention to what fans talk about within your channels and show personality.
- Take stabs at your competitors. I don’t mean full-on attacks by any means, but tongue-in-cheek comments can certainly be tasteful.
- You aren’t the brand. Yes, you may run the profile but the brand having an identity > people knowing you’re the person behind it.
- People are fans of players even more so than brands in many cases. Find ways to involve those players in your content – even if it’s with an @.
- Look for opportunities to engage with other brands. Meme your competitors, chat with game devs in comments, @ brands.
- Cross-promote socials. There’s nothing wrong with promoting your TikTok on Twitter with a funny video you made. However, make sure you don’t overdo it – don’t promote your YouTube on Instagram everyday (it’s annoying to followers, frankly).
- Create rituals fans can participate in. For example, every game day I tweet out a hype anime GIF so people can do the same in the comments.
- Follow people. The ratio of followers/following is a thing people care about, but it doesn’t hurt to follow that person who comments on every post. They care enough to engage with your content, I promise it’ll make their day.
- Learn how to optimize content. This means hashtags on Instagram/TikTok, tagging on YouTube and the like. This will make your content pop off with the platform’s algorithm.
- Personality goes a long way. This is more of a personal mindset than a surefire tactic but being human breaks the mold. Let your quirks peep through the “brand” shell a bit.
- Have some fun. This is like the above point but come on. Social media isn’t a cookie cutter robotic system.
I’m sure there are more I could add, but we’ll save those for next time.
If you’ve got any questions or want to chat, hit me up on Twitter!
Read my top tips for breaking into esports marketing.