Video Game Social Media Management: What It Is and Why It Matters

by Game Marketing Genie, on 09-Feb-2021 10:54:36

Last updated: August 23rd, 2022

According to data from Oberlo, 90.4 percent of millennials and 77.5 percent of Generation X are active social media users. Why? Because social media has become an integral part of daily life for most people. 

You must leverage gaming social media to speed up your game's growth by reaching out to an extended market. But you must do this with a considered social media management plan.

So, what is social media management? 

Social media management is creating, publishing, managing, and promoting content on gamer social media platforms like Facebook, Instagram, Twitter, and YouTube. 

It also includes engaging with your players on these platforms to increase brand awareness and visibility. Choosing the right platform to market your game and reach your audience is vital in social media management. 

Check out What Are the Best Social Media Platforms to Market Your Game On? to ensure you choose the right platforms for your game.

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What are its benefits?

Better reach

According to Smart Insights, more than 4.6 billion people worldwide are active on at least one social media platform. This accounts for more than 49 percent of the global population, which is anticipated to increase annually, meaning that it is easy to understand these platforms' impact. 

Social media has allowed businesses to connect with their target market - breaking limitations on geographical boundaries. With an excellent social media marketing strategy, you can effortlessly expand your reach and become a globally known game. 

Cost-effective

Unlike conventional marketing approaches that require investing enormous resources and allocating large budgets, social media is cost-effective. It doesn’t cost anything to create a social media account for your game, as almost all the platforms offer account creation for free. 

Gaming studios can leverage this opportunity to post quality content and updates about their game on their accounts. You can also take this a step further by using social media advertising. Whether you’re targeting a generic audience or a niche player base, social media helps you reach out to your target market quickly, all at a minimal cost. 

Learn more about paid social media ads in our blog, Paid Social Media Ads: What They Are & Why Your Video Game Needs Them.

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Better targeting

Reaching out to targeted audiences has become easy with social media. Running your online advertising campaigns on these platforms costs much less than any other traditional marketing approach, and gives you detailed targeting to ensure you only reach those you want to. This means you won’t waste time, money, or resources connecting with those who won’t convert. 

Social platforms enable game devs to craft tailored messages for their player by offering targeted advertising options like choosing audiences with specific demographics, languages, locations, and online behaviors. 

Higher chance of attracting leads

For studios that want to move beyond audience engagement and brand awareness, social media can also help businesses generate high-quality leads. To attract more leads, you need to create compelling content, optimize your social accounts, and incentivize your players to share your content and offers.

More accurate data

Social media platforms help you measure and analyze your performance to gain specific insights into audience behavior and help you make informed decisions. Every social platform has specific native metrics to help you understand your audience engagement, post reach, impressions, likes, subscribers, and more. Additionally, you can use social analytics tools to get detailed reports on how your campaigns have performed. At Game Marketing Genie, we recommend HubSpot for all your social media management efforts. You can turn the insights you accumulate into an actionable strategy to replicate past results. 

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What do you need for social media management?

A solid understanding of your target players and what they want to see

Your target players aren't every gamer in the world. It is a specific group of people you want to appeal to based on specific demographics like age, location, education, income, purchasing power, spending habits, and more. 

However, understanding your audience is more than just knowing their demographics. It also includes understanding their needs, concerns, preferences, and interests. Use social listening to uncover your audience's perception of your game, research the social platforms that your players use, and research your competitors' social channels. This will help you check if your game serves your audience's interests or if you need to target different people. 

A completed social media strategy

Your social media strategy shows you what you want to accomplish, including how you plan to scale up your online presence and reach your target market. Creating a social media strategy that works is challenging as it involves various elements that must be carefully considered. Consider using the S.M.A.R.T goals framework to build your social media strategy. 

We cover what social media marketing is and the relevant strategies that will place your game ahead of your competition in our blog, How to Build Your Social Media Marketing Strategy For 2021.

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Develop social media pages

To make your social media pages stand out from your competitors requires considered planning. Noting the following points will help make your game distinct on social media:

  • Ensure that you fully complete your social media profiles
  • Use strong, high-quality visuals
  • Make your designs easily understandable and memorable
  • Use strong CTAs
  • Maintain your brand voice
  • Create compelling content
  • Dedicate a team member to checking audience interactions
  • Track your performance

For more tips on developing your game’s social media profiles, read our blog, What Are the Best Social Media Platforms to Market Your Game On?

A paid advertising strategy

Organic marketing is good, but social media ads help you go the extra mile. A paid advertising strategy makes it easier to track, optimize, measure, and analyze your overall advertising performance - and get the returns you desire.

It is challenging to achieve the goals that you want from paid advertising, especially if you are inexperienced. Teaming up with a game marketing agency will help you nail your game marketing goals within the stipulated time frame. 

A content calendar

A robust content calendar is essential for a successful social media game marketing strategy. You need to post relevant content frequently to receive attention from your players and engage them. Content calendars help you to plan and customize content for your outreach platforms and ensure that you stay on track. This will help you avoid redundancy in your content and allow you to create posts that make a positive impression on your players. 

Another essential feature of a content calendar is that it allows you to plan as far in advance as you want. You can design content for important holidays or other significant days your industry segment observes. Use your calendar to track your performance and make necessary adjustments in your overall content plan to establish yourself as a thought leader in your industry. 

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Appropriate content

Content is the key to a successful social media marketing campaign. Creating and publishing high-quality, productive, relevant, and valuable content dictates the success of a marketing campaign. From videos, stories, images, blogs, images, infographics, contests, testimonials, and reviews, the possibilities are endless when creating engaging content for your fan base on social media. 

But it needs to be managed. You need a solid team to create content that will capture the right people's attention. Suppose you need more confidence about hitting your marketing goals. In that case, consider working with a gaming marketing agency that provides excellent social media marketing services to keep you at the top of your audience's mind. 

Follower management

As the number of followers rises on your social media pages, you must ensure you can manage audience interaction. Responding to your followers’ queries and concerns reinforces their trust in your game and establishes you as a game developer that cares for its customers. 

Live chat is an excellent feature of many social media platforms that will help you do this. Using this feature improves your transparency as a studio and builds trust in your studio. Followers can approach you with questions, comments, and concerns by simply sending you a message. This is why you must have a dedicated team to manage your followers so your game doesn’t miss out on conversions.  

Social media performance monitoring

Here are some metrics that you need to consistently monitor to maintain your social profiles’ health and reach your social media marketing goals: 

  • Clickthrough rate (CTR)
  • Conversion rate
  • Bounce rate
  • Social media conversion rate
  • Cost per click (CPC)
  • Net promoter score (NPS)

Monitoring metrics like these helps you get a clear picture of how effective your strategies are. They give you insights into customer behavior and help you make informed, data backed decisions to take your marketing to the next level. 

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Social media is your key to marketing success!

With the right game marketing strategies, social media can make your game stand out among the masses and help you grow into a leading figure in your industry. Get all the tips you need to know in our ultimate guide here: Your Must-Have Guide for Social Media Marketing!


Social media management is something you need to reach, engage and convert your audience. It's not something that can be left on the backburner.

If you need more time or resources to do it all yourself, Game Marketing Genie is an established social media management agency that can help. We can take care of your game marketing efforts from end to end and help you continue your quest for success.

Feeling like you need a little more info? We're here to help!

Topics:Social Media MarketingVideo Game Marketing StrategyVideo Game MarketingDigital Marketing StrategySocial Media Marketing StrategyDigital Marketing

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