Advertising Mobile Games: 5 Helpful Hints to Winning on Social Media

Social media is an incredibly powerful marketing tool with a seemingly endless number of uses. From promoting content, to interacting with fans and customers, to reaching new audiences, social networks can accomplish countless marketing objectives for a variety of businesses.

As such a wide-reaching marketing tool, social media networks have been used to promote everything from blogs to bands, but some of the most effective social advertising involves gaming apps. However, there’s surprisingly little advice out there on how to use social media to market mobile games. So with this post, we’ll take on that task and offer five tips for getting more users and more engagement on your mobile gaming app. Try out these tips to improve your game’s user experience and more important, increase its user base and revenue.


Built-In Social Sharing

Some mobile games lack social sharing options, which makes it hard or discouraging for users to share their experience or progress with their social media networks. Most people go on social media to keep up with their friends and to be entertained, which makes these sites a great opportunity for mobile game apps to spread to larger audiences.

Obviously, a great way to acquire new users is to follow in the footsteps of blogs and online publications and integrate social sharing options right into your game. For example, when a user meets a checkpoint, beats a level, or achieves a new high score, the game should provide a quick and easy social share button in order to post the new accomplishment to timelines and news feeds to share it with their friends and followers. By doing this, game developers will not only keep existing users entertained, but they might also pique the curiosity of users’ followers and friends and encourage them to try out the game for themselves. People like to share their positive achievements, so make it easy for them!


Interact With Your Fans

This tip isn’t necessarily mobile game-specific, but it’s an important part of any social media marketing strategy. The whole reason to even run social media pages is to have a place where your fans can tune in, stay up to date with your brand, and periodically communicate on a one-to-one basis. So this is exactly how you need to use your pages, but be sure to keep the focus on your game. Offer hints or pro tips on how to beat the game, talk about updates that are on the way, or even strategize with your social network fans. This will keep them interested in the game and the brand, and keep them coming back to your page for more information. That will make your page an invaluable aspect of your marketing strategy, and your app as a whole.


Incentivize Connecting

If your game is one that utilizes points, in-game currency, checkpoints, levels, etc., then you should offer players some sort of in-game bonus, advantage, or achievement for connecting with your social media channels. For example, for a game like Zynga’s “Words With Friends”, offering special tools to help improve game play by “liking” the Facebook page is a great way to keep users playing. Or for a game like “Candy Crush” that uses “lives”, you could offer an extra life for a follow on Twitter. These types of strategies keep your players connected with your brand on multiple channels while also driving them back into the app and interacting with your game.


Use Facebook Ads

Facebook Advertisement: Arcane Legends Game Ad

Facebook Advertisement

Social media afford app developers a lot of creativity when it comes to ways to market their games, but if you’re looking for a surefire way to drive more engagement and installs, you should try your luck with Facebook Ads. In fact, one recent study proved that social networks such as Facebook and Twitter are more effective for marketing mobile apps than any other modern technique. When it comes to user quality, conversion rates, and volume, social media drive the most success for mobile apps. It’s important to keep in mind that every app’s definition of success is different and what works for one might not work for another. So before committing budget to Facebook ads, you should define your marketing objectives and target your campaign in that direction.


Encourage User-Generated Content

Mobile game success relies almost entirely on user engagement. If you don’t have a ton of users playing your game, interacting with it, paying for it, etc., then it’s going to fail. A great way to persuade users to stay interested and keep engaging with your game is to encourage and embrace user-generated content. After all, social media channels give you a free and easy place to share user-generated content and interact with fans on a more personal level.

It’s important to remember that when it comes to social media marketing, it’s a dialogue between you and your fan base. This approach will both encourage participation from your users while also reducing your workload and helping spread your app to a larger audience. If you want to try to promote the use of even more user-generated content, try running contests or asking questions of your audience to get them to share their ideas and content.

The mobile app market is extremely competitive, especially when it comes to games, and it’s only getting more difficult to succeed. For a mobile game developer, each and every user plays an integral role in the success of your brand, and manufacturing sustainable growth is something that should be at the top of your priority list. Without a large marketing budget, it can be challenging to scratch the surface of the app industry, but with some clever social media strategies and careful analysis of user lifetime value, you can tilt the playing field in your favor. Think critically, think creatively, and find a strategy that’s right for your game, your business and your brand.

This blog was first posted to the site on July 21, 2014.

About the Author

Murray Newlands

Murray Newlands has been in the digital marketing industry for 14 years, providing invaluable advice on starting and cultivating online marketing strategies. He specializes in social media marketing, content marketing and email marketing and is a founding member of the San Francisco Blog Club.

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