TikTok is going after Twitch and YouTube. The uber-popular social video app wants a piece of the gaming UGC action.
TikTok boasts over 3 trillion views on gaming content in 2022, which means there's a growing community on the platform that wants gaming content.
According to the platform's What’s Next: Gaming Trend Report, approximately half of TikTok's 1 billion daily users watched gaming-related content in 2022, according to the company's internal data. This group has also demonstrated a notable interest in making purchases after viewing such content, a trend the platform aims to attract advertisers with.
Rema Vasan, Head of Global Gaming Business Marketing at TikTok, said: "TikTok has truly become the place where gaming culture and entertainment intersect, giving gamers from every walk of life the opportunity to find their community, as well as discover, connect, and create in exciting new ways.
"Gaming enthusiasts on TikTok aren't into passive viewing. They want to co-create, they want to be a part of the game. They want to bring the game to life in their own, unique ways through user-generated content (UGC) trends, edits, challenges and so on.
Here are two primary indicators of this movement:
Epicenter of #GameEdit: TikTok's gamers utilize their creativity to produce captivating fan edits, amplifying excitement and recognition for their favorite characters and games.
Animating the Gaming Experience: Advanced features on TikTok, such as voice filters and AR effects, enable users to seamlessly merge in-game worlds with real-life situations.
TikTok's research shows that 78% of global TikTok users agree that it’s OK for brands to try different ways to create content. 78% of TikTok users agree that the best brands on the platform are those that help users make creating and sharing videos fun.
When it comes to gaming, popular TikTok videos usually include humor and content that highlights the fun stuff of being a gamer. On TikTok, gamers and developers are on the same level, making connecting and sharing ideas a fast new norm to unlock creative opportunities. By showing that there's no right or wrong way to be a "gamer," TikTok makes itself an easy platform for content creators who are just starting out, and for those who want to expand their brand to other video platforms.
After finishing a game, gamers turn to TikTok for inspiration to keep the fun going in the form of community challenges and creative modes. Gaming has also evolved into a comprehensive lifestyle or aesthetic, paving the way for collaborations with various sectors like fashion, home design, food, and more.
On the flip side, Twitch wants to compete with TikTok, in a manner of speaking. The company is experimenting with a feature that shows clips in a new vertically-scrolling feed that it calls the “discovery feed,” which is starting to roll out to “select users”. Twitch joins platforms like Spotify, Amazon, and Reddit in introducing a TikTok-like format.
Harnessing the Power of Short-Form Content: TikTok, with its emphasis on bite-sized videos, offers UGC creators in gaming a unique platform to showcase their content. Instead of long gameplays or tutorials, creators can focus on highlighting the best moments, be it a game-winning move, a funny glitch, or a quick tip. TikTok users are looking for quick entertainment or information. By optimizing content for shorter attention spans, gaming creators can attract a larger audience and increase their content's shareability.
Engaging with a Global Community: TikTok's algorithm is known for its ability to make content go viral, regardless of the creator's follower count. This provides gaming UGC creators with an opportunity to reach a global audience. By actively engaging with their viewers through comments, duets, and challenges, creators can build a loyal community. This not only boosts their content's visibility but also allows for real-time feedback, enabling creators to tailor their future content based on audience preferences.
Leveraging TikTok's Advanced Features: TikTok is not just about simple video uploads; it offers a wide array of advanced features like AR effects, voice filters, and interactive stickers. Gaming creators can use these tools to enhance their content, making it more immersive and engaging. For instance, using AR effects, a creator can superimpose game characters into real-world scenarios, blurring the lines between virtual and reality. Additionally, TikTok's sound library, filled with trending tracks and sound effects, can be used to add an auditory dimension to the gaming content, making it more relatable and catchy for the viewers.
