How to use social media to market your video game in China
14/09/2023 Written by The Game Marketer
Do you have an amazing video game that deserves to be seen by gamers around the world? Are you looking for a way to get it in front of gamers in China? Today’s digital landscape has changed drastically over the past decade, and having a strong social media presence is key in not only attracting new players but also building brand loyalty. In this blog post, we’ll look at how to leverage different Chinese social media platforms such as WeChat and Douyin, establish your online presence, and create powerful content strategies that will help your video game stand out from the rest.
Understand the Chinese market - research what kind of video games are popular in China and what platforms they prefer
In order to effectively market your video game in China through social media, it's essential to gain a comprehensive understanding of the preferences and trends within the Chinese gaming market. China boasts a distinct gaming landscape shaped by its unique cultural influences and technological advancements. Currently, the Chinese gaming populace exhibits a strong inclination towards a variety of genres, including multiplayer online battle arena (MOBA) games, role-playing games (RPGs), and mobile games that emphasise strategy and social interactions. Additionally, esports has garnered immense popularity, drawing in a massive audience for competitive gaming events. When considering platforms, it's crucial to recognize that China has its own set of preferred social media channels, diverging from those commonly used in Western markets. Platforms like WeChat, often termed a "super app," encompassing messaging, social networking, and payment services, and Weibo, hold immense sway. Moreover, platforms such as Douyin and Bilibili, known for catering to gaming and anime enthusiasts, also offer fertile ground for engagement. Hence, a successful social media marketing strategy in China hinges on aligning your game with the prevalent gaming genres while capitalising on the favoured platforms to effectively connect with your target audience.
Choose the right social media platform for your game - WeChat, Bilibili, or Douyin are ideal for gaming promotions
Selecting the appropriate social media platform plays a pivotal role in the success of your video game marketing efforts in China. Among the myriad of options, platforms such as WeChat, Bilibili, and Douyin stand out as prime choices for promoting your game to the Chinese audience. WeChat, renowned as an all-in-one app, amalgamates messaging, social networking, and payment functionalities. Establishing an official account on WeChat enables you to disseminate updates, news, and interact directly with your followers, creating a direct line of communication with potential players. Bilibili, on the other hand, caters specifically to gaming and anime enthusiasts. Capitalising on Bilibili's community of dedicated gamers allows you to share gameplay videos, tutorials, and collaborate with gaming influencers, fostering a deeper connection with your target audience. Meanwhile, Douyin, China's counterpart to TikTok, thrives on short-form video content and has gained substantial traction among younger audiences. Utilising Douyin for your marketing campaign entails crafting visually captivating game-related videos that resonate with the platform's dynamic and engaging nature. In essence, strategically leveraging WeChat, Bilibili, or Douyin as your chosen social media platform aligns your game promotion with the preferences and behaviours of Chinese gamers, thereby maximising your outreach and potential impact.
Create eye-catching content - use visuals, videos, and creative copy to grab users’ attention
Crafting attention-grabbing content is paramount when marketing your video game in China's dynamic digital landscape. Chinese audiences are highly responsive to visually appealing and innovative content, making the strategic use of visuals, videos, and creative copy a necessity. Engage your audience by designing captivating visuals that encapsulate the essence of your game, infusing them with Chinese cultural motifs or elements to enhance relatability. Short videos, particularly on platforms like Douyin and Bilibili, hold immense potential to captivate users' attention and convey your game's excitement and features effectively. Employ snippets of gameplay, sneak peeks into game mechanics, and behind-the-scenes glimpses to pique curiosity. To further elevate your content, craft creative and culturally sensitive copy that resonates with Chinese gamers. Utilise colloquial language, references, and idioms that evoke familiarity and connection. By harmoniously integrating these elements, your content will seamlessly align with the preferences and expectations of the Chinese audience, ensuring that your game garners the attention it deserves.
Find influencers who can help you promote your game on their accounts
Leveraging the influence of key individuals in the gaming community is a strategic move to amplify your game's promotion in China. Influencers hold significant sway over the preferences and decisions of Chinese gamers, making their collaboration a potent tool for expanding your game's reach. Identify and partner with gaming influencers whose content resonates with your game's genre and target audience. These influencers have cultivated a dedicated following, fostering a sense of trust and credibility that directly impacts their followers' perceptions. Collaborating with influencers offers various avenues for promotion, such as game reviews, gameplay walkthroughs, and live streams where they can engage with their audience while showcasing your game. Their endorsement carries weight and authenticity, enhancing your game's visibility and credibility among their followers. By harnessing the power of influencers, you tap into an organic channel of promotion that aligns with the preferences and behaviours of the Chinese gaming community, ultimately facilitating the success of your game in this dynamic market.
Connect with gamers directly by participating in online events and giveaways
Directly engaging with the Chinese gaming community through online events and giveaways is a dynamic strategy to establish a meaningful connection and generate buzz around your game. China's vibrant gaming landscape thrives on interactive experiences, making your active participation in online events crucial. Collaborate with popular gaming forums or platforms to organise tournaments, challenges, or virtual meetups that revolve around your game's theme. Such events foster a sense of community, enabling gamers to interact with one another and experience your game in a social context. Additionally, organising giveaways, where participants can win exclusive in-game items or even copies of your game, serves as an incentive for participation and engenders excitement. Utilise platforms like Weibo, WeChat, and Bilibili to promote these events, leveraging their expansive reach to attract a wide audience. By fostering direct engagement and creating avenues for gamers to experience your game firsthand, you tap into the participatory nature of the Chinese gaming community, catalysing enthusiasm and building a loyal player base.
Measure your success - track mentions of your game on social media platforms to gauge its reach and engagement rate
Effectively measuring the success of your video game marketing campaign in China necessitates a systematic approach to track its reach and engagement. Social media platforms are a treasure trove of insights that can illuminate the impact of your efforts. Monitor and analyse mentions of your game across platforms like WeChat, Weibo, and Bilibili to gauge its visibility and resonance within the Chinese gaming community. Scrutinise the frequency and sentiment of these mentions to ascertain the level of interest and engagement among users. This data offers valuable insights into which aspects of your game are resonating the most, enabling you to make informed adjustments and refinements to your marketing strategy. Additionally, delve into metrics such as likes, shares, comments, and views on platforms like Douyin, offering a comprehensive picture of user engagement. Platforms often provide analytics tools that offer a granular understanding of audience demographics and behaviours, empowering you to tailor your content and engagement strategies accordingly. By meticulously tracking these metrics, you can gauge the effectiveness of your campaign, make data-driven decisions, and continuously refine your approach to ensure your game's success in the dynamic gaming landscape of China.
With all the tools and tips mentioned above, the Chinese gaming market can be complex but ultimately rewarding for developers. It is important to understand the tech infrastructure and preferences of gamers in China when developing content for this audience, to create an effective online presence on local social media channels, and to measure your success. It takes time and dedication to succeed in China’s gaming market; however, with these strategies, video game developers will be able to find success in connecting their titles with this lucrative population. Take that first step into the Chinese market today and watch your profits soar! Start planning, researching, and executing on your ideal vision; next thing you know you’ll have avid gamers lining up for what you have to offer.
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