TikTok Gaming Audience Content Opportunity Analysis™ Q4 2022
Content Opportunity Methodology
- Measure & Categorize. Sample a large number of social posts to find ones that are significantly outperforming the average.
- Identify Top Themes. Identify the themes that are resonating most with the audience by sorting the themes by their aggregated performance metrics.
- Identify a Benchmark. Identify content themes that are performing above and under an average benchmark for the industry based on views & engagements.
- Identify Opportunities. Look at the data and find the content themes that are resonating with the audience based on a set of top creators.
- Repeat For Each Platform. Repeat the analysis for every platform that matters to your brand and audience to find platform-specific opportunities.
Tik Tok Content Bucket Definitions
- Gamers React: Gaming: Catching the real reactions of gamer’s playing a game or finding out an interesting fact about someone in the gaming industry.
- Game Previews: New video game trailers are showcased and it’s game plays are described and explained to the viewer.
- Gamers React: Random: Split-screen or stitch videos of gamers real-time reactions to popular videos on the internet or videos that they’re tagged in.
- Podcast Clips: Footage of gamer’s podcast episodes where they give life advice to viewers or chat with the host about their life.
- Gaming Mistakes: Candid POV & reaction videos that show the gamer making a mistake or failing during the game play.
- Anime Collab: Clips that show the gamer’s excitement about a new video game collaboration with anime shows.
- Streaming Snippets: Video snippets of interesting moments during a gamer’s Twitch live stream to their audience.
- Industry News: Announcing the players in Twitch eSports tournaments and online competitions.
- Relatable Humour: Videos in this category showcase the creator’s creativity through the use of original or funny relatable references to gaming culture.
- Character Highlight: Videos that highlight the characters in a video game or showcase game plays with a specific character.
- Amazing Play: Compilations of epic game plays that require a high level of skill and precision to win.
Top performing content opportunities in the Gaming space that had the highest average number of views & engagements on TikTok include:
Good performing content opportunities in the Gaming space on TikTok include:
Substandard performing content for the Gaming space on TikTok include:
Low performing content for the Gaming space on TikTok include:
Content Opportunities:
1. Gamers React: Gaming Content
Candid Reactions. Catching the real reactions of gamers playing a game or finding out an interesting fact about someone in the gaming industry.
Tactics to Implement:
- Full Perspective: Editing video clips to show both the computer screen and gamer’s face gives the viewers an immersive experience with what the gamer saw and how the gamer felt.
- Real-Time Reactions: The gamer’s reactions are real and candid and showcase them experiencing a variety of emotions; making the content more entertaining.
- Popular Faces: The video to the left compiles the reactions of popular streamers which increases viewership from their different audience bases.
- Horror Games: The gamers reactions are much more intense and entertaining when there is an element of shock or surprise to the game.
Top Format:
- Duration: 0:57 & 0:27
- # of Hashtags: 4 & 3
1.5M V+E
8M V+E
2. New Game Previews
Hyping it Up. New video game trailers are showcased and their game plays are described and explained to the viewer.
Tactics to Implement:
- Matching Visuals: Compiling together the best visuals from the game to aid in the explanation of how the game works and showcase the first-person perspective of what it’s like to play the new game.
- Concise Storytelling: The videos follow a similar format and describe what the game is, who created it, how to play it, unique game interactions, and the potential release date.
- Narrated Captions: Closed captions combined with a narrator makes the video easier to understand.
Top Format:
- Duration: 0:35 & 1:00
- # of Hashtags: 5 & 3
8.2M V+E
5M V+E
3. Gamers React: Random Content
Double the Entertainment. Split-screen or stitch videos of gamers’ real-time reactions to popular videos on the internet or videos that they’re tagged in.
Tactics to Implement:
- 2-in-1: Compiling 2 videos into one by either using a split-screen or stitch makes the video more entertaining and captures short attention spans because of the abundance of content to watch.
- Trending Content: The reaction video’s views and engagements are boosted because they place themselves with content that already has popularity and traction.
Top Format:
- Duration: 1:05 & 0:13
- # of Hashtags: 3 & 1
4.9M V+E
1.8M V+E
4. Podcast Clips
Gamers IRL. Footage of gamer’s podcast episodes where they give life advice to viewers or chat with the host about their life.
Tactics to Implement:
- Large Subtitles: The videos use bolded, large, and colorful subtitles to help the audience easily understand the commentary between the speakers.
- Popular Faces: The podcast episodes feature other people who have a large amount of followers.
- Fan Interactions: In the video below, the gamer’s fans can ask them questions.
Top Format:
- Duration: 0:43 & 0:12
- # of Hashtags: 4 & 4
5.2M V+E
700K V+E
Viral Videos:
These videos were omitted from their content buckets as ‘viral’ outliers for exceeding 3x the views and engagements (V+E) of their respective benchmarks.
Character Highlights
Tactics: Using the viewer’s comment to respond with a video that spotlights the quirks and charms of a character.
9.7M V+E
This video highlights a game called 'High on Life' that was conceived by the co-creator of Rick & Morty
Game Admiration
Tactics: Showcasing admiration for a game by sharing interesting interactions such as when the character ‘breaks the fourth wall’.
5.9M V+E
This video highlights a game called 'High on Life' that was conceived by the co-creator of Rick & Morty
Amazing Play
Tactics: Short clips highlighting the ingenious strategies gamers use to beat their opponents and win the round.
2.9M V+E
Who Would Win?
Tactics: Videos asking a subjective question such as ‘who would win’ to highlight the qualities of video game characters and create a debate in the comment section.
2.0M V+E
Ask Celebrities
Tactics: Asking celebrities gaming related questions such as what their favourite game is and sharing their real-time response.
1.1M V+E
Gaming Hacks
Tactics: Showcasing unique or secret interactions with the game that would take a while to figure out.
688K V+E
V+E stands for Views + Engagements
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