TikTok Gaming Audience Content Opportunity Analysis™ Q4 2022

TikTok
October 3, 2022
Gaming

Content Opportunity Methodology

  1. Measure & Categorize. Sample a large number of social posts to find ones that are significantly outperforming the average.
  2. Identify Top Themes. Identify the themes that are resonating most with the audience by sorting the themes by their aggregated performance metrics.
  3. Identify a Benchmark. Identify content themes that are performing above and under an average benchmark for the industry based on views & engagements.
  4. Identify Opportunities. Look at the data and find the content themes that are resonating with the audience based on a set of top creators.
  5. 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

@ludwig Why did no one tell me the minecrafters were built like that??? #ludwig #slimecicle #streamer ♬ original sound - Ludwig

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
@ign Here is a squirrel with a gun from the game “Squirrel with a Gun” #gaming #steam #pc #squirrel #chaos ♬ original sound - IGN

8.2M V+E

@ign For those who want a sim game with a little more… bite 🧛‍♂️ #gaming ♬ original sound - IGN

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
@hasandpiker This has to be the best anyone’s ever gotten me #hasanabi #fyp #ostonox ♬ original sound - hasanabi

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
@hasandpiker you know those times you shouldn’t laugh? #hasanabi #fyp #foryou #ostonox ♬ original sound - hasanabi

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’.

@ign Replying to @hzjoe in case you were wondering, yes that is the voice of Morty #highonlife #rickandmorty #gamescom2022 ♬ original sound - IGN

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.

@ign Sean Schemmel gives a VERY detailed answer as to why the Saiyan would win in a fight against Superman. #dragonball #superman #goku #dragonballsuper #dbz #fortnite #dc #seanschemmel ♬ original sound - IGN

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.

@ign Niamh Walsh was a big World of Warcraft player and might get back into it! #netflix #thesandman #worldofwarcraft #gaming #pc #celebrity #wow ♬ original sound - IGN

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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