Promoting your game using Facebook
I’m sure there aren’t many of you out there who don’t know what Facebook is. It’s one of the oldest and most popular social media networks in the world! For the last 15 years it’s been changing how humanity interacts and shares information.
Almost a third of the worlds population has a Facebook account (2.79 billion people approximately) so that’s a lot of eyes to put your game in front of.
In this post, I will be discussing how to utilise Facebook to promote your game for free using organic reach. Facebook does offer a paid advertising service, but I’ll discuss that in another post.
Now, before we begin, I have to point out that Facebook organic reach has been shrinking slowly over the last few years. This is due to several factors, things like the ever increasing amount of new content posted, changes to the Facebook algorithm etc.
According to HootSuite, the average reach of an organic page post is around 5%, or roughly only 1 in 20 people who like your page will see your post..
Now this doesn’t mean that organic reach is dead. Quite the opposite, however it does mean that competition is fierce.
This is one area of social media marketing where there are no shortcuts.
First of all you need clearly defined and measurable goals, so you can determine if your posts are having the desired effect.
I’ve spoken before about knowing your ideal customer/target audience; and your customer avatar will be one of the most valuable tools in your arsenal for generating organic reach in your posts.
It’s important that your ideal customer demographics match the demographics of the platform you are using, but you also need to know what kind of things they like or they are interested in so you can create social media content which they engage with.
It’s also important that you don’t just promote your game. One of the keys to a successful marketing strategy is to connect with your audience and build a relationship. 80% of your posts should provide interesting content or value of some kind to your audience, and the remaining 20% should promote your game.
I find it to be quite helpful when developing a strategy to spend a few hours on Facebook snooping around what your competitors are doing with their social media, just to see what is performing well and what is not.
Remember to keep checking your metrics to see how your own posts are performing as well, and don’t be afraid to try something different if your first attempt didn’t achieve the results you were hoping for.
Pages vs. Groups
Facebook offers two choices when it comes to places to post content to, those are Pages and Groups.
A Facebook Page is very similar to a Facebook Profile, only it’s always public. When a user likes or follows your page, they will get notifications and updates on their news feed when you post stuff.
I find it’s best to create a page specifically for your game, rather than a company page where you share content relating to all your games. This way you can narrow down the focus of your content and hopefully create a lasting relationship with your audience.
Groups tend to be more user oriented, with much of the content being created by users. If your game has elements of user created content and a strong existing audience, then a group might work well for your game.
I find however, the best way to utilise groups is to join groups which are on theme for your game (Angling groups if your game is targeted at anglers, skateboard groups for a skateboarding game etc.) and then interact with them. Get to know the posters and the feel of the group, and contribute where you can; then occasionally and where it’s relevant to the post drop a link to your game.
You should never just join a group and then spam 30 identical posts a day promoting your game. This kind of behaviour is usually frowned upon by the group admins and will 100% not result in any kind of good result you may be hoping to achieve.
Other helpful advice
When setting goals and targets for your social media campaigns, remember that when audience building you want to build a targeted audience who interact with your posts and have an interest in your game. Just collecting likes isn’t a sound business strategy.
Don’t rush your content. Whether it’s text, images or video, it deserves the same amount of attention to detail that your game did.
Remember to interact with you audiences comments on your posts. This will help foster relationships as well as make it more likely that your post will be seen by more people.
One of the most impressive ways I’ve seen to get Actual players to like your social media page is to offer them the chance to join you on social media from in game in exchange for a small amount of in game currency or some other reward.
Lastly, although I highly recommend looking at competitors pages and content for ideas and inspiration, your social media strategy should be unique to you, so avoid copying directly.
And that’s about all for this time round. I hope you have found this post to be informative. Don’t forget that if you have any questions about it then please feel free to post them on the Dev with Dave forum.