Hey all!
We’re back with another short guide for you! This time, we're covering something you've probably seen all over your feed:🌟trends🌟. As an indie dev, you need to maximize every marketing opportunity within your budget. The good news? Social media is free, and you can post whenever and (usually) whatever you want, including trends. But the real question is: should you jump on every trend you see, and how do you decide which ones are worth your time?
About Trends
If you're on social media, you've definitely seen trends come and go. They're especially easy to spot on Twitter/X, where you'll often find multiple trends happening simultaneously. For example, here’s what we shared for our client Abandoned Sheep, when Nvidia revealed DLSS 5:
Joining in on the fun when DLSS 5 was revealed!
Trends come in all shapes and sizes. Some are meme-based, some let you showcase cool parts of your game, and others, like the DLSS 5 situation, are reactions to big industry news. The key is figuring out what kind of social trend you're looking at, because not every trend is going to work with your game. Now, let’s get to how to decide if a trend is worth your time.
Evaluating Trends: When To Join (or Not)
Before we go further, here's something important: while trends are low-effort and can get you quick views, you can't build your entire strategy around them. Treat trends as part of your wider social marketing strategy, not the main focus. This is because trends can spike and disappear before you even finish creating your take on them. Quick, simple trend posts work well on platforms like Twitter/X or BlueSky, and you'll sometimes get solid engagement from minimal effort.
On short-form video platforms like TikTok, Reels, or Shorts, trends generally stick around longer before dying down, which can be a great opportunity if you can create something quickly. Participating in video trends can yield big results, but timing still matters. Since making videos takes more effort than making a post on Twitter/X, you need to move fast. Jumping on a trend more than a week late usually won't give you the same return. If you've missed the window, it’s okay to skip it and focus on your regular content instead!
Deciding On A Trend
Now, you might've seen plenty of different trends going on at the same time. Before you decide to jump in, though, you need to make sure the trend is the right fit for your game. This goes without saying, but if the trend's theme is about showcasing action shooting games, it's not right for you if you're making a slow-paced cooking game…
Here are some quick questions to ask yourself before posting: Does the trend naturally fit your game's genre or mechanics? Can you participate without it feeling forced? For example, a "satisfying moments in my game" trend works for almost any genre, but a "flashy moveset" trend only works if your game actually has some sort of captivating character movements. No need to shoehorn your game into something that doesn't make sense. This also applies to the assets you choose; you need to find an image or clip to pair with the post so it complements each other nicely!
Also, it’s worth remembering that it’s always okay to reuse assets for your posts; for many people, it will be their first time seeing your account! Just give your posts some breathing room so each one has a fair shot at visibility. And if preparing an asset will take time you don’t have, or you’re juggling other tasks, it’s okay to sit a trend out. There will always be other trends, so it’s totally fine if you don’t catch every single one!
Final note before we wrap up: We've seen plenty of game accounts that post trends most of the time. While it's one way to show off what your game looks like, trends alone don't explain what your game is actually about. You still need original content that gives context about what you're making. Of course, some trends can help communicate your game's concept (and gameplay), but here's the key: when someone clicks on your profile after seeing a trend post, they need to find substantial content about your actual game, such as announcements or gameplay content. If all they see is more trends, they'll likely lose interest. Trends can drive numbers, but your goal is to drive sales. Give them enough original content that provides genuine value to stay engaged, which will convince them to hit that wishlist button!
Hopefully, this small guide helped you feel a little more confident about jumping on (or skipping!) trends! If you’re unsure where to start your game’s social media journey, don’t hesitate to contact us.