The TikTok Survival Guide


TikTok has the potential to bring huge new audiences to your games – So why doesn’t the industry understand it better? Chris Wallace talks to the TikTok experts to find out the best tips for surviving on this latest frontier


TIKTOK, it turns out, is more than just an app designed to remind millenials that we’re no longer the young generation, and that the world has left us behind. At least that’s the impression I’ve been left with


over the last few months, as lockdown boredom drove me into the dark depths of TikTok’s terrifying algorithm, never to return. I don’t want to come back, there’s cat videos and less industry discourse here. It’s a better place. I, like many others, was somewhat cynical about


MJ Widomska, YRS TRULY


TikTok before I installed it. I’d seen the lip syncing videos, the vlogs, the dancing teenagers… TikTok was not an app for me, and certainly not an app for gaming content. Or so I thought.


28 | MCV/DEVELOP January 2022 Despite its reputation, TikTok is actually


remarkably hard to pin down to one particular genre. There are often common themes to videos that make it big on the app, but the topics and types of video vary more often than some might think. I casually browsed my ‘For You’ page, the


main area where users discover new content on the app, while writing this article. In just a short sample, I stumbled upon a parody sketch of working conditions in the games industry, political discussions, comedy Skyrim content and… yes, okay, a dancing video. But since the video in question was a senior gentleman dancing to an anime soundtrack, I’m still calling it a win.


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