How my first mobile game got over 200k downloads with zero budget using TikTok

So about 8 months ago, I decided to publish my first mobile game on Google Play called Walls. The idea was pretty simple, and the game was addictive so I thought it had some potential.

 When I published it I didn’t know what to expect since I had no previous publishing experience. I knew I had to find a platform where I could present my game to a wider audience in order to get downloads. To cut it short I used TikTok.

Why is TikTok the best platform for advertising mobile games?

TikTok users are looking for hours and hours of entertaining content to spend time on. By advertising your game you offer them even more hours of entertaining content. Also when compared to other social networks like Instagram and Facebook it is so much easier to become viral on TikTok.

My experience with TikTok:

I started posting on TikTok the same day I published my game on Google Play, and I was surprised with how fast my videos got attention. Just two days after “Walls” were released, my 3rd video on TikTok got 270k views(38.5k likes), and my 5th video got 850k views. I started getting downloads immediately. For every 100 views on TikTok, I got 1 download. After that, a relatively small percentage of videos reached those numbers, until February 2021 when I published my game on App Store and started filming myself playing “Walls” on my iPhone. I can’t really explain how, but last month my videos started getting a huge amount of views. My videos got almost 15 million views in only one month. One video got even 5 million views. my game downloads increased drastically from 30k to more than 200k, and “Walls” were even on some App Store charts in some countries.

Since then the number of video views has decreased. Such period changes are quite normal for platforms like TikTok. But overall, I really think TikTok is the best place for indie developers when it comes to game marketing. Now let me try to give you some tips on how to make a viral video on TikTok.

My tips on how to make a viral video on TikTok:

When It comes to the video itself, instead of posting a screen record, try recording a video of yourself (just your hand) playing your game. In my case, the followers found that type of video more interesting. Also, make sure you put some fun and maybe challenging text when you edit your TikToks. When it comes to your video appearing on the “for you page” there are some things you might wanna try. You need to find the perfect sound on TikTok for your video. The sound should be popular at the moment but you also need to make sure it fits the video and the actual game. You can’t just put a sound that’s used mostly in fashion-related videos (for example) just because it’s popular.

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You can also try putting different hashtags related to games such as #indiegames, #mobilegames, #gaming… Also, you should avoid posting too much on daily basis. Don’t post more than twice a day, and never delete your videos since it may affect views on your other videos.

That was my story short when it comes to “Walls”, here’s the link (App Store link & Google Play link) if you want to check it out. I hope I was able to give you some helpful tips when it comes to advertising your game. Please feel free to comment on this topic. Thanks for reading!

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