Solid social media game marketing tips from Riot Games

gamedeveloper.com:

Developers know that social media marketing can be exhausting. There are a billion platforms you have to manage, each with its own quirks, workflows, and best practices. There's the growing user awareness of the social media algorithms, the never-ending torrent of content to compete with, and overwhelming amount of negative comments.

But there's a reason developers are active on social media: it's where the players are. In the midst of all the mess, what are the best ways to forge connections with players who love your game?

With social media best practices shifting on a regular basis, it's nice to check in with the experts from time to time. Riot Games global social media lead Amanda Jackson (who works on the accounts for Teamfight Tactics (TFT) and Legends of Runeterra (LoR) has been tackling these challenges for the last four years and knows that other marketers, developers, and community managers are trying to solve the same problems she is.

Jackson's basic-level advice for any online marketer is to meet players where they are, rather than forcing them to gather on one platform or another. But that's just the beginning of what she's learned while shepherding Riot's strategy-focused spinoffs through the world of social media.

Jackson works on two Riot Games properties that helped put the "Games" in Riot Games. Both Legends of Runeterra and Teamfight Tactics are League of Legends spinoffs, which meant that when the company launched social presences for both games it had to find who its fans would be, knowing only a handful of them would migrate from the League playerbase.

"Something that I like to think about when approaching social media is 'what is the main thing that you want to communicate to your fans?'" Jackson