TikTok lessons from Among Us' success | GDC 2022
Marie Dealessandri
Features Editor
Monday 28th March 2022
InnerSloth
At GDC 2022 last week, Innersloth's community director Victoria Tran gave a talk outlining good practices on TikTok.
The presentation was based on her experience running accounts on the social platform over the years, including Among Us, but also the Unpacking and Kitfox Games TikTok profiles before that.
"TikTokers are 1.5 times more likely to immediately go out and buy something, or wishlist something they discovered on the platform, compared to other platform users," she said in her introduction, highlighting a study conducted by Material for TikTok. "And this is the big [reason] why everyone keeps talking about TikTok, it's just that the discoverability [compared to] other social media platforms is quite good. That's a huge part of it."
TikTok's popularity has boomed over the past couple of years. The GamesIndustry.biz Academy previously dedicated a couple of guides to the platform's use for games marketing, including tips from a conversation between Simon Carless and Jenny Windom of Wholesome Games and advice from successful titles such as Sea of Thieves and Fall Guys. But the platform is still a mystery to some developers who haven't made the jump.
Tran first gave an overview of the Among Us account to give an idea of what growth and success can look like on TikTok.
The Among Us profile was launched in December 2020 and "got a ton of followers within the first six months," Tran said -- at the time of writing, it has 2.9 million followers. She added that this type of fast growth is actually rare on TikTok. Of course, Among Us was already extremely popular by the time the account was created and had an extensive playerbase, which helped tremendously, she
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