Social media app TikTok has released a new report, which examines how gaming culture influences the app, and the key trends driving engagement among TikTok's gaming community.

And with gaming content generating trillions of views in the app each year, it's a huge component, making it important to delve into in order to understand how the conversation dictates broader in-app trends and what that might mean for your campaigns.

The report first focuses on the relevant factors driving engagement with gaming-related content within the app and how a brand can leverage them to gain the fullest promotion advantage.
TikTok follows this up with examples of each of these principles in action, including some observations on how they prompt engagement and some relevant hashtags.
Included are actionable tips for each aspect and how you can apply them in your own TikTok clips.

The broader notes have not created a heap of in-depth analysis and insight, but they do offer some valuable perspective on key gaming trends and how they apply to associated marketing efforts.

And, as noted, gaming is indeed a key culture driver in the app.

Earlier this year, TikTok hosted its first '30 Days of Gaming' event, during which it showcased some of the leading gaming creators and communities on the app, while views of gaming-related content exceeded 3 trillion views in the app in 2022 alone, so big demand, and big opportunity for those marketers involved in gaming-related campaigns.

Gaming is arguably the biggest cultural influence online, and most of the best-known creators are, in one way or another, associated with gaming worlds. Gaming content often helps these stars bridge their younger audiences to their older cohort, which is why gaming plays such a key role in mapping the broader online landscape, and why all brands should be monitoring the development of gaming trends and culture, and considering where they might fit.

It's why this report is so valuable - it provides insight for marketers to understand the space and how that feeds into the TikTok experience.