How to increase the reach of Facebook posts in a mobile game — the ZiMAD case
Facebook feed algorithms are unknown. At the same time, working with it is necessary to get feedback and increase the audience of the game. How to work with it effectively, in the material for App2Top.ru the ZiMAD company is divided.
Past promotion experience
Before creating a successful solution, which will be discussed below, our team tried:
- conduct contests;
- post teasers of new content;
- implement gameplay videos.
All the methods listed above worked well. The average level of engagement in the group was kept at around 8%. This was about 1,000 views with an audience of 8,200 subscribers.
We thought these were good numbers, but we wanted more. Therefore, we have paid attention to the additional features available through integration with Facebook.
Using Facebook Integration
Bubble Birds V, like many mobile games, has Facebook integration that allows users to save progress, share interesting content, invite friends and give a bonus for subscribing to the community.
In our game, to get into the community, you need to press the button on the main screen of the game.
The concept was simple: to increase reach and engagement, set up push notifications in the app for specific new posts in the community.
It turned out that this is impossible, since iOS and Android severely limit the capabilities of push and they can only lead to the original application. Redirection to the browser becomes unavailable in this case.
Therefore, it was decided to make their own “push” with traffic and conversions. Our in-house programmer has created a tool that makes it possible to show a notification icon on the community icon in the application. The button itself leads to the browser, and if the Facebook app is installed, to it.
Results
It would seem an obvious solution, but it has borne fruit. The average coverage of the post before the introduction of the tool was ~600, ER = 8%. After “pushy” was added, the coverage increased to ~1500 with ER = 238%. The following publications, promoted on the same principle, gave less results, but they were still more than the original ones.
So it turns out that in order to achieve goals, you should not be afraid to use solutions that seem simple. They may well work.
***
ZiMAD is a developer and publisher of games for mobile platforms, PC and social networks. The company’s portfolio includes such projects as Magic Jigsaw Puzzles, Dig Out!, My Museum Story and the Bubble Birds series.
