Unlocking TikTok Success: Insights from Larian Studios' Baldur's Gate 3 Campaign

Larian Studios has seen significant success with Baldur's Gate 3, and its creative content manager, Ben Maltz-Jones, has played a crucial role in this achievement. In a recent Game Developers Conference session, Maltz-Jones shared his strategy for managing the official Larian Studios TikTok account, which has grown from 591 followers to over 280,000 since he took over in September 2022. The account has accumulated 4.7 million likes across more than 100 uploaded videos. Maltz-Jones attributes this success to the freedom he was given to experiment and try new things, which allowed him to extend the demographics of Larian's marketing efforts and reach a younger, more female audience. He emphasized the importance of learning to capture and edit footage independently, using the game's debug/UI tools to create high-quality content without needing continual assistance. Maltz-Jones advised others to understand the strengths and weaknesses of the TikTok platform, reading up on its features and using it regularly to stay informed. He cautioned against using popular sounds and celebrity clips without permission, as this can pose legal issues. Instead, he suggested focusing on creating content that is authentic and tailored to the platform, even if it's not as polished as other promotional materials. To illustrate this point, he shared a successful five-second TikTok video that has garnered nearly one million views. Maltz-Jones stressed the importance of running a company TikTok account like a fan account, prioritizing authenticity and humor over polished gameplay clips. He suggested looking to wholesome games channels for inspiration on how to pitch more somber games effectively. Consistency is key, but Maltz-Jones recommended starting with one post a week and only increasing frequency as needed. He also advised against cross-posting content from other social media platforms, instead opting for bespoke content created with TikTok in mind. When it comes to hashtags, he suggested using one specific to the game and a few more general, relevant hashtags to reach a wider audience. Finally, Maltz-Jones discussed the importance of understanding TikTok's algorithm and using strategies like VPNs to increase the reach of content. By embracing the platform's unique approach and having fun creating content, companies can successfully leverage TikTok to promote their games and build a strong online presence.