Baldur's Gate 3's Top TikTok Strategies Revealed

Larian Studios has seen significant success with Baldur's Gate 3, and creative content manager Ben Maltz-Jones has played a key role in this success, particularly through the game's TikTok presence. Since taking over the official Larian Studios TikTok account in September 2022, Maltz-Jones has grown the account from 591 followers to over 280,000, with more than 4.7 million likes across over 100 uploaded videos. This growth has also helped expand the demographics of Larian's marketing efforts, with TikTok viewership skewing more female and younger than other social media platforms. Maltz-Jones attributes this success to the freedom given to him by Larian's leadership, allowing him to experiment and learn from his experiences. He emphasizes the importance of understanding TikTok's unique strengths and weaknesses, suggesting that creators read up on the platform, use it regularly, and follow popular influencers to stay informed about trends and changes. Maltz-Jones also advises caution when using popular sounds or celebrity clips, as there may be legal gray areas to consider. He stresses that TikTok content does not need to be as polished as other promotional content, and that a more authentic, rough-around-the-edges approach can be highly effective. To achieve this, he recommends running a company TikTok account like a fan account, focusing on humor and unexpected choices rather than detailed gameplay clips. Consistency is also key, with Maltz-Jones suggesting a posting schedule of at least once a week, and curating a unique brand voice through tone and humor. He is skeptical of cross-posting content from other platforms, instead advocating for bespoke content created with TikTok in mind. Finally, Maltz-Jones offers tips on using hashtags effectively and navigating TikTok's geolocked algorithm, emphasizing the importance of embracing the platform's unique characteristics and having fun with content creation.