In recent years, gamification has become a go-to tactic across social media platforms to keep engagement high.
In simple terms, gamification involves incorporating game-like elements into social media platforms to increase user engagement, improve retention and enhance the overall user experience.
But why has gamification become so popular in social media?
One theory is that a substantial proportion of the target audience on social media are Gen Z, encouraging social media platforms to view gamification as a necessity. According to a recent study conducted by Deloitte, 26% of Gen Z participants said that playing a video game was their favourite form of entertainment. Plus, it‘s estimated that video games account for 53% of the global market for digital media, and the sector is projected to expand by around 12% annually.
In essence, gamification in social media is tapping into users’ preferences and it is not going anywhere anytime soon. For these reasons, social media platforms such as Snapchat, Instagram, and LinkedIn have integrated game-like elements with the intention that user engagement and retention will increase.
Snapchat, LinkedIn and TikTok lead the way
Snapchat, a social media platform predominantly used by Gen Z, epitomises gamification. From the outset, snapchat successfully retained many of its users through its Snapstreak system (after three days of speaking to someone, the platform adds a fire emoji next to their name). The concept instilled the simple idea that users should keep active on the platform for fear of losing their streak with friends.
In a more professional space, LinkedIn first introduced interactive polls to allow users to see results on topics that really matter to them. A poll on work preferences from key Government voices, for example, captured a lot of attention given that the Labour government’s push to encourage people to work from home has recently been part of the main news agenda. The poll had thousands of voters, millions of impressions – and then by default through voting, you are kept notified when the result lands. Couple interactive polls with the new LinkedIn Games feature, the professional platform is really stepping up their gamification, erm, game.
It’s a similar story over on TikTok too. This social media juggernaut is unstoppable when it comes to retention and gamification. If LinkedIn is King, and Snapchat is Queen, then TikTok is the whole Royal Family. The For You page is made up of challenge after challenge, with overlays being made daily with a brand new game-like feature to play. For instance, the latest Do-Ri-Me singing challenge in 2024 is currently boasting hundreds of millions in views, and there will be a new one next week!
But are there other types of gamification?
Yes! The plucky old “giveaways”. Giveaways can also be a platform for influencers and brands to enhance their profile and reputation. Last winter, Bukayo Saka, an Arsenal football player, did a Christmas giveaway with the #7DaysOfSakamas,” which promoted all the brands that sponsor him such as New Balance, Nando’s, and Beats by Dre. The sense of competition that comes with giveaways draws users in, just like the feeling you get when you imagine winning a bet or on a scratch card – the likelihood is small, but you never know!
Should you be looking at gamification in your strategy?
Gamification has proven to be an essential strategy for boosting engagement and retention on social media platforms. By tapping into the psychology of competition, reward, and user participation, brands are able to nurture deeper connections with their audiences. Whether through interactive polls on LinkedIn or viral challenges on TikTok, gamification enables businesses to stand out in an increasingly crowded digital landscape, making it an invaluable tool for campaign success and lead generation.
At Whistle PR, we understand the power of gamification and how it can be harnessed to create impactful social media campaigns. As specialists in PR, social media, and brand communication, we can help businesses integrate game-like elements into their digital strategies, driving not only engagement but also measurable results. Whether you’re looking to run a viral challenge, create interactive content, or enhance customer loyalty, our expertise ensures that your brand’s message cuts through the noise and resonates with your target audience.
Authored by Theo Barnes, PR Assistant
