Fragmented social media management: content recycling

Every independent gaming community I know has encountered the same problem. You need a steady stream of new content for your studio’s social media channels, but:

  • All designers are busy and cannot help you create new content
  • Ca n’t use any new game content, because it ’s spoiler / not yet shown / not ready / may change / other difficulties
  • Used up all available images / videos
  • No new news for the game

When Kitfox first started in 2013, team members described the studio as “piecemeal.” Although we have largely surpassed this description so far (wow!), This is still part of my community style.

What does “fragmentation” mean?

In my opinion, fragmentation refers to doing a lot of things with very few resources-whether it is time, content, or ability.

Fragmentation involves many different aspects, the most important of which are:

  • creativity: Not just being able to come up with new / interesting ideas in the general sense, but being able to see that content can be reused.
  • Accept imperfections: Picture perfect content sharing every time, this is a completely effective and good marketing strategy: release well-made information, the highest quality gifs. But fragmentation means that you sometimes need something not so good.
  • flexibility: Not only do you have to be constantly receptive to new things, you also have a wide range of skills, no matter what they are. (Or at least, willing to learn!) Image editing, basic video editing, drawing skills, GIF production, writing paragraphs-can be any field.
  • determination: Listen, I don’t want to lie. When you think about the various resources that others have, you feel terrible. But keep listening to me, fragmentation is good.

However, let’s clarify the relationship between quality and quantity. Although fragmentation means that things are not “perfect”, it does not mean that you should post low quality content. Bad gifs / videos, tedious screenshots, tweets full of tags … This is not fragmentation.

Why fragmentation?

So … besides that you can do many things with very few resources, what good is fragmentation?

  • Let it go. I have seen a lot of people fall into a trap because they are too striving for perfection, but nothing is done. It’s easy to sit still and read various marketing articles. You can learn the best tips, tricks and strategies. You can learn a lot from reading articles, but nothing is better than doing it yourself. Posted an IMGUR, totally failed! Hold a competition but no one is participating! Try to do it! Then learn the lesson!
  • Stay “agile“Hurrying up means that you need to make good use of your energy.” Agile development “is repetition and learning from the development process, and it can also be applied to marketing. The speed of fragmented marketing means that you will be fast Get feedback on what the community cares about the most—whether it’s an aspect of your game or a particular social media channel. Once you get that feedback, you can sit back and focus on what works, not on Distribute yourself to every marketing channel.
  • peopleAffection. If there is any unique advantage to indie games, it is the human nature of the game studio. We are not a 200 person studio and are silently developing our next project. We can be more casual. We can send emails full of meows. We are more accessible, and those who like our games can know us, and our marketing should reflect that. Making connections means people will be more receptive to us as individuals, as well as our games.

How to fragment

Now that you understand what fragmentation is and why it is fragmented, it’s time to move on to the more difficult part: how to fragment. This usually lies in the reuse and reproduction of content-that is, the conversion of materials into new assets in different forms. Each studio’s situation is different, so these suggestions may not apply to you, but hope it helps!

Break Up Trailer

The trailer is my favorite material. Not often, but when there is a new trailer, you have accumulated materials that can be used for a long time. Trailers usually have some “snippets”-an exciting action clip, an informative clip, some shot changes, and so on. Divide them into separate gif files, not only can you store a lot of content you can publish, but you can also see which content performs best after publishing.

For example, here are two different “emotional parts” from the Mondo Museum trailer, which can be developed separately. They emphasize different things: the left side focuses on “building”, while the right side is more about “these cool and individual exhibits” in the game.

Through these gifs, you can know what people are generally interested in, or a signal that they don’t necessarily understand what is happening in the game. (For example, Lucifer Within Us is a very complex game, so I planed it out so that people can focus on what I want to express.)

If you can take a particularly good screenshot from the trailer, it is even better!

Fine art reuse

So when I make fragmented social content, here are the most basic things I need:

  • As many portraits as possible
  • At least one background (probably from the main artwork)
  • Use props / furnishings if possible. (Such as in-game items, emotional indicators, or weapons)

I’m not an art, so my ability to create new material is quite weak, but I am proficient in Photoshop, and when I find pictures on social networking sites, I often find creative solutions.

Many people think that good content usually requires new pictures, but this is not necessarily true. I often reuse pictures or make small changes to create new posts, relying more on the title of the picture to attract people. Remember, social media updates are extremely fast, so you can often assume that people have n’t seen your picture before or have forgotten it.

For example, in Boyfriend Dungeon, I only have some portraits of swords and a background.

As the basis for many social posts, I used the picture above, just modified the title, or added different content.

It turned into three different posts (mostly relying on text):

Third, when it comes to reusing art to produce new content, creativity and timing are required. It’s difficult to give precise tips on what you can do, because it depends on the tone of your studio and what you have available, but for your daily work on social media, you don’t need to post heavyweight Post. Unless you are special.


After making an important announcement, it is likely that there will be some articles about your game available. Usually you can repost immediately, but you can also quote paragraphs after a while (of course don’t forget to link to the article again). Let’s face it, not everyone will click or read a complete article, which will help guide their attention.


When you reuse content, one thing to keep in mind is not to use the same one too often, so that everyone will automatically skip it if they are familiar with it. I tend to reuse content at least every few months, depending on what the content is.

You can also plan your content for different festivals! If you need it, Hubspot has a great calendar filled with all the weird and formal festivals.

Write at the end

Social media is very good at making us seem to perform best at all times, but this is not always the case.

Especially in the community of community developers, I think we can get a lot of ideas of impostor syndrome, that everyone has endless materials, and in fact we are scrambling to find materials. At least on my side, I can clearly tell you that I’m also trying to find out what our game can say. But it doesn’t matter, fragmentation is really good.

Author: Victoria Tran
Source: Indietavern Translation
English original text from Kitfox Games
Original address:


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