01

Research

To begin the content creation process, I started researching social trends and ideating potential topics to cover. I strategically utilized the primary and secondary colors featured in the game to create visually appealing social media posts. As I progressed, I generated a substantial number of engaging social media posts and compiled them into content guidelines. I consistently updated these guidelines and included new categories to ensure their relevance and usefulness not just for myself but also for any future colleagues who may join the project. The intention behind this document was to provide a valuable resource for anyone working on the Lemmings project.

02

Writing Compelling Captions

Social media posts cannot serve their purpose if they are only visually compelling, but they also need an engaging caption with a strong call to action. I started off by researching how to write compelling captions and text alongside each image.

03

Audience Growth

I also delved into audience growth and engagement, and here are some interesting findings:

• In the beginning, we were mainly gaining followers by actively engaging with users daily. We used to like content with relevant hashtags such as #lemmings, #illustration, #mobilegames, #animals, #pets, and more. However, this approach became quite time-consuming, and eventually, we decided to shift away from direct, hands-on engagement with customers.
• We noticed a slight increase in followers starting from February, which could be attributed to two factors. Firstly, in December 2018, Sony featured the game, bringing some attention to it. Secondly, in January 2019, the App Store also featured our game, contributing to the gradual growth. Moreover, positive game reviews and articles might have also played a role in driving organic growth.
• The real game-changer came in August 2019 when we implemented Facebook, Instagram, and Twitter buttons within the game. Users could press these buttons, and it would lead them directly to the respective platforms. As a sweet bonus, they would receive coins for doing so. This brilliant move resulted in a significant surge in our number of followers.

04

Demographics

After that, I delved into our audience demographics to gain a better understanding of who was engaging with our posts and which type of content resonated most with them. We found that on Facebook, women between the ages of 25-34 emerged as the predominant force among our fans. However, on Twitter, it was men within the same age group who took the lead.

Having this information proved to be invaluable as it allowed us to tailor our content to better suit the preferences of our diverse audience across different platforms.

05

Currently

After joining Exient’s Art team, I expressed my desire to move into the Design department. My efforts as a one-person band handling social media proved beneficial, leading Exient to invest more in marketing and hire a dedicated team. Since December 2020, the social media platforms have been managed by this new team. Consequently, I transitioned to the Design department as a UX/Game Designer. I’m excited to say that all platforms have continued to flourish and thrive since then.