Creative Tips | RPG Games

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Overview

If you're here for the first time, welcome!

This playbook is designed to inspire and guide advertisers who want to Create for TikTok, and includes some key observations from our Creative Expert team.

To clarify, these are observations that the team has noticed, and are not rules that must be followed. We're not trying to box you in and impose a formula for how to succeed - quite the opposite!

This playbook is structured in 6 PARTS

01 The Basics: 4 Essential Guidelines

02 The Next Level: Creative Quantity & Diversity

03 RPG Identity

04 Observations for Creative Success

05 Creative Video Scripts

06 Try it out yourself!

The Basics

Before you get started it’s important to know the basics. Below are some fundamental guidelines when creating ads for TikTok. By familiarising yourself with these guidelines, your chances of improved average ad performance will increase significantly.

The Essentials

We have noticed that when performance advertisers adhere to these essential practices, performance and ROI of ad spend significantly increase.

The next level

Through our observations, we have concluded that with a larger quantity of videos and a diverse pool of creatives, advertisers have an increased chance of better performance.

A high number of creative assets allows for better optimization of asset selection. We recommend spreading your creatives throughout multiple ad groups, while maintaining 3-5 creatives per group. This enables you to utilize each creative, allowing the system to learn what works best for you.

Refreshing and uploading new assets to your campaign will increase your chance of finding a winner!

RPG Identity

Before making ads for this particular community, it's important to understand the characteristics of RPG games, and the preferences of the corresponding target audience. Videos that are based around game selling points and what resonates best with the related target audience can achieve twice the results with half the effort.

Observations for creative success

On TikTok, there's really no single formula for success. It's actually more about finding your own voice - being unique and different is what will get you noticed and excite your audiences.

We understand that "being unique" is easier said than done, and may be intimidating if you're new to content creation on the platform. That's where our Creative Expert team can step in to help. Upon reviewing the top-performing creatives that targeted the United States within the fashion industry, they've identified a few key observations. The best creatives often follow a certain pattern around the way the story is told - some similar components that make up a compelling storytelling flow. We call these Creative Patterns.

By familiarizing yourself with these Creative Patterns, we hope you'll feel inspired to experiment and try out different creative methods across the 5 groups, to ultimately land on the strategy that's best-suited to you. Because on TikTok, it pays to be different.

Blend real & virtual worlds

Leveraging a blend of both real-life and virtual scenarios can make your creative more relatable to your audience. Rather than being fully immersed in a total fantasy world, realistic elements can help you achieve higher relatability and engagement.

💡Think about it

The blending of virtual and real scenarios is easier said than done, because it's important to ensure that game elements are integrated naturally and seamlessly. Be sure to avoid advertising that's rigid and unnatural. To produce natural blended creative, consider the below:

• Is there a natural opportunity to combine your gameplay or game elements with reality? For example, do you have 3D projection characters, or is there a need to collect rewards or characters in your game?

• Are the game characters memorable? If not, you can use 3D face changing to make your characters stand out.

• Are there any popular offline or wine table games that can be combined with your own games?

Skits

Leverage creators to act out skits that are related to gameplay. By enacting your story in a dynamic way, you can relate to your audiences on a more emotional level. Creators can also help highlight the game's key selling points and cultivate your audience.

💡Think about it

It's important that the skits are smooth and interesting, following a coherent and compelling storyline. Don't be tempted to copy unoriginal skits that don't follow a logical narrative. During the skit, you should consider how to include the key selling points of the game when the audience is the most focused.

• Do your game selling points match well with the skit you have in mind? If not, don't force it. Try to think of another skit that matches.

• What could be an opener that resonates emotionally with your audiences?

• What video tone works best with your game features?

• Find the right balance of tension in the skit, so that audiences hold their attention while digesting the information about the game.

Game Commentary

Real voices commentating on the game can drive emotional appeal, while adding a helpful layer of extra context for deeper understanding.

💡Think about it

This pattern can be achieved through live broadcasts, live recordings, and game reviews. Exciting gameplay visuals accompanied by a clarifying and appealing narrative will instill the desire to download.

• Is your game suitable for live broadcasts? If not, consider the below.

• Does your game include exciting visuals that can be featured and commented on? - draws, BOSS battle, classic story, ult display, etc.

Option

Make the audience feel like they can influence the outcome of the game by being presented with options to choose from. Leverage TikTok's visual and audio elements and special effects to convey the options, which will improve the interactivity and appeal of the video. This pattern blends in well with TikTok's user expectations for content on the platform, and will boost the CTR.

💡Think about it

People love seeing their personal impact on the outcome of a story or challenge. Presenting options within the game plot is a common way to hook audiences and get them interested. The audience will want to know the right vs. wrong choice and the consequences - ultimately downloading the game and trying it out for themselves. However, note that players who enter the store page through this type of content are generally plot-oriented players, so a potential concern is whether the store map matches.

Battle

People love a good challenge or conflict, which makes Battle one of the main game elements of RPG. Gameplay that shows a battle scene can effectively improve the audience's desire to click and learn more.

💡Think about it

The battle scene can either be a straight game recording from a screen, or shown through computer graphics. The battle scene can also be used as a channel through which you can convey other selling points of the game, such as characters, maps, key skills, etc.

• Is your game suitable for combining computer graphics and video recording? We recommend that mixed clips cater to the attributes of the target audience.

• Identify the best means through which you can showcase the magnificence of battle. Is it through multi-role? Damage value? Special effects?

Rewards

Everyone loves free rewards, and that satisfying feeling of collecting rewards, points, or rare props. Add special visual or audio effects around rewards to create a bigger impact.

💡Think about it

Rewards come in all shapes and forms, depending on the game. They could be redeemable rewards, pictures of rare props, and so many other options! This element is a powerful way to attract the attention of RPG players. However, be careful and realistic, and stay true to your offer. Otherwise, it may be perceived as a false promotion and reduce your CTR.

Voiceover

Use a voiceover explanation to help the audience better understand the meaning of the game and what they're seeing in your creative. This can be a good way to introduce the game and emphasize its key selling points.

💡Think about it

Clear and compelling voiceovers are a powerful tool, particularly for ensuring your audience's understanding. The clearer you are, the better your audiences will understand the key selling points of the game - and the stronger their desire to click! This pattern is similar to Commentary, but doesn't feature a real person. A voice in the background is sufficient, which makes this an attractive pattern for lower budgets.

• When introducing the game via voiceover, we recommend adding subtitles to enhance your audience's understanding.

• While highlighting the selling points, you can change the tone to make it extra memorable. You can also change the font size, color, and special effects around the subtitles for added emphasis.

Inspiration: Character Display

Showcase your game's iconic characters in creative, memorable ways.

💡Think about it

• Are there other formats that can be used to introduce characters?

• Think of transitions, special effects, and different storylines.

IP

IP, or "intellectual property" generally refers to a vital element of a game that belongs to the game developer, like certain animation characters or designs. Games that have IPs tend to be well-known with large fan bases. These kinds of games are popular and attract a large following, which means it has advantages for CTR. If you can match your creative patterns to certain IPs, you can double your impact on your audience!

💡Think about it

Conduct a user profile analysis of the IP fans, and combine patterns according to their preferences. Feel free to mix and match. This can be a great way to effectively improve conversion.

• If they like the IP story, try IP & Voiceover

• If they like the items and other elements of the IP, you can try IP & Rewards

• If they like battles between characters, you can try IP & Battle

Iconic Characters & Rewards Anime

Use iconic or familiar characters from the game, and have them obtain various forms of rewards. This is a powerful combination with endless possibilities. You can make the players switch roles after receiving a reward, for example, sparking the audience's interest. You can also offer characters as rewards.

This ad uses the hottest characters in Japanese anime to attract the audience's attention. The video makes the audience feel like they can get all these characters with the redeemable code reward.

💡Think about it

Choose the characters and rewards wisely. Don't limit your options to only the most powerful characters, but try to really understand your target audience's preferences.

• What is the aesthetic and personality preference of the target market? Is there a role or character they resonate with?

• What kinds of rewards can be matched to maximize the effect? Draw? Resources? Discount?

Battle & Various Rewards

💡Think about it

Battles, one of the key elements of RPG, combined with rewards and draws are an unbeatable match that can motivate your audience to try your game. After all, who doesn't want to beat others in the game for free, or with an advantage.

Plot Twist

A plot twist is an unexpected surprise that occurs in the story. In many cases with RPG games, the "underdog" role in the video proves themselves to be better than others, showcasing their impressive strength and capabilities. People generally enjoy this unexpected surprise and enjoy watching the action unfold.

💡Think about it

Plot twists always take the audience on an unexpected and delightful journey! The emotional response to this pattern makes it intriguing. There's a lot of freedom to play around with the endless options for plot twists.

• What are the selling points of the game that can quickly improve battle power effectiveness?

• How to go through the plot and complete the twist without being abrupt?

• Don't be afraid of failure in the ending. Unexpected stories may make people feel more interested, and can come off as more authentic.

Exciting

Conveying excitement and anticipation of something fun will allow audiences to share in the feeling. They will feel more emotionally connected and immersed in the experience.

The commentary of the creator in the video makes it clear what to expect and what he's excited about, which motivates audiences to join in on the anticipated fun.

💡Think about it

People are always seeking excitement! Try integrating an exciting storyline or call to action into your activities or game characters, so that audiences can feel the joy that the game brings to their lives.

Mixed

Close to distant views, fast to slow, left to right - quick camera perspective switches can add a level of dynamic energy to your video. The footage will have more depth, which improves the overall sensory experience.

💡Think about it

TikTok is well-known for its camera and POV switches. By leveraging camera switches, you'll be creating content that's more native to the platform. TikTok audiences prefer dynamic, multi-layered videos, so try it out! Not only does this help elevate the creative, it can also instill a strong sense of excitement and participation from the audience.

• What is the logic of camera switches? Try to fit it naturally within the storyline to emphasize certain messages.

• What's the right number of camera switches? Be careful not to overdo it and confuse the audience.

• Is the theme of the game suitable for camera switching? Will it add a layer of richness to the scenes?

Creative Video Scripts

Writing your video script might seem intimidating at first. Where to start? So many possibilities!

Don't worry, we're here to provide you with a few creative examples that should serve as thoughtstarters to get you going. As you write your video script, always remember to write with your audience in mind. Ask yourself these questions: How do they want to be spoken to? What resonates with them? For the strategic games category, make sure to keep it conversational and casual -- infusing the right humor, tone, and inflection accordingly.

In terms of flow, we can break down script into three parts: the beginning, the middle, and the end. Each section should have its own unique purpose and content that supports the overall video. Understanding the logic behind each section will help simplify the script-writing process.

Creative Tips for Script-writing

Beginning: Hook

Take advantage of the first 3-6 seconds to capture your audience's attention. This is your time to shine, so do whatever it takes! Add intriguing, attention-grabbing elements that will make viewers want to watch for longer.

Middle: Gameplay Related

Needless to say, attractions of the game itself are highly effective selling points of the game. This often includes gameplay recordings, Mixed Clips and Remakes of Battle Scenes. Any gameplay-related elements that make it memorable and unique to your audiences should be considered.

RPG players pay the most attention to the gameplay, second only to Action Games (ACT) players. Presenting your gameplay in a compelling, powerful way is a key part of player acquisition.

Ending: CTA

Don't forget to add a compelling call-to-action at the end of your video ad. Use your game logo, catchy slogan, and a clear button to direct users to the next step. Keep up the momentum and transfer your audience's attention to the next action - downloading or purchasing the game.

Storytelling Script Writing

General Script Writing - based on the script structure

The Process of Writing An Overview Script - Get Inspired

Scripts for different moments

• Typical RPG

• IP RPG - Animation

Top 20 Hashtags

Try it out!

· Have you tried add additional design to the gameplay part? Review your existing assets. Are there elements you could add to create a new layer of depth?

· Try 5 new creative patterns or mix and match to modify your videos. Test and compare to see if there's a lift in results.

· Test 10 new creative scripts using the formats suggested above. Make sure the message is clear throughout your video. A/B test to see if results are affected.

Get started now by jumping into TikTok Ads Manager and let your creativity take over!