From TikTok to wishlist: How shortform content fuels indie game discovery

In 2025, millions of players are discovering indie games not through press releases or storefronts, but through 30-second clips on TikTok, Instagram Reels, and YouTube Shorts.

Shortform video platforms have exploded to a global scale – TikTok alone surpassed 1.5 billion users by mid-2024 – and they’re influencing which indie titles become the next big hits. Developers around the world, from solo creators to small studios, are tapping into these bite-sized feeds to build hype. The result? A new wave of indie successes built on viral clips, memeable moments, and behind-the-scenes snippets. But does a trending TikTok translate into Steam wishlists, sales, and thriving communities? In 2025, the indie scene is finding out, one short video at a time.

The rise of shortform discovery

Shortform videos have rapidly become a key discovery tool for games. Platforms like TikTok and its clones provide massive reach and algorithmic boost: engaging clips can snowball to millions of views, even for unknown titles. Gamers of all ages use these apps (not just teens), and the algorithms tend to show people content that matches their interests.

This means a well-targeted indie game clip – whether it’s flashy gameplay or a relatable skit – can end up in front of exactly the right audience. The barrier to entry is low: creating content on TikTok or Reels is free and relatively quick compared to polished trailers, making it a cost-effective marketing channel. And thanks to cross-posting, one video under 60 seconds can be shared across TikTok, Instagram, and YouTube with minimal extra work.

Crucially, shortform content thrives on organic virality. Users actively share and remix videos, meaning a creative indie game clip can become a trend of its own. A few years ago, this kind of viral boost was already evident worldwide. In China, for example, a quirky mobile indie called Party.io became the #1 free iOS game after Douyin (TikTok’s Chinese version) flooded with its gameplay clips – even briefly overtaking PUBG in popularity. From North America to Asia, shortform videos have become the new word-of-mouth, propelling obscure games into the spotlight overnight.

Going viral: Indie success stories

Short videos have been directly responsible for some of the biggest indie breakthroughs of the past two years. Consider the example of The Matriarch, a hide-and-seek party game by a solo developer. In early 2022, the developer’s TikTok post unexpectedly blew up – he woke up to 1 million views and 100,000 likes on a single video, which translated into +1,500 Steam wishlists in one day, quadrupling his total.

The momentum snowballed: the video hit 7 million views, and wishlists kept pouring in (+3,500 on day two, +2,500 on day three). Suddenly The Matriarch went from obscurity to being one of the most anticipated demos in Steam Next Fest. By swiftly launching a free demo and opening a Discord server, the dev converted viral attention into community engagement – the game’s demo shot into the festival’s top 5, daily wishlist additions stayed above 300 for weeks, ultimately climbing to 23,000 wishlists, and the new Discord swelled to 700 members. In short, a single TikTok video catapulted a tiny project to a sizable following and player community virtually overnight.

Other developers have seen similar results in 2024. A two-person studio Square Glade Games revealed their new title Outbound (a cozy open-world camper-van adventure) in February 2024, and their announcement trailer gained millions of shortform views, driving Outbound to 100,000+ wishlists in under two weeks.

The trailer racked up nearly 400k views on YouTube and millions on TikTok, proving the reach of short videos beyond traditional channels. The concept – building a home out of a van and exploring a sunny utopia – tapped into highly shareable trends (the #VanLife aesthetic and sustainability themes), resonating with TikTok’s audience. The developers note that investing in a visually captivating, professional trailer paid off, but it was the format and timing of sharing it as a short cross-platform clip that really fueled the viral spread. By identifying a niche and delivering an eye-catching snippet, they amassed a huge wishlist count that would make even some AAA marketers envious.

Outbound features a customizable camper van, a concept that helped it ride a wave of viral short-form attention in early 2024. The developers garnered over 100,000 wishlists within two weeks by showcasing this unique premise in snappy, shareable videos.

Even publishers are getting in on the shortform action. Future Friends Games, an indie publisher, highlighted how the team behind Another Crab’s Treasure (a quirky soulslike about a hermit crab) actively embraced TikTok and meme marketing. Their efforts led to a social media explosion, with the title’s account amassing over 360,000 TikTok followers and 10 million likes on its videos – colossal numbers for an indie game. The developers leaned into humor and trends (at one point even parodying Dark Souls in an “April Fool’s” mode video) and interacted directly with fans.

This authentic, witty content turned into real hype: wishlists and community interest climbed in tandem. Another Crab’s Treasure shows that an indie can punch well above its weight when developers put genuine personality into shortform posts. As one marketing lead put it, investing dev time into TikTok and meme content can make a huge difference – the game effectively built a fanbase of hundreds of thousands before release by blending behind-the-scenes fun with platform-specific humor.

Not every shortform-fueled hit comes from the West. Beyond the earlier Party.io example in China, we’ve also seen games like Sultan’s Game (an indie title from Indonesia) gain viral traction across borders thanks to TikTok and Instagram clips. And long-running indies can get second winds: the toy soldier FPS Hypercharge: Unboxed originally launched in 2020 to modest numbers, but years later its devs started posting action-figure battle clips on TikTok. They spent over a year consistently streaming and sharing short gameplay videos, slowly building an audience. By 2023, those efforts paid off in a big way: when Hypercharge debuted on Xbox, it sold 100,000 copies in a month – more than it had on PC in two years – largely credited to the grassroots hype built on TikTok and Twitter. The lesson across these cases is clear: shortform content can be a kingmaker for indies, launching games to viral popularity and filling up those all-important Steam wishlists.

Behind the scenes, memes, and genre hooks: What content works

Success on TikTok/Reels is not random luck – certain tactics and content styles consistently perform well for indie devs:

• Behind-the-Scenes Devlogs: Raw, authentic development updates resonate strongly. Short “devlog” videos with a developer talking over gameplay clips or showing their workspace help players feel personally invested. For instance, the Hypercharge team’s candid TikTok streams of them tweaking levels and chatting about 90s action figures created a loyal following. Keeping it simple and genuine, like “talking over some of your game’s B-roll footage” can humanize the project and build a connection. Many successful devs use a Day X of development format or share quick progress snippets, making viewers feel like insiders on the journey.
• Genre hooks & trends: Tying your game to something familiar or trendy can boost engagement. The developer of The Matriarch noted that TikTok commenters loved making connections – his game accidentally echoed a famous anime death and a popular Roblox mode, and viewers latched onto those references. If your game can be pitched as “If you like X, then check out Y” or shown in a trending context, it’s more likely to catch fire. Developers are wise to frame clips around compelling hooks: a unique mechanic, a striking art style, or a timely theme. In 2024, we saw a surge of cozy farming sims and spooky horror games trending; the smart indie devs explicitly hashtagged and highlighted the angle that tapped into those trends.
• Meme-able content & humor: Shortform thrives on humor and shareable memes. Indie studios that “lean in” to the silliness often reap the rewards. Another Crab’s Treasure embraced absurdity (like posting a meme of the U.S. president holding a wishlist prompt on a TV) and saw their follower counts skyrocket. Silly skits, joke patch notes, and tongue-in-cheek trailers not only entertain the existing fans but also encourage sharing. As one marketer put it, if your game “feels a bit silly, LEAN IN” – authenticity and fun can set you apart from sterile AAA ads. Even serious games can find lighthearted angles for short clips (e.g. speedrun bloopers, physics fails, developer self-deprecation).
• Platform-Specific features: Each platform has its quirks – successful devs play to them. TikTok’s algorithm rewards watch time and engagement, so putting a hook in the first 2 seconds is crucial (flash some exciting action or pose a question immediately). Trends like using a popular sound clip, doing a quick jump-cut montage, or participating in hashtag challenges can boost visibility. Some devs do “stitch” videos responding to fans or join in viral memes (as seen when many gamedevs tried the “how it started vs how it’s going” format to show game progress). Additionally, savvy devs make use of captions and CTA overlays – a common formula is Catchy one-line description at top, gameplay clip in middle, call-to-action like “Wishlist on Steam!” at the bottom. This structure has become a staple because it immediately tells viewers what’s happening and what to do next.
• Consistency and cross-posting: One-hit virals are nice, but consistency builds momentum. Indie devs finding success generally post regularly (often multiple times a week or daily). They also recycle content across platforms – a 30-second clip can live on TikTok, then be reposted weeks later, and also shared as an Instagram Reel, and even a YouTube Short. This maximizes reach without constantly reinventing the wheel. Importantly, algorithms can be fickle: a video that flops today might explode when re-posted a month later at a different time. Developers have learned not to give up after a few low-view videos. The Matriarch dev, for example, noted that his first TikToks didn’t do great, but a slightly edited reattempt of the same clip later went viral – iterating and trying again paid off.

In short, the content that works best is content that feels native to the platform. Indie devs succeeding on shortform tailor their message to the medium: quick, clever, visually catchy, and above all authentic. Whether it’s a heartfelt personal update or a ridiculous meme, the audience responds when it doesn’t feel like a sterile ad. And once you strike a chord, the algorithm can amplify that message to tens of thousands of potential fans overnight.

Global reach and community building

One of the most powerful aspects of TikTok, Reels, and Shorts is their global reach. An indie developer in Brazil can have their game demo go viral in Japan or Germany thanks to a single trending video. This worldwide exposure is a double-edged sword: it can net you fans from all over, but it also means tailoring content and community hubs to welcome them. Many devs quickly plug a Discord server or mailing list in their viral posts to capture the influx of interest. That way, even as the tidal wave of views subsides, there’s a lasting community to nurture. For instance, after The Matriarch’s TikTok blew up, the developer funneled viewers to a Discord where he could engage them directly – resulting in a 700-strong community ready to give feedback and spread the word.

Regional differences also matter. In some countries, TikTok itself might not be available (India’s ban on TikTok, for example, means Instagram Reels or YouTube become the go-to platforms for short video). Chinese indie devs, meanwhile, focus on Douyin and Bilibili for similar short-form promotion. A globally-minded developer will repost their content to the local favorite platform to ensure they don’t miss huge audiences. As the Outbound devs observed, sometimes using a VPN to post in a target region can be wise – TikTok’s algorithm tends to show content to your local region first. Some non-Western devs have done this to reach the large US/EU audience if their home market’s user base is smaller. In other cases, collaborating with influencers or community translators can help tailor the shortform content to different languages and cultures, making a clip more relatable to (say) Japanese or Spanish viewers.

The best outcomes occur when devs turn shortform fame into sustained engagement. Viral views alone are transient, but if those eyeballs convert to wishlists, newsletter sign-ups, or community members, they can be nurtured over time. Short videos can be a gateway into a longer relationship – for example, a 15-second reel might entice someone to try your free demo, which then pulls them into your Discord, and later they become a paying customer who also evangelizes your game. There’s a growing playbook for this funnel: hook viewers with entertaining clips, then invite them to “check the link in bio” (once you have 1k followers, TikTok allows a bio link to your Linktree or Steam page). From there, many will wishlist or join your other channels if they liked what they saw. It’s not unlike how content creators build followings across YouTube/Twitch – consistency and interaction turn a passive scroller into an active fan.

When views don’t convert: Pitfalls and challenges

It’s important to note that shortform virality is no guarantee of success. Plenty of developers have amassed impressive view counts on TikTok or Reels, only to find that it didn’t translate into significant wishlists or sales. As one indie dev candidly shared, “Got a lot of views, comments etc but very low conversion.” In some cases, a video can go viral for reasons unrelated to the game’s core appeal – you might get tons of likes because viewers found the video funny, or the algorithm showed it widely due to a trendy song, but those viewers might not actually click through to learn more about the game. Viral content can also attract a wrong audience: for example, a humorous skit might draw people who enjoy the joke, though they have no interest in the genre of the game itself.

Another challenge is the fleeting nature of shortform trends. Attention can be very fickle. You might experience a huge spike in interest that then drops off quickly. If an indie dev isn’t prepared (with a demo, a preorder, or at least regular new content), that spike can evaporate with little to show for it. Some developers have expressed frustration that despite big shortform metrics, their Steam launch still disappointed – a reminder that a follower or even a wishlist is not a guaranteed sale. Industry data suggests that on average only about 19% of Steam wishlists convert to purchases in the first year, and this ratio can be much lower if the wishlists came from passive “window shoppers.” For instance, there have been cases where games accumulated tens of thousands of wishlists through viral posts but saw only a few hundred day-one sales because the interest wasn’t deeply rooted. It underscores the need to cultivate genuine interest, not just vanity metrics. Developers who simply chase virality without engaging viewers beyond the view count may end up with a “viral moment” that doesn’t pay the bills or sustain a community.

To avoid these pitfalls, successful devs use shortform content as part of a broader strategy. The key is to follow up. After a viral hit, posting follow-up videos that showcase more of the gameplay or answer viewer questions can deepen interest. Encouraging comments (and even designing videos that ask the audience for ideas or feedback) can turn viewers into participants – The Matriarch’s creator did this by asking TikTok users for item suggestions, which earned hundreds of replies and made the audience feel invested in the game’s development. Also, combining shortform buzz with other marketing beats (like a Steam Next Fest or a Kickstarter launch) tends to yield better conversion. In other words, give those intrigued viewers something to do immediately – play a demo, wishlist now, back the project – before the wave of attention dissipates.

There’s also the consideration of burnout and authenticity. Some indie devs find maintaining a constant social media presence exhausting, or worry that chasing trends feels disingenuous. An analytical approach is helpful: as one TikTok marketing guide suggests, tailor your content based on your game’s strength – “If the main draw is gameplay, explain it. If the main draw is visuals, let them shine. If the game is silly, go all-in on silliness.” Knowing what not to do is part of the battle too. Overly polished, overly long, or blatantly “adspeak” videos tend to flop in these spaces. The shortform audience favors authenticity and entertainment over formal advertising. Indies who misunderstand that culture can end up talking to an empty void.

From clips to communities

Shortform video has firmly cemented itself as a pillar of indie game discovery as we head through 2025. A single well-crafted clip can ignite global interest in a project, turning obscure titles into Steam chart-toppers within days. Platforms like TikTok, Instagram Reels, and YouTube Shorts have essentially become the new “virality engine” for those developers savvy enough to wield them, compressing what used to be months of word-of-mouth into a blink-and-you-miss-it trend cycle. We’ve seen how a clever snippet of gameplay or a relatable developer anecdote can translate into tens of thousands of wishlists and a bustling Discord overnight. We’ve also seen that this flood of attention, while exhilarating, needs to be handled with care – it’s only truly valuable if it’s converted into a lasting fanbase or sales.

Indie creators around the world are learning to ride this rollercoaster. The most successful ones maintain a narratively engaging and analytical approach to their marketing: they analyze what hooks players and craft narratives around their development journey, all within the space of a 60-second montage or a cheeky meme. They treat TikTok not just as a billboard, but as a community space – a place to entertain, interact, and invite viewers deeper into their world. And they stay nimble, adjusting their content strategy with each algorithm change and each piece of feedback from their growing audience.

In the end, shortform content is proving to be more than just a flavor-of-the-month trend for indie games. It’s become a bridge from TikTok to wishlist, from scrolling to steampage, and from fleeting view to engaged community member. Not every experiment works, and the landscape is ever-shifting, but the indie projects that do crack the code are finding an unprecedented opportunity to level the playing field with bigger competitors. A heartfelt devlog or a humorous 15-second clip can accomplish what expensive ads often can’t: genuine player excitement. For indie developers with limited resources but limitless creativity, that’s a game-changer. As shortform platforms continue to evolve, one thing is likely – the next cult hit in gaming might not emerge from a press event or a big review, but from a viral video on someone’s phone, turning millions of heads and translating those views into a passionate legion of fans one tap at a time.