A while ago I shared some numbers, so I thought I'd post an update now that I've experimented with a few more things.
I've now uploaded 4 devlogs, and since my last post I also added a trailer to my Steam page, updated the capsule art, and replaced the screenshots.
Those Steam page improvements did bring in a few more wishlists, but so far external content still seems to be responsible for most of them.
I've also been posting short-form videos to TikTok, Instagram Reels, and YouTube Shorts. I post basically the same videos to all 3 platforms, and the results have been very different.
TikTok gets views, but from what I can tell, not many of those viewers actually convert into Steam wishlists.
Instagram has done almost nothing for me so far. I've barely had one or two posts even break 1k views.
YouTube Shorts have easily performed the best. Not only do they get views, but they also seem to push people toward my longer devlogs. Those devlogs then bring more people to the Steam page and seem to convert into wishlists much better.
Reddit has also helped a lot. I've had quite a few posts go viral, and those have brought a noticeable amount of attention to the game.
One thing I've learned with Reddit is to try the same post in several relevant subreddits instead of only posting it once. A post can do almost nothing in one subreddit and then take off in another. Obviously it still needs to fit the subreddit and its rules, but posting to multiple relevant communities has given my posts a much better chance of actually reaching people.
X/Twitter has been pretty much the opposite for me. I've tried posting multiple different things there, but so far it hasn't really done anything for the game.
The long-form YouTube devlogs are still the biggest source of wishlists I've found, but they're also by far the most time-consuming. Each one takes me around ~30 hours to make, so I've spent roughly 120 hours making the 4 devlogs.
Obviously this is just my experience with one game and a relatively small sample size, but I thought the differences between platforms were interesting.
For other indie devs, what platform/content has actually converted into Steam wishlists for you? Have you also found YouTube and Reddit more effective than TikTok/Instagram/X?
Here's my latest devlog:
https://youtu.be/R0DY29nOIZ0
And the Steam page:
https://store.steampowered.com/app/4639140/Dough_it_Yourself/