Indie Game Joe
@indiegamejoe.bsky.social
Award-winning indie game marketing consultant. Creator of DON'T SCREAM and Paranormal Tales. Head of Marketing and PR for Hypercharge: Unboxed.
Thanks for reading. I hope this helps. I always say marketing isn’t about selling something, it’s about making people feel something. That’s at the heart of how you communicate your game.
November 1, 2025 at 10:00 PM
Thanks for reading. I hope this helps. I always say marketing isn’t about selling something, it’s about making people feel something. That’s at the heart of how you communicate your game.
So, if your trailer or clip works in silence, it’ll be brilliant with sound.
Design for silence first.
Clarity - curiosity - click - wishlist.
Good trailers speak. Great trailers sing :) (9/9)
Design for silence first.
Clarity - curiosity - click - wishlist.
Good trailers speak. Great trailers sing :) (9/9)
November 1, 2025 at 10:00 PM
So, if your trailer or clip works in silence, it’ll be brilliant with sound.
Design for silence first.
Clarity - curiosity - click - wishlist.
Good trailers speak. Great trailers sing :) (9/9)
Design for silence first.
Clarity - curiosity - click - wishlist.
Good trailers speak. Great trailers sing :) (9/9)
And to be clear, sound is of course hugely important. It builds atmosphere and emotion. Make it work in silence first so the audio becomes a powerful bonus, not the only thing carrying the message. (8/9)
November 1, 2025 at 10:00 PM
And to be clear, sound is of course hugely important. It builds atmosphere and emotion. Make it work in silence first so the audio becomes a powerful bonus, not the only thing carrying the message. (8/9)
Tips that help:
- Short captions or on-screen text
- Clear cause-and-effect moments
- Framing that guides the eye
- End with a payoff, scare, reveal, or joke
Then layer music and SFX for extra punch. (7/9)
- Short captions or on-screen text
- Clear cause-and-effect moments
- Framing that guides the eye
- End with a payoff, scare, reveal, or joke
Then layer music and SFX for extra punch. (7/9)
November 1, 2025 at 10:00 PM
Tips that help:
- Short captions or on-screen text
- Clear cause-and-effect moments
- Framing that guides the eye
- End with a payoff, scare, reveal, or joke
Then layer music and SFX for extra punch. (7/9)
- Short captions or on-screen text
- Clear cause-and-effect moments
- Framing that guides the eye
- End with a payoff, scare, reveal, or joke
Then layer music and SFX for extra punch. (7/9)
How to test it:
- Mute your trailer or clip
- Watch with no context
If a stranger can’t tell what your game is in 3–5 seconds, the issue isn’t sound, it’s clarity and structure. (6/9)
- Mute your trailer or clip
- Watch with no context
If a stranger can’t tell what your game is in 3–5 seconds, the issue isn’t sound, it’s clarity and structure. (6/9)
November 1, 2025 at 9:59 PM
How to test it:
- Mute your trailer or clip
- Watch with no context
If a stranger can’t tell what your game is in 3–5 seconds, the issue isn’t sound, it’s clarity and structure. (6/9)
- Mute your trailer or clip
- Watch with no context
If a stranger can’t tell what your game is in 3–5 seconds, the issue isn’t sound, it’s clarity and structure. (6/9)
When you design for sound-off first, sound becomes a bonus emotion, not a crutch.
It enhances what’s already clear.
Teach yourself to communicate the idea visually first, then let sound amplify it. (5/9)
It enhances what’s already clear.
Teach yourself to communicate the idea visually first, then let sound amplify it. (5/9)
November 1, 2025 at 9:59 PM
When you design for sound-off first, sound becomes a bonus emotion, not a crutch.
It enhances what’s already clear.
Teach yourself to communicate the idea visually first, then let sound amplify it. (5/9)
It enhances what’s already clear.
Teach yourself to communicate the idea visually first, then let sound amplify it. (5/9)
Think about it: when a clip catches your eye but the sound is low or off, what do you do?
You turn the volume up. You unmute.
That’s the goal: visuals strong enough to earn the sound. (4/9)
You turn the volume up. You unmute.
That’s the goal: visuals strong enough to earn the sound. (4/9)
November 1, 2025 at 9:59 PM
Think about it: when a clip catches your eye but the sound is low or off, what do you do?
You turn the volume up. You unmute.
That’s the goal: visuals strong enough to earn the sound. (4/9)
You turn the volume up. You unmute.
That’s the goal: visuals strong enough to earn the sound. (4/9)
Your trailer or clip should speak visually.
A viewer should grasp what your game is within three seconds of silence.
Show a moment, emotion, or reaction that makes them think, “I get it.”
That clarity stops the scroll/swipe. (3/9)
A viewer should grasp what your game is within three seconds of silence.
Show a moment, emotion, or reaction that makes them think, “I get it.”
That clarity stops the scroll/swipe. (3/9)
November 1, 2025 at 9:59 PM
Your trailer or clip should speak visually.
A viewer should grasp what your game is within three seconds of silence.
Show a moment, emotion, or reaction that makes them think, “I get it.”
That clarity stops the scroll/swipe. (3/9)
A viewer should grasp what your game is within three seconds of silence.
Show a moment, emotion, or reaction that makes them think, “I get it.”
That clarity stops the scroll/swipe. (3/9)
Many players watch videos with the sound off; some studies say up to ~85% on Facebook.
People scroll in public, at work, or on breaks. Creating trailers and clips “sound-off first” can teach you how to communicate your game visually and more clearly. (2/9)
People scroll in public, at work, or on breaks. Creating trailers and clips “sound-off first” can teach you how to communicate your game visually and more clearly. (2/9)
November 1, 2025 at 9:59 PM
Many players watch videos with the sound off; some studies say up to ~85% on Facebook.
People scroll in public, at work, or on breaks. Creating trailers and clips “sound-off first” can teach you how to communicate your game visually and more clearly. (2/9)
People scroll in public, at work, or on breaks. Creating trailers and clips “sound-off first” can teach you how to communicate your game visually and more clearly. (2/9)
Steam is really smashing it out of the park with updates recently. I love to see it! store.steampowered.com/news/group/4...
Steamworks Development - Steam Trailer Player Upgrades - Steam News
Today’s Steam update introduces a new video player for trailers on store pages
store.steampowered.com
July 30, 2025 at 11:11 PM
Steam is really smashing it out of the park with updates recently. I love to see it! store.steampowered.com/news/group/4...
Going viral is the exception, not the rule. Most games grow step by step, not overnight. The goal isn’t one big moment. It’s to get better each time you post, to see what connects, to keep going, and to know when to pivot or try something new.
July 6, 2025 at 10:46 PM
Going viral is the exception, not the rule. Most games grow step by step, not overnight. The goal isn’t one big moment. It’s to get better each time you post, to see what connects, to keep going, and to know when to pivot or try something new.
If you’d like more free marketing advice like this, feel free to subscribe to my blog:
👉 indiegamejoe.com/blog/ (7/7)
👉 indiegamejoe.com/blog/ (7/7)
Everything Indie Game Marketing! - Blog - Indie Game Joe
Want to know more about Indie Game Marketing or growing your game on all the online platforms? Indie Game Joe has got you covered.
indiegamejoe.com
June 27, 2025 at 10:41 PM
If you’d like more free marketing advice like this, feel free to subscribe to my blog:
👉 indiegamejoe.com/blog/ (7/7)
👉 indiegamejoe.com/blog/ (7/7)
This is a common one that I notice a lot.
Don’t fade to black between clips.
Hard cuts keep momentum.
Every fade is a chance to lose attention. (6/7)
Don’t fade to black between clips.
Hard cuts keep momentum.
Every fade is a chance to lose attention. (6/7)
June 27, 2025 at 10:41 PM
This is a common one that I notice a lot.
Don’t fade to black between clips.
Hard cuts keep momentum.
Every fade is a chance to lose attention. (6/7)
Don’t fade to black between clips.
Hard cuts keep momentum.
Every fade is a chance to lose attention. (6/7)
Don’t stick on one angle or one scene too long.
Quick cuts between different mechanics keep curiosity high. (5/7)
Quick cuts between different mechanics keep curiosity high. (5/7)
June 27, 2025 at 10:41 PM
Don’t stick on one angle or one scene too long.
Quick cuts between different mechanics keep curiosity high. (5/7)
Quick cuts between different mechanics keep curiosity high. (5/7)
Always test your trailer on someone who’s never seen your game. If they can’t describe what it is after watching it once, you’re not clear enough. (4/7)
June 27, 2025 at 10:41 PM
Always test your trailer on someone who’s never seen your game. If they can’t describe what it is after watching it once, you’re not clear enough. (4/7)
Remember, most people watch with the sound off.
If your video doesn’t make sense on its own, they might keep scrolling.
Captions can help, but the gameplay has to do most of the work. (3/7)
If your video doesn’t make sense on its own, they might keep scrolling.
Captions can help, but the gameplay has to do most of the work. (3/7)
June 27, 2025 at 10:39 PM
Remember, most people watch with the sound off.
If your video doesn’t make sense on its own, they might keep scrolling.
Captions can help, but the gameplay has to do most of the work. (3/7)
If your video doesn’t make sense on its own, they might keep scrolling.
Captions can help, but the gameplay has to do most of the work. (3/7)
Cut everything that doesn’t grab attention.
No 30-second intros. No lore dumps.
You have one chance to hook curiosity. Make it count. (2/7)
No 30-second intros. No lore dumps.
You have one chance to hook curiosity. Make it count. (2/7)
June 27, 2025 at 10:39 PM
Cut everything that doesn’t grab attention.
No 30-second intros. No lore dumps.
You have one chance to hook curiosity. Make it count. (2/7)
No 30-second intros. No lore dumps.
You have one chance to hook curiosity. Make it count. (2/7)
Lead with your weirdest mechanic.
If your game does something nobody else does, show that first. Not the logo. Not the menu. The moment that makes people say “Wait, what?” (1/7)
If your game does something nobody else does, show that first. Not the logo. Not the menu. The moment that makes people say “Wait, what?” (1/7)
June 27, 2025 at 10:39 PM
Lead with your weirdest mechanic.
If your game does something nobody else does, show that first. Not the logo. Not the menu. The moment that makes people say “Wait, what?” (1/7)
If your game does something nobody else does, show that first. Not the logo. Not the menu. The moment that makes people say “Wait, what?” (1/7)