Clash of Empire Social Media Contents Design

Overview

Nowadays, social media has become one of the primary ways for businesses to connect with their audiences. Businesses strive to achieve the highest level of engagement with their audiences through their social media pages.

The Problem

The primary issue faced in this project was the low level of user engagement with the social media page for the game Clash of Empire. User engagement is a critical metric for social media success, as it reflects how actively the audience interacts with the content, which includes likes, comments, shares, and overall participation. Low engagement can indicate that the content is not resonating with the audience or that it is not compelling enough to encourage interaction. According to industry standards, average engagement rates can vary, but a healthy engagement rate for social media content generally falls between 1% to 5% (Hootsuite Blog). The lower-than-expected engagement on our page suggested that our posts were not effectively capturing the interest and enthusiasm of our users.

The Goals

Increase the overall user engagement rate on the social media page.
Establish a more effective communication channel with the users.
Enhance the visual appeal of the posts to make them more attractive and engaging.
Align the content design with user preferences based on collected feedback.

The Solution

To address the issue of low user engagement, we decided to redesign the content templates used for social media posts. This solution was informed by a thorough analysis of successful pages from other games and a targeted survey conducted among our user base. The redesign involved changing the design style and color schemes to create a more vibrant and visually appealing aesthetic. We incorporated user feedback to ensure the new designs were aligned with their preferences and expectations. By refreshing the visual style and making the posts more engaging, we aimed to foster a stronger connection with our audience and encourage more interaction with our content.

Clash of Empire Social media contents Design - Screenshots

Research

We conducted an in-depth study on increasing user engagement on social media platforms, focusing specifically on gaming pages. Our research included reviewing academic articles and industry reports, emphasizing the importance of interactive and visually appealing content in driving user engagement (Hootsuite Blog, Sprout Social Blog, and Social Media Examiner). Additionally, we distributed questionnaires to our user base to understand their motivations for following gaming pages. The findings revealed that users follow gaming pages primarily for updates on game development, community interaction, and high-quality content.

"I see the page as a bridge between myself and the game developers. It's where I get the latest updates and feel connected to the game's community."

- Iman

"I always follow pages that have high-quality content and excellent design. It shows that the creators care about their work and the community."

- Helya

Competitor Analysis

Working Towards A Solution

After analyzing the social media pages of Clash of Empire's competitors and reviewing user feedback on their expectations for the game's social media presence, I started sketching the overall layout and UX templates for the posts.

Clash of Empire Social media contents Design - First sketches

Initially, I created a preliminary sketch based on all the elements we wanted to include in the posts and designed several samples. After a month of testing and analyzing the statistics, I realized that the volume of content on the posts and the chosen art style were not suitable. I then revisited competitor analysis and user feedback and developed a new sketch. The result of this revised approach, after another month of testing, proved to be more effective.

Clash of Empire Social media contents Design - final sketches

Finally, after finalizing the layout of various elements in the post designs, I proceeded to create custom illustrations for the posts. I developed the illustrations using a combination of hand-drawn sketches and AI tools.