QueUp originated as a startup project founded by two local university students during the pandemic. The platform serves as a connection hub for gamers seeking companions during their gaming sessions, whether for some fun or to learn from pro players in higher ranks. Our primary target audience was international students studying abroad who are avid gamers and perhaps interested in playing with small streamers or pros. In a market where E-Pal posed significant competition, catering to Americans and Europeans, we strategically focused on attracting Canadians to establish a distinct identity.
Upon joining, QueUp had an Instagram account with a limited follower count, and its Discord group had around 200 members, largely from collaborations with other small Discord groups (a somewhat inorganic growth approach). My initial strategy centered around creating content that aligns with the brand identity while promoting the service alongside engaging gaming content.
As Instagram served as our main platform, every post was meticulously crafted to fit its optimal size. I designed images and videos with Canva and Photoshop, ensuring each post integrates QueUp's brand colors to foster coherence and consistency.
The content strategically aligned with current trends, capturing attention through collaborations, gameplay highlights, and other engaging elements. Furthermore, posts about our brand's events and website were regularly posted in between to keep our audience informed and involved.
After establishing our Instagram presence, I created Twitter and TikTok pages to expand our outreach because most of our target market uses these platforms. The additions of vertical videos and a diverse array of content has proven effective in connecting with our intended audience. Notably, one of our TikTok videos received an impressive 23.4k views within a week, marking a significant milestone for our brand.
The majority of our Discord group members resulted from our outreach efforts, social media engagements, and collaborations with other Discord communities. Throughout 2021, we successfully hosted three major social events, with nearly 100 participants collectively. These events included gaming tournaments, which we live-streamed on platforms like Twitch and YouTube.
By leveraging these events, we not only engaged with our community but also identified and recruited talented gamers to grow our team. Additionally, the success of our gaming services was evident through client transactions.
Our project manager organized tasks using Jira, and communication among the team was facilitated through Slack. During these events, my role as a generalist entailed managing marketing, event streaming, and communication with participants. Given occasional challenges such as no-shows, arguments, or miscommunications, I have honed the crucial skill of improvisation. Quick decision-making was essential in resolving issues promptly to prevent any potential harm to the brand's reputation.
Being a gamer myself, I initially did not anticipate the gaming community's level of support for our services, events, and willingness to engage in constructive feedback. It became evident that awareness is key; they just need to be know. Through this volunteer opportunity, active marketing highlighted the shift in my role from a personal interaction with the community to representing the brand itself. This proved to be an interesting learning experience, especially as someone who typically operates in the backend.
I became more mindful of my communication, recognizing that I was now the face of the brand when engaging with the community. This experience prompted me to adopt a more "corporate" way of speaking and reinforced the importance of taking decisive action whenever necessary. It provided valuable insights into the nuances of front-facing roles and the impact of effective communication on building a positive brand image within the gaming community.
