Creators on Sound.me have posted 15,500+ videos about the games and apps on our Games & Apps page, reaching 79M+ organic views and 1.2B+ in follower reach. Here are the formats that worked for games, the ones that worked for apps, and how to set up a campaign for either, including an app with no sound.

How a creator campaign for a game or app works

A campaign pays creators to post short videos on their own TikTok, Instagram Reels or YouTube Shorts accounts, all with one sound: for a game, usually its trailer; for an app, a video about it. You set the budget, how long it runs and who you want to reach, then give creators one thing to show.

Our team watches every video before it counts, and creators are paid from the views their approved videos get. These are organic posts on creators’ own accounts, not ad placements.

What worked for games

Every figure is from Sound.me campaigns only, not every video about these games and apps.

GameWhat creators didViewsCreator videosFollower reach
FortniteThe Fortnite emote, danced outside or coming down the stairs10.5M34327.3M
Final Fantasy XVICreators’ own moments on camera9.5M6,52683.3M
ValorantDramatic slow-mo clips and favorite-quote selfies1.5M50042.9M
Assassin’s Creed MirageGameplay highlights and playthroughs, or workout and sports edits279K7810.2M

Emote dances

A move from the game that anyone can learn is the strongest hook we’ve seen. Fortnite’s emote, danced outside or coming down the stairs, reached 10.5M views and 307K likes from 343 videos.

Creators on camera

Let creators be themselves. Final Fantasy XVI’s campaign asked for creators’ own moments on camera and got 6,526 videos and 9.5M views. Open briefs like this fill fastest, because the most creators can join.

Clips, quotes and gameplay

Valorant’s dramatic slow-mo clips and favorite-quote selfies reached 1.5M views and 42.9M in follower reach. Assassin’s Creed Mirage mixed gameplay highlights and playthroughs with workout and sports edits for 279K views.

More formats players post

  • Mobile game challenges. Phone in hand, one score to beat.
  • Stream clips. The best 10 seconds of a stream.
  • Setup tours. The desk, the gear, the game.
  • First reactions. Creators react on camera the day your trailer lands.

What worked for apps

AppWhat creators didViewsCreator videos
VURTHonest first reactions to the app’s vertical series and microdramas, plus clips cut from the shows431K62
TavusTalking to AI humans, from an unhinged ex to an AI Santa, to show how easy the product is423K87
JenMaking a song with the AI in seconds, with the site on green screen behind them320K4
SmoothiApp walkthroughs building a custom mix of popular songs with smooth transitions158K24

First reactions

Honest takes on camera the first time creators try your app. VURT’s first reactions to its vertical series and microdramas, plus clips cut from the shows, reached 431K views from 62 videos.

Demos with a twist

Show the product doing something people want to watch. Tavus creators talked to AI humans, from an unhinged ex to an AI Santa, to show how easy it is: 423K views from 87 videos.

Green screen

Put your app or site behind the creator while they show how it works. Jen’s videos, making a song with the AI in seconds with the site on green screen behind them, reached 320K views from just 4 creators with 44.8M in follower reach.

Walkthroughs and “hack” videos

Show what your app does in a few taps, from the first screen to the result. Smoothi’s walkthroughs, building a custom mix with smooth transitions, reached 158K views. A “hack” video works the same way: the one thing your app does better, shared like a tip their followers need.

How to start

  1. Pick where your players scroll. TikTok, Instagram Reels or YouTube Shorts, then your budget and how long it runs: 72 hours for a trailer drop or launch day, 7 or 14 days for a countdown to launch or a big update.
  2. Target the countries where your game is out. Worldwide, one of 24 countries or a region, with the creators’ age and gender matched to your players. Campaigns can also run with gaming creators only.
  3. Paste your game trailer, or your app video and its download link. The trailer or video becomes the sound every creator posts with. For an app, put the App Store or Google Play link in the description so creators can download it and show it on camera.
  4. Choose how they film it. Creative freedom, a dance, text on screen, a filter or CapCut template, or your own instructions. Our team watches every video, and your dashboard shows every view, like and share.

Promoting an app with no sound? Email promote@sound.me and the team sets up a campaign where creators show the app on camera.

Plan it around every drop

  • Trailer drop, 72 hours. Creators react on camera the day your trailer lands, while everyone’s talking about it.
  • Countdown to launch, 7 or 14 days. Gameplay clips and challenges with “wishlist now” or “pre-register” on screen.
  • Launch day, 72 hours. First plays and honest reactions the day it’s out, with where to get it on screen.
  • Updates and events, 7 or 14 days. A new map, skin, emote or battle pass, shown off by creators who play.

Good to know

  • Budgets. $250, $1,000, $1,500 or your own amount, with $100 for a first campaign in the 48 hours after sign-up.
  • Rights. Share only clips and assets you have the rights to: Sound.me doesn’t license footage.
  • Staying up. Creators keep their videos up for at least 60 days.
  • Bigger launches. For a release across several platforms or countries, email promote@sound.me.

Try it

See every game and app we’ve promoted, or launch a campaign with your trailer link.

Keep reading: Movie promotion  ·  Music promotion by genre  ·  Real campaign results