When developers ask how to grow their social media, they usually expect tips about algorithms, marketing tricks, or viral content.

But after working on several VR projects and building communities around them, I realized something much simpler:

Most growth problems don’t come from the lack of marketing knowledge.

They come from basic mistakes developers make early.

I made many of these mistakes myself.

So instead of sharing “best practices,” I want to share the mistakes I see developers make most often when trying to build a social media presence around their game.

If you avoid these, your growth will already be much easier.

Mistake #1 — Starting Social Media Too Late

A very common pattern:

Developers spend 1–2 years building a game in silence, then suddenly create social media accounts when the game is almost finished.

At that point, they realize something uncomfortable: No one knows they exist.

Building an audience takes time. Sometimes, a lot of time.

Social media works much better when the audience grows with the project, not after it.

Sharing development early allows people to feel like they are part of the journey, not just customers at the end.

Mistake #2 — Trying to Be Everywhere

Many developers try to be active on:

• Twitter / X
• YouTube
• TikTok
• Reddit
• LinkedIn
• Discord

Very quickly, this becomes overwhelming.

The result is usually:

• inconsistent posting
• burnout
• abandoned accounts

It’s much better to focus on one or two platforms first and build consistency there.

Growth usually comes from depth, not from being everywhere.

In my experience, initially, TikTok and YouTube are enough to get started.

Mistake #3 — Only Posting Big Announcements

Another common mistake is treating social media like a press release channel.

Posts look like this:

“We are excited to announce our new update!”

Then nothing happens for weeks or months.

Social media platforms reward consistency, not occasional announcements.

Small updates often perform better than big ones:

• a new mechanic
• a funny bug
• a quick gameplay clip
• a design question

These small posts help build ongoing momentum.

Mistake #4 — Posting Like a Company Instead of a Human

Developers sometimes try to sound “professional.”

Posts become very formal and corporate:

“We are pleased to introduce our latest feature update.”

But social media works differently.

People follow people, not companies.

A much more engaging approach is simply sharing the real development experience:

• things that worked
• things that failed
• experiments
• funny bugs

Authenticity is far more powerful than polish.

Mistake #5 — Waiting Until Things Are Perfect

Many developers hesitate to post because something feels incomplete.

The UI isn’t final.

The animation is temporary.

The mechanic still needs work.

So they wait.

But in reality, social media often rewards process over perfection.

Players enjoy seeing:

• prototypes
• early ideas
• weird experiments
• development struggles

These moments make the project feel alive.

Mistake #6 — Ignoring Short-Form Video

Today, many discovery systems are driven by short video formats:

• TikTok
• YouTube Shorts
• Instagram Reels

For games, these formats work extremely well because gameplay is naturally visual.

Even very simple clips can perform well:

• a 10-second gameplay moment
• a surprising mechanic
• a funny physics bug

Short-form video has become one of the easiest ways for people to discover new games.

Mistake #7 — Having No Clear Identity

Sometimes developer accounts post a mix of unrelated content:

• random screenshots
• occasional updates
• unrelated thoughts
• sporadic announcements

From the outside, it’s hard to understand what the account is about.

Clear identity helps a lot.

For example:

• a VR physics developer
• a social VR sandbox creator
• An indie experimenting with weird mechanics

When people understand what you are building, it becomes easier for them to follow the journey.

Mistake #8 — Forgetting the Community Loop

Social media becomes much more powerful when it is not one-directional.

Instead of only posting updates, invite players into the process.

Simple questions can create engagement:

• “Which vehicle should I add next?”
• “What is missing from this map?”
• “Which mechanic feels more fun?”

These interactions help players feel like co-creators, not just spectators.

Mistake #9 — Not Creating a Community Space

For games, especially, social media is often just the beginning.

Platforms like Discord allow players to:

• give feedback
• share ideas
• create content
• connect with each other

Without a community space, many players disappear after discovering the project.

With one, they can become long-term supporters and contributors.

Mistake #10 — Expecting Fast Growth

This may be the most important one.

Social media growth is usually slow at the beginning.

It often looks like this:

Month 1 → a few followers

Month 6 → a few hundred

Month 18 → real traction

Growth compounds over time.

Consistency matters much more than quick results.

Final Thought

If there is one lesson I learned while building games and communities online, it’s this:

Social media works best when it reflects the real development journey.

Not just the highlights.

The experiments.

The mistakes.

The weird prototypes.

Ironically, the moments that feel the least “polished” are often the ones people connect with the most.

If you are building something in XR right now, I’d be curious to hear:

What social media mistake have you made while developing your project?

Let's discuss!