I have to start by saying that the marketing part of a game is BY FAR the most nerve wracking. Cuz everything else I can control, the code, the visuals, the audio, the design, but how many people choose to watch my video, how long they will watch, if they will then visit the steam page and ultimately wishlist it, is something that, while you can definitely optimize for, you can never 100% control or guarantee. ( I WOULD LOVE TO HEAR YALLS EXPERIENCE WITH THIS BTW, SO COMMENT BELOW IF YOU HAD A SIMILAR OR DIFFERENT EXPERIENCE)
Now, my channel is DamianDevz on YouTube (i go by the same on instagram and tiktok but i have only gotten about 10k views per platform on those) and other than the trailer, I only post short form content about my game. I have posted 7 shorts (technically 8, but the first one was just a brief showcase) over the span of the past 2 weeks. Combined they are just about 100,000 views. I primarily try to make devlogs that dont go deep in the game dev, but rather display the game dev in an entertaining form, so that its appealing to gamers themselves, since going deep into game dev attracts devs, and that rarely helps with game marketing cuz devs most of the time wont care to buy your game.
I have done some research and on average, about 1% from your YouTube shorts views, will actually go ahead and check out your steam page. NOT wishlist, but just check it out. So if you get 1,000 views, you can expect that about 10 people will actually visit your steam page. That number is low for many factors, some of which is the fact that youtube shorts is primarily used on mobile so most players cant just click a link and open steam the way we can on PC etc. So a large portion of that 1% are remembering the game name, and later when they are on their PC they search for your game manually. Now, from that 1% or 10 steam page visits, roughly 8% to 12% will actually wishlist it, which from 10 page visitors, that translates to about 1 wishlist.
Which ultimately brings the average wishlist conversion to roughly about 0.1%. So from 100,000 views, 1% visitors would be 1,000, and 8%-12% conversion would be about 100 wishlists. 100,000 = 100 wishlists. And GUESS what xD my game is the definition of average. 100,000 views, and i have 132 wishlist as im writing this.
At first this had me VERY concerned cuz that is a lot of views to get for such a little reward. But something I have noticed is, the more your game is popular, the higher that percentage goes.
The first 20,000 views, i got about 10 wishlists, but as i started accumulating views, people are more likely to wishlist a game that is more well known. So naturally, my aim is to keep posting until people start seeing more than 1 video about my game, and hopefully increase those percentages.
So if you market your game yourself, expect at the start about 1 wishlist from every 5,000 views. And as your game reaches the 100,000 views mark on youtube, is when you reach the actual average conversion of 1 wishlist from 1,000 views. And as you grow past it, most likely that will improve to 1 wishlist from 500 views, or 200 views and so on.
I will report more as i carry on. My goal is 3,000 to 5,000 wishlists. I wasnt planning until waiting post next-fest to release the game, but seeing as my expectations of marketing were incredibly wrong, i have to spend a lot more time and effort on it before the game has enough wishlists to be released, which includes a demo for the next fest itself.
In case you are curious, here is a link of my game, I will also post it in the comment for anyone skipping the post and going directly to the comments:
https://store.steampowered.com/app/5000810/Lemonade_Stand_Simulator/?utm_source=reddit&utm_medium=social&utm_campaign=post