When we design marketing visuals, we’re always toggling between two worlds: storefronts like Steam where players go deep, and social platforms where they scroll fast. Same game, same content, very different behavior.
We’ve worked on campaigns that needed both: a clean, organized presence on Steam and thumb-stopping visuals for TikTok, X, and YouTube. If you’re building out your launch assets (or refreshing your brand), here’s what we’ve learned about what shifts between the two—and what shouldn’t.
Steam: Think Info Hierarchy.
Social: Think Emotional Hook.
Steam is where players go to read. They’re looking for price, reviews, features, system requirements, and trailers. Your visuals here need to organize info, not overwhelm.
For socials, your goal isn’t to inform—it’s to intrigue. In the first second or two, your asset should provoke curiosity, excitement, or emotion. A cryptic visual can work great. An info-dense card? Probably not.
Basically, Steam is the CV. Social is the elevator pitch.
Aspect Ratios Rule the Room
Steam assets follow strict sizes: capsule banners, hero images, etc. These should be designed cleanly with clear composition, strong contrast, and readable typography—even when shrunk down.
Socials, though? It’s the wild west. You’re designing for vertical, square, landscape, reels, carousels, stories. Sometimes the same clip needs to work in four formats. That’s why we build flexible templates or break assets into components that can be re-used across layouts.
You Can’t Rely on Audio (Except When You Can)
Steam trailers assume headphones or speakers. So you can build momentum with voiceover, sfx, and music cues.
On socials, don’t count on sound. Your visuals need to deliver the message without it—especially in reels or autoplaying ads. Subtitles. Motion design. Smart pacing. But! For YouTube and some TikTok content, audio can become your biggest tool. Know where your asset is headed, then build around that.
CTAs Change Tone
On Steam, you’ll use functional calls to action:
→ Add to Wishlist
→ Watch the Trailer
→ Buy Now
On socials, your CTA needs more energy (and personality):
→ “Would you pet this demon?”
→ “Wishlist if you hate Mondays.”
→ “Tag a friend who’d panic in this dungeon.”
It’s not just about telling them what to do. It’s about getting them to want to.
Show Your Game, Not Just Your Style
Stylized branding can help your game stand out in both spaces, but it should never come at the cost of clarity. On Steam, that means clear screenshots and concise headlines. On social, it means motion-driven glimpses of gameplay or vibes that match your in-game experience.
Pretty assets are great. But players want to feel what it’s like to play your game.
Final Thought: Platform-Smart Doesn’t Mean Platform-Generic
The best campaigns adapt their message without losing their identity. You don’t need to reinvent yourself for every format. Just be smart about what your player is doing when they see the asset.
Browsing. Scrolling. Searching. Sharing.
Your visuals should meet them there, and gently nudge them toward your world.
Need help crafting assets that actually convert across platforms? Work with us.
