Torrent Gear

How to properly conduct SMM for a gambling project

1) Strategy: what we sell and to whom

Objectives (SMART): brand awareness, community growth, registrations, activated deposits, retention, NPS.

Segments: beginners, experienced players, VIP/Pro; on languages and geo.

Positioning: "fun with rules" - honesty, transparency, responsibility.

Funnel of social networks:

TOFU: short video/meme formats/infographics.
MOFU: guides, mini-tutorials, mechanic reviews, podcast clips.
BOFU: tournament announcements, instructions, limits/responsible play FAQs.
Content pillars (4-6): games/mechanics, news and releases, community/UGC, tournaments/events, responsibility, backstage.

2) Content matrix (what and where to publish)

TikTok/Shorts/Reels: 15-45 sec - myths/facts, mini-analysis of mechanics, teasers of tournaments, memes (without glamorizing risk).

YouTube: long video and stream digests: "how the bonus round works," "bankroll management," interviews.

X (Twitter): quick updates, threads, voting; tone - laconic, smart.

Instagram: visual cases, step-by-step carousels, story polls, UGC.

Telegram: news, alerts, mini-guides, Q&A; WebApp/bot for tickets and schedules.

Discord: LFG search for timemates, voice parsing, tournament rooms, rules and FAQs.

LinkedIn (b2b): releases, partnerships, industry analytics.

Rhythm: 1-2 key posts/day on the core platforms, short clips 3-5/week, large longrides/video 1-2/week.

3) Tone-of-vois and visual

Tone: calm confidence, respect, no "offensive" calls.

Vocabulary: avoid promises and hyperbole; fact-checking.

Visual: clean scenes, legible fonts, a single grid of templates, visible 18 + disclaimers and responsibility blocks.

Accessibility: subtitles, contrast, adaptation to dark themes.

4) Creatives: structure and examples

Post Formula: Hook → Benefit/Content → Transparent Disclaimer → Soft CTA (go to guide/tournament/FAQ, not "play now").

Working formats:

1. "Myth/Fact" (carousel/short).

2. "Mechanics in 30 seconds" (short + full analysis in the comments/landing).

3. "Tournament: How to Participate" (step by step).

4. "Downstreak analysis" (why stopped and what limits).

5. "Hyde Pack of the Week" (Best Materials Assembly, UGC).

5) Community management

Rules on one screen: no toxicity/spurious risk; respect for pauses; age limits.

Roles: Moderators, opinion leaders, "hero of the week."

Rituals: Weekly AMAs, debriefing, UGC showcase.

Reaction rate: SLA 1-2 hours during working hours; escalation to support/compliance.

Crisis tone: short, on the facts, without defensive aggression.

6) Influencers and streamers

Selection: matching values, chat maturity, pause/limit discipline, language and geo.

Formats: training broadcasts, mini-leagues, "road to X," AMA with providers.

Labeling: explicit; in frame and description.

Attribution: UTM/landing/codes, "long tail" of clips 7-30 days.

Responsibility: prohibition of glorification of risk behavior, mandatory RG blocks.

7) Compliance, age and responsibility

Age limits and disclaimers are visible in all creations and profiles.

Geo-segmentation: content/offerings vary by country and language; compliance with local rules.

Separation of roles: demonstration - in social networks; any finoperations/onboarding (if allowed) - outside of social networks and transparently.

Anti-spam: frequency limits, white/greylist words, prohibited wording.

Documents: content guide, RG checklist, crisis protocol, coordination with lawyers.

8) Funnels and user routes

TOFU → MOFU → BOFU:

Short "myth/fact" → carousel with mini-guide → long guide/FAQ → Discord thread with questions → subscription/participation in the event.
Landing pages for social networks: 1 screen: the purpose of the post, rules and responsibility, then - permitted actions.
Content remarketing: clips → VOD → digest → participation in the event.

9) Metrics and attribution

Engagement: ER, saves, searches, answers to stories, active commentators.

Funnel: CTR of the post → transition to guide/landing → filling out the form/registration (where permissible) → activation.

Quality: share of target geo/languages, D7/D30 returns, participation in Discord/events.

RG signals: clicks to the help section, share of content with pauses/limits, tone of discussions.

UTM taxonomy (example):

`source=platform	medium=post/reel/short/story	campaign=topic_or_series	content=lang-geo-creativeID	term=hook_variant`

10) Team organization and processes

Roles: SMM lead, creative/designer, video editor, copywriter, moderators, analyst, lawyer/compliance.

Calendar: monthly content plan + weekly sprint; buffer "for force majeure."

Template brief: goal, CA, key message, RG elements, format, deadlines, success metrics.

Retrospective: Weekly - what worked/didn't work; monthly - adjusting content pillars.

11) Crisis plan (if "caught fire")

1. Stop publications for 24-48 hours (except for actual updates).

2. Single message: recognition of the fact that we are doing now, that we will change.

3. Content/moderation guide update, post-analysis training.

4. Return to plan through educational materials and Q & A.

5. Separate report to management with metrics and conclusions.

12) 90-day launch roadmap

Days 1-7: brand guide, tone of voice, RG templates, visual presets, UTM scheme, content matrix, calendar for 4 weeks.

Ned. 2: start of shorts (myths/facts), 2 carousels-guide, Telegram digest, Discord-onboarding.

Ned. 3-4: first mini-event/quiz, AMA pilot, UGC collection, baseline report.

Month 2: series "road to X," weekly analysis, localization for 2nd geo, test of influencers.

Month 3: tournament/challenge, video line expansion on YouTube, report automation, compliance audit and guide update.

13) Pre-publication checklist

Clear hook and benefit.
Visible disclaimers/age/liability.
Soft CTA (Guide/FAQ/Event/Discord).
Geo/language matching.
UTM and pixels (if applicable).
Review by moderator and lawyer.
Plan to respond to comments in the first 60 minutes.

14) Mistakes to avoid

Aggressive appeals and "promises of good luck."

Same template for all platforms (no format adaptation).

Publication without a morning/evening answer window.

Ignored comments and UGC.

Lack of RG elements in creatives.

Reports only on likes and covers without funnel and quality.

The correct SMM in gambling is editing, not tape. Keep the balance: content benefits, live community, honest responsibility and a measurable funnel. Then social networks give not noise, but brand growth, sustainable loyalty and a safe ecosystem around your project.