Mojang's Mismanagement of their Social Media Accounts

This is an official complaint on how Mojang utilizes their social media accounts

Author: SmokeyStack

Published: 25th January 2025

Introduction

In this day and age, social media has become an important tool for companies to communicate with their consumers. Mojang Studios is no exception, however, they're not utilising their social media accounts correctly. This blog will go over why I think Mojang is mishandling their social media accounts and how they can fix it.

The Problem

The form of communication you use often reflects the voice of the content. For example, if a leader of a country wants to make an announcement, they would release a statement to the press, a post on the official government website or a Tweet. They wouldn't make a YouTube short or a TikTok since these platforms are often associated with a casual, unserious voice.

This is what Mojang does however. To my knowledge, Mojang has social media presence on the following platforms: YouTube, Instagram, Facebook, Twitter, TikTok, WhatsApp and Discord.

Let's take a look at TikTok. The image below is screenshot I took back in October of 2024. As you can see, this social media account doesn't have a serious voice, which reflects the platform itself. Short form content can't really be used to announce something so instead, Mojang just posts memes such as "What if we Kissed under the creaking heart?" At least they're consistent though.

Then we have their Twitter account which is the main source of my gripes. Like it or not, Twitter has become a central hub of information akin to a townhall. Most people follow the Mojang's Twitter account to be updated on news and announcements. However, Mojang does not use their Twitter account correctly. Take a look at the tweet below, this was Mojang using their social media account to announce something serious and important regarding the future of Minecraft.

However if you scroll around this post, this is where the issue occurs. Using the video below, you can see Mojang posting about the Minecraft Movie, then they post two meme posts, then the "Future of Minecraft" tweet. Afterwards they continue posting some promotional tweets. At the very end of the video they posted another meme.

This is the issue, the inconsistency. As previously said, most people follow the Minecraft Twitter account for news. It gets frustrating when you get a notification and it's just a meme post or a promotional event. This has worsen recently with the Spring Drop 2025 teasers.

The Teasers

On January 7th, the Minecraft social media accounts started posting teasers on what is to come for the Spring Drop 2025. On January 8th, the Minecraft Twitter account officially announces the Spring Drop 2025. The community was so hyped up, we were getting teasers of what was to come for the upcoming snapshots. Then, radio silence regarding the Spring Drop 2025.

Exactly 1 week later, January 14th, the Minecraft Twitter account posted this tweet, and that's when the community got disappointed. Twitter user michaeltbh, thought the tweet was a teaser to something upcoming in that week's snapshot. Turns out, it was just referencing this meme.

This is exactly the inconsistency the community hates. The Twitter account is badly mismanaged. It goes from teasing, official announcements, memes, marketplace; rinse and repeat, minus the teasers. We never know if a tweet is a teaser or just meme posting.

This wasn't the only issue, their WhatsApp account also decided to post a teaser...for the Hello Kitty DLC. Don't get me wrong, Hello Kitty is cool and all, but did they really have to do a Marketplace teaser the day before a snapshot when they previously posted a game teaser last week a day before the snapshot? I saw so many people try to brainstorm, "Oh it could be the bow wave that boats leave behind" or "Maybe it's butterflies or fireflies". It just left so many people disappointed.

Fortnite's Twitter account is managed more appropriately. If you just scroll their account, it is all related to upcoming skins in the shop, collabs, game tweaks, etc. There's no meme posting. It's all mostly consistent. I say mostly since Fortnite has now started promoting community made maps which is what Minecraft does.

The Solution

It's really simple, leave the meme posting to your other platforms. You are one of the most recognizable game in the world. You do not need to meme post to stay relevant. Just stick to announcing announcements and teasers for the upcoming updates. Mojang also needs to leave all the Marketplace collabs to the Minecraft Marketplace account, the main account just has to retweet it. This allows folks who don't want to hear about Marketplace stuff to just mute or block that account.

That's all I have to say really. Hopefully I got my point across on how inconsistent their Twitter account is. Of course, inconsistency is nothing new to Mojang as seen in parity decisions and firefly situation.