Behind every major account on Twitter, Instagram, TikTok and Facebook is usually a team of bright social media managers that conjure up clever words, memes, pictures, videos and responses to continuously engage with their communities, give them content they want and ultimately grow the channel.
In the case of the Fall Guys Twitter account, which sits at over 1.4 million followers as of Wednesday morning, there's just one guy: Mediatonic senior community manager Oliver Hindle.
The London-based 31-year-old controls one of the most popular and powerful accounts in gaming right now; each tweet gets thousands of engagements and responses. Fall Guys doesn't feel like a brand on Twitter, and much of that is Hindle's doing; from helping to organize a $1 million charity auction to dunking on cheaters and Tim "TimTheTatMan" Betar, he approaches the job as a person handed the keys to a big account rather than trying to "be" Fall Guys.
He's not afraid to break the fourth wall, either. Hindle is Fall Guys Twitter, and Fall Guys Twitter is Hindle. The puppetmaster is exposed for all to see.
"I think honestly, it's like the same way I tweet but just sort of exaggerated a little bit," Hindle said of the tone and personality of the Fall Guys Twitter account. "I'm having the same thing at the moment where sometimes I'm not sure whether it's a tweet from my own account or the Fall Guys account because I've been tweeting the same thing in the same way, so that's quite a funny problem to have."
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But Hindle's path to social media stardom didn't start behind a keyboard or a smartphone.
"I was in a lot of bands and I made music," Hindle said. "Then I learned how to make videos to promote my music. I saw a job advertised Bossa Studios to kind of make video content for them. It was kind of the same things I've been doing on my YouTube channel, but for a company. My YouTube channel was doing quite well at that stage as well. I had like 150,000 subscribers. I'd been growing that for like eight months, it had grown really quickly. At Bossa I worked on Surgeon Simulator and I am Brad, which were both kind of like physics, comedy games as well. So there's quite a lot of tie in to like Fall Guys, which came out later on."
Hindle said that after spending several years at Bossa in different roles, he saw a job advertised at Mediatonic to work on Fall Guys.
"I saw the awesome trailer at E3," Hindle said, "so I was really excited about that, and I applied for that job in December last year. Around that time, like, the social media and stuff around the game was quite small, but it looked like a really exciting project to work on."
Raising $1 million for @SpecialEffect will have such an INCREDIBLE impact!— Fall Guys 👑 (@FallGuysGame) August 31, 2020
We'll now sort out the donations while our artists start to collab with the winners on their skins!
YES! We will include 4 costumes as a special thank you to the amazing people that made this possible ♥️
Since the game's launch on Aug. 4, there has been a constant influx of mentions and tweets from major celebrities, content creators and brands looking to jump on the Fall Guys hype train (or Fruit Chute). Hindle, who goes by @OliverAge24 on his personal Twitter page, said YouTube personality and Monster Prom executive producer Jesse Cox was one of the first big names to take notice.
"He was really on board with it, and he really wanted to play from really early on, so that was really cool to see," Hindle said. "Really early on, we made a Google form that YouTubers and streamers could sign up to register their interest, and that grew a lot as well. And anytime we did marketing activity, we used that form to get more to sign up, and I think at launch we had about 1,000 on that, which is really cool."
Hindle insists that interactions between Fall Guys Twitter and major brands such as KFC, Walmart and Wendy's have been completely organic with no prior planning. Hindle found out about their tweets by seeing them in the mentions.
So, what kind of tweets and videos does Hindle see the most from users?
"I think, probably, where you almost win and then either for your own messing around or somebody sabotaging you, you just lose, and it just is so close," he said. "I think Slime Climb you see a lot of just because it's really easy to sabotage people or get really close to the end and die or there's lots of different shortcuts you can take as well."
If the Fall Guys game is the star, Oliver is certainly a featured actor in the film and would be recognized on the street in a "hey, you're that guy from Fall Guys!" kind of moment. His time is certainly in demand, with multiple media requests daily and thousands of replies on the account. Oliver has some advice on how to get noticed by Fall Guys Twitter, and even get some engagement.
"It's actually really difficult because the account is so big, the notifications keep breaking on my desktop and on my phone. So the way I find things at the moment is I use my personal account and then just search for the Fall Guys account and then look for the tweets that have the most traction on them," Hindle said. "That's usually the way I do it. So if you see somebody posting something cool, always try to like it or engage with it because that means I'm more likely to see as well. A lot of people have been doing 'Day 1 of me posting blah, blah, blah,' 'Day 2,' 'Day 3,' and then I usually see it around Day 6 at the moment."
I've got a SPICY LEAK for you all— Fall Guys 👑 (@FallGuysGame) September 2, 2020
We're working on a little something that we have been calling...
B I G Y E E T U S
Big Yeetus will randomly appear in levels - to shake things up
Big Yeetus is Chaotic Neutral
Big Yeetus is not your friend
Big Yeetus is not your enemy pic.twitter.com/nIBBKcf5qM
In the spirit of breaking the fourth wall, Hindle has been extremely forthcoming with detailed information on what his plans were for Fall Guys Twitter (they haven't changed much despite the game's massive success) and how to get a job working for the Fall Guys team (writing a cover letter is a good start). But how did Hindle get the buy-in of his bosses and executives at Mediatonic to present Fall Guys Twitter the way he envisioned?
"At Mediatonic, there's just been a lot of trust and space to kind of own it and kind of do my own thing with it," Hindle said. "They know what they think is going to work. I feel really grateful that the team has been so supportive of what probably would have been turned down in many other places as quite a weird approach to take.
Though Fall Guys and the Twitter account are a massive hit, there's always a compulsion to keep moving, keep growing and look to the next milestone. Hindle has two collaborations he would love to set up on Twitter.
"Sonic the Hedgehog would be a really awesome one," Hindle said, "just because their Twitter profile is really great. That's another really good inspiration for the way that we tweet. Oliver Tree would be really awesome. I really like his music, and he's just a living meme. So it'd be really good to collab with him."