Guides

Steam events and announcements: how to use them

, founder of NextWishlist · Updated · 3 min read

Freeposts to your followers' activity feedValve rule
2latest events shown on your store pageValve rule
Futuredates only: events can be scheduled aheadValve rule
On this page
  1. Who sees your posts, and where
  2. Valve's rules and limits
  3. When to post one
  4. Make each post count
  5. See what each post brought
  6. A year of Steam posts, as an example
  7. Write for players, not for developers

Short answerSteam events and announcements are free posts that reach your followers' activity feed, your store page and players' libraries. Post when you have a reason (a demo, a festival, an update), keep featured events for big moments, and schedule them ahead.

Steam announcements are free posts that land in your followers' activity feed, on your store page and in players' libraries. Used well, they keep your page alive between big moments. Here is who sees them, where, and what Valve recommends.

01Who sees your posts, and where

  • Your followers: every follower gets your announcements in their activity feed. That's why followers count (followers to wishlists).
  • Your store page: the last two announcements show below the DLC section.
  • Your community hub: in the main feed and the News tab.
  • Players' libraries: on your game's library page, and at the top of their Library home.
  • An RSS feed per game, at steamcommunity.com/games/<appid>/rss.

02Valve's rules and limits

  • Every event has a category that decides where and how it appears (major update, patch notes, livestream, in-game event…). Livestreams and in-game events have an end date, after which they stop showing.
  • You can schedule an event for later, but not publish one with a start time in the past, nor move a start time that has passed.
  • Featured events are for major moments, with time between them.
  • Library placement can take about an hour, for moderation. Body images display at 800 pixels wide at most.
  • Valve's own guidance: if you don't have a reason to post an announcement, don't post one.

03When to post one

  • Before launch: your demo's release and each demo update, a playtest wave, your Next Fest livestream, your release date announcement.
  • At launch: a launch announcement, then a patch notes post for your first fixes.
  • After launch: every major update. Valve's Update Visibility Rounds highlight major updates to owners and wishlisters once your launch visibility ends.

Steam doesn't email players when a Playtest becomes playable: an event is how you tell them.

04Make each post count

  • One clear subject per post, with a GIF or a short clip at the top.
  • A cover image designed for small sizes: it shows in feeds and libraries.
  • Something new for players, not for developers: a feature, a fix, a date.

05See what each post brought

NextWishlist reads your Steam events with your wishlists and followers, and shows which posts moved them. Join the private beta.

06A year of Steam posts, as an example

Steam posts work best tied to real moments. For an upcoming game, a year might look like this:

  1. Page launch: who you are, what the game is, what's coming.
  2. Demo release: what's in it, how long it is, and a call to wishlist (when to release your demo).
  3. Each festival: a short post the day it starts (Steam festivals).
  4. Next Fest: a post before, and a stream if you can (how to prepare for Steam Next Fest).
  5. Release date announcement, about 8 weeks before launch.
  6. Launch, then updates and patch notes after release.

In between, a devlog or a behind-the-scenes post keeps your page active without needing a big event.

07Write for players, not for developers

  • Open with what changes for the player: new content, a date, a demo, a fix.
  • Use a header image and a short GIF or clip: posts are seen in feeds next to other games.
  • End with one action: wishlist, play the demo, join the Discord.
  • Keep technical details for patch notes; players skim.

Steam events and announcements: quick answers

Who sees Steam announcements?

Every follower of your game gets them in their activity feed. They also show on your store page (the last two), your community hub, and players' library pages.

How often can I post Steam announcements?

Valve sets no number, but advises posting only when you have a reason, and keeping featured events for major moments with time between them.

Can I schedule a Steam event?

Yes, for a future date. You can't publish an event with a start time in the past or move a start time that has already passed.

Does Steam notify players when my Playtest opens?

No. Steam emails players when they're added, not when the Playtest becomes playable: post a Steam event instead.

Sources

Valve's rules can change: the official Steamworks page always wins. Practitioner benchmarks are surveys of developers, given as ranges.

NextWishlist

Every Steam deadline, in your plan.

Next Fest, themed fests, sales and discount rules placed on your calendar, with what each event brought to your wishlists. NextWishlist is a Steam marketing tool for indie developers, in private beta.

Join the private beta