Drip marketing in Genshin Impact refers to the practice of revealing new characters to be released in the next version of the game, one version early, with artwork and lore details. This is done through Genshin official socials, on Twitter and Facebook, and usually happens two days before maintenance, on Mondays. The purpose of drip marketing is to fight against leaks and to give players a heads up on upcoming characters so they can save their Primogems accordingly. The term "drip marketing" has been used in the Genshin Impact community to refer to this practice of revealing new characters early.