How tech brands can supercharge results with TikTok
While tech is an integral part of our daily lives, increased competition and rising consumer expectations mean that cutting through the noise and connecting authentically with consumers has become a challenge for tech brands. At TikTok, tech* content and tech brands are an inextricable part of culture on the platform – in fact, we've seen a 68% increase in views of tech-related content year on year [1], leading to real-world impact for brands: 62% of users have purchased a tech product after seeing videos on TikTok related to that brand or product [2].
To learn how you can harness this vast community to grow your tech brand, read on.
Know your audience
TikTok takes tech users on a journey across the funnel from discovery and inspiration through decision-making and purchase to advocacy and recommendation, providing unlimited opportunities for tech brands to connect with consumers and drive results:
What this means for tech brands
On TikTok, engagement goes far beyond passive viewing, making it a valuable platform for tech brands to connect, influence decisions and encourage active participation. Here are three tips to help you craft the best campaigns to engage your audience.
1. Produce creative that converts
The TikTok community come to the platform for tech hacks, best buys, honest reviews and more, meaning there are plenty of opportunities to create engaging and informative content that showcases the unique features of your products. See below for the types of content audiences want to see from brands like yours.
To get started, check out our creative codebook or work with creative production experts using the TikTok Creative Exchange (TTCX), our one-stop solution that enables fast, scalable high-performing video production for TikTok.
2. Work with creators
Partnering with TikTok creators enables brands to establish connections with users and enhance trust, leading to increased brand exposure and potential conversions: 35% of users say branded tech content on TikTok is more appealing when it's creator led [3].
See how Nikon partnered with creators to drive mass awareness then explore the TikTok Creator Marketplace (TTCM) to find the right creators for your brand.
3. Win wallets with a full-funnel strategy
Our full-funnel solutions connect content, brands and community for a seamless shopping experience that delivers strong, measurable impact. We've found that businesses that adopt a full-funnel approach on TikTok, combining brand and performance objectives into single campaigns, see improved campaign performance compared to isolated single-objective campaigns [4].
Depending on your objectives, we recommend that tech brands utilise the following solutions:
Mid-funnel: Traffic Objective, Landing Page View
Lower-funnel: Web Conversion, Video Shopping Ads
Learn how Samsung boosted purchase consideration with their full-funnel TikTok-first campaign.
Plug and play
Our community's desire for tech content continues to grow day by day. Tap into our platform by leveraging the above insights and guidance to develop an always-on full-funnel strategy that features both organic content and paid media to drive growth and boost conversions. For more on how TikTok works for tech brands, discover how Lenovo harnessed the power of creator content to drive an 11.9% lift in awareness!
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*On TikTok, the tech category encompasses electronics, wearables, small/medium home appliances and smart home devices
