We approached the task more holistically:

‍Wehave invited TikTok's experts - microinfluencers who understand how to create content that meets the expectations of users of this platform.

We have begun presenting our products as inseparable companions of everyday life, reflecting the way we actually use smartphones. From going to work to concerts to parties, these are the moments when our phone becomes a personal assistant. In such real-life situations, we have demonstrated the functions and capabilities of our smartphones.

We have started answering users' questions about our smartphones precisely in the form of short videos.

Working with technology experts, we presented answers to technical questions in the form of accessible and loose TikToks, so that our audience knew that they would find solutions to their concerns on this platform.

Motorola's profile on TikTok has taken on a more lifestyle character. In addition to showcasing products, we began publishing tutorials, such as tips for creating photos for social media or inspiration for creating stories and wallpapers, subtly weaving our product in as a natural fit with these themes.

Our performance funnel was clearly defined: promoting videos under follow and engagement under posts. However, when we changed our content strategy and adjusted our materials accordingly, we found that gaining new followers and increasing interaction under videos could be much more cost-effective.

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