TikTok is an underutilised platform for AI software marketing.
So you’ve garnered investment from a group of wealthy individuals, built your AI solution, and are looking to launch your product, or accelerate the growth of your company.
E-commerce brands? They’re flourishing. Lifestyle bloggers? Captivating millions. Even the news media has found its rhythmic beat amidst the dance challenges and viral trends on TikTok.
But AI-based softwares? There seems to be a suspicious absence (and a huge opportunity that not many brands are capitalising on for some reason!) But why is that?
It is likely due to the perception that TikTok is primarily a platform for entertainment. So, how do AI-based tech companies market their product on social platforms, especially on TikTok?
The thing is, TikTok is brimming with a diverse audience, many of whom crave insightful and educational content beyond the usual entertainment. By tailoring content to be both informative and engaging, AI-powered products have the potential to carve a niche for themselves on TikTok.
UGC and Paid Ads are Key for AI companies
User generated content (UGC) helps you demystify your products and showcase its transformative impact in relatable, easily digestible ways. When done right, UGC helps you make your current and potential users into an untapped resource. But the power of organic UGC can be further amplified with social media paid ads, ensuring that your product doesn’t just reach a handful but captivates masses.
The thing is, by leveraging UGC, you’re not only promoting your software but also building a community around it. TikTok’s dynamic and engaged user base means that content doesn’t just get seen—it gets interacted with.
In simple words, UGC—and paid performance marketing ads —helps you get more and more people on board to give your solution a try.
TikTok Strategy For AI Product Marketing: Bridging the Gap Using UGC
Your product is AI-driven, the end user is still human. When you showcase it being used in the way it’s supposed to be by its real users, you increase its chances of being adopted by your potential users.
Here’s a strategy-driven guide from House of Marketers:
1. Crowdsource Storyboarding for Authenticity
Storyboarding is like sketching out a blueprint for your content; it’s planning the flow of your content’s narrative from start to finish.
Before you take the plunge into TikTok, it’s worth getting insights directly from your users. What do they want to know? What are they curious about? Their insights can guide your story, ensuring you’re answering real questions they have.
AI is often shrouded in jargon and technicality, but your users navigate its practical aspects daily. Their viewpoints can shed light on overlooked, yet significant, software nuances.
Use this information to make useful content, answer real questions and solve real challenges your user base is having.
- Align your storyboard with user interests and pain points, addressing the ‘what’s in it for the user’ from the get-go.
- Run your storyboard by a few non-tech-savvy folks. If they get it, your audience will too.
2. Use Analogies to Simplify
Analogies act as a bridge between the known and the unknown. By relating the complex concept/solution to everyday scenarios, you make the abstract concrete and the unfamiliar familiar. This technique is pivotal in breaking down intricate ideas, making them accessible and memorable to the TikTok audience.
Instead of diving deep into the technicalities, ask your users how they’d describe your AI tool to a friend. Their simple comparisons can make your product’s story more relatable.
The thing is, a technical feature might seem complex until someone relates it to brewing coffee or baking. It’s all about perspective.
- Choose analogies that resonate with your target audience’s experiences and worldview, ensuring relevance and impact.
- Showcase scenarios where ordinary people benefit from your software to make it accessible for people who aren’t necessarily tech-savvy.
3. Incorporate Visuals
Visual content speaks louder than words, especially on platforms like TikTok. Instead of telling people about your AI tool’s features, show it in action. When users see real results and hear authentic experiences, they’re more likely to understand and trust your product.
Visuals are powerful, especially when they come from your users. They’re a testament to the effectiveness of your AI tool. This authenticity is echoed by the statistic that ads containing UGC have an impressive 4 times higher click-through rate. Visuals help you simplify technical jargon providing a quick snapshot of what your AI tool does and how it does it. A user’s victory story with your software can offer far more clarity and assurance than a list of features.
- Tailor your visuals to TikTok’s quick-paced environment. Use dynamic, clear, and concise visuals to maintain viewer interest and understanding.
- Use dynamic graphics to represent data flow, feature highlights, or process overviews.
4. Engage with Trends
TikTok is all about trends, but it’s also about authenticity. By weaving your AI software’s story into popular, user-engaged trends, you ensure you’re not just part of the noise but making genuine connections.
Leveraging trending sounds, challenges, or formats can help you significantly enhance your content’s visibility and engagement. Align your message with a trend can make your content relatable and shareable, expanding your reach and influence on the platform.
Merge trends with user stories to make them memorable.
- Strategically align trends with your brand message. Ensure the trend complements your product.
- If there’s a trending sound or challenge on TikTok that aligns with your message, use it. It boosts your content’s discoverability and relevance.
A two-way conversation always wins. As your users share stories and experiences on TikTok, be there to engage. Recognise their effort, share their content, and let them know they’re valued.
The magic of AI might be in the code, but its impact is in how it aids its users. To drive this point home, always keep the spotlight on real user experiences.
Ready to propel your AI software to new heights with TikTok? Learn more about how you can transform your brand’s presence on the platform with the help of House of Marketers.
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How to Harness UGC for Your AI Software on TikTok
In the digital realm, community-driven narratives are pivotal for brand credibility. For tech companies pondering over “how do tech companies market their product” on TikTok, the answer lies in how users passionately share about a product. UGC doesn’t just increase visibility; it significantly boosts the brand’s trustworthiness. For AI software, which can seem abstract to many, user-generated content (UGC) acts as an invaluable bridge, translating complex functionalities into real-world applications.
1. Empower Through Educational UGC
Consider how MasterClass celebrates experts. AI companies can similarly champion their most engaged users. Encourage these users to share snippets of how they use your software, offering authentic insights and tutorials that humanise its functionalities.
💡 Make Mini Tutorials – User-generated how-to videos can be a goldmine. Invite users to share tips, tricks, or hacks they’ve discovered while navigating your software. It’s more authentic when a fellow user explains functionalities than a polished brand video.
Such educational content not only positions your brand as an authority but also transforms users into brand educators, reinforcing their loyalty and commitment.
2. Showcase Personal Success Stories
Just as Weight Watchers has leveraged authentic weight loss stories, highlight the tangible benefits users gain from your software. Amplify the tales of users who’ve overcome challenges or streamlined tasks, turning abstract features into relatable experiences.
💡 Use Case Scenarios – Encourage users to narrate challenges they faced and how your software emerged as their knight in shining armour.
Personal narratives resonate. They create a genuine connection, making prospective customers more likely to give your software a chance.
3. Put a Spotlight on Creative Usage
Just like Etsy champions its unique sellers, spotlight users who employ your software in innovative ways. Initiate a series where users share unexpected uses or hacks, revealing its breadth of capabilities and adaptability.
💡 Start a “Did You Know?” Series – Have a space for users to flaunt their out-of-the-box uses or workflows they’ve designed using your tool. It not only celebrates their creativity but also provides fresh perspectives to other users.
By fostering and showcasing user innovation, you’re subtly hinting at your software’s adaptability and versatility.
4. Ignite Engagement with Community Challenges
Community challenges can spike user involvement and content creation. Design a challenge centred around a particular software feature, and celebrate the best demonstrations. This not only offers recognition but also provides an aspirational benchmark for others.
💡 Showcase Feature in Action – For instance, if you roll out a new feature, set a challenge for users to showcase it in action. The best demonstrations can get featured, creating a win-win for both users and the brand.
Challenges create buzz. They encourage user participation and drive engagement, ensuring your brand stays top-of-mind.
5. Prioritise Peer Recognition
Regular accolades can do wonders for engagement. Make it a practice to spotlight users who craft standout content or showcase unique uses for your software, fostering a culture of recognition and inspiration.
💡 Community Shoutouts – A monthly spotlight on top content creators or significant community contributors can drive more users to engage, in hopes of gaining similar recognition.
Never underestimate the power of recognition. When users feel valued, they’re more likely to champion your brand, creating organic brand advocates.
Simply put, for AI software, the real magic isn’t just in its algorithms but in how users harness it to enhance their tasks. By fostering a robust UGC culture on platforms like TikTok, AI brands can ensure they’re not merely seen but genuinely understood, appreciated, and advocated for. It’s time for AI brands to turn the spotlight on their users, transforming their software from an abstract concept into a TikTok sensation.
Accelerate Growth with UGC Influencers and TikTok Ads
The power of UGC is undeniable. Yet, in the vast ocean of content on TikTok, even the most compelling user-generated content can sometimes get lost.
UGC ads are the perfect solution to ensure that your AI product garners the attention it deserves.
1. Benefits of UGC & TikTok Ads for AI Products
Unlike traditional advertisements that might come off as rehearsed or overly promotional, UGC TikTok ads maintain the authenticity and trustworthiness of genuine user content.
Higher Engagement Rates – Users are more likely to engage with content that mirrors real experiences. UGC ads, with their real-world charm, often boast higher click-through and engagement rates.
Broader Reach – Leveraging UGC ads can expand your reach, ensuring that your AI product is seen by a larger and potentially more targeted audience.
Boost Organic UGC – Promoting user-generated content can inspire more users to create content around your AI product, creating a positive feedback loop.
2. Crafting Effective Paid Ad Campaigns with UGC
To be more effective, choose creators that your defined target audience can relate to. The more users see themselves in the content, the more effective the ad becomes.
Maintain Brand Consistency – While the content is user-generated, ensure it aligns with your brand’s message and values.
Use Clear Calls to Action (CTAs) – Direct viewers on what to do next, whether it’s checking out your product, participating in a challenge, or visiting your website.
Repurpose Top-Performing Organic Content – If a particular organic post has already garnered significant attention organically, consider promoting it for even greater reach, with TikTok Spark Ads.
3. Ad Targeting and Budget Optimisation
TikTok offers robust targeting options. Ensure you’re reaching the demographics most likely to be interested in your AI product.
Set a Flexible Budget – Start with a moderate budget and be ready to adjust based on the ad’s performance. Allocate more to high-performing ads to maximise ROI.
Optimise for Key Performance Indicators (KPIs) – Depending on your goals (awareness, engagement, conversions, installs), optimise your ad spend and targeting accordingly.
4. Measuring Ad Performance and ROI
Use TikTok’s analytics tools to monitor ad performance. Key metrics include engagement rate, click-through rate, and conversion rate.
Calculate ROI – Assess the returns on your ad spend. Consider not just immediate conversions but also long-term value, brand recognition, and organic content generation spurred by the ads.
Iterate for Improvement – Continuously analyze the performance to refine your strategy. Test different UGC content, targeting parameters, and budget allocations to find the sweet spot for your AI product promotion.
By integrating UGC ads into your TikTok strategy, you can amplify the voice of your users, ensuring that your AI product doesn’t just blend into the background but stands out and resonates with a wider audience.
Roadmap to Building a Robust UGC-Driven TikTok Strategy for AI Companies
Having recognised the potential of TikTok and the power of UGC, the question now is, “How do you get started and sustain momentum?”
Here’s a step-by-step guide:
Understand Your Audience on TikTok
Diving into the realm of TikTok means recognising and catering to your specific audience segment. TikTok’s analytics provides a wealth of knowledge, from user demographics to interaction patterns.
By deciphering this data, you can identify content themes, posting schedules, and interaction methods that will most appeal to your audience. Remember, it’s not about the masses but about the right niche that will truly benefit from your AI software.
📍 Action Items
- Regularly review audience demographics to ensure content relevancy.
- Identify peak interaction times and schedule posts accordingly.
- Study user behaviour to shape your content strategy.
- Gauge content preferences to identify potential UGC topics.
Collaborate with Existing TikTok Influencers in Tech and relevant niches
In the world of TikTok, influencers are the gatekeepers. Partnering with tech-savvy influencers can offer a dual advantage: their endorsement provides authenticity, and their follower base provides an immediate audience. Select influencers whose values align with your brand and whose followers might benefit from your AI software.
📍 Action Items
- Research and list potential influencers in the tech domain.
- Initiate partnerships through collaborations or sponsored content.
- Co-create content that aligns with both the influencer’s style and your brand message.
- Evaluate partnership success through engagement metrics and adjust accordingly.
Launch UGC Challenges and Campaigns
Challenges act as a catalyst for content creation. By initiating a branded hashtag challenge, you’re inviting users to engage with your software and share their experiences. These challenges not only foster community participation but also serve as organic promotional campaigns, enhancing brand visibility and recall.
📍 Action Items
- Create a catchy, brand-related hashtag for your challenge.
- Promote the challenge through various channels, including other social platforms.
- Engage with participants by liking, commenting, and sharing their content.
- Offer incentives or rewards for top-performing or most innovative UGC.
Focus on User Engagement
Engagement is the currency of social platforms. Every comment, duet, or share elevates your brand presence on TikTok. By actively engaging with your user base, you’re fostering trust and encouraging further content creation. This reciprocal relationship amplifies community sentiment and positions your AI software as user-centric.
📍 Action Items
- Dedicate time daily or weekly for engagement activities.
- Use duets to collaborate or respond to user-generated content.
- Highlight top user content on your profile or other platforms.
- Seek feedback and iterate based on community responses.
Host Q&A Sessions and AMAs (Ask Me Anything)
Demystifying AI is crucial to gain user trust. TikTok’s Q&A sessions can be a platform for addressing misconceptions, explaining functionalities, and highlighting benefits. These sessions not only cater to existing users but also pique the interest of potential ones. They position your brand as approachable and knowledgeable.
📍 Action Items
- Schedule regular Q&A or AMA sessions and promote them in advance.
- Prepare a list of commonly asked questions to guide the session.
- Highlight key takeaways or clips from the session for future content.
- Address technical questions with simple, relatable analogies.
Continuously Evolve with Platform Updates and Trends
TikTok, like all social platforms, is continually evolving. Being agile and adapting to new features or trends can set you apart from competitors. Early adoption signifies that your brand is innovative and in sync with platform dynamics. It provides fresh avenues for content creation and user engagement.
📍 Action Items
- Stay updated with TikTok’s official announcements and feature releases.
- Experiment with new features to gauge user response.
- Monitor platform trends and integrate relevant ones into your content strategy.
- Encourage users to use new features while creating UGC for your brand.
Analyse and Iterate
Feedback loops are essential for sustained growth. By regularly assessing your content’s performance, you can understand what resonates with your audience. This data-driven approach ensures that your UGC strategy evolves in tandem with user preferences and business goals.
📍 Action Items
- Set clear KPIs (Key Performance Indicators) for your TikTok strategy.
- Use TikTok analytics to monitor content performance.
- A/B test content formats to identify what garners maximum engagement.
- Seek user feedback on content types and incorporate their suggestions.
By implementing these strategies and action items, AI companies can harness the power of UGC on TikTok, bridging the gap between intricate technology and the everyday user.
TikTok, a platform once relegated to dances and lip-syncs, has emerged as a potent tool for brands, especially in sectors like AI that historically rely heavily on conventional marketing. By understanding the TikTok ecosystem and leveraging user-generated content, AI companies can build trust, drive product adoption, and foster a community of brand advocates. As AI continues to revolutionise industries, the question of how tech companies market their product in this digital age, has one answer – User-generated content with paid media ads.
🌟 Excited by the possibilities UGC presents for marketing your AI software? 🌟
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Let’s discuss your vision, goals, and how we can elevate your AI software on TikTok. Get started with your free, no-obligation campaign proposal and see how we can transform your AI software into a TikTok sensation.
From crafting engaging content to building a robust UGC-driven strategy, our expert team is ready to assist you in navigating the TikTok landscape. We specialise in creating impactful TikTok campaigns tailored to your AI software’s unique needs.
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House of Marketers (HOM) is a leading TikTok Marketing Agency. Our global agency was built by early TikTok Employees & TikTok Partners, which gives us the insider knowledge to help leading brands, like Redbull, Playtika, Badoo, and HelloFresh win on TikTok. Want us to convert more of Gen Z and Millennials with TikTok? Get in touch with our friendly team, here.