Author: Dana El Hassan
Editor: Mehr Hussain
TLDR: What do Consumer Tech, GITEX and TikTok have in common? All three bring people together. As our need for togetherness and convenience grows, tech is cementing its place as the medium for feeding our social appetites. With GITEX 2021 around the corner, the tech and electronics community – from individuals, to creators and brands – is readying itself to come together at the annual trade show, and stay together on TikTok.
For a not-so-brief moment in time, the concept of togetherness emerged as the world’s most coveted luxury. As social beings, craving personal interactions has always been an intrinsic part of our nature, but when life came to a forced halt, our hunger for human contact was never more insatiable – quite literally.
Simply put, togetherness proved to be as fundamental as food. So, when stolen meetups at the supermarket or people-watching at a distance failed to satisfy our socially-starved lives, we resorted to a game-changing medium to feed our appetites: Tech. From smartphones and video chat apps to gaming consoles and kitchen appliances, tech emerged as a lifeline for staying productive, entertained, and most importantly, together, when we were “bored in the house and in the house bored.”
As we cautiously come out of our domestic caves and tip toe back into the real world following the necessary regulations, it's become clear that our reliance on tech is here to stay. According to PwC's Global Consumer Insights Survey 2021, 67% of Middle East consumers believe they have become more digital between October 2020 and March 2021 vs. 51% globally. As such, with people adhering to this new tech-charged normal, upping your tech game has become a matter of basic need – rather than a discretionary desire.
Nothing says tech and togetherness like Gitex Shopper 2021: the regions' biggest annual consumer electronics show that brings top tech brands, retailers and enthusiasts together. With the event just around the corner, we're preparing ourselves to explore and purchase the latest trends and gadgets on the market, but more importantly, to connect with the tech community.
Tech trade shows have always been a communal affair; an occasional yet eagerly anticipated destination to connect with like-minded individuals and community-proof purchases among the best of the best in tech. That's because communities provide trust and brand desirability at scale, tapping into our need to belong to something bigger – in this case, a brand's inner circle.
And the proof is in the numbers. As per the Gitex Shopper 2019 Visitor Survey: 64% of visitors buy at the show, spending AED 1,500 on average.
This fascinating dynamic is virtually replicated on TikTok. The best part is that it's amplified at scale and always-on – as opposed to a one-off occurrence. On our platform, our community comes together to engage, create, and share tech stories and experiences, which, more often than not, spotlight the products and brands they love.
TikTok does not just give you the chance to create, but the chance to discover – and to be found.
From tutorials to tips, to memes and unboxing and every creative format in between, our community of tech naturals is inspiring others and getting inspired in return, making TikTok the place to discover new products and services. But that's not all.
When the TikTok community recommends, TikTok users buy. That's what the power of “#TikTokMadeMeBuyIt” is all about – a community-powered phenomenon that helps brands make it to the shopping cart faster, or better yet – sell out ( feta cheese, anyone?). Brands that recognize the value of joining in on the collective fun are showing up on the TikTok, tapping into the power of the authentic crowds, and seeing the impact on their results. This brand can be you.
TikTok is your chance to re-imagine your story through the lens of our creative communities, elevating it from a once-in-a-while moment into an always-on cultural movement.
So, are you ready to join the most joyful and authentic community in the world? And show up with your amazing tech story?