Discovery and Content Marketing Trends in Consumer Electronics

Content Marketing Trends: By the year 2025, the consumer electronics market is expected to reach over $511 billion in value. It’s currently one of the biggest and most mature eCommerce industries out there.

The consumer electronics market is broad, and it can include anything from games consoles and wearables like headphones to washing machines connected to the internet.

Sometimes referred to as black goods; computer equipment, virtual assistant technology, and smartphones all fall under this umbrella. The demand for consumer electronics is exceptionally high.

Undoubtedly, the challenge for online retailers is competing in a saturated market and against eCommerce giants such as Amazon, eBay, and Alibaba.

Read on to learn about the latest discovery and content marketing strategies that successful consumer electronics brands and retailers use and how they can help you compete in this immensely competitive market.

Discovery marketing within the consumer electronics industry at a glance

For industries such as fashion, home furniture & decor, and even groceries, discovery marketing often takes place on popular social media channels like Facebook, Instagram, and Pinterest.

And despite the fact that not all of the products in the consumer electronics industry are considered to be “sexy” or cool, the multi-billion dollar eCommerce market for these goods is by no means an exception to the rule — with different electronics brands now exploiting the power of social media to brand heavily, and appeal to a broader audience.

Several consumer electronics brands and products have implemented discovery marketing content that caught our attention.

Fitbit, which makes the increasingly popular wearable fitness tech and watches, has a solid multi-channel presence across YouTube, social media, and its dedicated health and fitness blog.

How you can apply discovery marketing trends and principles if you’re in the consumer electronics industry

When brands and retailers compete with eCommerce giants like Amazon and eBay — which offer endless quantities of products without much emotional or social appeal — posting content that consumers can relate to or that resonates with their lifestyle habits make for effective discovery marketing strategies.

Here are some examples and stories of successful discovery marketing content strategies from consumer electronics brands and retailers:

Social commerce

Inspirational video content, high-quality product images, and customer stories or experiences make for very shareable content indeed — especially across popular social media channels.

Logitech G’s Instagram profile of 3.5M followers features its gaming and computer accessories with a combination of high-quality images of its product lines and videos of its customers using their products in context.

User-generated content

User-generated content (UGC) — especially reviews, product comparisons, or how-to videos made by influencers — is of particular relevance and importance to the consumer electronics industry.

When combined with social media, UGC of consumer electronics can provide brands with several significant assets:

• UGC builds strong levels of trust and brand loyalty.
• It provides authentic social proof of the quality, benefits, and features of a product or brand.
• UGC can generate high levels of engagement, which can grow exponentially and lead to more browsers taking action or making a purchase.

A great example of this is the annual Million Dollar Challenge that leading tech and action camera maker GoPro initiates before launching a new product. In 2020, its campaign garnered over 857 million views and over 57,000 shares.