Digital marketing and SMM for technology companies

The specifics of Tech brand promotion, how to get started, which content formats to use, and how to return after downtime. A guide on working with social networks in 2025 from Svetlana Zimakova, the leading SMM specialist in 2L agency.

What tasks does SMM and social media marketing solve?

Well-structured communication with the audience on social networks can effectively solve various business problems. Including:

• increasing brand awareness;
• strengthening emotional connection, increasing loyalty;
• selection/development of brand ambassadors;
• sales promotion through discounts, contests, and other activities.

With the help of branded content, companies can direct the attention of the target audience. In short videos, you can talk about new products, educational materials will help users understand the characteristics and appreciate complex products, vivid announcements of limited-time promotions encourage purchases. Targeted advertising, tailored to the interests and portrait of the target consumer, will help to increase coverage and expand the target audience.

SMM plays a special role for Tech companies, as their success strongly depends on the public opinion of the target audience. Active communication with the audience on social networks through posting, comments, polls, and personal messages allows you to keep abreast of the pulse, promptly receive feedback about products and activities, and therefore adjust your communication strategy in a timely manner, take into account the opinions of your consumers when developing/refining products, and also find brand advocates.

Svetlana Zimakova, 2L’s leading SMM Specialist:

«SMM needs to be integrated into the overall promotion strategy. Social media content must match the company’s image, be part of a global content strategy, and work in a system with advertising and SEO. With this approach, all the elements reinforce each other and pursue common business goals. And if a brand doesn’t have a clear positioning, even interesting, viral posts may not work».

What you need to consider when working with social networks of techno brands

First of all, let’s identify which companies and products we consider to be in the field of techno. These are: computers, accessories for them, including gaming, smartphones, personal smart gadgets, household smart appliances, car gadgets, music devices (smart speakers, etc.), software, games. We can confidently say about all these products: social networks are an excellent platform for their promotion. Why?

1. High-tech companies, like no other, need prompt feedback. This is an extremely dynamic market. Products are constantly being updated, including competitor’s products, which causes dynamics in consumer preferences.
2. Market changes, as well as product updates, must be broadcast to the audience on behalf of the company, otherwise others will do it. In this case, the brand’s social networks will be the most efficient communication channel. 
3. These markets are also highly competitive, so you need to clearly show your uniqueness and product innovation. The best way to do this is through visual content, and it spreads most effectively through social media.

Despite the obvious advantages of social media for promoting techno brands, mastering SMM can be a difficult task for them. The fact is that the audience of this market is very demanding and sophisticated. Therefore, their content should be expert, their formats modern and technological to match the brands themselves, and their communications flexible. If this is successful, SMM will qualitatively strengthen the connection with the audience and add value to the company’s products.

SMM for a Tech brand: an algorithm to start

If you are just planning to access social media and want to do it yourself, our expert recommends the following plan:

1. Formulate a goal (or goals). This can be increasing brand awareness, launching a new product or line, stimulating sales, increasing loyalty, engagement, and searching for brand ambassadors.
2. Create portraits of target users and analyze target audience segments. What are their interests, hobbies, and problems? This will help you create relevant content that will appeal to your audience.
3. Identify the social networks where your target audience spends their time. VK is now popular in Russia, while there are still hopes for Youtube, Telegram is gaining momentum as a platform for corporate channels.
4. Think over your content strategy and develop a content plan. What will you post: articles, short notes, reviews, infographics, memes. On what topics. Remember that the content, first of all, should be useful and interesting to your audience. 
5. Communicate with your audience. To maintain interest, systematic, regular work and active interaction are important: do not forget to respond to comments, user questions, and participate in discussions. This will build trust and increase engagement.
6. Analyze the data. To get results and be able to improve them, make regular cuts. Conduct A/B tests to understand which elements work better. Evaluate the effectiveness of content formats, topics, and publication time. The metrics will be views, reactions, shares, comments, their tonality, and subscriber growth.

And one more thing: don’t do SMM in isolation. Combine it with influencer marketing, attracting bloggers to create content. Increase your reach with targeted advertising, while promoting not only products, but also content. Enable SEO.

The best SMM content formats for techno brands

Masthave for technology companies is highly specialized content. Training materials that explain in detail and visually some technical aspects, including those related to the trading advantages of the product. Guides, reviews, analyses (both in text format and video, audio), infographics, case studies. 

For example, if the key feature of a new smartphone model is a camera that can shoot in the dark, such functionality should be shown in action. Reels, shorts, and live streaming will do. If we are talking about computer hardware, we cannot do without analysis and reviews with testing. It will be cool, for example, if you attract bloggers who will share their impressions of playing with a new graphics card or brand RAM, and even try it out on some trending game that has just been released.

It’s a good idea to dilute the content plan with memes and other forms of humor. Gamers, computer scientists, gadget and electronics users also love to laugh and are ready to appreciate the creatives with cute cats.

The main thing is that the formats and themes meet the expectations of your target audience. In order not to make a mistake, study the social accounts of direct and related competitors, note what is responding to subscribers, what causes emotions, reactions, and discussions. Analyze your own content and how the audience perceives it.

How to bring SMM out of hibernation

The alignment of brands within the Russian electronics, software, gadgets, gaming, and other technology industries has changed dramatically in recent years. Many Western companies have left, freezing their communication activities, including SMM. What awaits them if the brands want to return?

A new reality awaits them. The audience has hardly forgotten the big brands, but their perception has changed. The old trust and loyalty will not be able to resurrect «as it was», they will have to be rehabilitated and earned anew. In some cases, serious work with reputation will be required. The competitive field has definitely changed, and this will also require attention.

Therefore, to return to the market, you need to prepare an appropriate strategy: analyze the current perception of the brand, the activity and position of competitors, rethink the content plan and tactics of entering the market. The following will be useful: emphasis on brand values, social and environmental initiatives, and support for local projects. Subtle, thoughtful humor may well help to reconnect with the audience.

In addition, you need to prepare for operational work with the negativity that may appear after the brand’s activation in the information field of social networks.

It will also be useful to review the brand’s visuals in social networks: page/channel design, templates for infographics, memes. A fresh design will help impress new subscribers and show old ones that you didn’t stand still either.

Unambiguous SMM trends in 2025

What should be considered for sure if a company suspended SMM for some reason and now plans to reactivate it?

• One of the top formats that will remain popular is short videos: clips, reels, «circles» in Telegram, etc. If you previously used mostly text posts, sometimes diluting them with pictures, it’s time to change your approach.
• Another strong SMM trend is authenticity. Being open is fashionable today, including for brands. Users will appreciate it if the company shares not only marketing information and verified speeches from top managers, but also behind-the-scenes moments, something personal: a live broadcast with the CEO, videos like «one day in the life» of a warehouse employee, a quality controller, a love story within the company, etc. 
• Sociability. The further digital communications develop, the more important it is for companies to be as open and online as possible. Users should be able to easily contact brand representatives and get answers to their questions promptly.
• Pay attention to micro-influencers. Joint projects and integrations in their channels will help build a loyal live audience and increase brand confidence.