Most e-mobility brands in East Africa use TikTok to post prices. Here’s how we built ours into a channel that generates measurable demand.
Electric mobility is a new category in East Africa, and investment in the sector across the region has accelerated sharply. As a result, TikTok has become one of the first places a prospective rider encounters it. For most brands, that still just means a price list, a spec sheet, a phone number. We wanted more than that: a genuine TikTok demand generation channel, one that could actually generate demand we could measure.
The Challenge
Our early content leaned on what performed on the platform: bike stunts, fast cuts, trending sounds. It drove views, but it didn’t move riders toward a purchase. So we needed a channel that produced qualified demand, not just reach. We also needed a way to prove how much of that demand actually started on TikTok.
Our Approach: Building a Demand Generation Channel
We rebuilt the channel around three shifts.
First, we moved from stunt content to trust content: rider testimonials, battery and range explainers, real answers to the questions a buyer actually has before committing to a purchase this size.
Second, we brought in creators whose audiences matched our actual riders, commercial drivers and delivery workers. This meant optimizing for fit, not just reach.
Finally, we connected the channel directly to our sales points. Load-carrying demonstrations and rider reviews from TikTok are now pulled directly into conversations with prospective buyers. Every enquiry is tagged to its source, and we also track a further distinction: some enquiries are general interest, while others are logged specifically as intent to buy. That gives us a line from content to a qualified buying signal, not just a vague enquiry. This traceable line is what turns a social channel into a measurable demand generation engine, and it’s the part most brands in this category haven’t built yet.
The Results
Over the last six months, since we shifted the strategy and brought in creator partnerships, the channel has generated 1.9M video views, 74.3K likes, and over 25K profile visits. One video spiked to roughly 230K views in a single week. The account’s baseline afterward settled modestly higher than before, not at the spike itself. The spike got attention, but the sustained baseline, and the buying interest it’s tied to, is what we’re building on.
TikTok-sourced enquiries are now converting into sales at a double-digit rate. That’s a level of performance most brands never get visibility into, because they’re not tracking the funnel closely enough to measure it in the first place.
We’re still tightening how precisely we measure this, and we’d rather understate the number than overclaim it.
Going forward, we’ll continue to optimise the content strategy and tactics to achieve more of this demand generation engine.
GOGO Electric is building East Africa’s electric mobility infrastructure, one rider at a time.