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Auto TikTok – the Republic

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The numbers are these: the#automotive on TikTok reaches 724 million views, #car is now at 50 billion views, but also #cartiktok does not mess with 3.5 billion. This explains why the auto giants could not leave this treasure to Chad Mfive (@chadmfive), Tim Burton (@shmee150), Alexandra Hirschi, better known as @supercarblondie and partners.

And with the descent into the field of the big brands, the whole auto sector begins to fly: the automotive industry has infinite resources and to make the most of the unique characteristics of TikTok it brings directors, videomakers, high-profile screenwriters to the channel. Social “black belts” to make the most of the visual experience and full screen, the possibility of having the “sound-on” (perfect for sharing a complete multisensory guide), vertical, engaging and participatory of micro videos.

What do they think they get the car case from TikTok?

Essentially converting consumers into test drive bookings, launching a new car, or building brand awareness. “TikTok – reads on EU Holiday Shopping Behaviour Study 2020 – it can be the canvas for rich and diversified content, and for creating emotional and valuable connections – favored by 75% of users who access in-app ”.

Furthermore, the TikTok community – with over 100 million monthly active users in Europe of which 67% are over 25 years old – is already closely linked to the automotive sector if you just think about the fact that 87% of the users of the platform own one or more vehicles in the family (source: GlobalWebIndex, TikTok audience 16+). Not only that: TikTok users are far-sighted, attentive to news and to find sustainable alternatives. Also according to GlobalWebIndex, 60% of users would be willing to pay more for an ecological product and 61% are more interested in buying an electric car.

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The strategy

“In a changing scenario – he explained to us Giuliano Cini, Brand Lead TikTok – where consumer expectations and behaviors undergo constant changes, TikTok is the ideal platform for automotive brands to restart and approach a new target, building brand value among a future generation of buyers. Furthermore, for a sector that has historically used the television medium to achieve this goal, TikTok is the new screen, so easy to fit in the palm of your hand, to give life to immersive experiences in which inspiration, fun and information come together so as to recreate a virtual showroom in which to explore market trends, conquering today’s and tomorrow’s buyers “.

The most creative brands

Creativity is the watchword on TikTok. IS Lamborghini, the first supercar brand to land on this social network, has done so crazy. The debut came last Halloween and this lets you imagine the tone of the first videos… On the first day the brand generated over 3 million views and an average engagement rate of 27%.

Also Smart (which now only makes electric cars) has sparked: using different adv formats – TopView, Branded Hashtag Challenge and One Day Mix. Thus, in the summer of 2020, German users were able to challenge each other with the #AllElectricNow challenge which asked them to share what their energy source was. The results exceeded 956 million views and over 199,000 videos created.

On the other hand, the initiative proposed by Q8: the # Q8LicenseDance, the first driving school born on TikTok. With the help of an instructor and a choreographer, the main driving sequences and maneuvers were transformed into a choreography in order to make them easier to memorize and familiarize with the actions to be performed when behind the wheel – especially with regard to S-shaped parking. and in L, overtaking, starting and reversing. Over 190 million views and, among the Creators who took part, Luciano Spinelli (7.7M followers).

Returning to the car brands, a place in the sun is a must Seat which has created an activation dedicated to the Italian community. By launching the hashtag challenge #SEATchallenge, he invited users, thanks also to the involvement of some of the best known and most loved creators, to a dance step challenge to create organic and authentic interactions. Different formats used – One Day Max Ad and In-Feed Ad – with an inflatable pink flamingo that danced on the official track of the challenge. In just six days of the #SEATchallenge, over 208 million video views and a 14% engagement rate were recorded. In terms of content generated, on the other hand, over 146,000 videos were made. Data that exceeded all benchmarks, both in terms of views and engagement, highlighted how much the world and values ​​of the automotive brand and that of the short video platform are aligned.

More serious instead the campaign of Bmw UK to launch the new Series 1 used two athletes from Team GB: a gymnast (Joe Fraser) and a BMX ‘er (Chaz Worther). Referring to the 1 Series as “The 1”, the campaign sought to bring the core value of BMW UK to life, in line with the passions of both Joe and Chaz, who showed in a totally innovative way certain characteristics of the car such as parking assistance and gesture control through intelligent functions. The campaign was a resounding success, achieving 27 million total impressions and a click-through rate of 16.08%, showing how powerful creativity can be to attract new users.

And if BMW moves, Mercedes answers: the Branded Hashtag Challenge saw the participation of 73 thousand users, over 862 million views and the official profile of the brand has increased its follower base by 30 thousand new fans. The involvement of the community was in all respects a challenge for a brand in the luxury sector, but playing on the emotions, on the perceived of the brand and creating a strong connection with the new audience thanks to #MBStarChallenge – in which users were called to re imagining the famous star logo, exploiting all the arts, to make one’s talent “shine” and have the opportunity to be reposted on the official Mercedes-Benz channels: the campaign has achieved the set goal. And we are only at the beginning. More brands are coming. As you would say on TikTok: #staytuned.

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