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Luxury Brands on TikTok – Bentley Drives a Path
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Bentley Motors, the luxury car manufacturer, has recently achieved a milestone on the social media platform TikTok – reaching one million followers.
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This achievement is a testament to Bentley’s successful use of the platform as a way to connect with younger audiences and showcase its brand.
To understand how Bentley was able to reach this impressive milestone, it’s important to first take a look at the history of the brand and its use of social media. Founded in 1919, Bentley Motors has long been associated with luxury, craftsmanship, and performance. In recent years, the brand has made a concerted effort to connect with younger audiences and showcase its modern, cutting-edge products.
One of the ways that Bentley has done this is through the use of social media. The brand has a strong presence on platforms like Instagram and Twitter, where it shares beautiful images of its cars, behind-the-scenes content, and updates on new products. However, it was on TikTok where Bentley really began to see success in reaching younger audiences.
Bentley joined TikTok in 2019 and, like many brands, was initially unsure of how to use the platform. However, the brand quickly found its footing and began experimenting with different types of content. One of the keys to Bentley’s success on TikTok was its willingness to try new things and take risks.
One of the first things that Bentley did on TikTok was to create sponsored content that showcased the features and capabilities of its cars. These sponsored videos were short and punchy, highlighting key features like performance, luxury, and craftsmanship. They were also designed to be visually striking and engaging, with beautiful images and smooth transitions.
In addition to sponsored content, Bentley also began creating organic content for its TikTok account. This content included behind-the-scenes looks at the brand’s manufacturing processes, interviews with employees, and even fun, lighthearted content that showed the personality of the brand. This approach helped Bentley to connect with its followers on a more personal level and gave them a sense of what the brand was all about.
As Bentley’s TikTok account grew, the brand began to see the power of the platform in driving engagement and sales. Many of its followers were young, affluent, and interested in luxury goods – making them an ideal target audience for the brand. Bentley was able to use TikTok to showcase its cars in a way that resonated with this audience, resulting in a surge of website traffic, online sales, and dealership visits.
One of the key factors that contributed to Bentley’s success on TikTok was the platform’s focus on creativity and innovation. TikTok encourages users to be creative and try new things, and this philosophy aligned well with Bentley’s own values of craftsmanship and innovation. As a result, Bentley was able to create unique and engaging content that stood out on the platform and resonated with its followers.
In the end, Bentley’s journey to one million followers on TikTok was a success story of how a luxury brand can use social media to connect with younger audiences and drive engagement and sales. The brand’s willingness to experiment and take risks, combined with its focus on creativity and innovation, helped it to create a strong and loyal following on the platform. As TikTok continues to grow and evolve, it will be interesting to see how Bentley and other luxury brands continue to use the platform to reach and engage with their target audiences.
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Car-loving communities on TikTok
Brands, creators and consumers are rallying around passionate autophile communities at scale, with more than 130 billion combined views on these popular hashtags:
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