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Automotive v Motorcycle Brands on TikTok
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We can hear the execs at motorcycle companies still asking if TikTok or even social media works? Look at Jaguar Land Rover and you can clearly say it does.
So depending on goals TikTok definitely has its merits for brand growth of audience conversion.
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Automotive as a case study
So how have the big brands done it.
With the meteoric rise of TikTok in the automotive sector, we ask how are Motorcycle brands performing on Tiktok, how are car brands using the platform and are the two-wheeled brands missing a trick?
Over the past 12 months car brands have pushed the boundaries on TikTok. Much like FMCG brands the automotive sector has one of the highest spends in advertising and standing out becomes increasingly difficult. Fortunately the brave and genuinely smart brands have identified TikTok as a golden opportunity for mass brand growth.
Bentley Motors have amassed over 1 million followers in a year. Lotus Cars Europe has one of the most engaged profiles and just last week Jaguar Land Rover joined the platform and immediately announced the new Range Rover Velar. This activity alone reached 12m engagements within the week. Imagine the cost of that on traditional TV!?
So whilst car brands seem to be jumping on the platform and realising its a very smart move – how have the 2-wheeled brands acted?
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Performing a quick audit shows the motorcycle brands have done very little.
Ducati Motor Holding and BMW Motorrad both have very healthy and active profiles. But outside of those two the landscape seems baron. Key market players including Triumph Motorcycles Limited Harley-Davidson Motor Company and KTM have yet to really take charge.
And the opportunity is massive, just those last three brands alone have had over 250m mentions on TikTok in the last 7 days! with 34% of that audience being 25-34 y/o – the perfect buying and marketing audience.
Building engaging content and take consideration and great execution. But when it comes to an opportunity like this, its too good to miss. So if any brands are second-guessing where this platform fits in your strategy, stop guessing and start creating!
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