Using TikTok in the Automotive Industry

TikTok is a social media platform that has exploded in popularity in recent years. With over 3.5 billion downloads worldwide, TikTok offers a unique opportunity for businesses to reach a new and engaged audience. 

But, TikTok isn’t just for kids and teenagers. In fact, according to the numbers, TikTok is giving Instagram a run for its money when it comes to engagement rates. For users with less than 1,000 followers, TikTok boasts an average engagement rate of 9.38%, compared to Instagram’s 7.2%.

I know what you might be thinking: “TikTok just for dance challenges and comedy videos?” Well, not exactly. While there’s definitely some of that going on, TikTok’s user base is actually a lot more diverse than you might expect.

In the automotive industry, marketing strategies are crucial to success, and TikTok provides a platform that can help companies reach a younger demographic, showcase their products and services, and build brand awareness all in one.

Benefits of using TikTok for the automotive industry

There are a few benefits to using TikTok for automotive companies. One of the biggest advantages is the platform’s potential to reach a younger demographic. Gen Z, in particular, is a key audience in the automotive industry, and TikTok provides an excellent opportunity to engage with them. Additionally, the short-form video format on TikTok allows companies to showcase their products and services in a unique and engaging way, it gives the marketing team or content team an amazing chance to be creative. Finally, TikTok offers an opportunity for automotive companies to engage with their customers and build brand awareness in a space they would typically overlook. 

Successful automotive campaigns on TikTok

So let’s take a look at some examples where TikTok has worked really well in the automotive industry. 

The first example is BMW, who launched a TikTok campaign in 2020 called #THE1Challenge. The campaign encouraged TikTok users to create videos showcasing the new BMW 1 Series, and the results were impressive. The campaign generated over 300 million views and 70,000 user-generated videos, increasing awareness of the new BMW 1 Series among a younger demographic.

Another successful TikTok campaign was run by Nissan. The company partnered with TikTok creators to promote their Kicks model, creating a series of short videos that highlighted the car’s features and benefits. The campaign generated over 47 million views and helped Nissan reach a new audience.

Tips for creating a successful automotive campaign on TikTok

Now we have highlighted the opportunity on the platform, it is time to work out how to create a successful campaign. The first step for any campaign should be to identify your target audience and a plan of content that will appeal to them. This may involve leveraging popular TikTok trends and challenges to make the content more engaging, but it’s essential to ensure that the content feels authentic and aligned with the brand’s values. 

Another key tip for creating a successful TikTok campaign is to focus on authenticity and transparency. TikTok users are looking for content that feels genuine and transparent, so it’s essential to avoid overly promotional or salesy content. Instead, focus on showcasing the brand’s personality and values, and building a relationship with your audience.


In conclusion, TikTok offers significant potential for the automotive industry to engage with a new and younger audience, showcase products and services, and build brand awareness. By following these tips for creating successful TikTok campaigns, automotive companies can create engaging and authentic content that resonates with their target audience. TikTok is not only a platform for entertainment but also an effective marketing tool that can help companies achieve their business goals.

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