Volkswagen arrives in Tiktok with the Newauto , in which he will publish creative and entertaining videos that relate the transformation of the company to the world of mobility of the future, a new and interesting incorporation into the huge ecosystem of Tiktok entertainment videos.
This is the first appearance of the Volkswagen Group on modern video platform. A series of creative and entertaining videos report the historical transformation of the company to the world of mobility of the future, which Volkswagen systematically drives through the application of its New Auto strategy.
Infoentrate on issues such as decarbonization, circular economy, battery and loading, vehicle software or autonomous driving aims to show the young recipients of the social network the path that Volkswagen undertaken towards the mobility of the future: a mobility free of emissions, autonomous and more individualized than ever.
"We are experiencing the greatest transformation in the history of the car, which implies the development of new business areas and disruptions. In order to promote confidence in our New Auto strategy we also want to reach generation Z, a digital generation and more conscious about the environment. Instead of claiming that the strategy is too complex for a platform like Tiktok, we are going to launch ourselves to the pool and simply try, by using it Michael Manske, CEO and Digital Communication Director of the Volkswagen Group. When joining Tiktok, the group is becoming more and more a supplier of its own content. The most important thing for Volkswagen is authenticity: the company will focus on the creators of Tiktok videos being employees.
The group is continuously expanding its presence on international online platforms while reinforcing direct interaction with its target audience. The strategic purpose is to reach the most important target groups of the markets in Europe, the United States and China. To do this, in the last 12 months the interaction on Twitter, LinkedIn, Reddit and Tiktok has been consolidated and expanded in Europe and the United States, as well as in Weibo for the Chinese market.
The Tiktok community is an expert in technology and is interested in sustainability
More than one billion people worldwide come to Tiktok every month to entertain, learn, laugh or discover something new. The leading mobile videos leading platform offers brands the opportunity to reach target groups that cannot easily access on other platforms. Instead of spectacular videos, what prevails in Tiktok is humor, authenticity and creativity if you want to reach the Z generation and millennials in particular, but also the group of young people over 25, increasingly present on the platform.
In addition, fans of cars that use Tiktok are experts in technology: 77% of users passionate about the world of the automobile (worldwide) said in a study (conducted by Globalwebindex in the third quarter of 2020), which had great interest in technology (Germany: 61.3%). 51.9% of respondents indicated that they care about environmental problems (Germany: 42.9%).
Volkswagen also manages to get the attention of the Tiktok community when resorting to its employees as creators of the platform videos.
The traditional work -related content has been reinvented with enthusiasm in Tiktok and presented with a touch of entertainment and humor. And this has had a great reception: 40% of Tiktok users would like to watch videos "Behind the Scenes" of a company, according to a study conducted in 2021 by IFOPBASE (Tiktok Marketing Science French Trends Study 2021). The results obtained show that these Tiktok users believe that the platform is a good place for brands to dialogue about employment trends.
