How An Automotive Brand is Gaining 62K TikTok Followers Per Month

Content & Messaging
TikTok
January 1, 2021
Automotive

Key Takeaways

Focus Allocation — TikTok: In North America, TikTok has recently seen massive growth, with a +261% YoY increase in MAU for the month of December. TikTok users are turning to the app for automotive-related content, with the most popular hashtag (#car) generating over 40 billion views globally. Hyundai and Mercedes-Benz are the only brands that have established a significant following on the platform. However, there are currently no car brands that have created a Canadian specific TikTok account, highlighting a whitespace opportunity.

Content & Messaging — “It’s Just a Honda” Trend: On TikTok, there is currently a trend where non-luxury car owners (i.e: Honda, Nissan, etc.) show off their car modifications to show viewers that these car models can be just as good as luxury brands. This is a great content opportunity for non-luxury car brands to show off their own unique appeal to their target audience. Many TikTok users have shown love for brands such as Honda, Toyota, Ford, and Nissan.

TikTok Tactic  — Branded Hashtag Challenge: Hyundai launched a branded hashtag challenge (#PositiveEnergyChallenge) which generated 3.3 billion views worldwide. They partnered up with the most popular K-Pop boy band in the world (BTS) to promote this campaign. TikTok influencers were encouraged to sing along to a BTS song created specifically for this challenge which promoted sustainability. 

TikTok Tactic  — Transitions & Sounds: Mercedes-Benz has amassed a huge following on TikTok (459K followers) by using trending TikTok sounds, and editing their videos to include various transitions. TikTok transitions have been a huge trend on the platform, and currently there are eight different transitions available within TikTok’s editing portal. Use trending TikTok sounds to increase visibility on the platform as users are able to search by soundtrack titles.

In North America, TikTok has recently seen massive growth, with a +261% YoY increase in Monthly Active Users (MAU) for the month of December.

Monthly Web Traffic
*Geo: Canada; MAU Data is Google Play Store data only 

TikTok users are turning to the app for automotive-related content, with the most popular hashtag (#car) generating over 40 billion views globally.

Number of Views

When it comes to automotive brands, the most popular brand on TikTok is BMW—their hashtag (#bmw) has generated 13.8 billion views globally.

*Super car brands have been omitted from this analysis (i.e: Lamborghini, Porsche, Ferrari, etc.)

#toyota is generating a significantly high volume of video views (3.2 billion) despite the brand itself not having a presence on the platform—highlighting an area of opportunity.

Number of Views

Top content categories for automotive-related TikTok videos include car modifications and educational content such as maintenance tutorials.

Car Modification

@rockathot

It was a godly day ✨🙈🙈🧚🏻🧚🏻‍♀️🧚🏻‍♀️ #mcqueef #lightning #cars #fyp

♬ Cars That Go Boom - L'Trimm

Car Maintenance Tutorials

@c__snacks

oil change is probably the easiest maintenance you can do on a car. Never pay someone to ONLY change your oil #savedatmoney #csnackscarstuff

♬ original sound - pimpswag9000

Tips & Tricks (i.e: Car Essentials)

“It’s just a ____” Trend

On TikTok there is currently a trend where non-luxury car owners (i.e: Honda, Nissan, etc.) show off their car modifications to show viewers that these car models can be just as good as luxury brands

There is currently a white space opportunity on TikTok as there are only two major automotive brands (Hyundai and Mercedes-Benz) that have established a following on the platform.

TikTok Follower Count

Although the global Hyundai account has the highest follower count within the competitive set, the account was only active for their #PositiveEnergyChallenge campaign. This account has been inactive since June 2020.

TikTok Follower Count

Mercedes-Benz has amassed a huge following on TikTok (459K) and on average they gain 62K new followers per month.

TikTok Followers Gained Per Month

Mercedes-Benz’s TikTok strategy is to post consistently and frequently— publishing an average of 13 videos per month.

Number of Videos Published Per Month

Mercedes-Benz’s top performing video categories include...

Car Reveals

@mercedesbenz

Project Geländewagen – who would raffle for this? #MercedesBenz #Virgil #Abloh #fy #luxury #design

♬ Originalton - Mercedes-Benz

Car Exterior + Interior Shots

@mercedesbenz

Where would you take our SLS AMG Black Series first? Tag your co-driver.#MercedesBenz #AMG #DreamCar #thebestornothing #MBclassic

♬ Originalton - Mercedes-Benz

Tech Features

@mercedesbenz

@herranwalt challenging the MBUX in the new S-Class. What questions would you ask? #MercedesBenz #Sclass #TheNewLuxury #MBUX

♬ Originalton - Mercedes-Benz

Car Humour

Mercedes-Benz’s TikTok content performs well due to the following tactics:

Element of Surprise & Suspense:
Mercedes-Benz unveils new products or future car concepts on their TikTok channel to generate hype and brand awareness. 

@mercedesbenz

Tag someone you would share this ride with. 👀📸 @@crew10x

♬ original sound - Mercedes-Benz

TikTok Transitions:
A huge trend on TikTok is when people edit videos with multiple different kinds of transitions from one video frame to another. Within the app itself, there are 8 different transitions available within their editing portal.
See examples here: 1, 2

@mercedesbenz

Developed in the “Green Hell,” tested in the real world. The Mercedes-AMG GT R is like no other. How do you like the color?#AMG #GT #GreenHell

♬ Originalton - Mercedes-Benz
@mercedesbenz

The Mercedes-Benz EQC 4x4²: made to enjoy electric. #EnjoyElectric #EQC4x4 #MercedesEQC #EQC

♬ original sound - Mercedes-Benz

Element of Humour:
Don’t be afraid to poke fun at hilarious situations that are often encountered while driving or as a car owner. Mercedes-Benz created a humorous video about going to the car wash and having it immediately start raining.

Use of Sounds:
Mercedes-Benz uses trending TikTok sounds and edits their video based on the beat of the music. Use trending TikTok sounds to increase visibility on the platform as users are able to search by soundtrack titles. 

See examples here.

@mercedesbenz

Sunset cruise with the squad. Which one is your favorite? #MercedesBenz #ClassicCar #DreamCar #thebestornothing #MBclassic

♬ Originalton - Mercedes-Benz


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