MUNICH: Mobile video platform TikTok is a mini YouTube on steroids and its demographics and reach is attracting BMW Motorrad, which wants to attract a new target group and build up long-term loyalty.
Consider TikTok's attractive stats. The app has 800 million monthly active users, 500 million of which are in China.
According to a survey by Global Web Index, 60% of TikTok users are in the 25-44 age bracket. And it said 52% of TikTok users are status seekers.
On TikTok, users create short videos of up to 15 seconds using previously selected background music. In addition, so-called branded hashtag challenges increase user motivation to get involved and create specific content.
In this environment, BMW Motorrad is the first motorcycle manufacturer to use this opportunity to break new ground in communication.
BMW Motorrad said its content is customised for TikTok and "enriches the entire brand presence with a creative facet".
The short video formats create a new approach to the brand.
BMW Motorrad said in a statement that the videos are very up-close and direct and allow viewers to gain insights into motorcycle brand and its lifestyle.
It also said it wanted to exploit TikTok's branded hashtag challenges to win over more of the young people who gravitate to this social media channel.
