BMW Motorrad – the first motorcycle manufacturer to use TikTok



BMW Motorrad goes TikTok opening an “enormous potential” for the premium motorcycle brand. New digital communication channels open up new target groups.

Authentic insights into the world of BMW Motorrad via TikTok.

BMW group announced BMW Motorrad is now also digitally represented on the TikTok platform. TikTok is particularly popular among 16 -24 year olds (Generation Z) and reached one billion active monthly users in November 2019. This makes TikTok one of the fastest growing social networks.

For BMW Motorrad, this opens up the opportunity to address a completely new target group and to build up long-term loyalty. On TikTok, users create short videos of up to 15 seconds using previously selected background music. In addition, so-called challenges increase user motivation to get involved and create specific content. In this exciting and dynamic environment, BMW Motorrad is the first motorcycle manufacturer to use this opportunity to break completely new ground in communication. BMW Motorrad’s content is created explicitly for TikTok and enriches the entire brand presence with a creative facet.

The short video formats create a completely new approach to the high-end brand. The videos are very up-close and direct and allow authentic insights into the world of BMW Motorrad, the products, the people and the values behind them. Especially the idea of the Challenges is ideally suited to the spirit of BMW Motorrad, said BMW group in a statement.