Attention, Generation Zers! The Volkswagen Group has taken to TikTok to share its ‘New Auto’ strategy with you.
The company’s channel on the social media platform, titled ‘newauto’, is intended to appeal to tech enthusiasts.
With more than one billion global users viewing short videos on TikTok each month, it represents a huge potential audience for Volkswagen.
Engaging with younger generations
The company hopes to use its various brands to deliver ‘creative and entertaining’ videos to TikTok users. In particular, these will focus on how Volkswagen is now moving to position itself as a tech company, rather than a vehicle manufacturer.
Topics to be covered include decarbonisation, the circular economy, electric vehicle charging, car software and autonomous driving ideas.
When creating videos for its new channel, Volkswagen will make use of existing employees in front of the camera. This is intended to deliver an additional degree of authenticity to its content.
Behind the scenes
Some 40 percent of TikTok users say they like ‘behind the scenes’ content, with 77 percent of those on the platform said to be particularly tech-savvy.
Tesla has previously been ranked as the most popular car company on TikTok.
The Volkswagen Group has made a major commitment to reaching target groups around the world through bespoke social media. Along with TikTok, the company will interact on Twitter, LinkedIn and Reddit.
Michael Manske, head of digital communications at the Volkswagen Group, said: “We are experiencing the biggest transformation in the history of the car. That means new business areas and disruption. To promote trust in New Auto, we also want to reach the digital, environmentally-conscious Generation Z. Instead of saying: strategy is too complex for a platform like TikTok, we are simply going ahead and trying it out.”
ALSO READ:
Volkswagen ID. Buzz prices start from £57,115 – and pre-booking is now open
New Volkswagen Golf R 20 Years is most powerful Golf ever
See Volkswagen’s wild classic car collection
