In fact, it all started with music. Initially, TikTok short video platform was all about recording short music videos and dance clips. In the meantime, you can actually find everything on TikTok – from cute cat videos to practical life hacks.
Car companies have also discovered TikTok for themselves. Social media in particular is a good indicator of a brand’s popularity. The sales numbers are secondary here. Because not everyone who loves Ferrari can buy one. But you can marvel at your dream car on social media at any time – without fear of scratches or awful fuel bills.
The Germans are ahead
Judging by the views on TikTok, however, there is no super sports car manufacturer that ranks among the most popular car brands in the world, but BMW. According to British comparison portal uswitch.com, Bayern has 17.6 billion views on TikTok. This corresponds to views of all videos using the BMW hashtag as of the end of March 2021.
The traditional brand is at the top by a large margin. Mercedes in second place has 9.1 billion views. That’s just over half that of a BMW. The German automaker will have a true social media star on hand in Formula 1 star Lewis Hamilton. Both German brands generated views primarily with hashtag challenges.
Hardly any dream cars
Admittedly, BMW and Mercedes are not among the inaccessible car brands, unless it has to be an M5 or an AMG GT. But the last place on the podium goes to this dream brand, the Lamborghini. The Italians were the first supercar brand to appear on TikTok – and it paid off. Sports supercars had 8.3 billion views by March. But the remaining top ten also show that TikTok users are relatively modest:
Only in ninth place comes another sports brand with Ferrari. It is followed by Porsche in 15th, Rolls-Royce in 18th, and McLaren in 20th, all still behind Toyota or Nissan.
Most popular car models
A look at the list of the most popular models shows why these brands have come so far. The Nissan GT-R and Toyota Supra share the number two spot with 2.8 billion views. This means that the GT-R commands nearly all views of Nissan (3.3 billion) and that the Supra also has more than half of Toyota’s total 4.3 billion views. They are only bettered by the Ford Mustang, which is the most popular car on TikTok with 3.9 billion views. Interestingly, there are no models of the most popular brands BMW and Mercedes in the top ten:
The Volkswagen Passat just missed the top ten and ended up in eleventh place, and Toyota Camry and Corolla models also took the top twenty. Like the Jeep Wrangler, they’ve left behind the sporty Audi RS6 and RS3—at least in terms of popularity on TikTok.
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