New data from Regtransfers highlights how the motoring industry is benefiting from China’s popular social media app, TikTok—but could threats to global accessibility create a power vacuum in marketing?
Social media has become an essential tool for business marketing, with platforms like Facebook, Instagram, and YouTube driving significant audience engagement and revenue. In particular, and in our post-pandemic society, TikTok has stepped forward as a potent new platform for audience engagement.
According to the initial findings of a study from private plate suppliers Regtransfers, TikTok led engagement metrics in 2024, showing a 70.74% increase in follower counts over the course of 2024 and a 102% increase in likes across the 35 analysed brands. The research group in question – which ranged from the likes of Volkswagen, Skoda and Ford to Porsche, Ferrari and Lamborghini – grew their TikTok content libraries by an average 172% at the end of the year.
Most marketers—around 80%—expect consumers to make more direct purchases through social apps. Social media allows businesses to reach audiences efficiently, offering data-driven marketing strategies for measurable results. 90% of marketers report increased business exposure through social platforms, while 75% of internet users turn to social media for product research.
The study highlights TikTok’s impact on businesses, particularly in visual-driven industries such as automotive and retail. Notably, Skoda—whose account @skodauk had been dormant until early 2024—experienced a 301,900% rise in engagement within 12 months after engaging in regular activity. Additionally, Maserati saw a 355% increase in total likes, reaching 2.3 million by the end of the year. Collectively, the analysed brands gained 77.2 million likes, demonstrating TikTok’s role in brand visibility and audience growth.
TikTok’s uncertain future at the hands of ongoing scrutiny marks a significant hurdle for businesses that rely on the platform for engagement and direct-to-consumer sales. The prospect of losing TikTok in key regions could disrupt digital marketing strategies, particularly if more countries consider similar restrictions.
“These are the initial findings of a broader study we’re engaged in around the social media marketing space, the results of which we hope to release soon”, said Regtransfers CEO, Mark Trimbee, “but with current news surrounding TikTok’s fate in the US, we felt compelled to share our initial discoveries”.
“While our research focuses on motoring brands, many other industries could be faced with negative impacts and a mass exodus if TikTok’s accessibility is restricted in the US. The digital world is now a vital part of our everyday professional and personal lives, and much of our decision-making around product purchases comes from online interactions.
“Businesses lean into the cross-border connectivity of social media platforms to engage with international audiences, showcase new products and create their own culture of customers – the potential loss of which could spell large problems in the short term.”
