Automobili Lamborghini is the first company in the luxury sports car industry to join TikTok, creating its official profile @lamborghiniofficial (https://vm.tiktok.com/ZSXNTMDB/), for this social network, a platform targeted at the so-called Generation Z and Millennials for the creation and sharing of short videos.
Lamborghini's highly successful social media strategy now moves forward with the clear goal of involving very young audiences through an unusual, fun, engaging, and entertaining way of telling the story of the brand. The content design and development will also draw on the contribution of some creators, and Lamborghini's TikTok channel will be the place where young people can learn about the brand in a more “fun” way, though always in keeping with its positioning as an innovative and elegant brand.
Automobili Lamborghini has a strong presence on the main social networks, with excellent numbers and a fast-growing audience of enthusiasts, showing the company's strong focus on social media communication. Instagram is Lamborghini's most successful social network, where in just one year its followers have grown from 23 million to 28 million, ranking it at the top of the list of the most popular luxury super sports car brands on this social media platform. On Facebook Lamborghini has 12.9 million followers, and on YouTube the number of enthusiasts has grown from 1.1 million to the current 1.6 million. And today, by joining TikTok, Lamborghini continues to drive forward its strategy and growth targets: in just one weekend with its first ever TikTok video, Lamborghini reached astounding results: 3 million views and 27% engagement.