BKT opens TikTok channel

Off-highway tyre specialist BKT is reaching out to a younger demographic by opening its own TikTok channel. It launched tiktok.com/@bkt.tires in March and with it aims to gain the attention of Gen Z and Gen Alpha – the age groups representing “the future of agriculture and of our planet.”

In a statement, the tyre maker explains that “for BKT, belonging to and living in the world of TikTok means speaking a totally new language, to accompany future generations of users.” It continues: “The goal is to inspire and involve the youngest, also by launching important messages, encouraging them to protect the future of agriculture and of our planet. To do this, BKT will collaborate with a number of TikTokers who will strive to promote the cause and of course the company will speak the particular language of TikTok, through disruptive, original and fun communication.”