TikTok targets road safety
FirstCar retune their social media channel to spread the word
FirstCar ticks the road safety box with TikTok tales.
The young driver road safety and advice group is turning its social media channel into a collaborative platform to better engage with young people getting behind the wheel.
Set up 18 months ago, the channel has already amassed more than 50,000 followers – and 1.7 million video views.
Now it’s firmly established and has a growing audience, it appears to be the perfect time to make the move. It is collectively led and funded by road safety teams in a fully collaborative attempt to reach those hard to reach young motorists in a way they can relate to. What’s more, they believe it will help road safety groups more easily reach this audience in their specific areas.
So far, 25 local authorities have expressed an interest in the initiative. And in order to explain their thinking and what the channel will be able to provide, FirstCar is hosting a ‘show and tell’ meeting on 21 July at 11.30am for anyone interested in finding out more.
Time to get onboard
“Many road safety agencies have a presence on Facebook, Instagram and even YouTube,” says James Evans, founder of FirstCar.
“However, a quick search shows that there are very few authorities currently using TikTok to reach young drivers”.
“There are many challenges to road safety teams hosting their own TikTok channels. These are not unfounded, and the resources needed to create content and engage with the audience should not be underestimated.
“Just as much peer education comes from the exchange of comments as it does from the original content itself. We have an established model for creating content with young people and the resources to engage with comments.”