Transport in Ile-de-France: the RATP "opens" a new line... on TikTok

"Terminus, all passengers are asked to get off";

“Bajada por el lado izquierdo” (descent on the left, in Spanish), or the famous Alexandrian “Watch your step when getting off the train”… These are the three messages, well known to metro regulars, which serve as a trailer sound at the launch of the @RATPofficiel account that the Régie opened a few days ago on the TikTok social network.

Already well "established" on various social networks, from Twitter to Facebook via LinkedIn, the RATP wanted to open a new "line of communication" on the favorite video sharing app for teenagers.

“Getting started on TikTok is an opportunity to reach a younger community,” confirms Anaïs Lançon, brand director for the RATP group.

But there is no question of communicating on this social network with its unique tone in the same way as on other networks and media... At the risk of missing the "target".

For a successful integration on TikTok, the Régie therefore worked with influencers present on the platform, including the creator and producer @Bovvary (followed by 470,000 “tiktokeurs”) who remixed the sound announcements of the RATP.

Three other influencers (@elodiearnould, @racheldmt and @unebriochesauvage) who have a total of more than 720,000 subscribers will reclaim these ads to make them the soundtrack of their video content... Not necessarily related to the world of public transport .

Their respective communities will be invited to use the modified RATP announcements to "sound" their own videos.

Beyond the launch "musical challenge", the Régie aims to use its new account to present Internet users behind the scenes of its network or to discover the different professions of its agents "But always keeping this quirky side specific to TikTok" , says Yan Rodriguez, social media manager for the RATP group.

What significantly increase the digital footprint of the Régie?

Before arriving on TikTok, the RATP had until now a total of 1.2 million subscribers on all of its social networks.