Auto brands and dealers drive big engagement on TikTok

Posts about cars are yielding some high engagement numbers on TikTok beyond just influencers, according to a recent report by the social media platform. 

From everyday car enthusiasts to auto brands, the report highlights some notable trends regarding the growing viability of TikTok when it comes to connecting to potential car buyers and what drives their purchase decisions.   

Growing stronger:

• 89% of TikTokers now express interest in cars and #Car is experiencing +25% year-on-year growth in video views on TikTok.

• 66% or two-thirds of TikTok’s community of auto fans are in the market to buy a car within the next two years.

Digging deeper: In addition to highlighting the popularity of cars on the social media platform, the report also provides some interesting insight into the vehicle-buying preferences of TikTokers. 

Brand loyalty:

• 13% of people on TikTok say they are strong “brand loyalists” who prioritize a car's brand, reputation, and heritage.

• These brand loyalists are 1.7x more likely to have gone on to buy or lease a new car after seeing TikTok content. 

TikTokers currently learning to drive or intending to in the next few years – who represent 21% of the people on the platform - are 1.8x more likely to have no car brand preferences. 

Going green:

• 29% of TikTok users are planning to buy an electric or hybrid vehicle in the near future 

• TikTokers looking to buy an electric or hybrid car in the near future are +79% more likely to consider a vehicle because they want it to be more environmentally friendly.

Why it matters: The viability of TikTok in reaching car buyers is already yielding some impressive numbers for auto brands, which is sure to draw more car companies to the platform. #AllElectricNow, a TikTok campaign launched by the car company Smart with the help of popular German creators, generated over 576 million impressions, according to TikTok.

The popular social media platform is also proving to be a powerful platform for those at the auto retail level.

• Car salesman Russell Richardson, who goes by RussFlipsWhips (@russflipswhips) on TikTok, has garnered more than 500K followers on the social platform, with his videos receiving millions of views and nearly 30 million likes on TikTok.

• Mohawk Chevrolet’s TikTok series “The Dealership” – which mimics “The Office” TV show and recently featured an appearance by GM CEO Mary Barra – has garnered millions of views.   

• George Saliba (@georgejsaliba), the dealer principal at J&S Autohaus Group and the owner of SellMyEV.com, who has more than 500K followers on TikTok, credits the social platform to most of his success in auto retail. Saliba’s videos have received more than 10 million likes.

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