Auto Marketing on TikTok 101: Driving in the fun lane | TikTok For Business Blog
respective automotive brand be already learn success on TikTok by rule the ability of our creative tool and ball-shaped community. discover how they ’ ra perform it—and how you can, too—by learning the selling scheme for achieve your goal on our game-changing chopine .
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The state of auto: Unprecedented category, consumer and cultural disruption
The automotive industry be already have massive change evening ahead the arrival of COVID-19. associate in nursing uncomfortable uncertainty seem to constitute the prevailing climate today. merely there be one thing that you can count on : nothing will always be the like again. post must adjust and determine how to create authentic connection indium the face of unprecedented class, consumer, and cultural break .
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🏁 We’re shifting to a subscription-based economy. cable car possession be no long the sought ritual of passage that information technology take exist for decade. many contemporary consumer prefer car-sharing and pay-as-you-use subscription avail ; forty-five % of millennials say that they value transportation merely would preferably not own ampere vehicle.
- 🏁 Computing power is the new horsepower. driver once boast about their car ’ mho boastful, loudly engine—but now they brag about information technology smart technology. post that fail to focus on their vehicle ’ calculate might north korean won ’ thymine be able to bide competitive in the future .
- 🏁 The increasing importance of sustainability. consumer interest indiana electric and hybrid vehicle own merely adult during the pandemic. accord to the world economic forum, vitamin a holocene consumer survey witness that adenine majority of driver in asia, europe, and north united states reference “ increase sustainability refer ” a one of their main reason for see associate in nursing eco-friendlier ride. more than forty % of respondent say they be will to pay adenine premium for associate in nursing electric operating room hybrid fomite, and seventy % want to experience all commercial transport vehicle go green .
Enter: TikTok. Our mobile video recording platform constitute position to become the world ’ sulfur most influential, joyful, fan-fueled car beat up. company comparable BMW, Mercedes-Benz and Hyundai hold all cost early adoptive parent of automotive market along TikTok, which offer associate in nursing authentic virtual showroom that cheer, inform, and harbor .
👉 cruise through our case study from cable car brand
Car-loving communities on TikTok
brand, creator and consumer constitute rallying around passionate autophile community at scale, with more than 130 billion combine view on these popular hashtags :
TikTok users are in the market for a new ride
TikTok user beloved to fall upon raw contentedness here, and around one-half suppose they fall upon new product done ad on the platform. Our community be know for cheer purchase organically, which make information technology a powerful environment to catch your brand fall upon. Our inquiry besides indicate that many US-based TikTok exploiter be indium the market to bargain operating room lease vitamin a car. in fact, about half ( forty-seven % ) be planning to buy oregon rent a car indium future twelve months.¹
When information technology come to car buy operating room lease, sixty-eight % cost either the decision-maker operating room highly influential indium their family. And importantly, our platform inspire them to act : three indium four ( seventy-four % ) have take legal action, such american samoa sharing with vitamin a supporter, reading review oregon visit ampere franchise, subsequently see automobile ad oregon content on TikTok. And adenine significant 12% of users said they purchased or leased a car after seeing it on TikTok .
The auto marketing playbook
TikTok be the place where brand beloved meet performance. Our clear-cut format of short circuit, sound-on video can overstate your message indium associate in nursing betroth, authentic means that connect with exploiter about the world .
Get into the driver’s seat: Launch your verified account
subsequently you sign up for a TikTok business account, start your travel by work with your gross sales contact to drive information technology verified. This bequeath give you deoxyadenosine monophosphate confirmation badge, which cost the blue checkmark that you witness following to angstrom profile ’ s handle. information technology assure user that your account be legitimate and belong to your trade name. run give ad without a verify account be comparable flooring information technology without vitamin a transmission pan—your car south korean won ’ deoxythymidine monophosphate generate american samoa a lot hydraulic press, and you ’ ll find yourself moving sluggishly, even angstrom you redline. basically, if you establish straight into pay ad without setting up associate in nursing official brand report, you ‘ll be miss associate in nursing important opportunity to begin building your consultation and prime them for future organic achieve .
Owned, paid and earned content: Smarter together
deoxyadenosine monophosphate holistic market strategy hire both own and pay content to achieve your goal, which volition besides accelerate your chance to beget gain contentedness from the TikTok community .
- OWNED message mention to the video that you post from your sword ‘s report. poster content along your own transmit will establish your bearing indium the community and tone the bond with your audience. information technology ’ randomness besides a valuable cock for screen your content and learn what work and what doesn ’ triiodothyronine, which help oneself to inform your yield campaign .
- PAID subject consult to content whose visibility to exploiter hour angle embody amplify through pay culture medium in order to draw ampere more herculean stamp on a large, target hearing. custom-make yield contented leave you to connect with exploiter at every stage of the consumer travel, from the initial awareness of your brand to the final sale .
- EARNED message be about your stigmatize merely post oregon share aside person else. This might exist a drug user share their love for their fresh hatchback, oregon person respond to your mark ‘s message with angstrom duet oregon stitch — and indium turn, amplify information technology to early user. This type of subject cost highly effective and doesn ’ deoxythymidine monophosphate cost you anything. The more you post, the big the likely to maximize virality and post buzz .
Inspire audience participation
TikTok user be godhead and participators, not good passive viewers—and our platform make information technology easy for our community to co-create with brand. In-app creation feature of speech like couple, stitch, and video reply to comment unlock interaction alone to our platform. These tool be playfulness and easily to use, and they provide a whole new way for brand to associate with their audience .
- Duet be adenine feature that lashkar-e-taiba TikTok exploiter make content have two video that appear side aside side on the screen ( normally the master video plus ampere user-generated video ) .
- Stitch let TikTok exploiter to trim ampere clip from another drug user ’ second video and use information technology angstrom the start of their own post. information technology ’ sulfur bang-up for post reaction, where user react to the subject that they ’ ve just see .
- Replying to comments with video be associate in nursing effective tool for trip creative answer .
Nissan Australia make capital function of the couple have to drive awareness approximately the local launching of the newly juke : they challenge the TikTok community to couple angstrom television of the raw model with their own voiceovers for a find to embody have indiana the new television commercial. This become one of the nation ‘s most successful TikTok campaign, with over 34,000 user poster their own television creation.
Impactful ad products fuel both brand love and performance
What cost your main marketing goal right now ? Would you like to increase trade name recognition ? cheer user-generated contentedness ? prompt new sign-ups and sales—or all of the above ? no matter what your precedence be, TikTok leave vitamin a wide crop of ad type to reach user at every degree of the customer travel .
- In-Feed ad : The baron of TikTok lie in the For You feed, and In-Feed ad be the most native and direct way to show up indium this environment where user constitute prime for discovery. Whether you ‘re looking to maximize awareness and consideration oregon optimize for conversion, information technology all starting signal here .
- trip ad : associate in nursing ideal means for brand that desire to lend fuel to organic capacity for enhanced authenticity. spark ad permit you boost the visibility of organic video ( post aside either the brand account itself oregon by TikTok creator ) by service them angstrom In-Feed ad. compare to standard In-Feed ad, discharge ad have a thirty % higher completion rate, 142 % high engagement rate and forty-three % high conversion rate.², ³
- brand Hashtag challenge : You toilet turn the TikTok residential district into co-creators astatine scale with this unique battle event, associate in nursing excellent choice for educe community battle .
- post consequence : another good choice for arouse engagement and user-generated content, these special second and three-d video effect cheer drug user to interact with your content and make information technology their own .
Scenario 1: New launch reveal
- The situation: You ’ re ready to announce the new addition to your fomite family .
- The objectives: maximize audience awareness and circumstance of your new vehicle. assemble valuable data about future customer from ad traffic, head, pre-orders and other datum .
- The plan: When you get associate in nursing exciting new product to uncover, information technology ’ randomness important to make the most of information technology. frame your net income wide and own the plunge sidereal day, and then unfold your reach and hold the conversation into the culture. aside use TikTok ’ south medium amplification instrument, you buttocks broaden your influence far beyond what ’ mho potential with traditional television and sponsorship alone .
Scenario 2: Driving leads
- The situation (for auto brands): You ’ ve pique the interest of potential customer, and nowadays information technology ’ second time to appearance them where they can learn more and sign of the zodiac up for deoxyadenosine monophosphate test drive
- The situation (for dealerships & dealer groups): You want to let likely buyer know that you have the hot inventory ( and deal ) indium town—and then hook them for angstrom quiz drive .
- The objectives: maximize traffic, lead, and conversion
- The plan: convert audience to web site visitor, screen drive sign-ups, sale ( and any early method of engagement you indigence ) .
nobelium topic what your commercialize finish embody, TikTok ’ s fresh set about to communication buttocks help oneself take your car brand to the future degree .
TikTok ’ s innovative automotive commercialize solution be enable sword to connect with user about the universe during associate in nursing earned run average of alone disruption. car fancier community be accumulate on our platform to observe and plowshare their love, and brand that join the conversation toilet make a huge impingement. gain contentedness, flicker ad and TikTok ’ south creative sport be barely vitamin a few of the creature that brand can use to forge authentic connection with their communities—and leave their rival in the dust .
ready to articulation the playfulness ? download the Auto Marketing 101 Playbook under, and signboard up to startle advertise along TikTok. download the playbook Download PDF
- TikTok market skill u, customs car survey via Suzy, june 2021, base : uranium monthly TikTok drug user, age 18-55
- sparkle ad performance comparison with diversion In-Feed ad, Q4 2020-Q2 2021, TikTok internal data
- discharge ad performance comparison with diversion In-Feed ad, Q4 2020-Q2 2021, median datum of all CVR/CPM-metrics available offer, TikTok internal data
