TikTok unveiled a dedicated advertising solution called Automotive Ads, tailored for car brands, dealerships, and vehicle marketplaces. The new format is designed to engage users at various stages of the automotive purchase journey—from early awareness to final decision—using TikTok’s signature short-form, immersive video experience.
As digital behavior shifts dramatically toward mobile-first content consumption, TikTok’s Automotive Ads provide a powerful way for car marketers to connect with modern buyers, especially Millennials and Gen Z, who increasingly research and shop for vehicles online.
Key Features of TikTok Automotive Ads
TikTok’s Automotive Ads solution introduces several strategic features optimized for the auto sector:
- Dynamic Vehicle Showcase Templates: Pre-built ad formats that allow brands to present multiple car models, features, and offers within a single short-form video.
- In-App Lead Generation: Users can directly fill out interest forms or request test drives without leaving the app.
- Location-Based Dealership Targeting: Ads can be geo-targeted to promote specific dealers or regional promotions.
- Custom Call-to-Actions: Choose from CTAs like “Book Now,” “Explore Models,” or “Get a Quote” tailored to auto buying stages.
- Auto-Fill Integration: Makes it easier for users to submit inquiries with TikTok’s autofill functionality from their profile data.
These tools help drive real business outcomes—from increasing showroom footfall to capturing qualified digital leads—within a highly engaging and interactive format.
Why TikTok is Investing in the Automotive Vertical
The automotive sector is undergoing a digital transformation, and TikTok wants in. Data shows that:
- Over 70% of Gen Z and Millennial car buyers use mobile video for vehicle research.
- TikTok users spend more time exploring new brands and product features via influencer content and creative storytelling.
- Car reveal videos, POV test drives, and feature explainers are among the top-performing auto content types on TikTok.
With Automotive Ads, TikTok is offering brands a chance to take control of the narrative and influence buyer decisions in a space where authenticity, creativity, and social proof are key.
How Automotive Brands Can Use This Format
Use cases for TikTok’s Automotive Ads include:
- Model Launch Campaigns: Promote new vehicles with viral influencer campaigns or dramatic reveal edits.
- Feature Highlights: Showcase interior tech, safety features, or performance in quick, digestible clips.
- Dealership Promotions: Push limited-time financing offers or event invites using local targeting.
- Customer Testimonials: Leverage real drivers or TikTok creators to review vehicles from a user perspective.
- Lifestyle Positioning: Embed vehicles in aspirational, lifestyle-driven content to emotionally connect with younger buyers.
These approaches position vehicles as not just products, but experiences tailored for a digital-savvy generation.
Performance Measurement and ROI
TikTok provides detailed analytics on Automotive Ad campaigns, including:
- Lead submissions
- Video completion rates
- Click-through and engagement metrics
- Dealership foot traffic tracking (via integrated third-party data partners)
With conversion-focused CTAs and streamlined lead generation, car brands can directly measure how video engagement turns into test drives and sales inquiries.
Best Practices for Automotive Advertisers
To maximize results with TikTok Automotive Ads:
- Keep videos under 30 seconds with a strong hook in the first 3 seconds.
- Use vertical formats and native TikTok aesthetics for better feed integration.
- Collaborate with TikTok influencers or real customers to boost credibility.
- Combine brand-led and user-generated content for storytelling diversity.
- Retarget users who engage with automotive content for follow-up messaging.
Conclusion
Digilogy helps automotive brands and dealerships tap into the power of TikTok with strategic, conversion-focused Automotive Ads. From creative development to campaign optimization, we guide you in reaching today’s mobile-first car buyers with compelling stories and measurable results. Contact Digilogy today to accelerate your TikTok ad strategy and drive your next generation of leads.
