TikTok Emerges as Key Platform for Automotive Research, Escalent Study Finds
Event summary
- Escalent's research shows 75% of TikTok shoppers use the platform for vehicle discovery, 80% for research.
- 81% of TikTok shoppers reported increased interest in previously unknown brands via the platform.
- TikTok shoppers are more likely to consider EVs (51%) and hybrids (56%) compared to non-TikTok shoppers.
- Study surveyed 2,016 respondents in the US and Canada who purchased or planned to purchase a vehicle.
- Escalent's EVForward® database includes over 50,000 new-vehicle buyers globally.
The big picture
Escalent's findings highlight a strategic shift in automotive marketing, as digital platforms like TikTok reshape the vehicle-buying journey. The research underscores the importance of meeting consumers where they actively seek information, particularly for complex purchase decisions like EVs. This trend reflects broader industry moves toward community-driven, experiential content in high-consideration categories.
What we're watching
- Platform Strategy
- How automakers will adapt their TikTok strategies to capture early-stage vehicle buyers.
- Content Evolution
- Whether auto brands can sustain credible, relatable content on TikTok to drive conversions.
- EV Adoption
- The pace at which TikTok's influence accelerates EV consideration among mainstream buyers.
Related topics