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Where Car Buyers Make Decisions in 2022

Social Media Sites Car Buyers Make Decisions on in 2022

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This is a no-brainer. In 2022, virtually everyone visits the web when researching and making a purchase decision.

The question is how to differentiate your dealership from the crowd online and convert sales.

Adapting to changing customer behavior and a fast moving automotive industry is the key.

But first, where should your dealership focus your marketing efforts?

And what type of content will get the most return on investment?

We analyzed the data and created this comprehensive guide to where car buyers make decisions in 2022, and how you should be adapting to trends in the automotive industry.

Social Media

According to a study by Crowdtap, “two out of three customers surveyed said they purchased a car they found on social media. Additionally, 87 percent said they research potential car purchases on social media prior to making a decision.”

On top of that, the average social media user spent an astonishing 2 hours and 24 minutes per day on social media in 2020. 

And it might seem obvious, but it’s not just kids using social media anymore. 81% of Americans aged 31-49 reported using social media in 2021.

Platforms like YouTube, Facebook, Twitter, and TikTok dominate the average user’s time online.

Social media sites like these have become today’s largest storefront, and they are by and large where your customer’s make car buying decisions.

That is why you must target your efforts on these (and a few other) sites.

Video Is King (TikTok, YouTube, Facebook & Instagram)

Content consumption behavior has massively changed. Video is the new norm – and it’s what consumers expect from brands.

Video has become the primary way we interact with one another online.

Instead of voice calls we use Zoom or FaceTime.

Instead of photography, Instagram has set focus on short form video. 

It’s hard not to notice sites like Facebook, Instagram, and others are strongly promoting video content to users.

That’s because they know what consumer’s want online: engaging video content. 

Hubspot’s research found 66% of consumers have watched video content this year to learn about a brand or product they’re interested in.

They determined “video [gives] consumers the opportunity to see how a product or service works in real life, discover any flaws before purchasing the item, and identify perks that they might not learn about in the text-based description.”

TikTok

“The unfair advantage of TikTok for dealerships”, as GL Digital writes, is two-fold. 

Firstly, you can be a trailblazer. 

Very few dealers are utilizing the massive potential of TikTok and its over 1 billion monthly active users

You might think these users are just teenagers, but you’d be wrong: over 50% of TikTok’s user base is over the age of 30.

Secondly, TikTok’s strong algorithm.

TikTok continually analyzes and evolves itself. It is constantly learning and using that information to better decide who should see what content.

This means TikTok’s powerful algorithm pushes your videos to users that are interested in cars, car buying, or dealerships and you have a much higher chance of being on the front page of TikTok for these potential customers.

That means dealerships using TikTok to market are more likely to engage and convert customers.

Considering it’s free to use, if you have a tech-savvy younger employee interested in showing off your vehicle inventory online, there is almost no risk – only reward.

Make sure to engage with those who comment and post regularly to grow your dealership’s brand recognition on TikTok.

YouTube

YouTube is the second most visited site in the world behind Google… That’s right, more monthly visits than Amazon, Instagram, or Wikipedia!

But, YouTube is not just a website. It’s a search engine.

The soaring popularity of video has made YouTube the second most popular search engine in the world.

Although hard to believe, 5 years ago Forbes reported “if YouTube’s user base were a country, it would be the third largest in the world.”

Unbelievably, YouTube has only grown, with the rise of COVID-19 forcing people to use the site as an education tool, entertainment source, and more.

That means prospective customers are looking for information, reviews, and quality content about your vehicles and dealership.

Why not put some of your already charming salespeople or staff in front of a camera and create original content that will help convert and bring customers to your website or dealership?

Autoshoppers see review videos as a preferred alternative to a dealership visit since COVID-19.

That means consumers trust their peers’ and influencer’s opinions to make buying decisions – without or before ever visiting a dealership.

It becomes more and more important for you to deliver what they’re looking for and begin their buying journey on your social media pages or website.

How Can Advanta-STAR Help You Convert Customers Online

Our tools help you produce successful digital marketing campaigns and create a more seamless car buying journey.

Advanta-STAR can help you get the most out of your web presence, because our vast, relevant content can capture and hold the attention of your audience.

If you’re underutilizing social media and video you’re losing customers, period. By including snippets of our content (under license and with attribution), you can pull in and hold users’ eyes longer.

Click here to learn more about our digital marketing services and other offerings that can help boost your dealership sales.

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