Buying a car is an exciting time, but it is a significant investment that requires extensive research and planning ahead of time to ensure you are making the right purchase. Traditionally, car manufacturers have used traditional advertising and marketing channels to promote their products. Historically, car adverts have been among some of the most expensive ever made.
However, the advent of social media has permanently changed the face of the digital landscape and has worked to make traditional marketing methods less important. The use of social media influencers is now widespread, with companies from a vast range of industries making use of these digital spokespeople. The car industry is no exception, we are seeing more and more automobile influencers popping up across social media channels as car manufacturers are becoming aware of the unique benefits they can offer. Keep reading to find out more.
How does it work?
The shift towards digital methods of marketing cars has been a relatively natural one. In days gone by, potential customers would have to visit a dealership or get a brochure in order to research potential cars before making a final decision. Today, almost all consumer research is done online, with Google suggesting that 90% of customers research cars on the internet. Many car manufacturers saw an opportunity here and worked to refocus their marketing and advertising methods into the online sphere.
Car influencers work in much the same way as influencers for other products. They create organic, accessible content where they review or share thoughts on particular cars, giving potential customers a deeper insight than they would get through other advertising means. Effective influencer content is highly engaging. It should look professional enough to be considered trustworthy, but simultaneously natural enough that customers feel the ideas are reliable and relatable. Many influencers make use of expertly edited videos with backstories and narratives, relying on their personal charm and charisma to help draw in viewers.
The top influencers
Car content on social media platforms has proved incredibly popular. So much so that some of the top automobile influencers have amassed impressive followings.
Tim Burton, also known as Shmee150, is a UK-based car vlogger who started posting car content online in 2008. Today, Shmee150 is one of the internet’s biggest automobile influencers, with YouTube and Instagram followings of 2.38 million and 1.6 million respectively.
David Patterson, or ThatDudeinBlue, is a car influencer and content creator who has been active since 2012. He currently posts car reviews and opinions to a YouTube audience of 1.22 million subscribers.
Matt Farah is another car content creator. As well as a YouTube channel with 1.06 million subscribers, Farah hosts a weekly automobile industry podcast which is ranked among the top three car podcasts on iTunes.
It’s clear to see how big the market for online car content is. Millions of people follow and engage with the top influencers and are likely to make extensive use of influencer content when it comes to making a decision about a potential purchase.
The benefits
Influencers can often have large audiences, which is obviously important when it comes to marketing. However, just who exactly makes up these audiences is arguably even more important, companies must be sure influencer viewer bases line up with their target demographics.
Car sales are increasing among the 18-35 demographic, this is a vital age group that manufacturers need to be targeting to ensure they are successful. It will come as no surprise then, that we are seeing more collaboration between car companies and social media influencers, as these younger age groups are far more likely to turn to social media platforms like TikTok to learn more about products and services.
Influencers can produce a varied range of content. While straightforward car reviews remain popular, influencer marketing can also be harnessed to promote new features, accessories, or special offers.
When looking to choose an influencer to work with, car manufacturers should pay close attention to what platforms each particular influencer focuses on and what kind of content they produce. These are factors that can significantly impact the type of viewer and audience an influencer will attract.
Where is it heading in the future?
The influencer marketing industry grew from developments in technology. Without digital and social media, the sector would not be where it is today. As technology continues to advance, we can expect to see even more creative and engaging content across the digital media landscape.
Virtual reality (VR) and augmented reality (AR) systems are touted as the next big thing in marketing for the automobile industry. Through VR and AR, customers will be given an immersive, interactive digital view of cars, allowing them to sit inside and check out the features and even take them for a test drive. This will have enormous implications for the industry and will see car dealership services delivered directly into people’s homes.
Conclusion
As with many industries, influencer culture is having a remarkable impact on the advertising and marketing approach taken by car manufacturers. By using influencers car companies can access new markets with organic, relatable content, while technological advancements promise to make these methods even more effective in the future.
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