Revving Up Engagement: Snapchat Reveals Automotive Promo Powerhouse
For years, Snapchat has been synonymous with fleeting selfies and playful filters, cultivating a reputation as a haven for younger users. However, a recent shift in the platform's landscape unveils a surprising truth: Snapchat harbours a hidden gem for auto marketers seeking a highly engaged and car-curious audience.
Captive and Considerate: A Booming Car-Buying Demographic
Based on a Snap-commissioned Kantar survey, a study of over 2,000 Snapchat users between the ages of 18 and 49 reveals a hidden potential for car purchases. A staggering 54% of this demographic actively considers purchasing or leasing a vehicle within the next year. This translates to Snapchatters being 50% more likely to be in the car-buying lane compared to their non-Snapchatting counterparts.
But the intrigue doesn't stop there. This audience boasts higher incomes than users on other platforms, making them an attractive target for premium and luxury brands. Their diverse interests span across SUVs, sedans, and even luxury vehicles, demonstrating a willingness to consider various options. Notably, a growing preference for eco-friendly choices like EVs, PHEVs, and HEVs emerges within this demographic, aligning with the evolving automotive landscape.
Content that Converts: Igniting Purchase Intent through Engagement
Snapchat's influence extends beyond demographics, impacting the car-buying journey itself. Kantar's research sheds light on the platform's content-driven impact, revealing that 63% of prospective car buyers on Snapchat are likely to engage with brand content, potentially leading to discovery, research, consideration, or even purchase. This translates to a remarkable 92% of "Auto Intenders" taking action after viewing car-related content on the platform. Essentially, Snapchat content effectively influences car-buying decisions for a highly engaged audience.
AR Reimagines the Showroom: Driving Engagement and Sales
Snapchat's immersive augmented reality (AR) features offer a unique advantage for car brands. With 64% of Snap Auto Intenders more likely to visit a physical dealership after engaging with AR car content, the platform transforms the car-buying journey. Imagine exploring a virtual showroom, customising your dream car in real-time, and experiencing its performance—all within the palm of your hand. This interactive element fosters a deeper connection with the brand and product, influencing purchase decisions like never before.
Shifting Gears: A Fresh Landscape for Automotive Marketing
These insights paint a compelling picture for auto marketers. Snapchat, once considered a playground for young fun, unveils itself as a potent tool to reach a high-potential audience actively engaged in the car-buying process. Its unique blend of demographics, content influence, and AR capabilities offers a fresh avenue to connect with consumers, spark interest, and drive sales. So buckle up, auto marketers! Snapchat might just be the next gear you need to shift into for a successful journey.
