Snapchat is rapidly carving a niche in the digital marketing space, especially for automotive brands. Insights from a recent survey conducted by Kantar among 2,001 consumers in the US aged 18-49 highlight the significant impact of Snapchat in the auto buying journey. This makes it a vital platform for auto advertisers to tap into.
As a preferred destination for potential auto buyers, over 54% of Snapchat users are contemplating a vehicle purchase or lease in the upcoming year. Snapchat’s ability to reach auto intenders surpasses that of other platforms, with users 1.5 times more likely to be actively searching for a car compared to non-users. This positions Snapchat as a lucrative channel for both premium and luxury auto brands, given the higher employment and income status of its users.
Snapchat’s influence extends through every phase of the auto buying process. About 63% of Auto Intenders on Snapchat are likely to progress from discovery to purchase after engaging with brand content. Even more compelling is the fact that 92% are likely to take action after viewing auto content, highlighting Snapchat’s effectiveness in driving real-world decisions.
The platform’s role is bolstered by the social nature of its user experience. The survey indicates that friends and family significantly influence the car buying or leasing process, with 92% of weekly Snapchatters actively discussing such decisions.
The use of AR on Snapchat adds another dimension to its appeal for auto brands. AR has proven not just engaging but transformative, encouraging physical dealership visits. 53% of all Snapchat users and 64% of Snap Auto Intenders are more inclined to visit a dealership after interacting with AR content on the platform.
In sum, Snapchat’s unique features, combined with its socially connected user base, render it an indispensable platform for automotive brands. Its capacity to engage and influence auto intenders, particularly through innovative tools like AR, makes it a key player in the competitive automotive market.
