Snapchat's Emerging Role for Automotive Brands: Unveiling New Insights

Snapchat, traditionally synonymous with younger demographics, now extends its appeal to broader product categories, including the automotive industry. According to a recent Kantar survey commissioned by Snap, the platform offers a unique opportunity for car dealers to tap into a captive and engaged audience.

The Kantar Survey: Unveiling User Insights

Kantar's research, gathering responses from over 2,000 Snap users aged 18 to 49, sheds light on the pivotal role Snapchat plays in the auto purchasing process. The survey highlights compelling statistics, affirming the platform's influence on potential car buyers.

Snapchat User Trends:

• 54% actively considering a vehicle purchase or lease within the next year.

• 1.5x more likely to be actively searching for a car compared to non-Snapchatters.

User Demographics: A Lucrative Market

Surprisingly, Snap users exhibit a profile distinct from traditional assumptions. These users boast higher incomes and employment rates compared to counterparts on other platforms, rendering Snapchat an ideal landscape for premium and luxury auto brands.

Moreover, there's a marked interest across various vehicle types, particularly favoring alternative fuel options like EVs, PHEVs, and HEVs among Snapchatters.

Influence of Snapchat Content on Purchasing Behavior

Kantar's findings unveil a substantial impact of Snapchat content on purchasing decisions:

• 63% of prospective car buyers are likely to engage, research, consider, or make a purchase after exposure to brand content on Snapchat.

• 92% of Snap "Auto Intenders" take action following exposure to auto-related content on the platform.

Augmented Reality (AR) and Auto Discovery

The survey delves into the role of AR in the automotive purchase process, indicating that 64% of Snap Auto Intenders are more inclined to visit physical dealerships after engaging with AR content on Snapchat. This emphasizes the potential of immersive experiences in influencing consumer behavior.

Expanding Opportunities for Auto Marketers

These insights highlight an untapped opportunity for auto marketers to leverage Snapchat's engaged audience and AR capabilities. As platforms like Pinterest also showcase potential for auto brands, there exists a realm beyond conventional marketing strategies worth exploring, especially for 2024 planning.

Embracing New Frontiers in Automotive Marketing

Snapchat's evolution as a viable platform for automotive brands signifies a paradigm shift in targeting and engaging potential car buyers. The platform's user base, preferences for alternative fuel vehicles, and receptivity to AR content paint a promising landscape for marketers seeking innovative avenues to reach and influence consumers.

Here's the scoop:

• 54% of Snap users are actively considering buying or leasing a vehicle within the next year. That's 1.5 times more likely than non-Snapchatters!

• These Snapchatters aren't just window-shopping. 63% are likely to take action after seeing car brand content on the platform, including researching, considering, or even buying.

• And they're not your average car buyers. A significant portion have higher incomes compared to users on other platforms, making Snapchat a prime target for premium and luxury auto brands.

• There's also a strong interest in alternative fuel types among Snapchatters, with preferences for EVs, PHEVs, and HEVs.

• AR experiences on Snapchat are further driving purchase intent. 64% of prospective car buyers are more likely to visit a dealership after engaging with AR car content.

What does this mean for auto marketers?

• Snapchat is a hidden gem with a potential audience you might have missed.

• Its users are actively interested in cars, have higher incomes, and are open to new technologies like AR.

• Brand content on Snapchat can influence purchase decisions and drive dealership visits.

• Don't sleep on alternative fuel vehicles – Snapchatters are embracing the future of mobility.

Conclusion: Pioneering Strategies for Auto Marketing

With Snapchat's dynamic user base and the impactful potential of AR, automotive brands stand at the precipice of a transformative era in marketing strategies.

Embracing these insights offers a strategic advantage, allowing marketers to forge deeper connections with an audience primed for exploration and engagement.