As more consumers turn to social platforms for product discovery, automotive dealers are finding surprising success on TikTok. Ahmed Iqbal, Head of Industry for Automotive at TikTok, joins Jim Fitzpatrick on Inside Automotive to explain how the platform is shaping the future of car buying and how dealers can use both organic content and paid tools—like the new Automotive Inventory Ads—to reach in-market shoppers.
TikTok has become a force in automotive marketing, and Ahmed Iqbal says the data proves it. According to Iqbal, 56% of TikTok users visit the platform to watch vehicle reviews and discover new models, and about one-third are actively in the market to buy. With 170 million U.S. users, that translates to tens of millions of car shoppers, many of them over the age of 40.
Dealers are succeeding on TikTok by creating two kinds of content: engaging organic videos and strategic paid campaigns. Iqbal highlighted examples like Mohawk Chevrolet’s viral, Office-themed videos and Central Houston Nissan’s trend-savvy recreations, both of which have drawn massive engagement. But even smaller efforts, like salespeople posting vehicle walkarounds or multi-point inspection videos, are proving effective in building customer relationships and driving awareness.
For those less comfortable with content creation, TikTok recently rolled out Automotive Inventory Ads, a paid tool that geo-targets users and displays actual dealer inventory to shoppers in their area. The system not only places cars in front of local users, but it also uses AI and Smart Plus automation to optimize ad performance and lower the cost per lead. According to Iqbal, the platform is already seeing strong adoption from dealers, thanks to over a year of beta testing with store partners.
TikTok has also made strides in disproving the myth that it’s “just for kids.” Iqbal shared that over 30% of U.S. users are over 40, and nearly half are Millennials, prime car-buying demographics. With the average American spending the equivalent of a movie’s length per day on the app, Iqbal believes TikTok offers a uniquely powerful blend of entertainment, education, and intent-based marketing.
Looking ahead, TikTok plans to expand its automotive marketing tools, building on trends in user behavior and feedback from the dealer community. The goal: to match the right shopper with the right vehicle at the right time—whether through a funny sales video or a dynamic, data-driven ad.
“About 56% of people come to watch reviews and discover new vehicles.” – Ahmed Iqbal
