#CarTok and TikTok’s New Automotive Ads

At first glance, TikTok might not seem like the best place for automotive advertisements. However, CarTok is as real and relevant as the dancing videos that first drew millions of users to the app, and dealerships should take note. Especially now that TikTok has launched two new automotive ad solutions tailored to automakers and car dealerships.

TikTok’s New Auto Ad Solutions

Despite lingering uncertainty about the platform’s future, TikTok unveiled a set of catalog-based ad solutions on February 19. These ads match the models in your inventory with users based on their in-market activity. According to TikTok’s Head of Industry US Automotive, Ahmed Iqbal, “With almost 1 in 3 TikTok users in-market for a new vehicle, Automotive Ads are the perfect way for the industry to build an experience to reach users with the right content, the right product, at the right time.”

Automotive Inventory Ads (AIA)

TikTok offers two ad types: inventory ads for dealerships and model ads for automakers. Automotive Ads for Inventory (AIA) is a relatively easy way to create an account pixel, connect a catalog, and set up performance-based ad campaigns that, according to Iqbal, “connect national, regional, and local strategies on TikTok.”

Dealerships are seeing new opportunities as automakers leverage TikTok to reach younger car buyers and drive real results. For example, Kia’s recent “TikTok Car Creator Configurator” campaign for the K4 partnered with influencers and allowed users to design their own vehicles. The result was a measurable boost in interest and engagement.

According to TikTok, its latest ad formats are delivering 40% higher engagement rates and 78% higher click-through rates, helping brands –and their dealer networks– move beyond simple awareness into performance-focused marketing that drives action.

#CarTok and Your Dealership

While model ads and other campaigns from automakers inadvertently help their dealer network, dealerships can’t rely solely on big brand marketing. Getting the most out of TikTok takes a combination of compelling inventory ads, influencer partnerships, and organic engagement.

CarTok influencers do everything from reviewing vehicles, discussing new technology, and visiting local dealerships – read as “your dealership” – to test drive the latest models. Adding influencer efforts together with an engaging brand profile and TikTok’s new inventory ads can be a winning combination. While ads might land you on a user’s FYP (For You Page), influencers and an engaging brand persona are what will keep them from scrolling.

Strong Automotive offers a solution for all three, connecting dealerships with influencers in their area, providing monthly content prompts and ideas that land you on your customer FYP, and creating ads that sell. Contact us to start working with our team of digital marketing and social media experts today.