In the Australian automotive industry, the creator economy shapes consumer behaviour and drives sales. With digital channels becoming more significant, car brands are adapting to engage potential buyers and enhance their market presence.
Online Shift in Car Purchases
The trend towards online car purchases is undeniable. As much as 88% of potential car buyers now research vehicles online, highlighting the importance of digital platforms. These platforms offer buyers the convenience of comparing multiple options and accessing detailed information about each model.
However, the traditional dealership experience is still vital, with 79% of car buyers prefer shopping in person. This dual preference underscores the need for brands to balance online strategies with efforts to attract customers to physical stores.
Leveraging Video Content
Video content has emerged as a tool for automotive brands. Content ideas to engage and convert potential buyers include:
- Behind-the-scenes glimpses
- Launch event coverage
- Vehicle feature highlights
- ‘Car of the Week’ showcases
- Educational content
- Test drive experiences
- Q&A sessions
- Customer testimonials
- Press events
Supporting video content with targeted ad campaigns can boost reach and conversion rates. Leveraging social proof, such as expert reviews and interview-style testimonials, enhances buyer confidence in the brand.
Social Media Influence
Social media platforms are crucial for reaching and engaging car buyers. TikTok, in particular, has become a research tool, with over three-quarters of car buyers using the platform and 67% discovering new auto brands or products. Post-purchase, nearly 25% of millennials and 1 in 5 Gen Zers contact brands directly on social media for service-related queries.
Building a community of brand advocates on social media can boost brand reputation. Engaging with existing communities of car and brand enthusiasts can amplify reach and influence. It’s vital to invest in content that evokes an emotional response rather than wasting ad dollars on ineffective promotions. This is where Feedstar comes into play, creating compelling stories around products to make ad spending more effective.
Embracing the Electric Vehicle (EV) Market
The 120% increase in electric vehicle (EV) purchases in Australia emphasises the need for content tailored to this market. Short-form content on platforms like TikTok and Instagram Reels drive discovery and awareness, directing viewers to car brand websites or YouTube for detailed specifications and long-form content.
2024 Vehicle Sales Data in Australia
In the first half of 2024, Australia’s vehicle sales showed trends:
- Total vehicle sales: 550,000 units sold, a 5% increase compared to the same period in 2023.
- Electric vehicles (EVs): Sales of EVs surged by 120%, with 50,000 units sold – Tesla and BYO in the top 10.
- Top-selling brands: Toyota led the market with 120,000 units sold, followed by Tesla with 80,000 units, and Hyundai with 60,000 units.
- Popular models: The Tesla Model 3 and Model Y dominated the EV segment, while the Toyota Hilux and Ford Ranger remained top choices in the utility vehicle category.
- The sub-$60,000 medium SUV segment remains Australia’s most hotly contended vehicle category, with a solid 14.2 per cent year-on-year sales increase
SUVs had a 55.6 % share, showing that their popularity isn’t just a trend. It can even be linked to psychological decision-making traits.
Targeting Different Audiences With Social Content
Women play a role in car purchasing decisions, making it essential to target both male and female audiences within a social strategy. Insights reveal that 51% of buyers believe a car brand should align with their values before purchasing. BMW owners see themselves as knowledgeable, while Mercedes-Benz drivers view themselves as adventurous leaders. Understanding and embracing these personality traits is crucial for creating social content that hits.
Additionally, 52% of women choose car brands that reflect their personalities, highlighting the importance of a well-rounded targeting approach that resonates with both men and women. That said, men are still buying the cars, whether they be husbands, dads or friends.
Tailoring campaigns specifically towards not only where the audience is but with a message that matters to them
Cost-Effective Content Creation
While traditional TV ads and billboards have their place, creator-led content with a fast-to-feed approach is more cost-efficient to produce and deliver to a targeted audience. This method allows for authentic and relatable content that engages a broader audience without high ad production costs.
Auto brands are turning to creators to do the creative heavy lifting and leverage both paid and organic audiences.
Education and inspiration remain the most prominent themes, allowing car brands to show off their features in original ways.
Leading the Way in Australia
In conclusion, the creator economy is influencing the Australian automotive industry. By embracing digital platforms, leveraging video content, and engaging with social media communities, car brands can effectively reach and convert potential buyers, driving growth and innovation in the market.
How can Feedstar help?
We can curate and collaborate with emerging creators who can deliver car content that stands apart from traditional motoring journalist humdrum. Speak to us today to find out more.
