3 ways to rev up your automotive ads on TikTok

TikTok has emerged as one of the world's most entertaining showrooms: whether it's through sleek transitions and editing mastery or sound-led storytelling, there are endless creative possibilities on the platform. But this mass opportunity can sometimes invite questions from auto brands: what's the most effective type of creative for my audience? What type of content will really get my brand results?

We know that branded content and TikTok go hand-in-hand: 64% of users agree that branded content is immersive and entertaining on TikTok and 3 in 5 agree that branded content feels more authentic on TikTok vs other platforms [1]. So, to arm auto brands with the knowledge and recommendations they need to create branded content on TikTok that really resonates, we undertook a multi-market study to unearth the best creative practices that are proven to drive key brand and campaign metrics.

We analysed 200 best-in-class TikTok videos and surveyed 7500 TikTok users across 5 markets to discover the three main principles auto brands can use to produce creative that really drives results*. Read on to find out what they are.

1. Feature relatable people and lifestyles

Vehicles and transportation are at the heart of people's everyday lives, which is why the users we surveyed said the most important creative element across branding and performance objectives was featuring everyday people and showcasing a relatable lifestyle.

Activation suggestions:

• Connect me: With 69% of users loving auto content that's filmed from the driver's perspective, show real drivers and how they use their vehicle in real-life contexts [1].

• First-person narration: Consider featuring drivers talking through their first-hand experience with a brand and vehicle.

• Direct, spoken call-to-action: We know real, relatable people work well in auto content, so get these people encouraging action directly – but make sure they maintain a composed and educated tone.

See how Vauxhall creatively used vox pops of real people in its 'Of Corsa' campaign:

2. Highly polished aesthetics can work on TikTok

Content on TikTok doesn't have to be lo-fi; TikTok users still expect the traditional auto visual codes from brands. Seeing a car on an open road or viewing the car from the driver’s perspective creates realistic expectations for viewers and encourages trust in the brand. Mesmerise the audience with the beauty of the vehicle and landscape; 73% of users love auto content with an open road setting [1].

Almost three-quarters of users agree that branded auto content with sleek, polished and clean visuals is likely to grab their attention, so there's an opportunity to bring high-production car ads to TikTok too.

Activation suggestions:

• Clean car, clean visuals: Display new car capabilities with pride, and showcase the vehicle’s exterior like a work of art to be admired.

• On the road: Show zoomed out shots of cars in motion, and alternate these aerial images with close-ups of interior features.

Top tip: Work with creative production experts using the TikTok Creative Exchange (TTCX), our one-stop solution that enables fast, scalable high-performing video production for TikTok.

3. Sharing of auto details

Whether it's auto experts or enthusiasts, knowledgeable people are best placed to showcase intricate and innovative vehicle details – 69% of users love auto content that uses an educational tone and showcases mechanics or specific car features.

Activation suggestions:

• Engineers and experts: Discuss details of the car from the perspective of mechanic experts and the engineers who built the vehicle.

• Factual yet fun: Highlight innovative features and what the car can do through test drives, challenges and skits – give people permission to take themselves and cars a little less seriously.

• Teach people something new: An educational, knowledgeable tone is particularly important for brand purchase objectives. Make sure this tone is consistent across any auto experts featured and in any voiceovers.

Take the wheel

TikTok's unique editing features and storytelling approaches are helping automotive brands seamlessly blend tradition with innovation, positioning the platform as a key player in the creative evolution of automotive marketing across all media channels.

We have a wealth of tools and solutions to help you level up your TikTok ads. Check out TikTok Symphony, our new suite of creative solutions powered by generative AI, or partner with creative production experts using the TikTok Creative Exchange (TTCX), our one-stop solution that enables fast, scalable high-performing video production for TikTok. And, for an in-depth look at creating for TikTok, check out our creative codebook.

If you want to learn more about the opportunity for automotive brands on TikTok, check out this blog post. And to get insights like these straight to your inbox, sign up for our dedicated automotive newsletter.

*Not all three principles need to be leveraged within one TikTok creative. They can be dialled up and down depending on brand personality, voice and tone.