TikTok has quickly emerged as a powerhouse in the automotive marketing world, turning car promotions into viral content through its trend-driven, creative format. According to the platform, 19 percent of users report purchasing a new car after seeing it on TikTok, and half have discovered new automotive insights. Even more impressively, 56% of TikTok users actively seek out car reviews and explore new models, making it a prime space for reaching engaged, car-curious car buyers. To support this growing interest, TikTok recently introduced Automotive Ads — a new feature designed to help brands connect more effectively with car shoppers.
In this article, we’ll take a closer look at what Automotive Ads offer and how they can benefit your marketing strategy.
Two Types of TikTok Automotive Ads
TikTok Automotive Ads are divided into two main categories: Inventory Ads and Model Ads. Each is designed to help different parts of the automotive industry reach the right audience.
Inventory Ads are designed for dealerships and marketplaces that want to promote specific vehicles, such as individual VINs, to potential buyers on TikTok. With a simple setup, the system automatically pulls images and details from the dealer’s catalog and matches them with the most likely interested users. These ads help drive quality traffic and leads while keeping campaign management easy and efficient. Users can click on an ad to view more details about a car or browse the dealership’s full inventory either within the dealership’s TikTok page or through an external link to their website.
Model Ads are created for car manufacturers (OEMs) looking to highlight entire models, trims, or special offers. Using TikTok’s engaging video format combined with shoppable product cards, Model Ads allow brands to quickly launch campaigns and showcase their vehicles to a broad audience. With a simple catalog setup, the system presents the right models to the right users. It encourages them to click through, explore and learn more — all within a smooth, interactive TikTok experience.
These Ads come in two creative formats:
- Video + Product Card: Short videos paired with shoppable product cards from your catalog, following TikTok’s best practices.
- Multi-link Carousel Card: Pulls images directly from your catalog, linking each image to a unique destination — no video needed.
Users can also browse your full inventory in-app via the Vehicle Inventory Page or a website link.
Catalog Setup for TikTok Automotive Ads
To create a TikTok Automotive Ad, users first set up their catalog within their TikTok Business account. Then they choose the appropriate industry—either Auto–Inventory for specific vehicle listings or Auto–Model for broader promotions like trims and offers. Once the catalog is created, products can be added using one of three methods:
- Data Feed (recommended): Automatically pulls product data from a feed URL and updates it on a set schedule.
- File Upload: Allows users to upload a CSV file following TikTok’s catalog template for structured vehicle data.
- Manual Entry: Enables users to enter product information one by one, which is useful for smaller inventories or testing.
After uploading, the catalog can be managed through the Products view, where items can be filtered, edited, or grouped into sets for better targeting.
Benefits of TikTok Automotive Ads
- Target users based on age, zip code, and income for high audience engagement.
- Deliver personalized vehicle recommendations using catalog interactions and intent signals.
- Promote specific VINs or broader models, trims, and offers.
- Reduce creative workload by dynamically pulling content from your catalog.
- Showcase multiple vehicles in a single ad with minimal setup.
- Enable multi-link CTAs and sort/filter options to guide users to the right listings.
- Drive traffic to your full inventory within the TikTok profile page or through your website.
Promote to a New Audience with TikTok
TikTok’s Automotive Ads offer a fresh, effective way for car dealerships and manufacturers to connect with today’s digital-first car shoppers. By combining personalized targeting, dynamic catalog-based ad formats, and a platform built on creative engagement, TikTok empowers automotive brands to turn user interest into real results.
Whether promoting individual vehicles or full model lines, Automotive Ads simplify campaign management while maximizing reach and relevance. TikTok presents a smarter, more impactful advertising channel to drive discovery and sales for dealerships and OEMs looking to stay ahead in a competitive market.
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