In an automotive market defined by complex customer journeys and affordability concerns, a new force is reshaping how consumers discover, research, and purchase vehicles. According to new research from Escalent and TikTok, the short-form video platform has emerged as a crucial tool for car shoppers, influencing decisions early in the buying journey and opening doors to brands and models that buyers may not have otherwise considered. The research, titled “How TikTok Drives Modern Vehicle Buying,” highlights the platform’s unique ability to simplify difficult choices and build consumer confidence long before they step into a dealership.
The report reveals that as vehicle prices rise and powertrain options expand, shoppers are turning to digital platforms for clarity and authentic perspectives. TikTok, in particular, has become a go-to source for this guidance. According to the data, 80% of “TikTok shoppers,” those who used the platform in their vehicle-buying process, use it for vehicle research, and 75% use it for discovery, the highest rates among online channels. TikTok’s influence begins at the earliest, most formative stages of the shopping journey.
Another key insight is TikTok’s power to broaden a consumer’s consideration set. An impressive 81% of TikTok shoppers said the platform increased their interest in brands they were previously unaware of or had never considered. Similarly, 78% said it did the same for specific vehicle models. This ability to introduce new options is particularly significant in a market where brand loyalty is often established early on.
Navigating a Complex Market with Authentic Content
The modern car-buying process is fraught with variables—from the growing range of electrified powertrains to ever-evolving technology and fluctuating prices. Due to the uncertain state of the market, consumers are actively seeking content that makes sense of the complexity. TikTok shoppers want to know about different features and technology options, safety ratings, and real-user reviews when selecting a vehicle.
To get this information, they are turning to creators. The study found that content from auto enthusiasts (53%), automotive experts (49%), and even everyday creators (40%) is considered highly useful. These voices are seen as authentic and relatable, turning technical specifications into practical, real-world insights through short-form videos, side-by-side comparisons, and how-to guides. This creator-driven content demystifies the ownership experience, helping shoppers feel more informed and confident.
“Vehicle shopping increasingly starts online, where short-form videos and communities help people see what fits their lives best,” said Brian Torpey, Director of Product Strategy & Operations at TikTok. “For automakers and dealers, that creates a valuable window—a chance to connect with people while they’re still exploring, not just when they’re ready to buy.”
Fueling Interest in EV, Hybrid, and Luxury Segments
Despite the dip in the short-term market, the report indicates that TikTok is fostering significant interest in higher-end and alternative-fuel vehicles. More than half of TikTok shoppers are considering a hybrid (56%) or an EV (51%), compared to just 44% and 35% of non-TikTok shoppers, respectively. Due to its younger userbase, the platform is a key educational tool for consumers curious about making the switch to electrified powertrains.
Interest in the luxury segment also remains strong, potentially fueled by the higher average income of TikTok shoppers, which the report pegs at $92,700 annually versus $81,700 for non-TikTok shoppers. A notable 61% of TikTok shoppers reported an increased interest in luxury vehicles over the past two years, compared to only 38% of their non-TikTok counterparts. This presents a significant opportunity for premium brands to connect with financially flexible and enthusiastic audiences.
Bridging the Gap from Discovery to Dealership
While TikTok’s primary role is in early-stage research and discovery, its influence extends through the entire sales funnel. The report found that shoppers who explore vehicles on TikTok often continue their journey on OEM websites, search engines, and at local dealerships. Content that showcases local inventory, dealership walk-throughs, and pricing information proves highly effective at moving consumers from consideration to action. In fact, 82% of TikTok shoppers said dealership ads on the platform are helpful.
“Escalent’s work—both independent and with TikTok—makes it clear that today’s vehicle shoppers are hungry for guidance they trust,” said K.C. Boyce, Vice President of Automotive & Mobility at Escalent. “As the automotive landscape grows more complex, meeting them in the places where they already seek clarity will be essential to earning confidence, consideration and long-term loyalty.”
The research makes it abundantly clear that automakers and dealers who leverage TikTok effectively—by creating exploratory content, partnering with authentic creators, and maintaining a consistent presence—can build trust and stay top-of-mind. In today’s digital-first world, the path to purchase no longer starts on the dealer lot; for a growing number of consumers, it begins with a scroll.
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