Would You Buy a Car on TikTok? What Auto Brands Need to Know About How Consumers Shop for Cars in 2025

The way people buy cars is changing—fast. The days of spending every weekend hopping between dealerships are giving way to a digital-first shopping experience, with social media driving the conversation. And now, TikTok is making its move.

With the launch of TikTok Automotive Ads, the platform is positioning itself as a serious player in the auto industry’s digital transformation. Why? Because according to GWI Global, 37% of TikTok users are currently in the market for a new or used car₁. And if that stat isn’t enough to turn heads, consider this: 45% of Americans say they’d be willing to buy a car through social media₂. 

TikTok isn’t the only platform reshaping car shopping₂. Facebook still leads the pack, influencing 38% of consumers overall and 53% of recent buyers. Instagram, YouTube, and TikTok follow closely, but TikTok’s influence nearly triples among younger consumers (18-29). More than 70% of recent purchasers say social media played a key role in the awareness stage, helping them discover brands and models. As they moved further in their journey, 60% found social content valuable while comparing options and making their final decision. The takeaway is clear: Auto brands that aren’t prioritizing social media risk getting left in the dust.

Beyond platforms, what content actually moves the needle? The data shows that reviews and recommendations (61%) carry the most weight, followed by advertisements (55%) and brand or dealership content (45%). For recent buyers, ads take the top spot at 67%—proving that well-executed social advertising can directly drive sales.

And TikTok’s new auto ad format is proving just how effective social can be. The platform reports that its Automotive Ads have led to 40% higher engagement rates and a 78% higher click-through rate, meaning more users are actively tapping into ads₁. Advertisers are also seeing improvements in “cost per engaged session,” which tracks how much they pay for ads that drive the most user interest.

The bottom line? Social media isn’t just about brand awareness anymore—it’s a full-funnel tool that guides consumers from discovery to decision. As digital behaviors shift, brands that embrace personalized, platform-specific strategies will be the ones driving off the lot with a win.

It’s time for auto brands to rethink the road to purchase. Social isn’t just where conversations happen—it’s where decisions are made. TikTok, Facebook, Instagram, and YouTube aren’t just engagement tools; they’re your next big sales drivers. The brands that lean into platform-specific strategies, compelling creative, and data-driven targeting will be the ones turning scrolls into sales.

Ready to shift gears? Let’s build a strategy that meets today’s car buyers where they are—because the future of auto shopping is already here.

Sources:

1. TikTok for Business | Introducing TikTok Automotive Ads
2. Adtaxi | Social Media Redefining the Car-Buying Journey