Hyundai Motor America didn't run a Super Bowl spot this year, but it still grabbed some attention from the sidelines for its Ioniq 5 electric crossover.
The Korean automaker instead opted for an expansive digital strategy by leveraging TikTok, the video-sharing social hub known for its daily frenzy of people dancing to catchy music and using the plethora of editing tools to express themselves.
Automakers including Hyundai and Toyota and numerous dealerships have descended on TikTok to tap into its diverse user base, build up their brand and move some metal.
A March study from consumer-intelligence platform Suzy that found 44 percent of TikTok users are planning to buy or lease a car within the next six months, said Jodi Porter, U.S. vertical director of auto, dining and multicultural for TikTok Global Business Solutions. TikTok released a dealer playbook this month to help retailers tap into that consumer pool.
"We know car buyers are on TikTok, and that's why we introduced this playbook," Porter said in a statement. "It's built specifically for auto dealers as a one-stop shop for education about the platform including best practices, best-in-class examples of marketing campaigns, creative tips and a beginner's guide on how to start making your own TikTok videos."