2025’s Digital Shift: Where Car Buyers Spend Time, Click, and Convert

Introduction

If your customers spend 38 hours a month on TikTok, but you don't care about social media, you're virtually invisible. In 2025, social media marketing is essential for the Australian automotive industry.

Car buyers live online. Their decision-making begins long before they visit your showroom floor. Whether researching family-friendly hatchbacks or scrolling past a dealership walkaround on Instagram, they’re discovering, comparing, and often deciding right from their mobile feed. Yet, many dealerships still invest in yesterday’s platforms while today’s customers drive right past them. 

This guide breaks down where buyers are spending time, which platforms they trust, and how your dealership can start generating real leads.

Reviewing the Digital Landscape: What’s Changed for Aussie Car Buyers?

A study by We Are Social and Meltwater revealed that as of February 2025, there were 20.9 million social media user identities, making up 77.9% of the total population. On average, each user spends just under 2 hours online across 6.5 platforms. What’s more, most of this time is spent on smartphones. Understandably, mobile phones enable individuals to browse, research, and engage with brands in short bursts when they have the time. 

For automotive social media marketing, this means:

• Buyers are researching before they contact you.

• You’re not part of their shortlist if your brand isn’t visible on their favourite platforms.

• Traditional media and static digital ads no longer align with how people consume information.

““77.9% of Australians are on social media. Is your dealership showing up there?””

Which Platforms Are the Most Popular? 

Average time spent per user on each social media app. Source: We Are Social

• TikTok: Australians spend around 38 hours/month on the platform. TikTok is great for sparking interest with short, visual, and emotionally driven content. Think walkarounds, POV test drives, and real-person storytelling.

• YouTube: Still the heavyweight for longer, high-intent content. Buyers go here for detailed reviews, how-tos, and side-by-side comparisons.

• Facebook: Offers broad reach and reliable targeting tools. Still valuable for remarketing, mature audiences, and local event visibility.

• Instagram: Reels excel at showcasing new stock, limited-time offers, or behind-the-scenes content with a personal feel.

• LinkedIn: Less obvious, but powerful for fleet marketing, B2B offers, or positioning your dealership as a trusted local business. Great for thought leadership and company updates.

• Spotify: With 9 million+ monthly users in Australia, audio ads on Spotify reach people during commutes and daily routines. These are great moments to increase brand awareness or promo offers.

We find that dealerships achieving the best results are on multiple channels, using creatives that fit each platform. They effectively guide buyers through each step from awareness and research, to the decision-making stage. 

TikTok Leads the Race 

What started as a Gen Z dance app has evolved into a powerful channel for TikTok advertising for car dealerships. Users are reviewing models, comparing them side by side, and discovering new dealerships in their area. The app recently launched TikTok Automotive Ads to support the growth demand from global automakers.  

Content doesn’t need to be polished; it needs to be authentic. A casual test drive clip shot on a phone can outperform a scripted TV-style ad. TikTok’s algorithm selects content based on user interests. This means your videos can reach the right buyer without paid followers or big ad budgets.

For automotive dealerships, this means:

• A short, snappy video showing a feature like wireless Apple CarPlay or a hands-free boot can drive discovery, trust, and enquiries.

• Creators and micro-influencers can introduce your stock to local audiences without needing celebrity names or high production costs.

Video, Mobile, and New Rules of Engagement

Potential buyers aren't waiting for TV commercials. They're swiping. A whopping 85% of individuals watch short-form videos, usually on mute. Vertical videos like those on TikTok or Instagram Reels are popular. 

Viewers engage in “mini-moments”, where they take a quick scroll while travelling, in-between meetings, or in bed. Getting your content during these mini-moments can influence thinking and push your cars to the top of your mind.

For automotive dealerships, this means:

• Don’t overthink production. Keep it short and to the point.

• Picture this: a vertical video of a staff member pointing out three key features of a new SUV. Bold text overlays. Trending TikTok audio. Quick cuts. Total production time? 30 minutes. Engagement? 8x that of a static post.

• Use text and captions to communicate 1-2 key points.

• Stick to one message per clip (e.g. “This SUV fits 7” or “Hybrid, no plug-in, 4.2L/100km”).

• Brands adopting original content and mobile videos gain a major advantage.

Social Media at the Start of the Car Buying Journey 

TikTok recently introduced Automotive Ads on its platform. Source:TikTok homepage

Social media is your digital front line. It’s where buyers explore options, ask questions, check reviews, and decide whom to trust… before they reach out. This is the digital version of “foot traffic”.

The good part of social media is your content - paid or otherwise - tells you what’s working and what isn’t. The Likes, shares, and comments help you see what vehicles get clicks and what type of content to double down. 

For automotive dealerships, this means:

• Your content is often your first impression. Make it clear, visual, and helpful.

• Content that answers questions (e.g. features, price, comparisons) builds trust early.

• Timely, human responses improve your credibility.

Dealerships who treat social as a living, breathing sales tool, not a noticeboard, build trust before a lead fills out a form. 

What Most Dealers Are Still Missing

Despite the data, many dealership teams are stuck in outdated patterns. The biggest issue? They invest in the right platform but use the wrong content or don’t use the right platform at all.

Common blind spots include:

• Over-relying on static Meta ads: Reposting catalogue-style graphics eventually gets old. Without fresh, mobile-friendly creative, it underperforms.

• Skipping TikTok entirely: Buyers of all ages are already watching car reviews, pricing breakdowns, and taking virtual dealership tours.

• Ignoring influencer and creator partnerships: These can significantly expand reach and add social proof when used correctly.

• Missing mobile-first optimisation: Horizontal videos, slow intros, or no captions usually mean individuals scroll past before the first 3 seconds.

• Neglecting A/B testing: They never learn which creative or message works best for their audience.

• Overlooking social’s role in the funnel. Even if a buyer converts via your website or enquiry form, it’s likely that automotive social media marketing nudged them there.

The top dealers in your Prime Market Area (PMA) aren’t spending more. They are investing in smarter content strategies on platforms like TikTok, Meta, and Instagram. What are you doing?

How to Get Started (Without Doing It All Yourself)

Don’t be alarmed if you’re not a content expert or social strategist. Common objections include:

• What if your staff won’t go on camera? No worries. Many high-performing dealership videos focus solely on the car—doors opening, the tech being showcased, and boots closing. People connect with honest, clear visuals, not just faces.

• Tried boosting posts before and saw nothing? That’s not a strategy, that’s a spray-and-pray. We run structured, platform-native campaigns with mobile-first creative and built-in lead tracking. No more guessing where your budget went.

Ignite Group has driven leads for dealerships on social media since 2014

Sometimes, you need a plan, some help, and a partner who understands digital lead generation for dealerships.

Companies like Ignite Group offer automotive social media marketing services. Its experience working in the industry since 2014 means: 

• You skip the guesswork: Our experience tells us what creative works, how the automotive audience thinks, and which metrics matter.

• You gain a plug-and-play social engine. Whether it’s promo reels, vehicle walkarounds, or a fully-fledged TikTok campaign, we make and execute your content plan and run the show behind the scenes.

• You stay informed without being overwhelmed. Clear reporting shows you what’s working, what’s not, and where you’re getting traction.

Starting small is better than staying stuck. One properly built campaign can validate the model, deliver enquiries, and grow your team’s digital confidence.

GET INSPIRED

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GET INSPIRED 〰️

If you're unsure what kind of content works, or you’ve run a few ads and felt like you were guessing, we can help.

We’ve made a snapshot of our high-performing Meta campaigns specifically designed for Australian automotive dealers.

Still Have Questions? We’ve Got You

Q: Do I need to be on every social media platform? 

A: No. The key is picking the right platforms for your audience. For most dealerships, that’s TikTok, Instagram, Meta, and sometimes Spotify. We help you focus on where buyers spend time and where we know content converts.

Q: Can this work for used car stock or only for new vehicles? 

A: We’ve succeeded across new, used, and demo vehicles. Buyers are already searching for quick deals. We’ve helped dealers move stock with multiple formats.

Q: What if I don’t have a content team or fancy gear? 

A: We’ve created high-converting campaigns using our internal studio, a committed team, and clever editing. The key is platform-native content that people trust.

Q: How quickly will I see results? 

A: Most dealerships see increased engagement and improved lead quality within 30 days. Sales results often follow fast when paired with proper CRM follow-up. 

Q: What kind of reporting do I get? 

A: You’ll see your performance by platform, creative, and campaign objective. We don’t overwhelm you with dashboards; we highlight the insights that matter to you.

Real Results: Increasing GWM’s Leads by 553%

Learn how we helped a dealership to transform its brand perception and smash sales targets. 

A Victorian dealership from Great Wall Motors (GWM) struggled to gain local traction due to brand perception and high cost per lead (CPL). 

Ignite Group launched a data-led strategy: A/B testing creative formats, running localised campaigns, and producing organic content—including video walkthroughs—that directly targeted the dealership’s ideal audience. Diversifying platforms through channels like Meta, RedBook, and WeChat helped reach niche segments and broaden market reach.

In 12 months, cost per lead dropped from $89 to $9, while lead volume surged by 553%. In May 2024, they delivered record-breaking sales, earning the GWM Southern Region Dealer of the Year award. 

In 12 months, leads rose by 553% and CPL fell to $9.

They aren’t alone. Some of our clients in Queensland, Victoria, the ACT, have tapped into new markets, increased leads, and sold out stock thanks to strategically using social media.

Shift Gears with Ignite Group

Car buyers are on social media daily, looking for help choosing their next car. Will your dealership be the one they find?

Since 2014, we’ve helped 180+ Australian and New Zealand automotive dealerships of all sizes to:

• Create scroll-stopping content on TikTok, Instagram, Meta, and beyond.

• Build custom creatives native to every platform and tailored to each campaign.

• Run fully tracked, data-backed, performance campaigns converting attention into sales-qualified leads.

Meet modern buyers where they are. No friction. No pressure. Just real results from a team that does it month after month. Dealerships like yours made the switch haven’t looked back. Want in?

Email info@ignitegroup.com.au or call Dean on +61 419 642 530, and let’s accelerate your dealership’s success now!