The car buying journey in South Africa is changing – fast. Social media has moved beyond brand awareness and is now influencing every stage of the customer journey, from discovery to purchase.
Platforms like TikTok, Instagram and YouTube are becoming key research tools, especially among younger buyers. Today’s customers are arriving at dealerships more informed than ever, having already explored vehicle features, pricing, reviews, and even virtual test drives – all through their social feeds.
Why it matters:
- Buyers trust social content
Short-form videos, influencer reviews, and behind-the-scenes content help build trust and bring vehicles to life in a way traditional advertising can’t. - The journey starts online
Car shoppers are engaging with content long before stepping into a dealership. The brands that show up early, with helpful and entertaining content, are the ones that stay top of mind. - Digital-first expectations
From live Q&As to personalised recommendations, the experience buyers expect is now instant, interactive, and mobile-first.
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