Every dealer understands that gaining exposure to the right shopper at the proper time is critical to success in this business. However, dealerships now face a new problem of appealing to the next generation of vehicle buyers - Generation Z. Because they are more frugal and well-informed than their Millennial counterparts, Generation Z knows what it wants and will not hesitate to find another dealership if they do not get what they want from you. Additionally, with Gen Z having $ 3 trillion in purchasing power as they enter adulthood, it is essential that we begin focusing on strategies to reach these future buyers.
What Is Snapchat?
Snapchat was created in 2011 and is a social networking application that allows users to communicate through images without fear of being seen by many others. You may take a photo or film it, and then send it to one or more individuals. After a set amount of time, the media would vanish poof. Snapchat was also the first platform where users could easily Since its foundation, Snapchat has developed considerably, but it has never lost its lighthearted inventiveness, and now that most of its users are in the professional world, dealerships see a chance to profit.
Why Snapchat?
Where does Snapchat fit in the ranks of the world's major social networks? This is an excellent question. Facebook has always been at the top of the rankings. Instagram threatened to take their throne back in 2012, but Facebook bought them out before they could succeed. In 2013, Facebook made a $3 billion offer for Snapchat, but Snapchat's owners declined . It is now worth an estimated $19 billion. So, it is safe to say that Snapchat is here to stay and will likely continue to grow in popularity.
Some of the key features that make Snapchat ideal for reaching Generation Z are:
-The app is built around privacy and ephemerality, which appeals to Gen Z users who value their privacy.
-It has high engagement rates, with users spending an average of 30 minutes on the app per day.
-It's a visual platform, which is perfect for showcasing vehicles.
The platform lays claim to an impressive 93 million US users per day and over 60% of those users are actively “snapping” on a daily basis.
What’s almost more impressive is that Snapchat is increasing their user base by 22% year-over-year.
Over 80% of Snapchat users also share their location with the app, providing a great opportunity to target local vehicle shoppers to build awareness of your dealership and any current offers or events.
With usage stats like that, it stands as no surprise that advertisers are ready to capitalize on this rising opportunity.
“The way they did it was incredible, amazing and without fault. Flawless.”
Advertising On Snapchat
Luckily for Snapchat, Facebook has really blazed a trail for social advertising.
So if you know how to advertise on Facebook, Snapchat is a simple next step.
Very much like the Facebook Pixel, Snapchat also uses a “Snap Pixel,” installed on your site so they can create audiences and retarget shoppers from your site on Snapchat.
You can create lookalike audiences (audiences similar to your customers or website visitors), audiences from your CRM lists, retargeting audiences, and engagers of your Snapchat content.
Dealerships can also target in-market Snapchatters using shopper segments, Edmunds custom audiences, and Placed dealership visitors.
Advertisers can create catalogs to display as inventory ads, which is a BIG win for auto dealerships.
And dealerships can start getting their message and inventory in front of these audiences for as little as $5 a day!
Ready to get your Dealership set up and running successful dealership ads on Snapchat? Click here to book a Demo of DealerNerds Snapchat’s Dealers Playbook.
