Dealers turn to Snapchat to attract younger buyers

Consumers, particularly those younger than 30, are spending more time on social media during the pandemic. But many dealerships have yet to venture beyond Facebook to apps such as Snapchat that have become a haven for millennials and Generation Z.Data shows that the age groups drawn to Snapchat aren’t shying away from the car market. Millennials and Generation Z were the only two segments for which vehicle registrations rose from the first quarter of 2020 to the second quarter, according to an Experian study. Snapchat says it reaches 75 percent of Americans born from 1981 through 2010 who make up those two generations. Jeff Gonzales, CEO of marketing company AET Automotive, said dealerships that invest in Snapchat tend to have little competition at the moment. Most are active on Facebook, where there are plenty of baby boomers and Generation X consumers, but Snapchat is still largely uncharted territory, he said.Gonzales said his company’s dealership clients use Snapchat to promote deals they’re offering. “Our platform and our technology really focuses on the retail offers, so what we’re taking a look at is the segmented buyer based off of specific models within a brand and who the natural buyer is,” he told…
Read More