Influencers Can't Sell Cars? Think Again.
- Milan Freeman
- Jul 22, 2024
- 4 min read
Unlike many of the products advertised on social media, cars are a high-involvement consumer good. They require a substantial financial investment, heavily-detailed research and high levels of trust before making a purchase. Fortunately for car makers, the last two criteria are what influencers are exceptional at: aiding research and building trust.
70% of car buyer’s used YouTube as a part of their research process(1). Many of those buyers watched videos that featured detailed car reviews, test-drives, and authentic opinions from content creators. By leveraging influencer content, car manufacturers can insert their vehicles into the research phase of the buyer's journey. This approach not only broadens the brand’s visibility but also can foster a personal and impactful connection with potential customers.
Still not sold? Below we’re presenting six influencers who can help market car brands to consumers.
Influencers are listed in no particular order.
(1) From research that Google commissioned from Millward Brown Digital.
Peter McKinnon
Location: Toronto, Canada
YouTube
5,940,000 followers
He’s a prominent influencer and photographer most known for giving his audience advice on how to get the perfect shot. He often integrates cars into his content to demonstrate various photography techniques such as motion blur, night photography, and action shots (examples here and here). This allows his content to reach potential buyers outside of the average car enthusiast. Why is this important to car makers?
It is estimated that nine out of ten American adults drive cars(2). Only a small portion of those people (about two out of ten) may be considered car enthusiasts(3). Therefore, automotive companies should not just focus on influencers who have audiences that are hyper-targeted to the car-fanatic.
Influencers, like McKinnon, can reach a separate consumer-base while still appealing to potential car buyers within their organic audiences.
(2) Taken from a study published by Hedges and Company.
(3) Taken from a study published by Hagerty.
Freddy "Tavarish" Hernandez
Location: Florida, U.S.A
Tavarish's charismatic personality and technical expertise have earned him a substantial following, making him a key figure in the online car community. In fact, he has the biggest audience hyper-targeted towards car-goers on this list.
This automotive influencer is renowned for his engaging videos on YouTube and TikTok where he focuses on car modification, often tackling ambitious projects involving neglected or damaged vehicles. His videos showcase detailed rebuilds, mechanical fixes, and performance upgrades, providing viewers with practical insights and entertainment.
While we wouldn’t recommend him as a partner to showcase any newly released car models, collaborating with someone like Tavarish on a video that features an older car model from a car brand could help showcase the brand's reliability and its products' longevity.
Marques Brownlee
Location: Kearny, New Jersey
Marques Brownlee, is a tech aficionado known for his high-quality and in-depth technology reviews. In addition to his expertise in consumer electronics, Marques has expanded his content to include automotive reviews, where he provides detailed and insightful evaluations of the latest electric and luxury vehicles.
His automotive videos combine his passion for technology and his keen eye for detail. Both of which can offer viewers comprehensive insights on the evolving automotive industry, as well as engaging reviews on new, innovative car models.
Drake Moschkau
Location: Los Angeles, California
Drake Moschkau, is a rising automotive TikToker who is popular for his short and concise car reviews. His content covers a wide range of vehicles, from everyday cars to high-end sports models. His car reviews often highlight key car features, performance insights, and details on the overall driving experience – making his videos accessible to a broader audience that might not be well-versed in automotive vocabulary.
Unlike the other creators on this list, Drake’s largest following is on TikTok. While the majority of car buyer’s use YouTube as part of their research process, TikTok is emerging as the top search platform for Gen Z. As Gen Z and younger generations grow older, People’sInfluence predicts that more car research will be done on TikTok.
Eryn Krouse
Location: San Clemente, California
YouTube
316,000 followers
Eryn Krouse's content focuses on beach lifestyle and surfing.
Cars are essential to outdoor sports enthusiasts because they provide transportation to the various and often remote locations where these activities take place. They are also needed to haul cumbersome equipment, such as surfboards, wetsuits, and other gear.
Due to the importance of a car for surfing, Eryn occasionally features the car she uses to get around showcasing its versatility for her adventurous lifestyle. Providing reviews of cars that support her surfing, resonates with her audience who can appreciate the practical tips that would help them achieve a similar lifestyle and/or their personal surf goals.
Lucky Lopez
Location: Las Vegas, NV
YouTube
518,000 followers
Lucky Lopez has the highest level of community engagement on YouTube along with a growing audience on both his social media media platforms (two qualities that indicate a high potential for customer conversion).
His informative and critical videos often delve into topics such as car reviews, vehicle market trends, and industry insights, providing a well-rounded perspective on the automotive world. His content often includes detailed analyses of car technologies, comparisons between different types of vehicles, and discussions on the economic aspects of car ownership. It’s this type of in-depth knowledge that make his channel a credible resource for car enthusiasts and potential car buyers alike.
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