Automotive
Advertising

Auto buyers trust what Reddit recommends.

Gain insight into the mind of the car buyer as they purchase a vehicle, and learn about Reddit’s solutions for auto marketers who want to reach them.

Advertise on Reddit

Automotive Industry Trends

The car shopping customer journey is shorter than ever. Buyers have cut down on time in the dealership and traded in for time spent doing research online on social media and trusted sites.

25%

Decrease in the days spent car shopping in the last four years.

From 118 days to 89 days on average.¹

64%

Of buyer shopping time is spent doing research online.

1+ hours more than before the pandemic.²

31%

Of buyer shopping time is spent at the car dealership.

An average of 9 minutes less than before the pandemic.³

87%

Of auto buyers trust social media for advice over a sales person.⁴

Car shoppers come to Reddit for advice on their next purchase

Auto industry consumers on Reddit are actively researching their next vehicle purchase in communities dedicated to giving and receiving help from fellow motor heads.

450+

Auto communities are active on Reddit today.⁵

79.5M

Auto engagements happen on Reddit each month.⁶

69 min

Are spent on average by active car shoppers engaging in those communities.⁷

Compare this to 18.6m spent on CarGurus, 17.6 min spent on cars.com and 15.6 min spent on MSN.⁸

Car buyers trust what Reddit recommends

Potential customers come to Reddit communities for in-depth, anonymous conversations and honest opinions from other customers and brands.

84%

Have found relevant auto communities on Reddit.⁹

74%

Think there are honest discussions on Reddit that help them evaluate which auto brand is best for them.¹⁰

57%

Can find information and advice on Reddit that they trust.¹¹

46%

Feel more comfortable sharing information or asking advice on Reddit as an anonymous user.¹²

Advertise on Reddit

Automotive Industry Insights

Consumers want trusted opinions from other vehicle owners before they make a purchase decision. They’re on Reddit to compare features and read authentic reviews of different vehicles or brands. They also want to know how to take care of the cars they’ve already purchased.

58%

Want to read vehicle reviews.¹³

48%

Want to hear about new vehicle launches and reveals.¹⁴

50%

Want to compare vehicles.¹⁵

62%

Want to participate in-depth vehicle discussions.¹⁶

63%

Want to find vehicle maintenance advice.¹⁷

whatcarshouldIbuy

No_Acanthaceae

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Promoted

29d

ago

Thanks to everyone who helped me try to find the "perfect" performance sedan. Ended up getting the beauty :)

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469

Comments

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No_Acanthaceae

Promoted

Auto shoppers are on Reddit to make purchase decisions

Many redditors are already considering buying a vehicle. The information and advice they find here drives car sales online and at the dealership.

69%

Say Reddit helped them confirm the vehicle purchase decision that was right for them.¹⁸

55%

Say they purchased a new vehicle based on the auto information they found on reddit.¹⁹

17%

Say that reddit helps them make purchase decisions faster.²⁰

The Reddit road to purchase

1. Reddit research

2. Dealership test drive

3. Recommendations from friends and family

4. saving $$$

5. Ready, set, buy

Redditors want to hear directly from brands

Redditors want brands to be a part of their customer experience. Those that participate are considered more trustworthy than those that aren’t—the key is to be transparent and provide expertise, without a hard sell.

70%

Redditors are more likely to trust an auto dealer or brand that participates on Reddit.²¹

66%

Believe ads are more relevant on Reddit than on other sites.²²

72%

Agree that brands can have a conversation with them on Reddit that they can’t have anywhere else.²³

3 in 4

Redditors would like to interact with more brands on Reddit.²⁴

Automotive Industry Examples

Get inspired by auto advertisers whose ad campaigns have already connected with redditors.

Mitsubishi Motors used Reddit to launch new 2022 Outlander SUV

Their Reddit ads got 62% more reach per dollar compared to other social channels.

Read the case study

MitsubishiMotorsCAN

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Promoted

ago

Compromising on quality is out. Worrying about what you can't control is out. Taking the same path as everyone else? Definitely out. Get into out in the all-new 2022 Mitsubishi Outlander.

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Automotive Advertising Strategies

Get the most out of your ad spend with Reddit’s digital advertising best practices and tools for success.

Get the Auto best practices guide

Creative Strategy

Redditors lean-in to conversations starters in longer headlines and posts written in a radically transparent and conversational tone. We recommend automotive advertisers lean into one or two features they want the community to talk about.

Ad Types

Use different ad types at different stages of the buyer journey. Try takeovers for brand awareness around a new vehicle launch, or promoted posts to incite drivers to action.

Targeting

Target Reddit communities that align with your message. Communities like r/sustainability, r/futurology might be the perfect place to promote electric vehicles, whereas trucks might be a better fit for r/DIY or r/outdoors.