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1、OpenInfluenceWhile the automotive industry deals with challenges such as semiconductor shortages,which began with the pandemic and are being extended by global issues like the war in Ukraine and tensions between Taiwan and China,auto and parts is projected as the No.2 product category in U.S.retail

2、sales in 2023,at$1.67 trillion,trailing only other($1.83 trillion),and projected sales for the upcoming 12-month period look set to return to pre-pandemic levels,with growth of around 9%.That growth will be spurred in part by methods of shopping that go beyond visiting physical dealerships.Although

3、the tried-and-true remains the most-preferred way to shop for vehicles in the U.S.,at 61%,31%of respondents to a recent national survey opt for online platforms as their primary means.In this guide,well share why creator marketing is essential for success in the digital-first era.Well also get into

4、some trends shaping the automotive industry that will impact your campaigns and some insider tips for successful collaborations.Lets get started!The automotive industry is projected as the No.2 product category in U.S.retail sales in 2023,at$1.67 trillion.$1.67 trillionPYMNTS and Onbe wrote in a rec

5、ent report they collaborated on,“The digital transition has taken automotive customers out of the showroom,forcing dealers and auto companies to develop better end-to-end digital solutions.These go beyond the sale,and companies that can digitally maintain customer relationships have an advantage.”Th

6、e two companies found that 72%of customer interactions related to vehicle purchases occur via digital means,adding that 25%of respondents said their main reason for shopping online was the ability to find the car they wanted,while 21%cited price.According to PYMNTS and Onb,62%of online auto buyers h

7、ad previously purchased a car online,as well.Potential customers desire to be well informed marks an ideal fit with creators,as brands can work with creators to provide online education with the aim of driving trust and conversions.PYMNTS and Onbe wrote in a recent report they Electric Vehicles Proj

8、ections show slightly less than 2%of the U.S.population driving electric cars in 2023,for a total of 5.4 million.Another forecast sees EVs at 61%growth in 2023,with roughly 1.5 million in sales and a market share of 10%,up from 7%in 2022.According to the EY Mobility Consumer Index,52%of intended car

9、 buyers globally favor either a fully electric,plug-in hybrid,or hybrid vehicle.Tesla hit a market value of$1 trillion in October 2022,making it more valuable than General Motors,Ford,Toyota,Volkswagen,Stellantis,BMW,and several other automotive giants In-Car Technology There were 145.5 million conn

10、ected car drivers in the U.S.in 2022,expected to rise to 168.5 million in 2026,and 26%of U.S.adults currently have Apple CarPlay or Android Auto in their primary vehicle.Google Auto has been rolling out updates at a furious pace,including built-in Waze navigation in December 2022 and the ability to

11、share a digital car key with friends and family the following month.Randy Miller,global advanced manufacturing and mobility leader at EY,told Automotive World that rather than full autonomy,“Automakers are instead expected to focus more on providing customized in-vehicle experiences such as digital

12、cockpits,biometrics,and voice-enabled services,while display screens are expected to shift from touch controls to haptic feedback and voice commands with artificial intelligence-based digital assistants.”Electric Vehicles Projections show slightly less than 2%of the U.S.population driving electric c

13、ars in 2023,for a total of 5.4 million.Another forecast sees EVs at 61%growth in 2023,with roughly 1.5 million in sales and a market share of 10%,up from 7%in 2022.According to the EY Mobility Consumer Index,52%of intended car buyers globally favor either a fully electric,plug-in hybrid,or hybrid ve

14、hicle.Tesla hit a market value of$1 trillion in October 2022,making it more valuable than General Motors,Ford,Toyota,Volkswagen,Stellantis,BMW,and Autonomous VehiclesEconomist Intelligence said that while full autonomy,or level five,is still a long way off,it projects a big jump for the autonomous v

15、ehicle sector in 2023,adding,“Mercedes-Benz will start offering its level 3 driving system,Drive Pilot,in California and Nevada in the U.S.in 2023.BMWs long-awaited level 3 technology should be on sale in its Series 7 sedan.”Level 3 cars have an“eyes-off”system and provide conditional automation of

16、driving functions,but still expect the driver will respond to requests and stay alert.Economist intelligence added,“Three U.S.carmakersTesla,General Motors,and Lucidas well as South Koreas Hyundai and Kia,and Swedens Polestar,are also expected to launch level 3 vehicles in 2023.”This will likely not

17、 be enough to make up for Ford Motors decision to pause its autonomous technology production.Larry Keyler,partner and global automotive leader at RSM US,explained,“The development of autonomous vehicle technology has slowed down somewhat,as manufacturers redirect and refocus on the refinement of the

18、 electric vehicle.These are certainly being driven by the regulatory landscape,which,at the moment,is accelerating a path to wide-scale EV adoption.”Shared MobilityShared transport,such as ride-sharing platforms and peer-to-peer car renting,continues to rise in popularity,driving more efficient vehi

19、cle usage,lowering shoppers costs,and providing alternative income sources to individuals and businesses.Crazy Fintech believes momentum will continue,causing the traditional car ownership model to fade.The financial news source cited the emergence of players including Launch Mobility,Getaround,Easy

20、Mile,Bolt,Cabify,and Lime.which,at the moment,is accelerating a path to wide-scale EV Plug These Best Practices Into Your EV Campaigns:Navigating Around the Challenges of Sourcing Talent Fewer creators,more posts:Automotive is a niche category with limited exclusivity.Allow creators to produce conte

21、nt for or share content across multiple platforms and mention this flexibility in the campaigns proposal and insertion order.The quality of content will be improved,which is vital in a big-ticket purchase,like a car,where storytelling and authenticity really matter.Size matters,but so does flexibili

22、ty:Reinforce the concept to brands that the goal is to find the right creators,regardless of size or follower count,and urge them to be flexible on this front.Educate:Answer the types of questions that often show up in comments,such as,“What if you run out of charge?”or“Where do you even plug it in?

23、”Consider more deliverables to build in time and real estate for broader education efforts on EVs.Locate:Auto manufacturers tend to have marketing fleets located in specific geographic areas,and knowing where those cars are helps in identifying the best possible creator talent nearby,smoothing campa

24、ign logistics and speeding the process.Translate:Consider bilingual campaigns to expand your target audience.Take advantage of the flexibility provided by creator marketing,as opposed to traditional marketing.Lets Go to Video Follow these tips to bring the best possible video content to your campaig

25、ns:Precious time:A longer concept creation phase,such as atwo-week lead time,helps avoid reshoots.Conceptual:Provide creators with ideas and use examples fromtheir feeds to smooth the concept creation phase and ask the client for rapid feedback.Setting the mood:A mood board may be helpful for creato

26、rsduring the concept phase,and it can include sample images and details.Precious time,part two:Ask creators to share content in real-timein order to help ensure that they are on the right track.Project your voice:voiceovers,rather than speaking into thecamera themselves,boosting flexibility in the e

27、diting phase,when the vehicle may no longer be available.Lets Go to Video Two key H-words were used in this campaign to back Chevys EV:Hispanic and humor.AD My attempt to describe the features and benefits of the#chevy#BoltEUV to my Hispanic mom!How would you explain them to your family?Click the li

28、nk in my bio to learn more about the chevrolet EVs!Chevrolet Volt EV Hispanic CampaignChrysler Pacifica Hybrid minivan Campaign#ad Who says minivan life cant be stylish?Ive been a proud minivan mom for over a decade and Ill never go back as long as I have kids.The new chrysler Pacifica Hybrid is the

29、 perfect minivan for on-the-go families with style,function and eco-friendliness.I recently took The Pacifica Hybrid on a shopping date with Rumi and enjoyed all the features like quilted caramel nappa leather,a 10 inch touch screen and rear entertainment system with built-in Amazon Fire TV.The kids

30、 are loving the extra features and Im loving the luxurious van life.Chrysler tries to fight the stereotype that minivans are boring.Open Influence is experienced in working with high-profile car brands,including Chrysler,Toyota,Subaru,Ford,BMW,Mercedes Benz,and more.Our team of experts works diligently to put together exquisite campaigns that draw in maximum engagement.Want to get started on yourcampaign today?Scan this QR code and reach out to us!