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South Africa’s younger car buyers are turning to TikTok, Instagram, and YouTube, reshaping the automotive

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GUEST – Lee Naik, CEO TransUnion Africa

Generation Z’s1 rising influence, with a 27.9% year-on-year increase in vehicle finance volumes, highlights why social media has become essential for automotive brands aiming to attract younger buyers. As South Africans spend over 3.5 hours daily on platforms like TikTok, Instagram, and YouTube, 76% of users now turn to social media for product research, pushing automotive brands toward digital-first strategies with influencer campaigns, short-form videos, and interactive content, yet South Africa’s low social media ad spend signals a major untapped growth opportunity for marketers
4 Jun 2025 2PM English South Africa Business News · Investing

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