Are TikTok Comments the New Influencers?

By Avery Zimmerman

I was scrolling through TikTok when I saw a video from creator Zoifishh about getting a new car. In it, she explains that her Hyundai Accent — bought from her grandma for $2,000 — has finally started breaking down after seven years. It's time for a "big girl purchase," as she says. Her wishlist: something reliable, cute, and fun. It's her first time buying a new car. 

She visits BMW, Mercedes-Benz, and Porsche dealerships, vlogging her experience the whole way. In the caption, she writes: "need a new car asap HELP HELP where should I look next?" I opened the comments, not sure what I was expecting, but it was still surprising when I saw… actual advice. 

"Go to Lexus girl, SOOO reliable and luxurious" 

"If you want something reliable you should leave BMW and get a Honda or Toyota" 

"Says reliable and goes to BMW 😭😂" 

"My dad's a big car guy and all he buys is Lexus." 

"I had two Mercedes and literally nothing broke ever." 

The whole comment section went on like that: suggestions, horror stories, comparisons, and advice. This creator built her audience of six million by dancing to viral sounds. Her usual content has nothing to do with cars, yet her comment section became a forum full of brand perception, lived experience, and passionate opinion. 

It made sense. As Telemetry's resident Gen Z, I've turned to TikTok when making purchases. The new coffee pot I bought? I watched several TikToks before buying it. Why wouldn't other members of Gen Z do the same when buying a car? 

Social Media as Decision-Making Tool

Influencer marketing is nothing new for brands. But this wasn't that. Zoifishh wasn't doing a #sponsored post — she was just vlogging her car-shopping journey and asking her followers for input. She eventually bought a Mercedes-Benz C300, but offered very few opinions on the cars she drove on her test drives. That left room for the comments to do what they do best: run wild. 

TikTok's algorithm rewards engagement, and the comment section isn't shy about sharing opinions. What you end up with is a sort of collective research tool — one that feels more personal and immediate than scrolling through dealership sites or long Google reviews. 

The Crowd as the New Reviewer

Car buying has always been somewhat of a social activity — ask your uncle or coworker what they did. But now? It's interactive content. TikTok comments shape perception. They can hype up or tank a brand. They don't just reflect popular opinion; they can form it. 

By the time someone makes it to a dealership, they may have strong feelings about a brand based entirely on what they saw in a TikTok comment section. 

The Takeaways

If you're a car brand or dealership, it's not enough to just have a TikTok account. You need to be listening. You need to know what's trending — not just on your page, but on the videos your potential buyers are watching. 

Some of the best corporate accounts (think Duolingo) found success because they treat TikTok as a community. Brands need to show up authentically, react quickly, and understand the conversation because misinformation moves fast, and so do opinions. If I worked at BMW, I'd be watching Zoifishh's comment section very closely. 

Gen Z isn't going into the dealership blind. They're going with input from hundreds, and maybe thousands, of strangers who've weighed in on their car-buying decisions. For a generation that grew up online, TikTok comments can be as influential as Google reviews. And they're helping shape one of the biggest purchases they'll make in their life!