The right impetus in e-scooter advertising helps companies to tap into untapped market potential and position themselves successfully in a dynamic environment. Micromobility is becoming more and more present, and those who utilise the opportunities in the e-scooter sector can reach new customer groups and significantly increase their reach. It is crucial to advertise in a targeted and creative way in order to stand out from the competition.
E-scooter advertising: understanding and addressing target groups correctly
In order to be successful in e-scooter advertising, the target groups must be analysed precisely. These often include young adults from generations Y and Z, who live in urban areas and are tech-savvy. Their mobility behaviour is primarily characterised by flexibility and environmental awareness.
A practical example: one provider relied on social media campaigns that were specifically tailored to this target group. Short videos were produced via Instagram and TikTok that showed everyday situations with the e-scooter and emphasised the benefits such as ease of use and fun factor. As a result, the campaign achieved a higher interaction rate and significantly increased the number of users.
Similar positive feedback was registered by a rental service that engaged influencers to tell authentic stories about the use of the product and thus build trust with potential customers. It became clear that the combination of information and entertainment is particularly effective for addressing the target group.
A third example shows the importance of geographical targeting: local campaigns in large cities with high traffic volumes often reach users who are looking for flexible means of transport at short notice through targeted Google Ads. A precise approach that is constantly optimised using data such as location, age and interests pays off here.
Strategic channel selection and creative content in e-scooter advertising
The choice of suitable communication channels is essential in order to optimally position offers. Social media now dominates advertising for new mobility concepts. Facebook, Instagram, YouTube and up-and-coming platforms such as TikTok offer the opportunity to combine organic and paid content and thus reach different segments.
A practical example: a hire company developed a campaign focussing on videos showing e-scooter rides through urban landscapes. The mixture of lifestyle and mobility function in particular appeals to both leisure users and commuters. This was accompanied by tutorial videos published exclusively on YouTube, in which simple tips on use and safety were given.
Performance marketing via Google Ads also effectively supports visibility. For example, one provider achieved a measurable increase in website visits and conversion rates through targeted adverts for relevant keywords such as „rent an e-scooter“ and „buy an electric scooter“.
Last but not least, storytelling elements in the content that offer users personal and emotional points of contact have an impact. This could be a series of stories about the everyday life of a driver or emphasising sustainable aspects as a contribution to the transport transition.
BEST PRACTICE with one customer (name hidden due to NDA contract)
BEST PRACTICE with one customer (name hidden due to NDA contract): The project team developed a comprehensive social media strategy that specifically combined experiential worlds with the functional benefits of an e-scooter. Targeted lead campaigns and cooperation with local events made it possible to quickly increase awareness locally. The involvement of micro-influencers provided authentic content that noticeably increased the willingness to buy. Monitoring relevant key figures allowed the advertising measures to be continuously optimised.
Sustainability and lifestyle are key in e-scooter advertising
Many customers today are interested in environmentally friendly and flexible mobility solutions. This is where e-scooter advertising opens up the opportunity to use sustainability as a central argument. Campaigns that consistently emphasise ecological benefits often receive a positive response.
One company used environmental arguments in its advertising and combined them with urban leisure activities. This reached a young audience that sees the e-scooter not only as a means of transport, but also as a lifestyle element.
Another example is the announcement of partnerships with sustainable initiatives or municipalities that promote zero-emission transport. Such collaborations strengthen credibility and open up new communication channels.
Events where users can test the products are also a valuable opportunity. They promote direct experience and create lasting customer relationships.
My analysis
E-scooter advertising offers a wide range of opportunities to tap into untapped market potential. The combination of a target group-orientated approach, creative content and strategic channel selection helps companies to increase their reach and strengthen customer loyalty. It is particularly important to incorporate sustainability aspects and authentic storytelling to promote user trust. Accompanied by professional advice, as iROI coaching can offer, this results in sustainable and successful advertising concepts.
Further links from the text above:
Social media strategy for the launch of an e-scooter service
COUP: ASO Case Study
Electrifying! Social media marketing for e-cars, e-scooters, ...
E-scooters are particularly popular with younger people
YouTube SEO Guide: more reach for your videos
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