Tesla's advertising strategy is unique in that it primarily focuses on showcasing the technology and performance of its vehicles through online channels and social media, rather than traditional advertising like TV commercials. They also utilize a significant amount of product-focused content on platforms like YouTube and their website. While they have started increasing their advertising spend, it remains a relatively small fraction compared to other major automakers.

Key aspects of Tesla's advertising approach:
Emphasis on Technology:
Tesla often highlights its advanced features, like Full Self-Driving (FSD) and the performance of their electric vehicles.

Online and Social Media Focus:
Their marketing efforts are heavily concentrated on online platforms, including YouTube, where they showcase new models and features.

Minimal Traditional Advertising:
Unlike other car manufacturers, Tesla doesn't heavily rely on traditional TV commercials or print advertising.

Word-of-Mouth and Social Media:
Tesla's innovative products and the excitement surrounding them contribute to word-of-mouth marketing, as well as social media buzz.

Increasing Ad Spend:
While historically a minimalist spender on advertising, Tesla has recently begun increasing their marketing budget, though still a smaller amount compared to other car companies.