Carsales has appointed Ben Tyers as its new head of content, as the automotive marketplace shifts its content strategy to focus on consumer-first content and broadening its reach to meet diverse audience needs.

Tyers joins the business with a wealth of experience in content strategy, production, and audience engagement from his time at prominent media outlets such as Buzzfeed, POPSUGAR, The Urban List, and Thrillist Australia.

In his new role, Tyers will be responsible for steering the content strategy for Carsales and its marketplace brands, including bikesales, boatsales, caravancampingsales, trucksales, farmmachinerysales, and constructionsales.

"Content has always been at the heart of our business, guiding consumers through their buying and selling experiences and beyond," said Executive General Manager of Marketing, Content & Customer at Carsales, Rafael Constantinou. "While traditional content like reviews and comparisons remain essential, we're entering an exciting new phase, where we aim to make our content even more consumer-focused and widely accessible. With Ben's extensive experience, we're confident he will lead us into this new era, crafting content that connects with everyday Australians. This is the start of something truly transformative for our content strategy."

Tyers' appointment comes at a time when Carsales' YouTube views now exceed a million each month, marking an increase of over 100% year-on-year. The company also boasts the most-followed Instagram and fastest-growing TikTok among automotive competitors.

"I'm honoured to join carsales at such a pivotal time in its journey," said Tyers. "Carsales has been an iconic Australian brand and leader in the automotive space for decades, and I'm excited to help shape a bold new direction for its content. Leveraging carsales' extensive data and insights, we'll carry on innovating with dynamic and creative content to meet the evolving behaviours of our consumers and strengthen our reach and engagement across all platforms."

Under Tyers' leadership, carsales plans to deliver a broader range of new engaging video formats and accessible content while maintaining valuable news, reviews, and comparisons. This move is set to further cement carsales' position as a comprehensive resource in the automotive marketplace, providing insights from reviews to news and comparisons.