Social media marketing for car dealerships has become essential in today’s digital-driven sales environment. With most buyers conducting research online, car dealers must carefully consider which social platforms to use to connect effectively with customers. But which social platforms should car dealers use, and why?
Below, we explore the top social media platforms for car dealerships, offering insights and actionable automotive social media marketing tips to boost your dealership’s online presence.
How Car Dealers Can Leverage Social Media Marketing
Facebook: Engaging with a Broad Audience
Facebook remains a dominant platform for car dealerships, with approximately 70% of Americans using it. Notably, 66% of Facebook users visit local business pages, including car dealerships, at least once a week. Features like Facebook Marketplace allow dealerships to list inventory, reaching local and national audiences effectively. Additionally, creating events and utilizing targeted ads can generate leads and increase brand visibility.
Actionable Tip: Regularly update your inventory on Facebook Marketplace and create engaging events to attract potential buyers.
Instagram: Showcasing Cars Visually
Instagram excels in visually appealing automotive content. Dealers that share high-quality vehicle photos, short reels, and engaging stories regularly drive strong engagement. With over 1.5 billion users, the platform’s most active demographic is individuals aged 25-34, with a slight male majority at 51.8%. The platform’s emphasis on high-quality images and videos allows dealerships to highlight vehicle features creatively.
Actionable Tip: Use Instagram Stories and Reels to provide behind-the-scenes looks at your dealership, customer testimonials, and highlight special promotions.
YouTube: Influencing Purchase Decisions
YouTube is a powerful tool for influencing automotive purchase decisions. Approximately 84% of car shoppers plan to watch an auto video during their buying process. Creating detailed vehicle walkthroughs, maintenance tips, and customer testimonials can engage viewers and build trust.
Actionable Tip: Develop a series of videos addressing common customer questions and showcasing new inventory to keep your channel active and informative.
TikTok: Capturing Younger Audiences
TikTok’s rapid growth has made it a valuable platform for reaching younger audiences, particularly Gen Z. With approximately 37 million Gen Z users in the U.S., 61% are female. The platform’s short-form video content allows dealerships to showcase vehicles creatively and participate in trending challenges to increase visibility.
Actionable Tip: Create fun, engaging videos that highlight unique vehicle features or showcase day-in-the-life content at your dealership to resonate with TikTok’s audience.
LinkedIn: Building Professional Relationships
LinkedIn, with 185 million American users, is the premier platform for professional networking. For dealerships, it offers opportunities to connect with industry professionals, share company updates, and post job openings. It’s also an excellent platform for B2B sales and establishing your dealership as an industry thought leader.
Actionable Tip: Share industry news, dealership achievements, and employee spotlights to engage your professional network and build credibility.
X (formerly Twitter): Real-Time Engagement
X, formerly known as Twitter, has a user base that is 70.4% male. It’s effective for sharing real-time updates, promotions, and engaging in industry conversations. Utilizing hashtags and participating in trending topics can increase your dealership’s visibility.
Actionable Tip: Use X to announce flash sales, share customer success stories, and engage with automotive communities to build a following.
How to Build an Effective Dealership Social Media Strategy
Developing a cohesive car dealership social media strategy involves clear objectives, understanding your audience, choosing the right platforms, and consistently delivering valuable content.
- Identify Your Audience: Understand the demographics and preferences of your target customers to tailor content appropriately.
- Set Clear Objectives: Define goals such as increasing brand awareness, generating leads, or boosting sales.
- Create Engaging Content: Develop content that resonates with your audience, including videos, images, and interactive posts.
- Monitor Analytics: Regularly review performance metrics to understand what’s working and adjust strategies accordingly.
- Engage Consistently: Respond to comments, messages, and reviews promptly to build trust and foster community.
For a more in-depth guide, explore our Ultimate Guide to Car Dealership Digital Marketing.
Get Social Media Savvy with Video for Sales
Don’t fall into the trap of thinking you must be actively present on all social media platforms. Instead, remember who your target audience is to create a strong social media strategy. Your social media strategy must be steering in the right direction with engaging and professional-looking content no matter which platform you use. Videos certainly cannot be an exception. Without compromising on quality, streamline your creative process using the Video for Sales app to create eye-catching and informative videos that will drive sales across your social media channels. Schedule your demo today.
Final Thoughts
Social media for car dealers isn’t about being everywhere—it’s about strategically choosing platforms that align with your dealership goals. By leveraging platforms like Facebook, Instagram, YouTube, TikTok, and LinkedIn effectively, you can significantly boost your dealership’s visibility, engagement, and ultimately, your sales.