The power of TikTok for auto dealerships

The power of TikTok for auto dealerships

In the rapidly evolving landscape of social media, TikTok has emerged as a dominant force, and not exclusively for younger demographics. With its short-form video content and highly engaging user interface, TikTok offers a unique platform for auto dealerships to build their brands locally and increase car sales.

Getting started with TikTok can seem daunting, but in this blog we’ll guide you through the essential steps needed to utilise this dynamic platform, and harness its full potential for your dealership.

Understanding TikTok’s impact

TikTok’s rise to prominence is nothing short of remarkable. By 2023, the platform boasted over 1.2 billion active users, and this number continues to grow. Its success lies in its ability to create viral content that resonates with a global audience, especially Gen Z and millennials. For auto dealerships, this presents an invaluable opportunity to reach an audience that is increasingly influential in the car-buying process.

Why TikTok matters for auto dealerships

Reaching a Younger Audience – Gen Z and millennials are key demographics for auto dealerships. As these generations begin to make significant purchasing decisions, capturing their attention is crucial. TikTok’s user base predominantly consists of these age groups, making it an ideal platform for engaging potential young car buyers.

Enhanced Brand Awareness – TikTok’s algorithm is designed to promote content that users find engaging, regardless of their follower count. This means that with creative and compelling content, even local dealerships can achieve significant visibility. By consistently posting engaging videos, dealerships can build strong brand recognition within their local online communities (and further afield).

Humanising the Brand – TikTok’s informal and personal nature allows dealerships to showcase their human side. Behind-the-scenes videos, employee highlights, and customer testimonials can help build a relatable and trustworthy brand image. This human touch can differentiate a dealership from its competitors, fostering stronger connections with potential customers.

Creatively Showcasing Inventory – Traditional car ads can be perceived as bland and monotonous. TikTok offers a creative outlet to showcase inventory in a fun and engaging way. Dealerships can create short videos highlighting the features of new models, conducting virtual tours, or even creating humorous skits involving their vehicles. This creative approach can capture the attention of users more effectively than main stream approaches.

Leveraging Trends and Challenges – TikTok thrives on trends and challenges. Dealerships can participate in or create their own challenges that align with their brand. For example, a dealership could start a challenge where users show off their favourite car features or share their best road trip moments. By tapping into these trends, dealerships can increase their visibility and engagement on the platform.

Cost-Effective Marketing – Compared to traditional advertising methods, TikTok offers a cost-effective way to reach a large audience. Creating engaging content requires creativity and time rather than a substantial financial investment. This makes TikTok an attractive option for dealerships with limited marketing budgets.

Strategies for success on TikTok

To maximise the benefits of TikTok, auto dealerships need to adopt a strategic approach. Here are some effective strategies to consider:

Create Engaging Content – Content is king on TikTok. Dealerships should focus on creating videos that are entertaining, informative, and visually appealing. This could include car reviews, how-to guides, behind-the-scenes looks, or customer testimonials. The key is to produce content that resonates with your target audience.

Consistent Posting – Consistency is crucial for building a following on TikTok. Dealerships should establish a regular posting schedule to keep their audience engaged. This could mean posting everyday, 3 to 5 times a week or weekly depending on the resources available.

Utilise Hashtags Effectively – Hashtags play a significant role in increasing the visibility of TikTok videos. Dealerships should use relevant and trending hashtags to reach a broader audience. Creating a unique hashtag for the dealership can also help build brand identity. Not sure what hashtags are in demand – use this resource.

Engage with the Community – Engagement is key to success on TikTok. Dealerships should actively interact with their followers by responding to comments, participating in challenges, and collaborating with influencers. This helps build a loyal community around the brand.

Leverage Influencer Partnerships – Partnering with local influencers can amplify a dealership’s reach on TikTok. Influencers have established audiences that trust their opinions, making their endorsements highly valuable. Collaborating with influencers can help dealerships tap into new customer segments and boost brand credibility.

Track and Analyse Performance – Monitoring the performance of TikTok content is essential to understand what works and what doesn’t. Dealerships should use TikTok’s analytics tools to track metrics such as views, likes, shares, and comments. This data can inform future content strategies and help optimise engagement.

Examples we love

Auto dealerships are already successfully leveraging TikTok to build their brands and increase sales. For instance, a dealership in Texas gained widespread attention by posting humorous and relatable content about their daily operations. Their videos often feature staff members and customers, providing a glimpse into the dealership’s culture and customer experience. This approach not only boosted their local visibility but also attracted new customers to their showroom.

Another dealership in California used TikTok to showcase their latest car models through creative and visually appealing videos. By highlighting unique features and offering virtual test drives, they were able to engage potential buyers who might not have visited the dealership in person. This strategy resulted in a noticeable increase in foot traffic and sales enquiries.

And finally…

In the competitive world of automotive sales, standing out requires innovative marketing strategies. TikTok offers auto dealerships a powerful platform to build their brands locally and reach an engaged audience. By creating compelling content, engaging with the community, and leveraging the platform’s unique features, dealerships can enhance their market presence and drive sales. As the digital landscape continues to evolve, embracing TikTok can provide a significant competitive advantage for forward-thinking auto dealerships.

Need help with your social media strategy and execution? Get in contact with our experienced team today.