Today, social media marketing is not an option for brands and businesses. Whether it’s the Labubu Dolls or the viral Stanley Cup, they’ve all been successful and garnering huge sales simply because they’ve become a trend on social media. And it’s no different in the automotive industry, according to reports, 82% of car buyers do online research before visiting a car dealership. And 76% use social media to learn about automotive products. Your social presence is your online showroom where potential customers browse, compare, evaluate, and make purchasing decisions.
To understand what automotive social media marketing is, why it’s important, and how to best use it, read on.
What is Automotive Social Media Marketing?
Social media marketing in the automotive industry is unlike any other social media marketing. It is a strategic way to use social media to promote your cars, services, and automotive products. It combines different types of engaging content to increase brand awareness and visibility in the market and consumer circle. Platforms like Instagram, Facebook, YouTube, TikTok, LinkedIn, and X can be used.
Essentials of the Marketing Process
1. Creating content
Create high quality and entertaining content that is fun and engaging, yet insightful. You can make product videos, use testimonials and UGC content like social media testimonials, car buying and repair tips, BTS sneak peeks, car financing info, gossip, fake myths, and more.
You can choose the appropriate format, such as audio, video, image, text, or multimodal, according to your content type.
2. Automotive Social Media Advertising
You can choose from different advertising formats: Image ads, news ads, video ads, carousel ads, advanced form ads, message ads, product ads, and text ads.
Determine your target audience, platform, budget, and goals before launching an ad campaign. Customize ads according to the platform, use CTAs to direct the audience to your website, retarget, and study your competitors to understand the market pattern.
3. Influencer Marketing
Connect with popular social media personalities of your niche and ask them to represent your brand with real reviews. People trust people, and influencers command the trust of a large audience; It can help make and break ideas about your brand or car models.
4. Build a Strong Community
Communicate with your audience, answer their questions, comments, and solve customer problems. Share informative FAQs.
5. Customer Service & After Sales
Provide proper after-sales service, and direct them to the necessary equipment and repair packages. Your reputation doesn’t just sell; you need to keep the customer. They will keep coming back to you if they are given their money’s worth.
How To Market A Car Dealer On Social Media?
According to IJRPR, out of 83 responses, 91.6% of people mainly use YouTube to gather information about cars, while 78.3% use social media such as Instagram and Facebook. A number of automotive social media platforms are driving results; let’s look at each one.
1. YouTube videos
Video content is one of the most influential and effective types of content in social media marketing that you can use. By creating both long and short form videos to engage and engage with your audience, your potential customers. You can upload content like this:
- New launch
- Spontaneous events, meetings and exhibitions
- Brand or influencer partnerships
- Expert reviews
- Product mobility
- BTS
- Customer testimonials
2. Cover a Large Audience on Facebook
Facebook is one of the most used social media by all kinds of audiences. You can use targeted advertising and communicate with your audience in real time with the help of messages, and generate more leads.
Automotive Inventory Ads (AIA) Facebook’s feature focuses exclusively on car buyers who are in the market. You can easily retarget your audience and create a car catalog to avoid individual ads.
3. Use Instagram
The most used app by teenagers, techies, and car enthusiasts is Instagram. You need a customized strategy to use the platform. Create a business account or convert your existing account to a business account on Instagram.
And start creating inspiration, storytelling, and especially engaging and engaging content. Since Insta is primarily for short format videos. User attention span is low, so your content should grab attention within the first 2 seconds.
You can use various features of Instagram, such as Q&As, polls, fun games, and interactive stories. Use relevant hashtags and focus on having a strong local SEO strategy.
4. Use LinkedIn to Build Authority
LinkedIn is the perfect platform for building B2B brand awareness, presenting company updates, and innovation. You can target customers looking for luxury personal cars, as they are more likely to be on LinkedIn than on any other social media platform. Connect with relevant industry and industry professionals.
5. TikTok & X
While Instagram is great for viewing and attention-grabbing, YouTube helps consumers research and compare, and LinkedIn builds leads. TikTok can be your car social media trendsetter, the Stanley Cup was a dangerous TikTok product, then it was everywhere. It appeals to younger generations quickly. And you can use iX (Twitter) for real-time updates, launches, and any important company and product event. These social media tools for car dealers completely complete the buyer’s journey and help make informed decisions.
Related: Defining RTB Marketing: How Real-Time Bidding Powers Modern Marketing
Benefits of Car Sales Social Media Marketing
- This multi-channel car marketing strategy helps you build high brand visibility.
- You are able to build better trust by connecting and engaging personally with your customers.
- Lead generation and higher conversion rates can be increased. By implementing an effective lead management program, you can track, nurture, and convert prospects more effectively.
- Social media marketing is the most cost-effective form of advertising; you can reach a large audience at a low cost.
- You can provide real-time support to your customers.
- Social media campaigns can increase sales during a launch, as customers are already inundated with ongoing information about the new product.
- You can learn trends, patterns, and user behavior with the help of insights and analytics tools that are easy for beginners to use for social networks.
Some of the Most Popular Social Media Marketing Campaigns by Automotives
1. Full Self Drive (FSD) by Tesla
Tesla has used user-generated content and real-world demonstrations of their fully self-driving cars. Real experience and driving pictures of cars to show their skills. Each new software update becomes a new marketing gig. It shows not only the beauty but also the limitations of the product. Elon Musk and the product sponsorship that boosts UGC.
2. Mercedes-Benz
In October 2022, the brand partnered with professional BMX athlete Nigel Sylvester to promote their Mercedes AMG in a video series. And in another partnership where they worked with Palace Skateboards, they created a special line of merchandise.
3. Subaru
The first ad released by Subaru in the 1990s, which promoted different Subaru models to LGBTQ+ consumers. Since then, the brand has been demonstrating its diverse and inclusive values, repeating messages across platforms. This type of car dealership marketing strategy and creating a brand that appeals to all types of people can set you up for success.
Related: Digital Marketing Technology: A Promising Future!
The conclusion
Like any other business, automotive social media marketing is very much needed in the industry. In today’s digital world, your online presence changes every part of the customer journey: from finding information about the product, reviews, and comparisons to making the final purchase decision.
Therefore, using social media is not optional, but needs to be planned and strategized step by step. Different social media platforms work for different purposes and target audiences, like Instagram can help you get attention, and LinkedIn will help you build authority.
Win the roll, win the consumer and lead the automotive industry.
