Should Your Car Dealership Be on TikTok?

If your dealership team isn’t excited about advertising on TikTok and all you want to post are car walk-around videos, maybe it’s not for your company.

On the other hand, if you want to engage with your audience and reach the full potential of your marketing efforts, you should use TikTok. This platform provides a great way to engage with a wider audience with short, entertaining videos. If you want to learn more about how to use this social media network, you’ve come to the right place. Let’s dig in and see how your dealership team should use it.

Your Team Might Be One of the First

Most car dealerships use Facebook and Instagram. Very few are using TikTok. That could be enough of a reason to explore this platform. If you’re the first in your industry in your area to use this platform, you’ll have a distinct advantage and reach customers using this platform. As your shoppers are scrolling through the jokes, viral dances, and pranks, they can find some information that’s helpful to them. Some of that information can come from your dealership team, which will benefit customers who are ready to buy their next vehicle.

This Platform is Ideal for Car Dealers

One of the greatest challenges car dealers faces is showing their products to customers without being overly aggressive. If your sales team loves to sell cars, they probably are really good at talking to customers. Because of their extroverted personalities, you can put them in front of a camera, and they should do pretty well. Let your team get creative and use the cars on the lot to post some amazing TikTok videos to entice customers to visit your car dealership. When you allow your team to be creative, you’ll get some amazing content to show your audience.

What Should Your Team Begin With?

TikTok videos are limited to three minutes each, but you can say a lot in that short amount of time. Your team should be ready to get to the point and show the important qualities they want to present as quickly as possible. Some videos you should start with are a tour of the car lot highlighting some of the top models, your staff offering some car-buying advice, and offering a behind-the-scenes look at how car repairs are done at your dealership location.

Produce Targeted Content for Your Customers

The car-buying audience is comprised of many different personalities and people searching for different vehicles. You’ll have shoppers that have at least one major quality in common with a few others, and some of the TikTok videos your car dealership team produces should target these subsets of your audience.

Looking for Something New

Some of your customers are searching for the newest vehicles to hit the market. This is evident right now with the number of backorders for new electric vehicles and the latest upgraded models. Some of your videos should cover these new vehicles. You can show the first of a new model coming off the truck and heading to your showroom as a teasing way to invite your audience to see what this vehicle offers.

Some Customers Search for Value

Value means getting the most out of a vehicle for the money spent. This means offering a vehicle that does a lot but has a reasonable price. This means showing off sedans, SUVs, and trucks and the many features these rides offer. What does the average family want in a car? Answer this question, and you’ll have a good starting point for your next car dealership TikTok video.

What Cars are Great for First-Time Buyers

The first-time car buyer might not be the same as they used to be. If they drive a car gifted to them all through college and are ready to buy their first new car, you’ve got to show them something they want to see. In today’s market, these first-time buyers are more tech-savvy than ever before and will search for a car that has a lot of features. Can you offer this with your videos?

Some Shoppers Want Specific Models

Why are sports cars and off-road vehicles so popular? These vehicles perform specific functions which get our adrenaline pumping, which makes us feel excited and love the ride. Some of your shoppers are searching for these specific vehicles that can either drive fast and look great or head out on the trails to get dirty and tackle the trails. Show what these cars and SUVs can do in your next car dealership TikTok video.

Remember the Call To Action

Before any of your videos ends, you must have something that requires the customer to act. This can be as simple as an invitation to visit your dealership location to learn more about the vehicle or to connect with a salesperson online. This is an important item and helps potential customers remember they need to do something to move forward in the car buying process.

All Viewers Aren’t Customers

You want to build an audience for your car dealership with your TikTok videos, but not all audience members are customers. Some people want to see your videos and the cars you offer; some will enjoy the personalities of your staff, and others might only need the instructional information provided. All of these views are ok and connect with your dealership for different reasons. You will find some viewers that become customers and tell you they came into your dealership because of a video shared on this platform.

Don’t Forget the Basics

Your team can create the most compelling videos possible, but if you don’t cover some of the basics of online marketing, you won’t see the benefits of being on TikTok. Your car dealership TikTok account needs to include an interesting profile picture, a catchy bio, and a link to your website. The website link is the most important. This item helps your audience connect to your dealership when they want to shop for their next vehicle.

Is your car dealership on TikTok? If not, why not? It’s time to be one of the first in your area to use this social media platform to sell cars.