Car Dealership Social Media Marketing Tips: Winning Ideas

by Jorge Lafosse | Feb 18, 2025 | Social Media, Facebook, Instagram, TikTok

Car Dealership Social Media Marketing Tips: Winning Ideas

Quick Answer: Car Dealership Social Media Marketing Tips

Winning dealership social media marketing starts with choosing the right platforms for your audience, building a consistent content calendar that mixes inventory showcases, behind-the-scenes content, customer stories, and promotions, and actively engaging with followers to build community and trust. Dealerships that set measurable goals, experiment with platform-native features like Reels, Stories, and live video, and post consistently outperform those with an ad-hoc or purely promotional social presence.

For car dealers in today’s digital age, connecting with your audience has never been more critical. With over 60% of buyers starting their journey online, the way you present your brand can make or break their decision. Are you leveraging the right platforms to stand out in a competitive industry?

At Dealers United, we believe in using strategic approaches to boost engagement and build trust. Research shows that a strong online presence not only attracts new customers but also drives traffic and fosters loyalty. From choosing the right channels to crafting compelling content, every step matters.

This guide will walk you through actionable tips to enhance your strategy. Whether you’re new to the game or looking to refine your approach, we’ve got you covered. Let’s dive into winning ideas that can transform your online presence and help you connect with your audience like never before.

Key Takeaways

Over 60% of buyers start their journey online, making a strong digital presence essential.
Strategic use of platforms can build trust and attract new customers.
Engaging content is key to driving traffic and fostering loyalty.
Choosing the right channels ensures your message reaches the right audience.
Actionable tips can help refine your strategy and boost engagement.

Embracing Social Media for Your Dealership

With billions of users online, social platforms are reshaping how businesses connect with their audience. At Dealers United, we understand the power of these channels in building trust and fostering long-term relationships. By leveraging the right strategies, we help dealerships create meaningful connections that drive results. See also the pros and cons of social media.

Building Trust and Customer Relationships

Trust is the foundation of any successful business. Social media allows us to humanize our brand and engage with customers on a personal level. For example, Brighton Audi’s use of video content has helped them showcase their vehicles in an authentic way, while Car Hunters’ Instagram Stories create a sense of immediacy and connection.

Tailored content is key to building these relationships. By understanding our audience’s needs, we can craft posts that resonate and inspire action. Whether it’s a behind-the-scenes look or a customer success story, every piece of content adds value and strengthens the bond.

Connecting with a Vast Online Audience

With over 5.04 billion users globally, social platforms offer an unparalleled opportunity to reach a wide audience. Research shows that 62% of car buyers start their search online, making it essential to have a strong presence where they are.

At Dealers United, we help dealerships navigate these platforms effectively. From Facebook to TikTok, each channel has unique features that can be leveraged to engage and convert. For instance, Instagram’s visual appeal is perfect for showcasing inventory, while LinkedIn’s professional network is ideal for B2B connections.

Platform	Benefits
Facebook	Community engagement, targeted ads
Instagram	Visual storytelling, stories, reels
TikTok	Creative videos, viral potential
LinkedIn	Professional networking, B2B opportunities

By using diverse content types and platform-specific strategies, we ensure our message reaches the right people at the right time. This approach not only drives engagement but also builds loyalty and referrals, making social media a cornerstone of our success.

Crafting Your Winning Strategy

A well-crafted strategy is the backbone of any successful online presence. To stand out in a competitive industry, we focus on three key areas: choosing the right platforms, setting clear goals, and maintaining a consistent content calendar. Let’s explore how these elements work together to drive results. Check our social ads services for car dealers.

Choosing the Right Platforms for Your Audience

Not all platforms are created equal. To maximize reach, we identify where our target audience spends their time. For example, Instagram is ideal for visual storytelling, while LinkedIn connects us with professionals in the industry.

	Benefits
Instagram	Visual content, stories, reels
LinkedIn	Professional networking, B2B opportunities
TikTok	Short-form videos, viral potential
Facebook	Community engagement, targeted ads

Setting Clear, Measurable Goals

Goals give direction to our efforts. We use SMART goals—specific, measurable, achievable, relevant, and time-bound—to track progress. For instance, increasing engagement by 20% in three months is a clear and actionable target.

Developing a Consistent Content Calendar

Consistency is key to staying relevant. A content calendar helps us plan posts in advance, ensuring we maintain a steady flow of valuable content. We also repurpose content across platforms to maximize efficiency.

By aligning our strategy with the customer journey, we create content that resonates at every stage. From educational posts to behind-the-scenes videos, every piece adds value and builds trust.

Enhancing Engagement and Conversions on Social Channels

Boosting engagement and conversions requires a mix of creativity and strategy. By experimenting with diverse content types and leveraging the unique features of each platform, we can create meaningful interactions that drive results.

Experimenting with Diverse Content Types

Variety is key to keeping your audience engaged. Videos, images, text posts, and stories each serve a unique purpose. For instance, videos are highly effective for showcasing products, while stories create a sense of immediacy.

Dynamic ad formats, like those used by Carwow and LeaseLoco, have proven successful in converting engagement into showroom visits. Repurposing content across platforms also maximizes reach and efficiency.

Leveraging Unique Features of Each Platform

Every platform offers tools that can enhance your strategy. Instagram Reels are perfect for short, engaging videos, while Facebook’s longer videos allow for in-depth storytelling. TikTok’s viral potential makes it ideal for reaching younger audiences.

Here’s how we optimize content for each platform:

Instagram: Use Reels and Stories for quick, visual updates.
Facebook: Leverage longer videos and targeted ads for community engagement.
TikTok: Create short, creative videos to tap into viral trends.

By tailoring our approach, we ensure every post resonates with its intended audience. This targeted strategy not only boosts engagement but also drives conversions, turning viewers into loyal customers. See our guide to social media ads

Conclusion

Building a strong online presence is essential for connecting with today’s digital-first audience. By focusing on the right platforms and crafting tailored content, businesses can engage their target audience effectively. A strategic, data-driven approach ensures every post resonates and drives meaningful results.

Diverse content types, from videos to interactive posts, keep your audience engaged and build trust. Tracking progress with measurable KPIs helps refine your strategy over time. Consistency and creativity are key to turning viewers into loyal customers.

Ready to elevate your strategy? Partner with us for personalized support and actionable insights. Together, we can transform your online efforts into real business success.

FAQ

Why is social media important for our auto business?

Social platforms help us build trust, connect with a wide audience, and create meaningful relationships with potential buyers. It’s a powerful tool to showcase our brand and vehicles.

Which platforms should we focus on for our strategy?

It depends on our target audience. Facebook and Instagram are great for visual storytelling, while TikTok and Twitter can help us reach younger shoppers. LinkedIn works well for professional networking.

How can we create engaging content for our channels?

Experiment with diverse formats like videos, behind-the-scenes posts, and customer stories. Use platform-specific features like Instagram Reels or Facebook Live to stand out.

What goals should we set for our social media efforts?

Start with clear, measurable objectives like increasing followers, boosting engagement, or driving website traffic. Track progress to refine our approach.

How often should we post on our social channels?

Consistency is key. Develop a content calendar to ensure regular updates while maintaining quality. Tailor the frequency to each platform’s best practices.

social icons essential horizontal update 1

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Written By Lauren Blackwell
Lauren Blackwell is a skilled content marketer who has spent the past 3 years working in automotive advertising technology and now brings her unique experiences to Dealers United. From running ad campaigns, to curating auto-specific resources, Lauren is empowered to create valuable content to help automotive dealers thrive on social media.

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Optimizing Your Social Media Ads Budget for Car Dealerships

by Brooke Jensen | Feb 2, 2024 | Social Media, Budgeting, Facebook, Instagram, Pinterest, TikTok

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Optimizing Your Social Media Ads Budget for Car Dealerships

Every dealership needs to be advertising on social media if they want to reach new customers and increase sales. It’s a no-brainer. However, with limited marketing budgets, it’s important to spend your money wisely to get the best return on investment. This article provides tips on how to optimize your social media ads budget as a car dealership, from social media advertising experts at Dealers United.

Set Clear Goals and KPIs

Before allocating your budget, your dealership will need to set clear goals and identify the key performance indicators (KPIs) you want to achieve with social media ads. Common goals include:

Increase website traffic
Generate more leads
Boost brand awareness
Drive dealership foot traffic

Establishing metrics to track for each goal such as click-through rate, cost per lead, and conversion rate will help guide budget decisions.

Research Your Audience

Conduct thorough consumer research to understand your target audience’s demographics, interests, behavior patterns, and media consumption habits. This will allow you to determine which social platforms and types of ad content will resonate most. The better tailored your ads, the better the performance.

Software like Google Analytics can provide insight into existing audience data from your website traffic. Additional tools like Facebook Audience Insights allow you to analyze target customer groups.

Or, with Dealers United’s social ads, your dealership can magically change your ads based on shopper behavior. Our ad solutions are so intelligent that your ad copy, placements, and even calls-to-action will change based on how shoppers engage with you.

For example: If a shopper visited a VDP but didn’t submit a lead, your ads would evolve to then show that exact VIN paired with lead forms to get them to come back and convert.

Click here to learn more about Dealers United’s ad solutions.

Test Different Social Advertising Platforms

All social media platforms have unique advertising formats and audiences. It’s important to test different platforms to see which one generates the highest ROI for your dealership.

Start by allocating a small budget to run A/B tests across Facebook, Instagram, Twitter, YouTube, TikTok and LinkedIn. Look at relevant performance indicators, then allocate more budget towards the best-performing platforms.

Optimize Your Social Ad Creative

Well-designed creatives make a big difference in the success of ads. Work with designers to produce visuals and copywriting that grabs attention and conveys your brand style.

You will want to find social ad experts like Dealers United’s who will go above and beyond to design unique ads for your dealership that stand out.

Analyze and Adjust Social Ads in Real-Time

Make sure that your dealership is consistently analyzing your ad performance and making changes when needed. Many social platforms provide real-time reporting dashboards to monitor metrics, so it’s important to optimize based on performance.

If an ad concept is underperforming, it’s as simple as pausing it and trying new creative to see what resonates with your audience. If a platform isn’t generating enough conversions, shift budget to those ads that driving more leads and sales. So long as you stay agile, you will always be aware of what you can try to boost performance.

Targeting and Retargeting Techniques for Engaged Customers

One proven tactic is to create custom audiences of people who have engaged with your brand and retarget them with ads. This could include:

Website visitors
Past lead form submitters
Video viewers
Foot traffic

Pro tip: Retargeting to warm leads and existing customers has higher conversion rates for lower cost.

Set and Refine Rules-Based Budgets

The best practice is to establish overall monthly budgets as well as daily/hourly limits that automatically pace spending. Use this as a starting point then refine over time.

Schedule more budget around weekdays or weekends when engagement is higher. Set flexible guardrails around ideal customer actions to control overspending. Continue assessing data then optimize budget allocations.

Importance of Optimizing Your Social Media Ads

Optimizing your car dealer social media budget takes consistent effort, but each small gain compounds over time into major performance and savings benefits. Work closely with your marketing advisor to track KPIs and align the budget to what’s working best.

At Dealers United, our certified marketing consultants leverage proprietary technology and proven methodologies tailored specifically for car dealerships. Schedule a free assessment to discuss how we can optimize your next digital campaign towards exceeding sales objectives while maximizing your budget.

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Targeting and Retargeting Techniques on Social Media for Car Dealerships

by Brooke Jensen | Jan 23, 2024 | Social Media, Facebook, Instagram, Pinterest, Targeting/Audience, TikTok

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Targeting and Retargeting Techniques on Social Media for Car Dealerships

In today’s digital landscape, social media is a must for car dealerships looking to generate more qualified leads and drive showroom traffic. However, simply having social media pages is not enough. Dealers need effective targeting and retargeting social media ad strategies tailored to their audiences and goals. This article explores the latest techniques to optimize social media approaches for maximum conversions.

For hands-on execution of social media optimization, click here to learn more about Dealers United’s Social Ads Solutions.

Laser-Focused Car Shopper Targeting

The major social platforms allow highly customized audience targeting to serve ads. When creating campaigns, dealers should precisely define demographics like age ranges, gender, income levels combined with geographic and behavioral data. For example, target men ages 30-55 with household incomes over $75k who live within 20 miles of your dealership and have searched for pickup trucks in the last 30 days. The tighter your audience focus, the better engagement and downstream conversions.

Lookalike Audiences For Scalability

Lookalike audiences use custom dealership data like existing customer lists or website traffic to find new people who closely resemble your best buyers. Uploading such first-party data to advertising platforms informs their algorithm to seek new leads that share common attributes. With enough source data, lookalikes can effectively model millions of prospects at scale. Aim for at least 100 high-quality customer records for optimal mirroring effects.

While lookalike modeling can be extremely powerful, executing it successfully requires in-depth expertise.

But Dealers United can help you laser-target your ideal audience across social.

Remarketing Dealership Website Visitors

Installing tracking pixels on your website lets you build audiences of all site visitors for follow-up ads. If a prospect explored SUV pages on your dealer site, you can then serve relevant ads, such as current purchase incentives or specials on SUV models they showed interest in. This technique essentially allows capturing of ‘lost’ prospects for renewed personalized engagement based on their specific research behavior.

You can also choose to target users based on the timeframe in which they visited your website, for example, you can target all website visitors who have visited your site in the past 180 days, and are:

Located within a 15 mile radius of your dealership
In-market shoppers
Owners of competitive makes and models

Optimize Based on Performance Metrics

Analyzing metrics like click-through rates, cost per lead acquisition, sales cycle stage progression, units sold, and ROI enable continuous enhancement of both targeting parameters and creative approaches.

best-practices-to-optimize-your-car-dealership-website

Determine which audience segments, geographical areas and messaging themes produce the strongest performing prospects for your sales funnel. Select weaker areas and amplify the high-conversion signals. Adapt campaigns rapidly based on measured attribution.

Full Sales Cycle Attribution

Understand exactly how your social media efforts tie not just to lead generation but all the way through assisting prospects during research phases to purchase. Marketing attribution solutions like Facebook’s Conversions API allow tagging leads then tracking them to closed sales, charting how different messages guide buyers across stages. Dial-in messaging matched to each research phase using attribution insights for exponential conversions.

Strategic Social = More Car Sales

In our fragmented media landscape, dealers must employ targeted and retargeted social media strategies tailored for their prospects. Advanced audience segmentation, behavioral analytics, and attribution enable killer campaigns. Click here to find out how Dealers United can help with proven execution of cutting-edge social media advertising.

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Building a Strong Brand Identity on Social Media for Car Dealerships

by Brooke Jensen | Jan 18, 2024 | Social Media, Branding, Facebook, Instagram, Pinterest, TikTok

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Building a Strong Brand Identity on Social Media for Car Dealerships

In today’s digital environment, social media is essential for car dealerships who are looking to build a strong brand identity and connect with car shoppers. With so much competition in the automotive industry and in your backyard, creating differentiated branding on platforms like Facebook, Instagram, Snapchat, TikTok, Pinterest, and Twitter can help your dealership stand out. This article will provide car dealers and general managers with tips and best practices for leveraging social media to promote their unique dealership story.

Learn more about Dealers United’s social ads solutions designed specifically for driving more traffic and sales to your dealership.

Defining Your Dealership’s Brand Identity

The first step is to clearly define what sets your dealership apart. What is unique about your dealership, and what makes you different from your competition – aka, why should someone choose YOU? Key elements that make up your brand identity may include:

Your mission/vision statements
Core values
Messaging, voice & tone
Visual elements like logo and color scheme

Make sure you have clarity around these components before developing social media content. Understanding your intrinsic brand identity will allow you to translate it consistently across different digital channels.

Creating Content Aligned to Your Brand Identity

With your brand identity pillars defined, all social media content should align back to it. For a car dealership, content may include:

Introducing new inventory with custom images/videos
Behind-the-scenes posts highlighting dealership facility or staff
Customer testimonials/reviews
Personalized offers or specials
Community events and partnerships

Whatever you share, ensure it feels cohesive with your brand personality and style. This consistency and authenticity will resonate more with your audience.

Optimizing Your Social Media Profile Elements

In addition to content, optimize key social media profile elements to further strengthen brand identity.

Profile image: Use your logo or imagery that captures the essence of your dealership
Bio/description: Succinctly explain core focus, competitive differentiators and personality
Cover image: Hero imagery or branded graphics that represent your dealership
Hashtags: Brand-centric hashtags to unify content from different platforms

These visual identity markers will help viewers immediately understand and recognize your brand when engaging with your profiles.

Here are a couple of examples of what an optimized social media profile looks like:

Measuring Success on Social Media as a Car Dealership

Finally, your dealership will want to actively monitor social media analytics to benchmark how your online brand identity impacts key performance indicators. Relevant metrics include:

Brand awareness and reach
Website referral traffic
Lead generation/sales inquiries
Audience engagement and growth

Continuously assess what content best resonates with your followers. This will allow you to refine your social brand strategy over time.

Start Amplifying Your Dealership’s Brand Identity

At Dealers United, we specialize in helping car dealerships showcase their one-of-a-kind identity on social media. Our automotive advertising experts will work closely with you to understand your brand character, voice, and strengths in order to develop an impactful social presence. Click here to learn more about how we can expand your dealership’s reach and influence through custom ads across the most popular social platforms.

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From Likes to Leads: TikTok Spark Ads For Car Dealers

by Brooke Jensen | Sep 19, 2023 | Digital Marketing, Inspiration, Social Media, TikTok

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From Likes to Leads: TikTok Spark Ads For Car Dealers

From Likes To Leads TikTok Spark Ads Blog

There’s no doubt about it: social media is the go-to marketing tool for businesses to engage with their audience and drive sales.

One platform that has taken the social media world by storm is TikTok – and it’s transformed the way that car shoppers consume content and interact with automotive brands.

TikTok Stats Car Dealers Need To Know:

TikTok is #1 most downloaded app worldwide and the #1 in the U.S.

The average user spends 89 min/day on the platform!

564 billion videos consumed per month

After seeing auto ads or content on TikTok: 12% purchased or leased a vehicle, 30% searched for more info about a vehicle, 18% contacted an online/local dealership, and 35% talked about It with friends and family

With its skyrocketing popularity and over a billion monthly active users worldwide, TikTok has become a powerful tool for businesses to connect with potential customers and build brand awareness.

And one of the latest, most innovative advertising tools that is gaining traction is TikTok Spark Ads.

It’s not just another ad format; it’s a bridge between authentic organic content and paid brand discovery. Let’s dive into what TikTok Spark Ads are, their benefits, and how your dealership can get started.

Click here to book a demo and schedule time to discover how we can help you leverage Spark Ads to stay ahead of the curve AND beat your competition.

What Are TikTok Spark Ads?

TikTok Spark Ads were introduced in July of 2021…and since, brands have been utilizing this ad format to interact with their TikTok community, form a real connection with their audience, and drive brand awareness for their dealership.

Remember Facebook’s “Boosting” function that turned a normal post into a paid campaign? This is the same concept but with a lot more fuel in the tank.

Spark Ads offer the best of both worlds, providing car dealers with a way to create ads from organic TikTok videos while maintaining the native feel and functionality of organic posts — a powerful, genuine way to reach your audience and promote your dealership.

Users can interact with Spark Ads just like they would with organic videos. They can comment, like, share, visit your brand’s profile, or follow your brand. This level of engagement enhances the user experience and encourages a deeper connection with the brand.

5 Ways TikTok Spark Ads Benefit Car Dealers

1. Increase Brand Awareness and Social Presence

People are naturally curious about what goes on behind the scenes of any business, especially dealerships. TikTok empowers dealerships to humanize their brand by sharing glimpses of the #salesfloorlife and introduce your dedicated team and culture.

These personal touches can resonate deeply with potential buyers…and make them laugh, too! Consumers connect to narratives, so use TikTok to tell your story. As people get to know your team, you will start to see direct requests to work with your TikTok stars.

2. Improve Visibility and Engagement

TikTok Spark Ads take out a lot of the guesswork: you’ve already tested your content to see if it performs. Now take the videos with the best engagement, and put some budget behind them. This enables dealerships to show their best performing videos to users who are most likely to engage with the content, ensuring that your message reaches your ideal audience.

With the interactive nature of TikTok, Spark Ads prompt user engagement. Dealerships can incorporate call-to-action buttons that lead viewers to book a test drive, explore financing options, or visit their website—all directly from the ad itself.

Car dealers can foster a sense of community among TikTok users who share an interest in cars, which can lead to increased loyalty and word-of-mouth marketing.

???? In the example above, Hunt Ford Chrysler posted a TikTok replying to another user’s comment (a popular tactic) then turned it into a Spark Ad that directly links to the car! AND they get bonus points for using the “Wes Anderson” trend.

3. Leverage Localized Targeting

TikTok’s precise geographic targeting allows dealerships to pinpoint potential car shoppers with a localized approach that can drive foot traffic to your showroom and lead to more sales opportunities. Previously, advertisers could only target by DMA, but with TikTok’s recent updates, you can target by zipcode!

4. Connect With A New Generation of Car Shoppers

TikTok is extremely popular among younger users, making it the perfect platform for car dealerships to engage with millennials and Generation Z consumers, who are shaping the future of the automotive market. These generations are using TikTok not only for entertainment, but also to research brands and find testimonials before making a purchase. Your TikTok Spark Ads will also show up in Search Results.

???? Did you know? The main audience on TikTok consists of Millennials and Gen Z, who make up 1 in 3 new car registrations.

5. Dynamic Vehicle Showcasing with Video Shopping Ads

TikTok Spark Ads empower car dealers to creatively highlight their inventory.

Imagine turning test drives, vehicle walkarounds, or demonstrations of high-tech features into immersive TikTok videos that also allow viewers to shop live inventory of your vehicles?!

We know users love the look and feel of organic video. This feature enhances your high performing vehicles with an interactive shopping feature on top of your automotive Spark Ads.

Get Started With TikTok Spark Ads For Car Dealers

Before getting started with creating TikTok content (that you will want to turn into TikTok Spark Ads!), we recommend that dealers do some light research on their audience and absorb as MUCH content as possible.

Get a jumpstart submerging yourself in TikTok content with these 21 TikTok Examples for Car Dealers !

One free tool that you can use to quickly identify user demographics (and more important data, like potential results) on TikTok’s platform is our MarketAnalyzer Tool.

In terms of doing due diligence on the TikTok platform itself: Look at other dealerships who you admire, your OEM, or even non-automotive brands you like! And utilize the ‘Discover’ tab to search top automotive hashtags, like: #electriccar, #cars, #SUV, #carlovers, #offroad, #driving, #roadtrip, #truck, #carsoftiktok.

Spending the time to research what type of content your ideal audience on TikTok is most entertained by and engaged with will only benefit you.

The TikTok Creator Center offers several tools like the hashtag tracker and trending songs library. Click here to access the TikTok Creative Center.

Once you do that, dealers can post content that’s similar (but not the same!) and include those popular auto-related hashtags in captions where they are relevant.

Take Advantage of Interactive Elements:

With Spark Ads, you can incorporate interactive components like clickable buttons, branded logos, or eye-catching call-to-action (CTA) banners into your chosen TikTok videos.

These elements guide viewers toward specific actions, such as scheduling a test drive, visiting your website, or exploring your vehicle lineup!

TikTok Spark Ads Display Card Interactive Element

The TikTok Creator Center offers several tools like the hashtag tracker and trending songs library. Click here to access the TikTok Creative Center.

Once you do that, dealers can post content that’s similar (but not the same!) and include those popular auto-related hashtags in captions where they are relevant.

Follow The Trends:

One of the most important things you can do is stay up-to-date with TikTok trends and incorporating them into Spark Ads can boost the visibility and impact of car-related content.

Trend-focused content is more likely to resonate and perform the best across your TikTok community!

????Spark Ads allow you to fully express your creativity by using trending music, filters, and captivating visuals to tell your dealership’s story in a fun and engaging way!

Check out how Auto Centers Nissan used this trending audio to showcase the unique color of this truck the above ad example.

Handpick High-Performing, Relevant TikTok Content:

TikTok Spark Ads have to start somewhere, and they more times than not will originate from your dealership’s content.

Selecting TikTok videos from your existing content library that align with your brand identity, resonate with their target audience, and have proven to drive success among your audience through organic results.

Steps to TikTok Spark Ads Creation:

Now let’s run through the actual steps you need to take to turn your post into a Spark Ad within TikTok! From the TikTok Ads Manager, choose the existing post.

Choose the existing post under your linked account using “+TikTok Post.”

Under Ad Details, choose TikTok Post and select a post you want to use in your Spark Ad.
After you select the video, click Confirm.
Complete the rest of the ad settings, then click Submit to publish your Spark Ad.

Once your Spark Ad is ready, you have the flexibility to promote it to a broader TikTok audience. You can customize your budget and tailor your ad’s targeting parameters to ensure it reaches the most relevant viewers!

Success With TikTok Spark Ads

TikTok Spark Ads offer car dealerships an exciting opportunity to leverage the platform’s immense popularity and connect with a younger, tech-savvy audience.

Test organic, add fuel with paid
Leverage new features to maximize spark ads like video shopping, search placement, and zip targeting

By following best practices and creating engaging content, your dealership can drive brand awareness, engage potential customers, and ultimately boost auto sales in the digital age.

Let us help you embrace the power of TikTok Spark Ads, and watch your dealership’s online presence accelerate like never before. Book a demo now.

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5 Ways TikTok Is Revolutionizing Car Dealership Marketing

by Brooke Jensen | Jul 14, 2023 | Digital Marketing, Social Media, TikTok

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5 Ways TikTok Is Revolutionizing Car Dealership Marketing

How TikTok Is Changing Car Dealership Marketing

TikTok is changing car dealership marketing by giving dealers new ways to reach local shoppers, showcase live inventory, capture leads inside the app, measure offline sales impact, and appear in search-driven discovery. For dealerships, TikTok is no longer just a brand-awareness channel. It is a performance platform that supports hyper-local targeting, inventory-based shopping ads, lead generation, sales attribution, and search visibility across the modern car-buying journey.

Social media has brought unprecedented opportunities for businesses to connect with their target audience.

Among these platforms, TikTok stands TALL…generating unmatched popularity and transforming industries, including car dealership marketing.

With a staggering number of total downloads since 2018, 130 million monthly active users in the US, and users spending an average of 89 minutes per day on TikTok, the platform’s potential is undeniable.

And luckily for car dealers, the main audience on TikTok consists of Millennials and Gen Z, who make up 1 in 3 new car registrations.

That’s right, in-market car shoppers are already immersed in the world of TikTok, and it’s time to seize the opportunity to reach them before your competition.

Let’s introduce you to 5 exciting TikTok advertising features that will take your car dealership marketing to the next level…

1. Target Shoppers By Specific Zip Codes

Previously, TikTok only allowed dealerships to use DMA targeting. But now, we’re excited to announce that Dealers United customers can now beta test new TikTok zip code targeting!

With this powerful new feature, dealerships can reach their desired audience at a hyper-local level, honing in on specific zip codes (or zip codes in bulk) where in-market car shoppers reside.

That means laser-focusing ad dollars on the right locations – something that previously wasn’t available for car dealership TikTok ads.

(Want to be first to beta test new TikTok Zip Code Targeting? Click here!)

2. Captivate & Convert With The New TikTok Shopping Ad Format

Add your scrolling, live inventory over an eye-catching video and give shoppers an easy, in-app shopping experience to browse through your available vehicles!

Here’s how these ads work…

First, you optimize a custom video you create, or use one of our 500+ pre-made videos:

Then, you hook into your inventory feed and add your LIVE inventory so it scrolls on top of the video.

Check out the example below: since this dealer’s strategy is to attract more SUV shoppers, we’re overlaying their SUV inventory!

From there, when a shopper clicks on a vehicle, you can choose to send them directly to your VDP, or keep them on the TikTok page where all your cars are listed, then drive to a VDP.

So far, TikTok Shopping Ads and TikTok Automotive Ads are driving pretty incredible results…want to see how you can take advantage of this new ad format to sell more cars?

3. Prove ROAS (Return On Ad Spend) With Sales Matchbacks:

No more settling for guesswork— TikTok now provides automotive marketers with a way to measure the true impact of their ads to identify how campaigns online transfer to results offline.

By connecting TikTok advertising campaigns with real-world sales data, dealerships can accurately measure the ROI of their TikTok marketing efforts.

This data-driven approach provides concrete evidence of TikTok’s effectiveness as a marketing channel and helps dealerships optimize their campaigns for better results.

Sales Matchbacks empower dealerships to make informed decisions, allocate budgets effectively, and strengthen their confidence in their marketing strategy on TikTok.

4. Ignite The Lead Generation Fire With In-App Experience

TikTok’s seamless experience allows users to submit their details directly within the app, boosting lead generation for car dealerships while eliminating shopper friction.

And with these built-in lead generation forms, TikTok Lead ads are proven to increase engagement and conversion rates.

Dealerships can capture valuable lead information, customize questions, and seamlessly integrate data into their CRM system for efficient follow-up.

TikTok’s lead generation feature revolutionizes the way car dealerships generate leads, making it easier to expand their customer base and drive sales.

5. Maximize The Newest Search Engine

TikTok is now where people go to search, so it’s time to tap into TikTok’s powerful capabilities by displaying your ads in search results!

With TikTok becoming a popular search engine, car dealerships have a prime opportunity to increase brand visibility and engage with their target audience.

By strategically placing ads in search results, dealerships can reach users actively seeking automotive-related content and tailor their messaging to align with search intent.

This targeted approach enhances brand awareness, drives engagement, and maximizes the effectiveness of ad campaigns.

TikTok’s search ads feature empowers car dealerships to seize the potential of this emerging search engine and achieve impactful marketing results.

Why Every Dealership Needs To Be Advertising On TikTok

If you’re not already convinced, TikTok has presented dealers with a unique opportunity to unlock innovative advertising features and a massive user base.

With personalized targeting, captivating shopping ads, sales measurement capabilities, seamless lead generation, and increased brand visibility in search results, TikTok provides unparalleled opportunities for car dealerships to dominate their marketing efforts.

Dominate TIKTOK Ads

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