Here’s How To Build Your Dealership’s Facebook Video Advertising Strategy (+ 6 Ideas That Move Metal)

Jan 26, 2017 | Social Media

Your store spends tens of thousands every year on TV commercials. But with 3M hours of auto reviews being watched on YouTube alone, and video projected to make up 74% of all internet traffic in 2017, video has traveled a long way from the cable box.

Why You Should Have A Facebook Video Advertising Strategy At Your Dealership

Today, YouTube isn’t the only channel to upload your dealership’s walkarounds and model line videos. In 2014, Mark Zuckerberg said, “In five years most of Facebook will be video.” And the platform is well on its way.

At the end of 2016, Facebook was reported as serving a staggering 8 billion video views daily (double that of its figure just 6 months before in April), and in just two years, videos have increased showing in users’ News Feeds by 360%.

There’s no question: video trumps image and text posts on Facebook. In fact, video posts have 135% greater organic reach on the platform than photo posts (no doubt thanks to new features like related videos, auto plays, and picture-in-picture to help boost views).

Take my advice: this is one bandwagon you don’t want to miss.

6 Video Ideas To Kick Start Your Dealership’s Facebook Video Advertising Strategy

1. Model Line Sneak Peaks

Show “sneak peaks” of the best new year models on your lot, or find a new edge to your Pre-Owned inventory, and show them off in a weekly series—you can try raising awareness around the series by broadcasting “Live.” (Tip: Do your best to make these look professional while still feeling as if they were made in-house at your dealership and not by your OEM.)

2. Customer Testimonials

Any dealer can talk themselves up, but not every dealership can have a portfolio of video testimonials with customers singing their store’s praises. Or you could post a positive consumer review on a vehicle you just got in stock (and don’t forget to mention that you have one available on the actual post!). Want FREE Facebook headlines? Click here!

3. How-To / Q&As

Some of the most successful relationships come from helping a shopper answer a question they are currently seeking the answer to or one they have always wondered. In a video, answer the most common questions your service center receives (ex. “What kind of oil change do I need?” “How do I know if I need a new tire?”)

4. Dealership Branding

So you’re an auto dealership. But what makes you a dealership that customers want to do business with? Use video to tell your dealership’s unique story, and what makes your dealership a beacon in the community. Try shooting the video as if you were talking to only one customer, rather than filming: the results will be a much more personalized video that connects on an individual level.

5. Walkaround / Why-Buys

Do a complete walkthrough of your most popular models, and be sure to showcase the most sought-after features like navigation, sound systems, and sunroofs, as well as extra OEM benefits like Chevrolet 4G LTE and in-car WiFi, ToyotaCare Overview, and Certified Pre-Owned vehicles. (Click here for more “Why Buy” video ideas!)

6. Behind The Scenes

What is it like to work at your dealership? Show off your culture, or try an energetic, behind-the-scenes look at how you created something, like organized a community event, promoted a local charity, or trained your latest employees? (New employee profiles fit here, too!)

Try Facebook Live At Your Dealership To Bring In Even More Views (and Engagement)

If you’ve been on Facebook lately, you may have noticed new “Live” videos taking over your News Feed letting you know when anyone you know goes Live.

Live streaming helps social media seem a little more real, a little more “in-the-moment”, and a little more authentic. And it can do the same for your dealership’s brand.

Watch: A live “sneak peak” video by Honda at SEMA garnered 17K reactions, 4,511 shares, 316,893+ views, and 2.6K comments in real-time.

Since Facebook Live videos are watched 3x longer than regular videos, Facebook Live for auto dealers is an easy way for your inventory to start gaining organic traction and instant engagement on Facebook.

Need actionable video ideas? Try a live stream of a customer test drive or a vehicle walkaround, and encourage viewership through incentives. Offer anyone who tunes in a small reward like a discount on service or a $100 off their next vehicle purchase to increase shares and bring people back to your Facebook Page for more specials.

Or, try a live video “sneak peak” into a new model line and prompt a Q&A at the end. Users can comment on your vehicle and the video in real time, allowing you to address user comments and questions directly during your broadcast to create a more personalized experience.

TIP: Add A Featured Video To Your Facebook Page – Have a video you really want people to see? After going to “Videos” on your Business Page, click “Add Featured Video” and choose any of your uploaded videos. This will now show under your About section on your dealership’s main page.

For Ultimate Video Success, Turn Your Dealership’s Videos Into Facebook Ads

According to TechCrunch, “1.5 million small and medium-sized businesses shared videos in September” with many turning those videos into Facebook ads to get more views.

And considering Facebook’s average Ad Revenue Per User in the US shot up 50% in 2016, it’s clear “the video ad strategy is working.”

Try getting custom footage of your dealership’s unique events, like Sarasota Ford did to promote their Ladies’ Day Wednesdays, targeting only women within 50 miles with this ad:

Or, if you’re trying to move certain vehicles off the lot, consider putting an ad spend and targeting strategy behind a model-line video ad. For instance, show your new SUV line to a targeted audience who is interested in that exact make and model.

(Get your Model Line In-Market Shopper Count HERE.)

And remember, with Facebook Video Marketing, the proof is in the pudding: you can see how many paid and organic views, average viewers who completed your video, and your ad recall lift (or the % of viewers likely to remember your ad within 2 days).

So…does your current video strategy stack up?

Is your Facebook video advertising strategy built to capitalize on the billions (8 billion, to be exact) of eyes on Facebook videos daily?

If not, be sure to try different video ideas, Facebook Live, and turning your videos into ads to ensure your auto dealership’s video marketing success!

Blog Author - Brooke Jensen

Written By Brooke Jensen
Brooke handles all of Dealers United’s digital marketing. In addition to her love for design and copy, Brooke also adores her two dog-like kittens, playing the electric violin, and walking barefoot around the office.

Who is Dealers United?

Dealers United is a game-changing automotive company dedicated to helping auto dealers improve their dealerships. We have helped over 6,500 dealers nationwide cut costs, save time, and sell more cars.

Want our best articles delivered right into your inbox? Start receiving our best articles, tips for your dealership, and more by adding your information below.


Register for the webinar, “The 3 Biggest Facebook Mistakes Even Advanced Dealer Marketers Are Making”!