Pros and Cons of Different Social Media Platforms for Car Dealerships

Social Media

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Social media advertising is an essential part of any car dealership’s marketing strategy today. And with multiple platforms to choose from, it can be difficult to determine where to focus your efforts. This article examines the pros and cons of five of the most popular social media platforms – Facebook & Instagram, Snapchat, TikTok, and Pinterest – to help car dealers make informed decisions about their social campaigns.

Evaluating Facebook & Instagram for Auto Dealerships

With over 250 million monthly active users in the US alone, Facebook and Instagram remain dominant forces in social media. The platforms offer car dealers wide reach, multiple ad placements, dynamic ads, and some of the lowest cost-per-lead metrics across channels…

However, recent data privacy changes have impacted attribution, and restrictions around housing/employment/credit ads limit audience targeting. Let’s dive into the Pros and Cons of Facebook & Instagram Advertising:

Pros of Facebook & Instagram Advertising

  • Massive combined US audience
  • Flexible ad formats & placements
  • Low CPL and conversion costs
  • Dynamic ads optimize performance

Cons of Facebook & Instagram Advertising

  • Data privacy limits attribution
  • Audience restrictions on certain ad types

Examining the Pros and Cons of Snapchat Advertising

Snapchat now boasts over 65 million daily active users aged 15-29 in the US. The platform makes it easy to create targeted, visual ads and flaunt your latest inventory! With that being said, Snapchat caters towards a younger demographic and is focused more on engagement than sales conversions. Here are the benefits and potential drawbacks of Snapchat for auto dealers:

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Benefits of Snapchat for Auto Dealers

  • Huge Millennial/Gen Z reach (the majority of in-market car shoppers are millennial and Gen Z!)
  • Intuitive ad platform
  • Creative ad formats stand out

Potential Drawbacks of Snapchat

  • Limited age range
  • Brand awareness-focused
  • Can’