In the ever-evolving landscape of digital marketing, car dealerships constantly seek innovative ways to connect with potential customers. And the short-form video app TikTok has emerged as a game-changer.
According to Automotive News, a significant portion of TikTok's user base is actively considering buying or leasing a vehicle, making it an excellent platform for car dealers to engage with potential customers. In response to this, TikTok has released an auto dealers playbook, providing insights and strategies for dealerships to harness the platform's potential.
During the NADA Live Stage session on Feb. 2, panelists explored how car dealers are leveraging TikTok to drive sales, and they provided tips for success.
Today, users on TikTok actively seek out and engage with auto-related content, including:
- Test-Drive Reviews (51%): Users actively seek firsthand experiences.
- New Vehicle Models (40%): Interest is a significant driver of engagement.
- Vehicle Technology & Features (39%): Tech-savvy users are drawn to content showcasing the latest and greatest.
- Vehicle Accessory Content (35%): Engagement leads to sales.
Desired Auto Content
To effectively capture the attention of TikTok's automotive audience, car dealers should focus on creating content that aligns with user preferences, such as:
- Car features
- Test-drive reviews
- Pricing, sales and lease deals
- Accessories reviews
- DIY content
- Content featuring regular people
Creative Content
The dynamic and creative nature of TikTok provides a unique platform for car dealers to showcase their inventory. Dealerships may find success with creative approaches, including:
- Engaging storytelling
- Behind-the-scenes looks at the dealership
- Interactive challenges and trends
- Collaborations with influencers and creators
- User-generated content campaigns
Drake Baerresen, vice president & CMO, TurnKey Marketing, advised, “Don’t overthink it. Any content is better than none.” He suggested starting with content you think is interesting and that you want to share with customers. Baerresen recommended using vertical format for this platform.
And Lauran Driver, head of industry for dining, auto and travel with TikTok, encouraged users to explore TikTok’s commercial music library, with music pre-approved for organic content and ad creation.
A comparison of TikTok to other social media platforms, like Facebook, revealed compelling results for car dealerships. Baerresen reported lower advertising costs on TikTok, and notably higher impressions and video engagement. This presents an attractive proposition for dealerships looking to maximize their marketing ROI.
