In the ever-evolving digital marketing landscape, auto dealers are constantly looking for innovative ways to connect with potential customers. Then short video app TikTok came along as a game changer.
According to Automotive News, a significant portion of TikTok’s user base is actively looking to buy or lease a vehicle, making it a great platform for auto dealers to engage with potential customers. In response, TikTok released a handbook for auto dealers, providing insights and strategies for dealers to leverage the platform’s potential.
During a February 2nd NADA Live Stage session, panelists examined how auto dealers are using TikTok to drive sales and offered tips for success.
Today, TikTok users actively seek out and engage with automotive-related content, including:
- Test drive reviews (51%): Users actively seek first-hand experience.
- New vehicle models (40%): Interest is a key driver of engagement.
- Vehicle technology and features (39%): Tech-savvy users are drawn to content that showcases the latest and greatest.
- Vehicle accessory content (35%): Engagement leads to sales.
Desired automatic content
To effectively capture the attention of TikTok’s car audience, car dealers should focus on creating content that is tailored to user preferences, including:
- car features
- Test drive review
- Pricing, sales and lease transactions
- accessories reviews
- DIY content
- Content featuring ordinary people
creative content
The dynamic and creative nature of TikTok provides a unique platform for auto dealers to showcase their inventory. Dealers may find success with creative approaches such as:
- engaging storytelling
- behind the scenes at the dealership
- Interactive challenges and trends
- Collaboration with influencers and creators
- User-generated content campaigns
Drake Baerresen, VP and CMO of TurnKey Marketing, advised: Any content is better than nothing. ” He suggested starting with content that you find interesting and want to share with your customers. Baerresen recommended using a vertical format for this platform.
Laurent Driver, TikTok’s head of food, automotive, and travel, also announced that users can explore TikTok’s commercial music library with pre-approved music for organic content and ad creation. encouraged.
Comparing TikTok with other social media platforms such as Facebook reveals compelling results for car dealers. Baerresen reported that advertising costs on TikTok have decreased, and impressions and video engagement, among other things, have increased. This makes it an attractive proposition for dealers looking to maximize their marketing ROI.