Best Practice Social Media for Car Dealers

May 26, 2020

There’s no denying that social media is a fundamental part of any good marketing strategy. In fact, 75% of car buyers and 68% of service customers say that internet research, including social media, is the most helpful source when selecting a car dealership.

Being visible in your customers’ favorite social spaces is a great way of catching potential buyers at the right part of the purchase journey, but creating the right message for the right part of the journey is just as important. Video is the most popular type of content on social media, with 54% of consumers saying that they want to see more video content from a brand or business they support.

SnapCell is an automotive video tool that allows dealers to create professional and quick walk-around, technician, testimonial videos and much more. Videos can then be sent to
customers via email or SMS in an instance. SnapCell also integrates with all major social media platforms, allowing dealers to post to their channels in a click of a button.

Here we share our best social media content ideas, to help you keep your strategy fresh and your audience engaged.

Social Media Content Ideas for Auto Dealers

Getting To Know You

Good social media is about human connection, and it’s no longer enough to post content for the sake of it, with little meaning behind it. Storytelling is a perfect way to interact with your audience to develop relationships and brand loyalty. Video, and in particular, Facebook and Instagram stories, are perfect for creating personalised content. This could include a day behind the scenes, a last minute order fulfilment or a tour of the dealership.

Ask Me Anything (AMA)

AMA posts are a great way of building trust, engagement and brand awareness. Allow customers to ask a specialist in your dealership anything. Video works best for this and both Facebook and Instagram have a dedicated sticker in Stories. By allowing your customers to ask a question that could really help them, next time they need a technician, they’re more likely to remember you and your team.

New Product Launch

Provide a video tour of a brand new model, showing your favorite features. Start a conversation by asking your customers what they think. You can also ask customers to vote on their own favorite color or feature, using the poll sticker in Stories.

The Competition Giveaway

Competitions are a great way to grow your following. Ask your customer to share your post for a chance to win a free car maintenance check or fun test drive in your top of the range model. Alternatively, ask your audience to guess something about your dealership where the nearest answer wins.


Informal video testimonials are a great way of showing authenticity. Ask your customer if you could briefly film their handover or you asking them what they think of their new model and the service they’ve received. Not everyone will want to participate though, so ask those that you’ve already built a great relationship with.

Stay Relevant

Use awareness days and national holidays as a way to connect with different audiences and stay relevant. These don’t need to be automotive-specific. Include the ones that you feel your customers identify with the most, like ​International Cancer Survivor’s Day​ and International Women’s Day​, rather than ​Hug Your Cat Day.

Create a Sense of Community

As a dealership, your customer base may be within 60 to 100 kilometers of your physical location. With this in mind, get actively involved with local events, news and fundraisers. Even if you can’t attend the event yourself, you can still produce handy information and guides for your customers, such as where to buy tickets, find the best parking or grab the best bites. Next time your customer comes to buy a new car, they’ll remember and trust your brand.

Using Social Media Ads

Facebook and Instagram ads allow you to reach people who have indicated they are in the market for a car, by using cookies and clever browsing intelligence. You can narrow your ads down to geographic areas near your dealership, vehicle type, gender, consumer interests, and more. Research shows that auto ads have two times higher click-through rates than the average Facebook ad, so the return on investment is well worth it.

Finally, don’t forget to track your hard work and efforts from the beginning. Ensure your activity is being recorded in Google Analytics, by using either ​trackable URLs​ or ​pixels​, and by visiting your analytics profiles on a regular basis.



10 Social Media Strategies for Car Dealerships

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