There’s no denying it; the video-sharing social networking platform, TikTok, has exploded. Originally coined as a tool for teens to create videos to specific music, TikTok has since expanded far beyond that reach to encompass new audiences and a wide range of demographics. Reaching an incredible 315 million downloads in Q1 of 2020, TikTok has generated a record number of downloads for any app in any quarter, ever!
Is TikTok a good marketing channel for car dealers?
Whilst the stats are impressive, you’re probably wondering if TikTok is actually the right fit for the automotive market. Very few dealers are using TikTok. To some, this could be offputting, but in fact, dealers should be using this to their advantage. To succeed in digital marketing, a brand should find gaps in areas where its competitors are not present.
Furthermore, 34% of users are over the age of 30; and this number is growing. If you’re a dealer selling cars to first-time drivers, young families and Millenials, then a presence on TikTok is a must. If you’re a dealer aimed at a middle-aged or older market, then TikTok should still be a serious consideration. Demonstrating patterns of download growth never seen before, TikTok will inevitably reach an older market sooner or later.
What sort of content should I post?
When posting, share content that is useful, thought-provoking, or just entertaining. New model launches, a key piece of in-car technology, top tips or even a day in the life of a car salesperson are all good places to start.
This 60 second TikTok video showing how to use park assist in a Mercedes-Benz E-Class has already been watched 48 thousand times. And this 26-second video revealing how dealers prepare stock for photos has reached 49 thousand views. The engagement on these simple, yet useful and engaging, posts shows that you don’t need to be a famous influencer or vlogger to engage prospective customers using TikTok.
If you’re still stuck, you can add certain hashtags to your preferences like ‘#cardealership’ or ‘#automotive’ to find inspiration and ideas that suit your business.
To find out more about how SnapCell can support your video marketing strategy, arrange a demo or get in touch with the team to find out more.