Most companies have social media nowadays. Through clever posts, showcasing their products, and offering deals, social media can lead to more sales and clients. One example of this is the automotive industry. But cars are a significant investment, much more so than fast food. So, how do automotive brands and car dealerships use social media to increase the chances of someone leasing or buying a car? Let’s look at some examples. Also, learn how you buy Instagram views through BuyTopLikes.
Content That Helps New Buyers Learn More
The car buying process can be daunting, especially if you’re an older teen or young adult. One strategy that many automotive brands use is providing helpful advice for those who are buying for the first time. They may make helpful infographic posts about what a car lease is, buying dos and don’ts, and buying with bad or no credit.
Customer Photos
Another type of social media post that many car brands will use is the customer photo. This photo shows the customer outside the dealership with the car they bought. Usually, this post may have a few other pictures of the vehicle.
Customer photo posts help because they humanize the business. They show salespeople and customers smiling as the customer brings home a brand-new car. Sometimes, the customers themselves comment on the post, adding more authenticity.
User-Generated Content
This is similar to customer photos but involves sharing pictures directly from customers’ profiles. For example, if someone posts about driving on Twitter (X) in their new Chevy, Chevy may retweet it. This can show customer appreciation, help to boost a person’s profile, and bring more sales.
User-generated content can also take the form of contests and giveaways, which can increase sales and brand awareness.
Behind the Scenes (BTS)
This post can also help humanize a car dealership. One example of a BTS post is showing a customer’s pet or a salesperson drinking coffee. Showing what happens when no one is looking can help potential customers feel more comfortable purchasing a car from a dealership.
BTS posts can also come from car manufacturers. These posts may show their workers helping to build cars. This post can be a great way to shout out the salt of the earth, leading to more sales.
Charity
An automotive brand can get good PR and potential customers by showing their generosity. Since many automotive brands are worth millions, possibly billions, showing how the brand gives back to the community can help drive sales. For example, this post from Chevy is from their #WeDriveFor campaign, where Chevy gave $5 for every tweet or retweet using the hashtag #WeDriveFor. The campaign was not only an excellent way to show Chevrolet’s charity but also to boost awareness of its brand through retweets and using branded hashtags.
Social Justice
Similar to charity, social justice helps attract buyers who may have an activist concern, such as feminism. One example is Ford Mustang’s Speed Dating campaign in 2015. This campaign showed the woman in charge as she drove around in her Mustang and speed-dated eligible bachelors.
Another example is making content around Black History Month, showing a brand’s many Black buyers. For instance, Ford posted about Black History Month on their social media. These posts can make members of more marginalized communities, who have historically dealt with racial discrimination when financing a car, feel more comfortable with the brand.
Deals
With social media, the idea is not to sound too salesy. Some people may not want to follow a brand or a dealership’s account if everything the profile posts is of them trying to get your dollar. But posting about deals now and then is the exception. For example, a dealership could post about financing specials. In this economy, many people are looking for ways to save. Deal posts can also create FOMO (fear of missing out.) People may be more inclined to seal the deal if they can save money. There’s also the fear that other people may take advantage of the deal, and a coveted car brand may be out of stock.
Great Photography
With social media websites such as Instagram, capturing a stunning shot of a car in action can help to bring more sales. One example is BMW’s Instagram. Their photos show their vehicles in action, surrounded by incredible landscapes or interesting roads. These photos make a person want to ride alone, preferably in a BMW. Most dealerships can afford a professional photographer to photograph cars in their best light. If not, then a few filters and decent lighting can still make the car you’re selling shine.
Shattering Beliefs
Many of these automotive brands have been around for decades, sometimes over a century. This is the case of Chevrolet, who noticed a declining interest in Millennial buyers. Many of the younger crowd saw Chevy as a dated, gas-guzzling brand.
Chevrolet wanted to tell the younger crowd that they were evolving with changing needs, so they launched the Best Day Ever campaign. This campaign took place on April 1st, so it was chock full of fun pranks and surprises from celebrities. It was also live-streamed on YouTube, helping reach a new generation.
Plain Old Advertising
Again, an automotive brand’s posts should not be too salesy. However, making an occasional post to show the launch of a new car can be effective. Through social media, automotive brands can show photos and videos of their new car, and the caption can showcase the essential features.
These advertising posts usually include a call to action and a link to tell potential buyers where to get the car and what dealerships are near them.
Final Thoughts
These social media techniques can help automotive brands sell more cars and dealerships to get more clients. These techniques are not much different than what other brands use. A mixture of great photos and videos, customer shout-outs, and some advertising can drive these car brands to success. We hope this article was helpful to you.
