Most dealerships post the same boring stuff on social media. New car arrivals, weekly specials, and the occasional sale banner. If your feed looks like every other dealer in town, you’re already losing. Car buyers scroll past generic content faster than they’d skip a pushy salesman. The good news? Standing out doesn’t mean you need a Hollywood budget or a viral dance video. It means showing what actually happens at your dealership when nobody’s watching.
- Employee stories and behind-the-scenes content build trust faster than polished ads ever will
- Short-form video on TikTok and Instagram Reels gets 5X higher engagement than static posts
- Customer spotlights and real experiences turn your satisfied buyers into your best marketers
Let Your People Tell the Story
Here’s something most dealers miss. People buy from people, not from corporate logos. When your sales team goes live to show off a newly arrived truck, or your service center tech explains why that check engine light keeps coming on, you’re giving viewers something they can’t get from a brochure. Employee-generated content works because it feels real. Your team knows the cars, they talk to buyers every day, and they can answer questions on the spot.
Take a page from dealerships killing it on TikTok right now. They’re filming quick clips of staff doing walkarounds, sharing funny moments from the lot, or even just introducing themselves. No fancy equipment needed. Most successful dealer content comes straight from an iPhone. The trick is consistency and personality. Let your people be themselves instead of reading from a script.
Give Them a Peek Behind the Curtain
Ever wonder why cooking shows are so popular? People love seeing how things work. Your dealership has dozens of interesting moments happening every day that buyers never see. Film a time-lapse of a detail job. Show how your team preps cars for delivery. Walk viewers through what happens during a trade-in inspection. This stuff feels exclusive even though it’s your daily routine.
Behind-the-scenes content works because it kills the mystery. Car buying feels intimidating to a lot of people. When they see friendly faces doing regular work, it makes your dealership feel approachable. Plus, this type of content is ridiculously easy to create. Pull out your phone during a slow Tuesday afternoon and capture five clips. That’s a week of posts right there.
Turn Customers Into Content Gold
Your happiest customers are sitting on your best marketing material. When someone drives off your lot in their dream car, they’re excited. Capture that moment. Film a quick delivery video. Ask them to share what they love about their new ride. Get permission to repost their photos when they tag you on Instagram. User-generated content carries more weight than anything you could produce in-house because it’s proof.
Some dealers run simple contests. Best photo of your new car wins free detailing or a gas card. Others create a branded hashtag and feature customer posts every week. The key is making it easy and fun. When buyers see real people sharing real experiences, it answers the question everyone’s asking before they visit a dealership. Can I trust these people?
Educational Content That Actually Helps
Stop selling for a second and start teaching. Quick videos explaining common car questions get shared like crazy. How do you reset the tire pressure light? What’s the real difference between AWD and 4WD? Why does your car need an oil change every 5,000 miles? These topics might seem basic to you, but they’re mysteries to most car owners.
Educational posts position you as the expert without being pushy. They also give people a reason to follow your page beyond checking inventory. When someone needs car advice, they’ll remember the dealer who taught them how to check their fluids or explained lease terms in plain English. Plant these seeds early and they’ll pay off when that viewer enters the market.
Jump on Trends Without Being Cringe
Yes, TikTok has trending sounds and memes. No, you don’t need to force your sales manager into an awkward dance. But you can adapt popular formats to fit your dealership. Participate in challenges that make sense. Use trending audio for car reveal videos. React to automotive news or viral car content. The goal is staying relevant without trying too hard.
Watch what works for other dealers and put your own spin on it. AutoMaxx in South Carolina nails this by mixing humor with genuine personality. They’re not copying trends exactly. They’re taking the framework and making it fit their brand. That’s the sweet spot.
Make It Easy to Keep Going
The biggest social media mistake dealers make is starting strong and then ghosting for three weeks. Consistency beats perfection every time. You don’t need a content calendar mapped out six months in advance. You need a simple system. Film a bunch of content on one day. Schedule it throughout the week. Respond to comments. Repeat.
Start with one or two platforms where your buyers actually hang out. Master those before spreading yourself thin. Facebook still works for reaching older buyers. Instagram and TikTok capture younger audiences. Pick your lane and post regularly. Even three good posts per week will outperform 20 mediocre ones scattered randomly.
Social media for dealerships isn’t rocket science. It’s about showing up as real people, sharing genuine moments, and giving buyers a reason to choose you over the dealer down the street. The cars might be similar, but your story is unique. Tell it.
