Posting inventory on social media gets you likes. Posting content that sparks conversations gets you showroom visits. The difference between these two approaches can make or break your dealership’s bottom line. Over 95% of car buyers start their search online these days, and nearly half say they’d consider buying their next vehicle through social media. That’s a huge shift from just a few years ago, and it means your social presence needs to do more than look pretty.
- Short-form video content consistently outperforms static posts, with test drive videos showing 65% growth in views over the past two years
- Interactive content like polls, quizzes, and live Q&A sessions create meaningful touchpoints that move people from scrolling to scheduling
- Customer testimonials and behind-the-scenes content build the trust that actually gets people through your doors
Why Most Dealership Posts Miss the Mark
Walk through your social feed right now. How many car dealerships are just posting inventory shots with a price and a phone number? Probably most of them. And you know what? Those posts get ignored.
The problem is treating social media like a digital billboard. People don’t hop on Instagram to shop for cars the same way they browse a lot. They’re there for entertainment, connection, and yes, information. But it needs to feel natural.
The dealerships winning at social media right now are the ones treating it like a conversation starter. They’re answering questions people actually have. They’re showing what happens behind the scenes. They’re letting their team’s personality shine through.
Content That Actually Starts Conversations
Here’s what works. Video tours beat static photos every single time. People want to see the interior features in action, hear how the door sounds when it closes, watch the panoramic sunroof open. A 60-second walkaround video does more to sell a vehicle than ten perfectly staged photos.
Take something like a trending model. When dealerships highlight popular vehicles with compelling content, they tap into existing interest. For instance, creating content around a Chevrolet Blazer Dayton, OH dealerships are promoting can spark local conversations when done right. Show the cargo space with grocery bags. Let someone scroll through the infotainment system while they’re actually using it. Have a sales team member share what customers love most about the model.
Customer testimonials hit different on social media too. A quick 30-second clip of someone picking up their new car, genuinely excited, builds more trust than any scripted commercial ever could. Ask happy customers if they’d be willing to share their experience on camera. Most people love being featured, and their enthusiasm is contagious.
Make It Interactive
Polls are criminally underused by dealerships. “SUV or sedan for your next ride?” “Which color would you choose?” These simple questions get people interacting with your brand. And here’s the thing: when someone takes even a small action like voting in a poll, they’re mentally invested. That tiny bit of interaction makes them more likely to remember you when they’re ready to buy.
Live video sessions work surprisingly well too. Go live when a new model arrives on the lot. Answer common financing questions in real time. Show people around your service department so they know what to expect. The authenticity of live video can’t be faked, and people respond to that.
Behind-the-scenes content humanizes your dealership. Introduce your team members. Show the detail crew working on a vehicle. Share what your dealership does in the community. People buy from people, and this type of content reminds your audience that real humans work at your dealership.
The Technical Stuff That Matters
Social media platforms now let you add lead forms directly to your posts. Someone sees a vehicle they like, clicks a button, fills out their info, and boom. You’ve got a qualified lead who just scheduled a test drive without ever leaving Instagram. The easier you make it for people to take the next step, the more will actually do it.
Track what actually matters. Likes are nice, but they don’t pay the bills. Look at how many people are clicking through to your website, filling out forms, or calling the dealership. Those metrics tell you if your social content is actually working.
Short-form video continues to dominate. Instagram Reels, TikTok, YouTube Shorts. These platforms favor quick, snappy content. A 15-second clip showing a cool feature can reach thousands of people organically if it catches on.
Making Your Strategy Work Long Term
Consistency beats perfection every time. You don’t need a Hollywood production crew. A smartphone with good lighting and a solid understanding of what your customers care about will get you 90% of the way there. Post regularly, respond to comments quickly, and keep experimenting with different content types.
Pay attention to which posts create real results. When someone comments asking about a specific vehicle, that’s a warm lead. Jump on it. When a post gets unusual traction, analyze what made it work and do more of that.
The goal is building relationships before people need you. When someone finally decides it’s time to buy, you want your dealership to be the first one they think of because they’ve been seeing your helpful, interesting content for months.
Start Small, Think Big
You don’t need to overhaul your entire social media presence overnight. Start with one or two content types that feel manageable. Maybe that’s posting a quick vehicle feature every Tuesday and sharing a customer story every Friday. Build from there as you see what resonates with your audience.
The dealerships that win on social media in 2025 are the ones that remember it’s social first, sales second. Give people a reason to interact with your content beyond “here’s a car you should buy.” Answer their questions, entertain them a little, show them who you are. That’s what turns scrollers into test drivers.
