Scroll through any dealership’s social feed and you’ll see the same thing over and over. Car after car, sale after sale, inventory post after inventory post. Sure, it gets the point across, but does it keep people coming back? Probably not. What actually works is teaching customers something they didn’t know before they opened your post.
- Educational videos and how-to content generate 43% higher engagement than promotional material.
- Dealerships using educational content see customers stick around longer and trust them more when it’s time to buy.
- Simple explainer posts about topics like maintenance tips or vehicle features make your dealership the go-to place for answers instead of another sales pitch.
The Problem With Constant Promotions
Walk into most dealerships’ marketing meetings and someone will suggest posting another “Deal of the Week” graphic. Nothing wrong with that once in a while, but when your entire content calendar looks like a never-ending sales flyer, people tune out. They scroll past because they’ve seen it a hundred times before.
Social media users can smell a hard sell from a mile away. They’re looking for value first, then maybe they’ll consider buying. When you lead with education instead of promotion, you’re playing the long game. Customers start seeing you as someone who actually knows cars, not another dealer trying to move units off the lot.
What Educational Content Actually Looks Like
Start simple. Your service department already answers the same questions every day. Turn those into content. How often should you rotate tires? What’s that weird noise coming from under the hood? Why does your check engine light keep coming on?
Video works best here because people can see what you’re talking about. Film one of your techs showing how to check tire pressure properly. Make a quick clip explaining when to use different wiper blade speeds. These aren’t fancy productions. They’re real answers to real questions.
Demo videos matter too. Take a new model out and actually show off the features instead of listing them in a caption. Pop the hood and point out what makes this engine different. Get in the back seat and show how much legroom there is. People want to see the car in action, not parked on your showroom floor.
Technical Topics That Actually Get Attention
You know what gets people talking? Explaining something they’ve been confused about. The HEV vs PHEV powertrain debate is a perfect example. Most customers have heard both terms but couldn’t tell you the difference if their life depended on it. Walk them through it. Regular hybrids charge themselves through the engine and braking, while plug-ins have bigger batteries you need to charge at home or at a station.
Here’s what happens when you share that kind of content. You answer a real question people have, and you prove you know your stuff. When they’re ready to buy, guess who they’re going to trust more? The dealer who taught them something or the one who kept posting “Come on down for great deals!”
Making It Work Without Burning Out Your Team
The biggest pushback you’ll hear is “We don’t have time for this.” Fair enough. Your sales team is busy. Your service team is slammed. But you don’t need Hollywood-level production.
Start with three posts a week. One maintenance tip, one feature spotlight, one customer question answered. Film them all in one afternoon. Your phone camera is fine. Natural lighting is fine. Be helpful and real.
Repurpose everything. That blog post about winter driving tips? Turn it into an Instagram carousel. Break it into individual Facebook posts. Make a quick TikTok version. One piece of content can feed your channels for weeks if you’re smart about it.
Measuring What Actually Matters
Likes and shares are nice, but what really tells the story is how long people stick around. Are they watching your videos all the way through? Are they clicking to your website after seeing your posts? Are they commenting with follow-up questions?
Track your service appointments too. When customers mention they saw your tip about brake maintenance and decided to come in, that’s gold. You’re getting actual business from being helpful, not just engagement numbers.
Moving Forward With Content That Connects
Stop thinking about your social media as a billboard and start treating it like a conversation. Your customers have questions. You have answers. Share them without asking for anything in return, and watch what happens.
The dealerships doing this well aren’t posting less. They’re posting smarter. They throw in educational stuff between their promotions, and they’re seeing better results because of it. People trust them more, remember them longer, and show up when they’re ready to buy.
Your inventory will always be there to post about. But the knowledge you share? That’s what makes someone choose your dealership over the five others in town doing the same sales promotions.
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