TikTok is one of the greatest social media platforms to come along in a while. Should your dealership use this platform?
Most of the videos we see on TikTok show us videos that are typical of real people doing strange and sometimes real things in a fun way. Your normal dealership marketing strategy won’t work on this platform, which is a reason for you to think about whether or not it’s something you should use. Let’s consider what’s required for you to engage with the audience.
Authenticity is a Must
The sales programs you use in your marketing mix on Facebook, Instagram, and YouTube won’t work on this new platform. The audience you find expects creativity, authenticity, and something different. You’ve got to capture their attention much faster than you would when using other platforms. Do you have a creative team that can come up with something new to offer your audience regularly to keep them engaged? If not, your dealership might not be ready for this new platform.
We See this New Platform in the Top Ten
Globally, the most-used social platforms are ranked as you would expect. Facebook is by far the most popular followed by YouTube, WhatsApp, Instagram, FB Messenger, WeChat, and then TikTok. These are the numbers from across the globe, which should be reason enough to use this new platform. Of course, you’re operating a car dealership, which means you don’t need to be concerned with global numbers. What you should worry about is the popular platforms in your area. Most likely You’ll find Facebook, YouTube, Instagram, and Twitter heads of TikTok. When looking at how many businesses use these platforms, most probably don’t use the newest one as much as the others.
Why Do Some Dealerships Avoid this New Social Platform?
Even though most of the videos uploaded to this new social platform can be shared on other platforms, it’s not as seamless as others. Facebook and Instagram are joined at the hip, YouTube is easy to use when it comes to the videos shared, and Twitter has been the most popular social platform for selling cars for a long time. Facebook also has the Marketplace function, which allows you to list your inventory and begin to sell your cars through social media. Currently, the newest social platforms do not have similar functionality.
If You Want to Use this Social Network, Get Informal
The rules go out the window when you put TikTok into the mix. This means you need to let your dealership team get informal about how the videos look and the content shared. This is the best way to attract an audience to this platform. This is not a platform for only the youngest users, there are many users from various generations on this platform. Visitors are engaging here to see videos of crazy, fun, and interesting things. They don’t want to be sold products or deal with the typical advertising structure. Can you pull your dealership away from the norm and have fun on this platform?
Tips for the Best Videos on TikTok
You want to share videos that get views and that only happens on this platform if you have a disciplined and planned approach. The videos need to be informal and informational at the same time, but you have to follow a few key tips to make sure you can reach the most people in your local area.
Use Hashtags
You won’t find a reason not to use hashtags. This is a great way for your audience to find your videos more easily when they go online and look for items they are interested in. Hashtags extend your reach, increase your chances of being found, and localize your feed when you include geographic hashtags. Use these items and use them well.
Authenticity Matters
We can’t say it enough, you need to be authentic when on this platform. Forget the typical advertising your dealership shares and think of fun, informative, and entertaining ways to share your information with an audience. Help your team show their personality through the various videos you’ll share on this platform.
Consistency Matters
One of the most difficult aspects of sharing content on any social media platform is to be consistent. This rule works for all of your social media marketing. The question you need to ask is whether or not you can fit one more platform into the mix. This is an important part of knowing if you should add TikTok to your advertising mix.
Ensure Your Website is Mobile-Friendly
You should already have a mobile-friendly website, but if not, it’s time to put this process in action. The audience you have on this new social platform will look for your website. They will most likely do this using their smartphones. This means your website must be capable of being viewed properly on their mobile devices.
Take Your Viewers Behind the Scenes
One of the fastest and most popular videos that show authenticity and an informal feeling your team wants to present is a behind-the-scenes video. Take them into the service department, around on the lot, and through the sales department. Let your dealership team showcase their favorite parts of each day.
How-To Videos Play Well
When you search for something on YouTube, the first thing you’re looking for is advice on how to do something. TikTok is also a video-sharing platform and that makes it the perfect place for more of these types of videos. Offer your audience some simple and useful advice.
Keep Your Goals and Message In Mind
You’re a car dealership, this needs to come through in every video you share on this platform. The overall goal is to bring customers into the dealership to buy cars. Use this platform for video test drives or for complete tours of the models you’ve got in stock.
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