In today’s digital world, car shoppers don’t just walk onto the lot—they scroll through it first. According to Cox Automotive, video is the most powerful tool shaping their journey. But not all platforms speak the same language. Each one attracts a different type of car buyer, with unique expectations and behaviors.
This guide demonstrates how dealerships can tailor video content to each platform’s style and audience, maximizing engagement, building trust, and driving more sales.
TikTok: A Shortcut to Speedy Engagement
According to research by TikTok, 89 percent TikTok users show interest in cars, and among them, 66 percent plan to purchase a vehicle within the next two years. Moreover, according to eMarketer, 44.7 percent of TikTok’s user base consists of Gen Z—digital natives who crave content that’s fast-paced, visually dynamic, entertaining, and, above all, authentic. For car dealers, TikTok presents a powerful opportunity to meet this audience where they are.
The platform thrives on short-form, vertical videos that instantly grab attention. To succeed, dealerships should focus on content that feels real and relatable, ideally between 21 and 34 seconds, such as:
- Mini vlogs showcasing new inventory
- High-energy car edits
- Before & after transformations like detailing, customization, and tuning
- Behind-the-scenes moments
- ‘Did you know?’ educational reels to highlight car features like quick breakdowns of cool or hidden options
YouTube: Long-Form Impact for Serious Shoppers
YouTube, the world’s second-largest search engine, provides car dealerships with a powerful platform to reach a broad, multi-generational audience, particularly those in key car-buying demographics. As of January 2025, the platform boasts approximately 2.53 billion monthly logged-in users, with the 25–34 age group making up the largest segment at around 550 million users. Unlike quick-scroll apps, YouTube viewers often come with a specific intent—searching for information or settling in to watch longer content. Many treat it like on-demand TV or a learning hub, which makes long-form videos especially effective for dealerships. According to SEranking, search engines like Google prioritize videos in search results, with video carousels improving visibility and click-through rates. Here are a few tips:
- Create educational tutorials, how-to videos, and explainer content—ideal for showcasing dealership expertise.
- Film in-depth vehicle reviews, walkarounds, model comparisons, or customer interviews to answer buyer questions and build trust.
- Use clear visuals, strong audio, and appropriate editing to meet YouTube’s higher production expectations.
- Incorporate YouTube Shorts—use shorter vertical video clips and link them to your full-length videos so viewers stay longer at your channel.
Win Gen X and Boomers on Facebook
Gen X and Boomers (ages 45–79) represent a key demographic on Facebook, including many parents, professionals, and community-oriented individuals. They respond strongly to personal, emotional content, such as stories of nostalgia and family moments. For car dealerships, short videos that capture moments such as joyful deliveries or customer milestones can build trust and encourage shares and comments.
Here are some tips for effective Facebook video content:
- Design for silence: Since 85 percent of videos are watched without sound, always include subtitles or bold on-screen text for optimal viewing.
- Use mobile-friendly formats: opt for vertical or square videos (4:5, 9:16, or 1:1), as they appear larger in the feed than traditional 16:9 landscape videos, thus grabbing more attention.
- Upload natively: Post directly to Facebook for better reach and autoplay functionality instead of linking to other platforms.
- Pin standout videos: Keep emotional or high-performing videos at the top of your Page. Also, consider changing it periodically to maintain variety on your page.
- Tease longer content: Lead viewers to your website to learn more about the video topic. So, you have an opportunity to make them exchange their contact information.
Build Video for the Platform
Every platform speaks a different language—and smart dealerships listen. From TikTok’s fast, fun clips to YouTube’s in-depth content and Facebook’s emotional moments, tailoring your video content is crucial. Match the format to the audience, and you’ll turn casual views into confident buyers.
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