Every day, billions of people scroll through social media, discovering brands and making purchase decisions—often without ever stepping into a showroom. For car dealerships, this is a goldmine of opportunity, as reported by CarGurus, which found that 71% of car buyers used social media during their vehicle purchase process. However, despite this, many dealerships still rely on outdated methods, underestimating the real power of these platforms.
This article explores why overlooking social media could cost your dealership valuable sales, market share, and long-term relevance in today’s digitally driven automotive market.
Your Next Buyer is Scrolling Now
Social media runs on attention, and attention is the currency of today’s marketplace. If used strategically, it can dramatically amplify your dealership’s visibility. Platforms like Facebook, Instagram, and TikTok allow you to consistently appear where potential customers already spend their time, consuming content and making purchase decisions.
According to The Business Journals, two out of three customers purchased a car they first saw on social media. In other words, neglecting these platforms is like staying silent in a room full of ready-to-buy customers, leaving the opportunity for competitors.
The Local Advantage You Can’t Afford to Miss
For most dealerships, the core customer base comes from their immediate area—buyers are far more likely to choose a location they can easily visit for test drives, financing, and ongoing service. This makes local marketing essential for dealership success.
Social media platforms offer powerful tools, such as location-based ads and hashtags, to ensure your text and multimedia posts reach the right audience in the right place. Dealers who embrace these features will naturally dominate local awareness.
From Missed Tags to Missed Opportunities
Ignoring social media means missing out on one of the most powerful ways to build your dealership’s reputation and generate word-of-mouth marketing. According to J.D. Power, in 2024, over 40% of new car buyers posted photos or videos of their new vehicle on platforms like Facebook and Instagram.
When those posts mention or tag the dealership, they become free, user-generated advertising that reaches hundreds of potential buyers. Without an active social media presence, a dealership might lose the chance to convert leads coming from their previous car buyers’ posts.
When You Can’t Hear the Market, You Can’t Win It
Social media isn’t just a place to publish posts or run ads—it’s a constant source of market insight. Every day, buyers talk about their purchasing experience, share opinions on specific models, and comment on dealership service, both positive and negative. This gives dealerships valuable insight into customer expectations, market trends, and potential areas for improvement. Social media platforms act as a direct window into the customer’s mind.
Social Media Marketing is a Must
In today’s automotive market, social media isn’t just a marketing channel—it’s the stage where buying decisions are influenced, reputations are built, and customer loyalty is won. From targeted local outreach to real-time feedback, from organic word-of-mouth to capturing the attention of active buyers, the opportunities are too significant to leave on the table. Dealerships that fail to engage on these platforms aren’t just missing posts; they’re missing sales, relationships, and long-term market relevance.
Related Stories: