In today’s competitive market, car dealerships search for effective ways to capture attention. Many dealerships focus on advertising through Facebook and staying active on Instagram while often neglecting the potential of TikTok.

However, TikTok’s unique appeal and wide reach make it an advantageous platform dealerships should consider utilizing. This article explains the special features of TikTok and suggests dealerships four powerful TikTok strategies for boosting dealership engagement.

What makes TikTok different? 

TikTok offers a multitude of advantages for car dealerships looking to enhance their marketing strategies and connect with a broader audience. Firstly, its vast and diverse user base allows dealerships to reach potential customers across various age groups, particularly the lucrative 18-44-year demographic. Importantly, this includes Gen Z, the young drivers often in the market for their first car, making them a key audience for dealerships.

Furthermore, this platform’s emphasis on authentic, creative content enables dealerships to showcase their brand personality and offerings in a more relatable and engaging manner, moving beyond traditional advertising. TikTok’s unique algorithm favors content that resonates with users, increasing the chances of virality and widespread visibility.

Additionally, the interactive nature of TikTok, with features like challenges and trending sounds, fosters a sense of community and engagement, encouraging potential customers to interact directly with the dealership. This direct engagement builds brand loyalty and provides valuable insights into customer preferences and behaviors.

By leveraging TikTok, dealerships can effectively blend entertainment with marketing, creating a dynamic presence that appeals to modern consumers and stands out in a competitive digital landscape.

• Strategy #1. Feature of the Week 

Weekly showcasing car videos is one TitTok strategy in which dealerships can highlight a unique feature of a different car each week. For instance, a video could showcase the Tesla Model S’s advanced Autopilot feature or the BMW i8’s striking butterfly doors, emphasizing their futuristic design. This approach engages viewers and showcases the distinctive qualities of various car models in a visually appealing way.

• Strategy #2. Model Comparisons

In this approach, dealerships could initiate a series on TikTok to engage viewers by contrasting two car models, focusing on their unique features and suitability for different lifestyles.

For example, a video could compare the Ford F-150 and the Ram 1500. It would highlight the Ford F-150’s strong payload and advanced powertrain, ideal for heavy-duty tasks, against the Ram 1500’s smooth ride and luxurious interior, perfect for both work and leisure.

This format offers a concise yet informative way to guide potential buyers in understanding which model best fits their needs.

• Strategy #3. Educational Content 

Educational content on TikTok can be a powerful tool for car dealerships, combining practical advice with subtle product promotion. Dealerships can tap into the #LifeHack trend by showcasing automotive tips and tricks.

For example, a video could feature the “Tesla Model 3 Hidden Features Hack,” revealing the car’s ‘secret’ front trunk (frunk) and demonstrating its practical uses, like extra storage for grocery shopping. This approach highlights the unique aspects of the Tesla Model 3 and provides viewers with valuable, relatable content.

Expanding on this, dealerships can delve into car care tips, exploring key vehicle maintenance practices concisely and practically. Videos could effectively demonstrate refilling essential fluids in specific makes and models, focusing on engine oil, coolant, and brake fluid. Another engaging video might show how to replace wiper blades on a car, emphasizing the importance of regular checks, especially before the rainy season.

This content is informative and crucial for enhancing vehicle performance and ensuring safety, offering real value to the audience while showcasing the dealership’s expertise.

• Strategy #4. TikTok Challenges

TikTok challenges are a cornerstone of the platform’s culture, often driving viral content and user engagement. These challenges typically involve users creating videos around a specific theme, song, or activity, encouraging widespread participation and creativity. As such, they are a powerful tool for brands to connect with audiences in a fun and relevant way.

Participating in these challenges for car dealerships offers an opportunity to showcase their products and services while engaging with the community.

For example, dealerships can adopt the popular #TikTokMadeMeBuyIt trend. In this context, they could feature salespeople in a series titled “#TikTokMadeMeBuyThisCar.” Each video in the series would have dealership staff showcasing the unique and trendy features of different cars, combining their expertise with a personable approach.

This strategy highlights the vehicles and aligns the dealership’s offerings with current social media trends, effectively engaging consumer interests in a relatable and entertaining format.

Conclusion

TikTok offers car dealerships a unique opportunity to engage with a wider audience through creative and interactive content.

From showcasing specific car features and model comparisons to offering car care tips and participating in TikTok challenges, dealerships can leverage this platform to enhance their visibility and connect with potential customers in a dynamic, authentic way.

Embracing TikTok’s vibrant culture allows dealerships to highlight their offerings and build a community, fostering brand loyalty in the rapidly evolving digital landscape.