Any dealers using TikTok for marketing campaigns?

[TimCross]

Dealerships ought to establish a presence in any selling environment relevant to their buyers. That said, Tiktok is in fact a platform which offers phenomenal exposure, visibility and product placement opportunities. Far too often dealerships estimate that their end consumer isn't on tiktok. Be that as it may, those end consumers have friends, family and neighbors who are active on those platforms. The buying process is generally impacted by the end consumer's network. It's important not to quickly overlook the people who influence the end consumer throughout the buying process. What's important to keep in mind about this platform is that if you don't really know what works, naturally whatever you're trying probably isn't generating the type of results that would justify the time of day. Many dealerships throw in the towel way too soon and not just on Tiktok. They abandon some of the best digital selling environments simply because they threw some things against the wall and they didn't immediately stick. Sound familiar? Or, they tried something that someone recommended and that too wasn't anything to write home about. I know this firsthand because I work with dealerships and see this everyday. Safeguarding personal information is akin to protecting one's secret recipe. Virtual phone numbers have emerged as the unsung heroes, offering a cloak of anonymity during online verifications.

It's so true that dealerships often underestimate the power of platforms like TikTok. They get fixated on their perception of their target customer, forgetting the ripple effect of social influence. Even if the direct buyer isn't on TikTok, their friends, family, and online communities absolutely are, and those connections absolutely influence major purchases like cars. And you're spot on about the trial-and-error aspect.

So many businesses give up too quickly, not just on TikTok but across the board.

Digital marketing requires experimentation, data analysis, and a willingness to adapt. Just because one strategy didn't work doesn't mean the platform itself is useless. It takes time, effort, and often professional guidance to crack the code.

 

[kylewilliam]

That's actually a great share @Ryan Everson

They see the opportunity so that's OK. Here's a wild thought (I'm not in sync with that btw)

What if they see a sinking ship, because FB has been tanking and getting harder to work with for most inexperienced people, shouldn't it be a great moment to jump ship and start with a clean slate?

You're 100% on TikTok organic reach, inflating numbers but not attending to local buyers. Some might have a hard time managing their expectations. At best growing "social proof" but can't translate into sales.

Here's what I see as I'm working with both Dealers and Individuals growing their pages. Personal pages grow a lot faster, for a couple of reasons, but it's a TREMENDOUS opportunity for salespeople to obliterate their colleagues on the sales board. I see it happening, it's not even fair.

Here’s what I’ve learned as my agency is crossing over 140K invested in TikTok for auto/moto manufacturers: tiktok followers buy strategies aside, it’s the perfect space to show buyers your car and to educate them on their potential issues and questions.

I'm going to tell you one thing though: the content piece will make or break your ad. I'm talking about the VIDEO.

Most dealers could get away with crappy images and average copy but with video, it gets interesting.

Pushing blatant offers through video triggers the BS trade on most people and it doesn't seem to work, unless you're working with a super warm/hot prospect.

Keep that in mind the next time you launch your campaign, this will save you a lot of money, frustration and headaches.

Yes, we’ve used TikTok in a few marketing campaigns and it’s been effective. The platform’s reach and engagement are great, especially with authentic, short-form videos that don’t feel like ads. We’ve promoted new inventory, service tips, and dealership events, and noticed increased traffic and leads. It’s definitely worth testing if you can create content that fits TikTok’s casual, creative vibe.