TikTok is a time suck, productivity waster, and attention diverter for 99% of dealerships.
That being said, our group has recently hired a full-time in-house TikTok content creator.
We're not focused on the organic aspect, though. We don't care how many tens of thousands of views we might receive on our videos. Why not? Most of those views probably aren't in the market to buy, but more importantly, are most likely halfway across the country.
Dealers focusing on TikTok views and followers is 2023's equivalent of dealers buying Facebook page likes. Don't waste a $30-50k salary on vanity metrics that will never influence someone in your local market to buy.
And don't tell your youngest salesperson to give this TikTok thing a "try." They have plenty of opportunity being wasted in your CRM before they should divert their attention elsewhere. TikTok is an art. It takes a unique type of person to be able to create engaging content through the ideation, shooting, and editing process.
Here's the secret sauce = TikTok-style content run as ads on Facebook / Instagram Stories + Reels and TikTok to local in-market buyers. Suddenly your "ads" don't seem like ads. You resonate more with your audience, build your local brand, and are rewarded with lower CPMs.
