For TikTok, I think its important to distinguish between new vs pre-owned
For franchises its much easier from a brand perspective bc they have content provided from the OEM
For Indys its much different
IMHO...
Some Pros
- Verified Account Profile
- ADF integration w/ CRM
- Entertaining/Brand awareness
Some Cons
- TikToks algorithm & hashtags #carsoftiktok are based off brands, e.g, Ford, BMW, Dodge, etc.
- Does not integrate or implement catalogues (no real data behind claims of attribution)
- Does not offer VIN specific ads/content
- ADF integration w/ CRM, but no full 2-way integration to determine conversions
- Not automated, dealer has to do a lot of work & provide own content
- Verified Business Accounts dont have access to trending audio/music (to my understanding)
Conclusion:
- As a franchise = YES
- As an indy, if you want to brand your dealership, entertain & have someone at dealership dedicated to creating really good content = YES
- If you want to sell VIN specific & have eyes on attribution & ROI = Not Yet
- Better to put ad spend into FB Ads or CL
