DealerAuthority Short Form Video for Car Dealerships - What You Should Be Doing TODAY!

[Brian Michael West]

Short-form video is no longer optional in the automotive marketing playbook—it’s essential. With attention spans shrinking and platforms favoring quick, engaging content, car dealers who embrace short-form video are seeing a measurable boost in reach, engagement, and sales.



Whether you’re a single rooftop or part of a large auto group, short-form video can help you:

• Showcase inventory in a way that feels real and authentic
• Build trust by humanizing your staff
• Reach new shoppers across multiple platforms
• Stay relevant in a crowded digital space

Best of all, you don’t need a full production crew or a viral dance challenge to make it work. All you need is a smartphone, a few minutes, and the right strategy.

The Power of Today’s Top Platforms​

Let’s break down how short-form video works across the four most important platforms for dealerships: Facebook Reels, Instagram Reels, TikTok, and YouTube Shorts.

Each platform has its strengths, and using them strategically can amplify your reach across multiple audience segments.

Facebook Reels​

Why it matters:
Facebook still holds one of the largest user bases, especially among older demographics. Facebook Reels are algorithmically prioritized, giving your content a real chance to get seen—even by users who don’t follow your page.

✅ Best For:
• Reaching existing page followers
• Tapping into Facebook Marketplace audiences
• Promoting seasonal sales or service specials

Pros:
• Easy to cross-post from Instagram
• Strong reach with minimal ad spend
• Built-in connection to your business page and reviews

Cons:
• Organic reach can be inconsistent
• Younger shoppers are shifting toward other platforms

Tip:
Use Reels to feature new arrivals or walkarounds. Tie in the video with your Marketplace listings and add location tags for extra visibility.

Instagram Reels​

Why it matters:
Instagram is built for visual storytelling. Reels here are ideal for showing off the style, features, and lifestyle appeal of your vehicles.

✅ Best For:
• Eye-catching visuals of inventory
• Staff introductions and customer deliveries
• Event promotion and local partnerships

Pros:
• High engagement for short, polished content
• Easy tagging of inventory, location, and staff
• Integration with Stories and your feed

Cons:
• Heavily saturated platform—low-effort videos get buried
• Requires strong visual quality and a compelling hook in the first 3 seconds

Tip:
Use Reels to tell quick stories. Focus on clean visuals and clear messaging—think “Top 3 Features on This SUV” or “Why This Truck Sells Out Fast.”

TikTok​

Why it matters:
TikTok has exploded beyond Gen Z. Its algorithm rewards creativity and local relevance, making it one of the best tools for brand visibility—even for car dealers.

✅ Best For:
• Engaging younger and first-time car buyers
• Behind-the-scenes content with personality
• Trend-based content using music, filters, and humor

Pros:
• Massive potential for organic reach
• Community-friendly platform where authenticity matters
• Easy to build a following with consistent, niche content

Cons:
• Can take time to find your brand’s voice
• Audience expectations are different—highly polished ads often flop

Tip:
Start by showcasing your staff. Have your team explain features, answer FAQs, or react to car buying myths. Be fun, human, and helpful.

YouTube Shorts​

Why it matters:
YouTube is the second-largest search engine in the world. Posting Shorts helps keep your dealership visible when shoppers are actively researching.

✅ Best For:
• Search-friendly content like walkarounds, comparisons, or tips
• Supporting longer-form videos (like test drives or service how-tos)
• Improving overall YouTube channel performance

Pros:
• Evergreen content with long shelf life
• Boosts your SEO across Google and YouTube
• Supports links to your website and lead forms via channel tools

Cons:
• Doesn’t have the same viral mechanics as TikTok
• Engagement can be slower to build without a subscriber base

Tip:
Turn your best-performing TikToks or Reels into Shorts and upload with keyword-rich descriptions and titles for search optimization.

What Kind of Videos Should Dealers Be Making?​

Not sure where to start? Here are a few video types that consistently perform well for dealerships across all platforms:

Inventory Spotlights

Show off what’s on the lot, what’s incoming, or hard-to-find vehicles. Keep it under 60 seconds and highlight 2–3 features max.

Walkarounds & Feature Demos

Give shoppers a virtual experience. Focus on common questions and real use cases—how the third row folds, how wireless charging works, etc.

️ Behind-the-Scenes Content

Introduce your staff, show what happens in the service bay, or highlight your community involvement. This builds trust and shows your brand personality.

Customer Deliveries

Capture happy moments when a customer picks up their car. Tag them (with permission) and celebrate the win. These videos build social proof.

Pro Tips for Marketing Teams​

• Keep it vertical. All platforms favor vertical 9:16 video format.
• Hook them early. The first 3 seconds matter more than anything.
• Use captions. Many people watch without sound.
• Be consistent. Post at least 2–3 times per week to stay visible.
• Test and learn. What works on Instagram may flop on TikTok, and that’s OK.

Final Thoughts: Short-Form is a Long-Term Play​

Short-form video is one of the highest-impact, lowest-barrier tools car dealers have today. It doesn’t require big budgets or fancy production—just a clear message, a little creativity, and a commitment to consistency.
Marketing teams that embrace short-form video are winning attention, leads, and loyalty in ways static content simply can’t match.

Let Dealer Authority Help You Scale​

Our team helps dealerships develop and execute video strategies across all major platforms. We handle everything from planning to posting, so your staff can stay focused on what they do best—selling cars.

Learn more about Dealer Authority: LEARN MORE