In the fast lane of automotive sales, your social media presence isn't just about showing off shiny new cars; it's about building relationships, educating potential buyers, and driving genuine interest.
But for many car dealerships, maintaining a consistent flow of engaging content can feel like a constant uphill battle. You have a business to grow, not an Instagram channel. I understand. But I also know you know you need to be present, because social media is the new search engine.
The secret to consistent, targeted social media isn't magic; it's a well-structured content calendar. Having a roadmap for your content ensures you're always prepared, allowing you to plan evergreen campaigns while leaving room for timely, reactive content.
Your content calendar can be very simple and structured with:
It helps you map out campaigns and evergreen content far in advance, giving you the flexibility to jump on social media trends and add reactive posts without disrupting your core strategy. This proactive approach is key to maintaining a vibrant and relevant online presence.
Your inventory is your biggest asset, and buyers want to see what’s available before they step onto the lot. Spotlighting specific vehicles helps drive interest and foot traffic. Here are some post ideas to get you started:
New arrivals and certified pre-owned: Showcase the latest models or highlight the value of your certified pre-owned vehicles with dynamic photos and short videos.
Feature deep dives: Pick one unique feature (e.g., advanced safety tech, panoramic sunroof, infotainment system) and create a quick video explaining its benefits. Show it in action!
"Why this car?" stories: Instead of just listing features, tell a story (through Instagram Stories or Carousel posts). "This SUV is perfect for growing families," or "This sedan offers incredible fuel economy for your daily commute." Use multiple slides to explain why.
Comparative content: Briefly compare two popular models you sell, highlighting their differences and target audiences.
Remember: People buy from people. So show the people, process, and energy behind your brand. It humanises your dealership and builds a connection.
Employee spotlights: Introduce your sales team, service technicians, or administrative staff. Share a fun fact or their favorite car model. This builds trust and makes your dealership approachable.
"Day in the life" videos: A quick montage of a typical day at the dealership – from detailing cars to greeting customers.
Service department insights: Show your technicians at work, explain a common maintenance task, or highlight a special service offer.
Dealership culture: Share moments from team events, community involvement, or even just a funny interaction in the showroom.
Position your dealership as an expert, not just a seller.
Car Care Tips: Short videos or graphics on "How to check your tire pressure," "Understanding dashboard warning lights," or "Tips for winter driving."
Financing Explained: Break down common financing terms or offer a "Financing 101" series.
EV Myths Debunked: Address common misconceptions about electric vehicles if you sell them.
"Ask Me Anything" (AMA) Q&As: Host live sessions or create short videos answering frequently asked questions about car buying, maintenance, or specific models.
Nothing speaks louder than a happy customer. Which is why social proof sells. Seeing happy customers builds trust, shows real outcomes, and encourages others to reach out.
Delivery day photos/videos: Capture the excitement of a customer picking up their new car (with their permission, of course!). A short video of them driving off the lot is gold.
Testimonials: Encourage video testimonials! A quick clip of a customer sharing their positive experience is far more impactful than a written review.
"Customer spotlight" series: Feature a customer and their new vehicle, sharing a brief story about why they chose that car and your dealership.
User-generated content (UGC): Encourage customers to tag your dealership when they post about their new car. Repost their content (always with credit!) to amplify their voice.
Buying a car can feel intimidating, which is why demystifying the finance process builds confidence and reduces friction. Try posting about:
What 0% APR means
Lease vs buy carousels
How credit affects your offer
Simple finance explainers
Being visible in the community shows your values and increases brand affinity, especially for multi-location groups. And, needless to say, well-timed offers can drive urgency and fill the showroom or service bays during slower periods.
You can separate these into two content pillars, or mix them together. In any case, here are some post ideas:
Community events: Promote local festivals, sports games, or charity drives your dealership is involved in or supporting.
Holiday promotions: Create festive content around major holidays, tying in special offers or events.
Local driving routes: Suggest scenic drives or popular destinations in your area that are perfect for a test drive.
Weather-specific tips: "Tips for driving in summer heat" or "Preparing your car for winter."
Creating high-quality content doesn't require a Hollywood budget. But it does involve content curation, a plan for repurposing and cross-promoting content, and a centralised dashboard that allows you to do all of this.
High-quality visuals:
Even a smartphone can capture stunning photos and videos if you pay attention to lighting, angles, and composition. Clean your cars, find good backdrops, and shoot in natural light.
Buy a simple tripod, trust me, it's a small investment that goes a long way.
Repurpose, repurpose, repurpose:
A long blog post can become several short social media updates, an infographic, a series of Instagram Stories, and a TikTok video. Don't create content in a silo.
Leverage Sendible's Content Library:
For dealerships with internal resources, Sendible's Content Library is a game-changer. Your central marketing team can pre-approve and store a wealth of on-brand content—images, videos, captions, and even templates—that individual dealerships can easily access and use. This ensures brand consistency while empowering local teams to post efficiently.
While long-term planning is crucial, social media thrives on real-time engagement. Your content calendar should have room for:
Trending topics: Jump on relevant hashtags, sounds, or challenges that align with your brand.
Real-time events: Share updates from local events, dealership happenings, or breaking automotive news.
Customer interactions: Respond promptly to comments and direct messages, turning conversations into opportunities.
The flexibility of your content calendar, allowing you to schedule core campaigns while remaining nimble for reactive content, is essential for a dynamic social presence.
Once you've mastered the fundamentals, consider these advanced tactics:
Paid social advertising: Leverage highly targeted ads to reach specific demographics, retarget website visitors, and promote specific inventory or offers. Start with brand awareness to attract new eyes on your dealership and allow them to get to know you. Then move on to retargeting them with offers, special deals, new vehicles, etc.
Influencer marketing: Collaborate with local automotive influencers or community figures to reach new audiences. Nano and micro influencers usually don't have unaffordable fees, but they have very engaged audiences. Also, this a good way to start forming a list of potential brand ambassadors.
User-Generated Content (UGC): Encourage customers to share their new car experiences and repost their content (with permission). Start creating a backlog of UGC that you can repurpose and recycle in the years to come. This is a great way to ensure your presence is consistent and backed by social proof.
Live video: Host Q&As, launch new models, or offer virtual tours for real-time engagement. This is a great way for you to interact with your target audience and allow them to get to know you even before coming to your dealership. The first time might flop, and that's ok. Test for at least five times to make a decision whether or not this is a good approach for you.
This is where a powerful social media management platform like Sendible truly shines, helping you implement these content ideas with efficiency and consistency.
Schedule years in advance: Sendible allows you to schedule content up to two years in advance. This means you can map out your entire evergreen content strategy, seasonal campaigns, and even recurring promotions far into the future, ensuring you always have a baseline of content going out.
Smart Queues for evergreen content: Utilise Sendible's Smart Queues to automatically re-share your best-performing evergreen content. This ensures valuable content gets seen by new audiences without manual effort, solving the "need help posting consistently" pain point.
Automated posting: Beyond manual scheduling, features like RSS feed auto-posters can automatically turn new blog posts or inventory updates into social media content, further streamlining your process.
Content Library and approval workflows: As mentioned, Sendible's Content Library empowers your internal teams by providing them with a repository of pre-approved, on-brand assets. Coupled with approval workflows, you maintain brand guidelines and quality control, even across multiple dealerships.
By combining a thoughtful content strategy with Sendible's robust scheduling and management features, your car dealership can move beyond inconsistent posting to a powerful, engaging, and lead-generating social media presence.
Ready to accelerate your social media strategy and drive real results?