In the last couple of years, the social media platform TikTok emerged and became a global phenomenon. But the platform is much more than funny videos, dance trends, and inspirational stories. Today on Inside Automotive, Jodi Porter, Vertical Director of Automotive and Dining, Global Business Solutions at TikTok, shares the latest marketing and sales trends on the platform and how you can make TikTok work for your auto dealership.
As the automotive industry starts rebounding from the pandemic, TikTok has become a hotbed for car conversations. People use the platform, from dealerships to salespeople, to engage with potential customers and build a community around vehicles.
According to a recent study, 44% of TikTok users plan to buy or lease a vehicle in the next six months. With inventory beginning to increase, this is an exciting time for the automotive industry.
By engaging with potential customers on TikTok, dealerships and salespeople can reach a large audience and build a rapport with potential buyers. With the industry on the upswing, TikTok is becoming an essential tool for anyone in the business of selling cars.
Earlier this year, Toyota promoted a vehicle giveaway with a dance contest to promote the new Toyota Cross. The competition, which collaborated with Aubrey Fisher, allowed users to duet with her and show off their dance moves. The campaign was a success, with 1.4 user-generated videos and 127 thousand new followers on the Toyota TikTok account.
Toyota has the capital to spend the necessary money to maintain a presence on the social media platform TikTok. Local dealerships need to be involved on the platform, as it can benefit them to put a little money into this. For example, dealerships can show vehicle or factory processes, generating a good amount of traffic. Additionally, dealerships can show new customer interviews, which can help other customers see that the dealership is a great place to buy a car. As Porter points out, “Any content can go viral at any minute.”
Dealers are increasingly using social media to reach out to customers amid the Covid-19 pandemic and are seeing success in doing so. This shift has also resulted in reduced advertising costs for many dealerships.
TikTok can be a particularly effective platform for dealerships looking to connect with potential customers. The team at TikTok can provide detailed information on creating successful, authentic, and engaging content. Porter advises, “Think like a marketer but think like a creator, make authentic, engaging content.”
As the app grows in popularity, some people have raised concerns about the platform. While these concerns are understandable, it is essential to remember that Tiktok has taken steps to address them. For example, Tiktok has implemented a number of privacy and security measures, such as user verification and data encryption. TikTok has inspired creativity and joy for many users. It’s a place where people can connect with others who share the same interests. Ultimately, Tiktok, as a social media platform, has a lot to offer businesses and individuals alike. Dealerships are seeing results, so why not join in and try it?
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