The Automotive Nomadic Customer

Introduction

A few years ago, reaching automotive shoppers was much easier.

You knew exactly where to spend your ad dollars, because you had your “clear-cut YouTube watchers,” your “die-hard Facebook-ers”, and then “whatever the kids were using.” 

But since the pandemic, shoppers have become nomadic with their digital usage.

And this makes it hard—impossible, really—to place a dealership’s ad exactly where auto shoppers are spending time. Which means advertising is getting more expensive, while becoming less effective.

The 2 Most Expensive Challenges For Auto Marketers Today

Today, Google’s “death of the cookie”, iOS 14’s privacy lockdown, and other data policy changes are making it so that automotive marketers and General Managers alike have no choice but to hunt down leads and customers where they’re hiding.

Unsurprisingly, a recent survey revealed that 41% of marketers believed their biggest challenge was the inability to track the right data. In other words, Automotive customers aren’t all that easy to track anymore, and it’s only going to get harder.

In addition, the ever-changing habits of today’s digital shoppers are making it so that shoppers are impossible to track down. The average automotive shopper today has a whopping 40 apps on their phone, and spends a total of 494 minutes a day consuming information digitally.

The truth is, Automotive Nomadic Customers have little to no attachment to any specific app (or brand) itself, and will re-allocate their time (or $$$) to another digital medium (or brand) that provides them with more value. 

However, on a positive note: once dealers know who Nomadic Customers are, where they are, and how they shop for cars, they will have the power to stop them in their tracks…

And it all starts with social media. That’s where Automotive Nomadic Customers are, and all auto marketers need is a full-funnel omni-social advertising strategy.

To combat these two challenges all while the automotive market softens, auto dealers and industry marketers are almost back to a “Spray and Pray” mentality.

Are We Back To Spray & Pray?

Today’s consumer has too many choices and a shortened attention span. To gain the same relative exposure that we did through spray and pray in the past would now bankrupt any dealership.

You simply can’t throw darts at the wall when there are hundreds of places where automotive nomadic customers are spending time. Remember, even 3 years ago you could advertise on just Facebook and Google and cast a wide enough net…But with the “New Digital” mediums of today, that simply won’t cut it.

Remember that stat about the average person having 40 mobile apps on their phone? Now factor in that Social Media and Chat apps are #1 when it comes to where mobile US users spend the most time, and that the average user today has a whopping 8.4 social media accounts, spending 4.5 hours on social media per day. (Source: Global Web Index)

The demographics of your target buyers are changing.

Guess what? They’re not all on Facebook. They’re not all on Instagram…or Snapchat or Pinterest or TikTok either. 

They’re scattered everywhere; and the only way to reach them is with a true omni-social strategy – one that gets your ads, offers, and inventory in front of virtually every vehicle buyer in your market – to ensure you’re gaining share in a challenging market. 

Most dealers love Facebook and Instagram’s targeting capabilities, but you should be aware that without a true omni-social strategy, many automotive intenders in your market will never put you in their consideration set when it comes time to purchase. 

Why? Because you missed them on the 6 other apps they’re using outside of Meta.

And if you’re not on the majority of these platforms with a real brand presence, engagement, steady frequency, and — yes, ads —you aren’t reaching shoppers throughout the entire customer journey, which began around 90 days ago.

Before you start throwing money at the growing problem of a softening market, it’s important to understand the omni-social opportunities you have, and how to master them.

That’s why we’ve put together this massive guide, to not only help you maximize opportunities on social, but also become an expert.

Succeeding on Snapchat For Automotive Marketers

• Organic Optimization on Snapchat
  • Getting Started on Snapchat
  • The Basics of Snapchat Organic For Dealerships
  • Creating Content For Snap
  • In Summary: How Auto Marketers Will Maximize Organic Snapchat
• Snapchat Automotive Inventory Ads
  • Key Features of Snapchat Inventory Ads
  • Core Benefits of Snapchat Inventory Ads

“Must-Know” Stat for Snapchat: 40% of Snapchat users do NOT use alternative social platforms on any given day. 

Organic Optimization on Snapchat

Snapchat provides a unique opportunity for businesses to build their brand organically. It doesn’t cost more $$$, it isn’t time-consuming, and it provides more value than you’d think!

Getting Started on Snapchat

Create a Public Profile on Snapchat

Any dealer can have a free, permanent home on Snapchat by setting up a public profile on the platform! But in order to do so, dealers will need to have a Snapchat account + a Snapchat Business account…

If there is no existing regular or Business Snapchat account – Sign Up here: https://accounts.snapchat.com/accounts/signup

Once the regular + Business Snapchat accounts have been created, dealers can log into the new/existing account and will be able to set up a public profile! (Heres a video walkthrough with more details)

How to Enhance a Dealer’s Snapchat Profile

It’s important for dealers to enhance their Snapchat profile – which can be easily done by adding a profile photo, bio, email, category, location, + website. To do so, go to ‘Edit Profile’ on their ‘Profile Management’ screen and get started!

Claiming Dealership Location on the Snap Map

Dealers can claim their dealership as a “Place Listing” on the Snap Map and share important information like location, website hours, and how to get in touch. With the Snap Map, dealerships will appear alongside the location of other Snapchatters’ friends, and experience their first organic presence on Snapchat.

Watch this video to see how claiming a dealership location on the Snap Map works.

Cross Promotion = KEY!

It’s important for dealers who have gained a loyal following on other social media platforms to let their audience know that they’re now on Snapchat. To make this easier, dealers should create a Snapcode, which works just like a QR code, that Snapchat users can scan to find them instantly.

How Dealers Can Create Their Snapcode:
1) From the dealership’s Snapchat account, click the settings icon in the top right.
2) To find the own unique code, select ‘Snapcodes’ from the dropdown > ‘My Snapcodes.’

The Basics of Snapchat Organic For Dealers

How Users Will See Dealership Posts on Snapchat

On other social channels, business and brand content is mixed in with the posts from a users friends and family…but on Snapchat, content from friends and content from brands is separated and is placed within the Friends, Subscriptions, or Discover section.

The “Discover” section of the app will include content from other Snapchat accounts that a user isn’t “Friends” with or “Subscribed” to. Because of this, dealers will have to build their organic presence as a business on Snapchat a little bit differently.

The Snapchat “Discover” Feed

Content on the Discover feed of the Snapchat app is prioritized based on a user’s interests ( i.e., if a user engages with a fitness routine video in the Discover feed, Snapchat will show them more fitness-based content next time they login).

According to Snapchat: “While there is no exact method for your content to appear in the Discover feed of the app, we recommend posting 3+ Snaps at a time, and taking into account the Snapchat audience when posting content. Stories that don’t appear like an ad are most engaged with…”

Snapchat Account “Subscriptions”

Users also have the ability to Subscribe to a dealer’s Snapchat account, which will prioritize their content at the top of a user’s Stories feed, in the “Subscriptions” section. The goal is for a dealers Snapchat content to be strong enough to turn users into subscribers, and to peak the audiences interest so much that they actually turn on notifications for the dealers account – then, every time dealers post new content on Snapchat, the user gets notified!

Creating Content For Snap

What Dealers Need To Know About Snap Users

Snapchat is dedicated to being creative and fun, and Snap users expect the same dedication from dealerships. Dealers should use the following principles for Snapchat:

• Be “You:” Be authentic to the dealership brand and audience.
• Be Intentional: Know the goal of the profile before it is set up – Trying to engage new consumers or fuel avid fans?
• Be Fun: Snapchat is the place to be approachable and creative. Content does not need to be highly polished.
• Be Experimental: This initial launch is an opportunity for dealers to test and learn content styles to develop a brand playbook!

How Dealers Can Optimize Snapchat Public Stories

• Think vertical: Snapchat is ALL mobile! Dealers should post videos and images that take up the whole entire phone screen (9:16 ratio).
• Post more than just pre-made graphics: Snapchat is a photo and video-based site and dealers need to get creative with the camera in real-time!
• Focus on user generated content: This type of content will resonate more with a dealers audience vs content that looks like an ad.

• Experimenting is important: Play around with selfie style videos, point and shoot vids, and length variation!
• Have fun: Dealers should experiment with new graphics, emojis, and filters as they are released in Snapchat.
• Use hashtags! Hashtag “topics” help position a dealer’s brand in the Discover feed and search bar.
• Optimize the opening: Dealers should capture attention in the first 1-2 seconds of a story, and test posting longer Stories (3+ connected Snaps) in a burst to get started + tell a cohesive story.
• Post consistently and ask for engagement back! Ask viewers to vote on their favorite vehicle model by screen-shotting a snap and messaging it back to them.
• Add stories to their local “Snap Map” so that snaps show to users who are browsing the map around the town or store.

Promote OEM’s Snapchat Lenses

Lenses are playful augmented reality experiences that transform the way users look, and even the world around them! Dealers should leverage Lenses while they create Snaps to make content eye-catching with 3D effects, objects, characters, and transformations. While Snapchat provides an app for artists and developers to create Lenses, it is a bit complex…

That said, dealers should try searching the “Explore Lenses” app for their OEM! Brands including Toyota and Ford have launched AR versions of some vehicle models with a virtual walk-around that allows users with a way to explore the interior, plus change the exterior color!

Use & Create Snapchat Filters

Filters are creative effects (or design overlays) dealers should try to add on top of their Snaps after taking them. Dealers can add a filter of the stores Location (which will pull the dealership address under “Places”), add GIFs, current time, and SO much more…

Dealers can also create their very OWN geo-filter around events for their dealership! If dealers create their own geo-filter, anyone on Snapchat in the dealer’s chosen location can use that filter on their own Snapchat images and videos (AKA, extra brand awareness for them!).

To find out how to create & use a geo-filter, use our “How To Create a Snapchat Geo-Filter“ guide. For additional guides on how dealers can promote their business on Snapchat, visit https://forbusiness.snapchat.com/local

Maximize Reach With Snapchat Inventory Ads

As we previously mentioned, data reveals that 40% of Snapchat users do not use alternative social platforms on any given day…which means dealerships who aren’t advertising on Snapchat are missing the opportunity to potentially reach 40% more in-market auto shoppers. Don’t let the competition reach Automotive Nomadic Customers before you do!

Key Features of Snapchat Inventory Ads

• Dynamically display multiple vehicles from a dealer’s catalog in a single ad!
• “Swipe Up” calls to action provide seamless engagement.
• Use cross-channel retargeting.
• Leverage built-in Datalogix and Edmunds data.

Core Benefits of Snapchat Inventory Ads

• Users can easily call/text dealers, or view VDPs on their website!”Swipe Up” calls to action provide seamless engagement.
• Reach in-market auto shoppers at the right time, where they are spending time.
• Entice the right buyer at the right time with creative and messaging fully optimized for Snapchat’s platform.

Taking Advantage of TikTok To Win Automotive Nomadic Customers

• Organic Optimization TikTok
  • Getting Started on TikTok
  • The Basics of TikTok Organic For Dealerships
  • Creating Content For TikTok
  • In Summary: How Dealers Will Maximize Organic TikTok
• TikTok Automotive Advertising
  • TikTok Inventory Ads: Key Features & Benefits
  • TikTok Spark Ads

Organic Optimization on TikTok

Getting Started on TikTok

Create a TikTok Account

Create a TikTok Business account by signing up on TikTok Ads Manager using a desktop computer. If there is already an existing TikTok account for the business, select Sign up with TikTok and make sure you log in using the same username and password that is already set up.

How To Enhance a Dealer’s TikTok Profile

Add a profile photo, bio, email, category, location, etc. Get started by selecting ‘Edit Profile’ on your ‘Profile’ Management screen within the mobile app.

Cross-Promote the TikTok Account

Dealers who have a loyal following on other social media platforms should share the TikTok profile on those other channels to make sure their audience is aware of your presence on TikTok!

Find the TikTok Community

Dealers should follow users and engage with relevant content on the app. Get inspired by what the audience (or competition) is posting!

Don’t Be Afraid

As a beginner on the app, do NOT be afraid to start off by crafting simple and genuine TikToks. The most important thing is that the content accurately reflects the specific brand and is relevant to your audience on TikTok. Keep in mind that the complexity of TikToks don’t play a role in the success of content.

The Basics of TikTok Organic For Dealers

How Users Will See a Dealer’s Posts on TikTok?

Rather than placing content within a single feed full of posts from users’ friends/ family, like Facebook, Instagram, Twitter, etc; TikTok’s content preference delivery methods place content in front of users based on their interests. But where will the posted content be circulated? On the “For You” page of a TikTok users account.

What is the TikTok For You Page (FYP)?

The first thing a user sees upon opening the TikTok app is the “For You” page – a never ending feed of content curated just “For You!” With the help of TikTok’s algorithm, the For You page aims to keep users inspired and energized through diverse discoveries.

How Can Dealers Reach TikTok users’ For You Page?

Making it on TikTok’s For You Page is known as the holy grail when it comes to being successful on the app. BUT, it’s not all that simple to do! Content travels freely on TikTok and TikTok’s content preference delivery methods are the ultimate decision maker when it comes down to where any dealers content is placed.

Here are some tips for getting on a users For You Page:

Use proper hashtag etiquette: Increase the chances of making it to the For You Page of users who TikTok thinks will be interested in a dealers content by using the following hashtags: #fyp, #foryou, #foryoupage

Create short-form, sound-on videos: Short-form, sound-on videos perform better, and are ranked higher by TikToks algorithm. Stick to 15-second videos for the best results.

Think about it – 60 seconds is a long time, the content would need to be extremely personalized and resonate with a user enough that it prevents them from consuming fresh content with just a simple swipe.

Post high-quality videos: Nowadays, it’s super easy to capture high-quality content. The higher the quality of content, the better. The reason being that TikTok’s algorithm recognizes when a video is low-quality, pixelated, blurry, etc., and likely will avoid sharing it on the For You Page.

Deliver new content when your target audience is active: Timing is important when it comes to the For You Page. And TikTok’s analytics will help determine when the accounts followers are most active!

By posting when your audience is most active on TikTok, you increase the chances of TikTok making it available to them on their For You Page.

Creating Content For TikTok

TikTok is the perfect way to grow an audience. The platform’s community is hyper-engaged; full of auto shoppers who are ready to be entertained and inspired by a dealer’s content.

This is a unique opportunity for dealers to tap into their creative side, play around with tools that aren’t accessible elsewhere, and make content on the app that will take a dealers marketing strategy to the tip-top through TikTok. 😉

Listen to your audience: Absorb as MUCH content as possible. Utilize the ‘Discover’ tab to search top automotive hashtags, like:

• #electriccar
• #cars
• #SUV
• #carlovers
• #offroad
• #driving
• #roadtrip
• #truck
• #carsoftiktok

Find out what type of content the automotive community on TikTok is most entertained by and engaged with…

Once you do that, dealers can post content that’s similar (but not the same!) and include those popular auto-related hashtags in captions where they are relevant.

Identify & capitalize on trends: Every dealer’s content needs to be adjusted based on the ever changing trends on TikTok. And the “Discover” tab will be a go-to place to discover trends as you begin marketing organically on TikTok.

Use the ‘Discover’ tab to type in keywords and identify trending sounds, hashtags, challenges, etc., that are associated. Leverage those to curate content that will drive high engagement and resonate with your audience. Try using the “Duet” or “Stitch” feature as a way to converse with or react to another TikTok users’ video that’s trending on the app – its a great way to build your brand persona + a connection with your TikTok community.

Experiment, experiment, experiment: Keep in mind – there are no limits to the amount of organic content businesses can post on TikTok! Use organic posting as an opportunity to test out different ways of painting your brand’s story! Then, take advantage of TikTok’s performance analytics (accessible through your TikTok Business Account) to identify the type of content that generates the highest engagement across your audience. Let data drive your content strategy.

TikTok Automotive Advertising

Place any dealership’s inventory in the spotlight and reach the prime demographic of highly-engaged car shoppers on TikTok and create constant cycles of engagement using short-form, sound-on video formats for your ads.

“Must-Know” Stat for TikTok: Potential reach of TikTok Ads is 50.3% of adults in the U.S.

TikTok Inventory Ads: Key Features & Benefits

• Optimal Engagement: TikTok engagement rates are far beyond other video-based media platforms, with In-Feed Ads having 23% higher detail memory than TV ads, and TopView ads outclassing TV by 40%.
• Rising Opportunity: Start connecting with the brand-new generation of highly engaged auto-shoppers and deliver dealership ads to the right person, at the right time, where they are spending their time. With users spending an average of 89 minutes on TikTok per day – there’s a TON of opportunity…
• Smart Targeting: Maximize your ROAI by placing ads in front of your most important audiences – based on their usage of the app. Plus, target in-market auto shoppers from your DMA narrowed down to specific demographics.
  

• Optimal Engagement: TikTok engagement rates are far beyond other video-based media platforms, with In-Feed Ads having 23% higher detail memory than TV ads, and TopView ads outclassing TV by 40%.
• Rising Opportunity: Start connecting with the brand-new generation of highly engaged auto-shoppers and deliver dealership ads to the right person, at the right time, where they are spending their time. With users spending an average of 89 minutes on TikTok per day – there’s a TON of opportunity…
• Smart Targeting: Maximize your ROAI by placing ads in front of your most important audiences – based on their usage of the app. Plus, target in-market auto shoppers from your DMA narrowed down to specific demographics.
  

TikTok Spark Ads

• Users can easily call/text dealers, or view VDPs on their website!”Swipe Up” calls to action provide seamless engagement.
• Reach in-market Automotive Nomadic Customers at the right time, where they are spending time.
• Entice the right buyer at the right time with creative and messaging fully optimized for Snapchat’s platform.

Making the Most of Meta For Auto Marketers

Facebook Organic

• Organic Optimization on Facebook
• Creating Dealership Content on Facebook
• Best Practices For Facebook Organic
• Getting Creative With Organic Facebook Content
• “Need-To-Know” Facebook Image Sizes For Dealers
• In Summary: How Dealers Will Maximize Facebook Organic

Instagram Organic

• Organic Optimization on Instagram
• Getting Started With Instagram Organic
• Best Practices For Instagram Organic
• How Dealers Can Optimize Images For Instagram
• In Summary: How Dealers Will Maximize Instagram Organic

Meta Paid

• Meta Automotive Inventory Ads
• Automotive Inventory Ads (AIA) Across Meta
• On-Facebook Automotive Inventory Ads

Organic Optimization on Facebook

Creating Dealership Content on Facebook

Digital and mobile are fundamentally changing the experience of researching and purchasing a car. Every dealers social media profile is one of the first places that potential customers go before making a purchasing decision. With this in mind, dealers have the chance to show off their brand AND earn trust by consistently sharing relevant + engaging content on social media.

Facebook can be a powerful (and fun!) tool in a dealers marketing toolbox. However, it is a “use it or lose it” system. If dealers nurture their Facebook, it will bring rewards. If it sits…it won’t do anything. With a little bit of effort and strategy, Facebook has the potential to enhance every dealers reputation and local connections. It’s a win-win!

Dealers Need To Get Social: Social media is all about being, well, social. The more dealers interact with people via Facebook, the more interest they will gain. Dealers should reply to every comment or question + like, share, and comment on other users and page’s posts.

How to Enhance a Dealers Facebook Page/Profile

Many car dealers’ Facebook Pages are not completely filled out. Be sure to fill out the following:

• Addresses for every location
• Phone number & hours of operation
• Mission statement
• Direct links to the website
• Upload inventory to Vehicles Tab
• Set the Action Button to “View Inventory” or “Send Message”

Best Practices for Facebook Organic

Take Timing Into Consideration

If a dealer wants to gain more “likes” and followers on Facebook, it’s important to share consistent, quality content. When it comes to ideal posting times, different times work for different audiences. To better understand what is best for their audience, dealers should try out the tool in the “Insights” tab, called “When My Fans Are Online.”

Dealers need to come up with a content calendar and determine a posting frequency – regular updates send a signal to Facebook that says they’re looking to participate in their platform and this results in reach. According to several studies, the best to post is between 12PM and 4PM.

Dealers: Stay In The (Facebook) Lane

A best practice for dealers to follow is to strive to keep interactions/engagement ON Facebook. Facebook prioritizes and ranks content that keeps people on the platform. While link-based posts that drive to a blog or website help dealers with traffic, they tend to get very little engagement.

On the other hand, posts that inspire engagement among a dealers audience; like videos, asking questions, or conducting polls, do very well! For dealers to maximize organic reach on videos, upload the videos directly to Facebook – the algorithm prefers native video over third-party links such as YouTube or Vimeo.

Getting Creative With Organic Facebook Content

Content & Creativity on Facebook for Dealers

Dealers need to make their posts actionable and try different tactics to grab the audience’s attention and drive them to take actions they care about. It’s all about finding a balance between positioning as an industry player and entertaining the audience.

Here is a list of ideas to help inspire your next Facebook post:

• Videos, images, memes, or infographics (that don’t link out anywhere)
• Personal anecdotes, testimonials, reviews, and success stories
• Meaningful tips, guides and resources
• Ask questions and post a “this? or that?” OR “Caption this!”
• Video testimonials from recent customers
• Inventory presentations and vehicle walk-arounds
• Explain cool features and tech
• Highlight charity and community involvement (and make sure to tag them in the post!)

Dealers – Say It On Stories!

Facebook Stories have finally become a staple of the platform and are widely used by brands. Stories allow dealers to publish short-form, off-the-cuff content that puts their brand front-and-center in their followers’ news feeds. This essentially allows dealers to bypass the Facebook algorithm and grab their followers’ attention as soon as they publish a new Story.

Facebook Group Engagement

Dealers Need To Join “The Group!”

Dealers need to network and actively participate in Facebook Groups – this provides a way for dealers to reach a smaller, but highly engaged niche audiences. Groups are a brilliant way for dealesrs to reach customers without being confined by the platform’s algorithm.

Facebook actually prioritizes content from Groups that users frequently engage with. Make sure to think about more than just car groups (although those are great for dealers to join)! Dealers should really try and find out what is popular in the area – Are there outdoor activities? Are there a lot of dog parks and pet meet-ups? How about book clubs or history buffs?

Dealers need to respond and engage with other people’s comments, but without being too salesy. This is the time for dealers to inspire brand awareness and trust among their audience.

“Need-To-Know” Facebook Image Sizes for Dealers

Images determine whether a dealer’s posts are a scroll-stopper, or totally just scrolled past! One of the biggest reasons for low quality images is because dealers haven’t sized them correctly – which you think would be pretty straightforward, right? …wrong! When it comes to Facebook, it’s not as simple as “one size fits all,” and a ton of dealers are unaware of that.

Facebook Newsfeed

• Ratio: 1.91:1 to 1:1
• Landscape: 1200 x 627 pixels (1.91:1)
• Square: 1080 x 1080 pixels* (1:1) (Recommended)

Facebook Stories

• Ratio: 9:16 (1080 x 1920 pixels)

Instagram Organic Optimization

“Must-Know” Stat for Instagram: 500+ million people interact with Instagram Stories DAILY. 

Getting Started With Instagram Organic

Instagram provides a great opportunity for dealers to increase reach and spread brand awareness at no cost! But beware: dealers shouldn’t post the same content from their Facebook to Instagram – that won’t win users over! Instagram boasts a strong visual component – unlike on Facebook, where posts are interspersed with a lot of words or copy! Instagram is “Image-First,” and the audience on Instagram expects fewer words and status updates.

Dealers will need to inspire users through more visually pleasing, engaging content, and post images + videos in-line with the desired “Insta” aesthetic.

Setting Up a Dealership Instagram Profile

It’s important for dealers to fully enhance their Instagram profile and have the following set up on their profile:

• Profile photo
• Phone number and Location
• Website (or a link to a specific landing page to drive traffic)
• Bio
• Action Buttons (CTA!)
• All Public Business Information (Category, Contact Options)

Best Practices For Instagram Organic

There’s a ton of Instagram features dealers can leverage to boost their store’s organic results, such as: Instagram Live, Reels, Stories, and more.

Instagram Live

With Instagram Live, dealers have the ability to connect with Instagram followers in real-time, via longer-form video content, and it’s a great way to host Q&A’s to answer any of the audiences burning questions. Whether dealers are posting a live tour of a new model-line or inventory, viewers will be able to ask questions and leave feedback in the comments – it’s great inspiration for future content!

Instagram Reels

Dealers will want to create fun, inspiring videos to share with their friends or anyone on Instagram… because the content could potentially go viral! Using Instagram Reels, dealers can share entertaining, “punchy,” 15-second videos using creative tools inside the platform like audio, AR effects, speed, and so much more. Plus, if the Instagram account is public, there’s the potential to reach the diverse Instagram community on the “Explore” page.

“Link In Bio”

Have you noticed this trend that happens on Instagram…it’s where brands or users post organic content that says “Link In Bio.” But why do they do that instead of just adding the link in the post? While Facebook allows organic clickable links, and previews of those links, Instagram does not.

This may seem frustrating, but there’s an easy workaround: Any time dealers wants to refer to an external link, they can simply add the link to their Instagram bio (or profile) by going to their page > Edit Profile > and adjusting their website link! (Try using a LinkTree!)

Instagram Stories

Instagram Stories are a staple of the platform and are widely used by ALL brands – no matter the industry. Stories allow dealers the ability to publish short-form, off-the-cuff content that puts their brand front-and-center on their followers’ Instagram feeds. By posting Stories, dealers are able to bypass the Instagram algorithm and have their post show first when their followers first open the app.

How dealers will stand out with the following Instagram Story tips:

• Dealers should keep their stories both real and authentic – Stories should be “in the moment” and not overly produced videos!
• Location matters – dealers should be using the Location markers on Stories, especially since it can double their Story views.
• Have fun and try adding GIFs as stickers to their Story.
• Polls are HUGE! Add poll stickers often that ask simple questions with very easy answers. i.e., “Which car do you like better? A / B”
• Dealers can use Stories to tell their own story! Show a teaser of new vehicle models, a new showroom feature, or a “behind-the-scenes” of service drive.

Brand Aesthetic of Dealers

Every dealer’s profile page should highlight their dealership’s brand colors, tone, and core values to give their page its overall “aesthetic.” If a dealer does not already have a brand or style guide to help focus their posts, Instagram is a great way to start! Keep Instagram posts consistent with the colors and font, the angles they take for vehicle or customer photos, or even how content is “stacked” on the page (i.e.,You can make every other image a customer review)!

How Dealers Can Optimize Images For Instagram

As users are scrolling through a dealer’s feed of content, they will either scroll right past a dealer’s image OR they will stop their scrolling to check out their post – so long as it catches their eye. Content containing low quality images usually results in users scrolling right past without even blinking – so in order for dealers to make users blink, and make their finger stop scrolling; dealers need to post HIGH quality content.

Often times, low quality images are a result of not being sized correctly… Luckily, dealers can easily avoid this. Dealers can optimize images for posting on Instagram, use the correct image sizes based on the placement of their content (Instagram Feed, Stories, or IGTV).

Instagram Feed

• Ratio – 1:1 or 1.9:1
• Landscape (1.91:1) – 1200 x 627 pixels
• Square (1:1) – 1080 x 1080 pixels
• Portrait (4:5) – 1080 x 1350 pixels

Instagram Stories

• Ratio – 9:16
• Recommended Resolution – 1080 x 1920 pixels

Automotive Advertising on Meta

Use a full-funnel Facebook and Instagram strategy to sell more cars on today’s largest social platforms…

“Must-Know” Stat for Facebook: The average Facebook user clicks on 12 ads per month.

Automotive Inventory Ads (AIA) Across Meta

Key Features of Meta Automotive Inventory Ads

• Convenient Conversions: Make it effortless for Automotive Nomadic Customers to discover & purchase dealership inventory by dynamically displaying VIN- specific vehicles.
• Smarter Targeting: Target Automotive Nomadic Customers who have shown interest in inventory with Facebook’s proprietary Broad Audience Targeting.
•  Build Powerful Custom Audiences: Use dealership data, like website visitors, recently sold, and
  current customers to build powerful custom audiences.
• Unlock 3rd party Automotive data to reach In-Market Shoppers and current Owners of specific Makes and Models.

Core Benefits of Meta Automotive Inventory Ads

• Convenient Conversions: Make it effortless for Automotive Nomadic Customers to discover & purchase dealership inventory by dynamically displaying VIN- specific vehicles.
• Smarter Targeting: Target Automotive Nomadic Customers who have shown interest in inventory with Facebook’s proprietary Broad Audience Targeting.
•  Build Powerful Custom Audiences: Use dealership data, like website visitors, recently sold, and
  current customers to build powerful custom audiences.
• Unlock 3rd party Automotive data to reach In-Market Shoppers and current Owners of specific Makes and Models.

On-Facebook Inventory Ads

Key Features of On-Facebook Inventory Ads

• Turn dealership’s new and used inventory into dynamic ads.
• On-Facebook VDPs (fast load time)!
• Optimized user experience
• Dynamic Retargeting
• Future-proof ads

Core Benefits of On-Facebook Inventory Ads

• Turn dealership’s new and used inventory into dynamic ads.
• On-Facebook VDPs (fast load time)!
• Optimized user experience
• Dynamic Retargeting
• Future-proof ads

Inspire Automotive Nomadic Customers on Pinterest

• Organic Optimization Pinterest
• Getting Started on Pinterest
• The Basics of Pinterest Organic For Dealerships
• Creating Content For Pinterest
• In Summary: How Dealers Will Maximize Organic Pinterest
• Automotive Advertising on Pinterest
• Benefits of Automotive Advertising on Pinterest
• How to Drive Results With Pinterest Ads
  
  

“Must-Know” Stat for Pinterest: 45% of the people in the U.S with household income over $100k are on Pinterest.

Organic Optimization on Pinterest

Organic reach on Pinterest is a crucial aspect of any auto marketer’s Pinterest marketing strategy. When it comes to reaching the Automotive Nomadic Customer, the platform provides dealers with the ability to reach them, inspire them, and build a strong dealership brand presence where they’re spending time. 

Getting Started on Pinterest

• Complete Business Account: Make sure your profile picture and bio accurately reflect your brand. Fill in all the information fields and include keywords related to your OEM, location, and inventory.
• Create Boards: Create boards that align with your dealership location’s brand or OEM and categorize your content. Make sure the boards have enticing and descriptive names.
• Pin Regularly: Consistency is key with Pinterest. Pin at least a few times a day, including your own content as well as content from other relevant sources.

The Basics of Pinterest Organic For Dealers

How Automotive Nomadic Customers Will See a Dealer’s Posts on Pinterest?

Users will see a dealership’s pins on Pinterest in a few different ways:

• Home Feed: Users will see your dealership’s pins in their home feed, which is the main feed of content that appears when they log in to Pinterest. This feed is personalized based on the user’s interests and past engagement on the platform.
• Search Results: Users can search for content on Pinterest using keywords, and your dealership’s Pins will appear in the search results if they contain relevant keywords and are optimized for search.
• Related Pins: When users are viewing a specific pin, they will see a section called “Related Pins” that shows similar content that they may also be interested in. Your dealership’s pins will appear in this section if they are relevant to the user’s interests.
• Boards: Car shoppers can also discover your dealership’s pins by visiting your dealership’s boards. By creating boards that align with your dealership’s brand and offerings, you can help users find the content that’s most relevant to them.
• Profile: Automotive Nomadic Customers can visit your dealership’s profile and see all of the boards and pins you’ve created. This is a great way for users to get an overview of what differentiates your dealership from others.

Creating Content For Pinterest

• Use High-Quality Images: Pinterest is a visual platform, so make sure images are high-quality and crisp. Use images that accurately represent your dealership’s brand while also showcasing the latest vehicles and services being offered.
• Use Vertical Pins: Vertical images perform better on Pinterest than horizontal images, so make sure your pins are tall and narrow. Vertical images also take up more real estate on users’ screens, which makes them more likely to stop the Nomadic Customer in their tracks. 
• Keep Design Simple and Clean: Keep your design simple and clean, with a focus on the most important information. Avoid clutter and excessive graphics, and make sure your pins are easy to understand and visually appealing.

• Use Clear and Bold Text: Use clear and bold text in your pins to provide additional context and information. Make sure the text is easy to read and is legible against the background image.

• Create Relevant Boards: Create boards that align with your dealership’s offerings and services, and categorize your content. Make sure the boards have descriptive names, and organize your content in a way that makes it easy for users to find what they’re looking for.

In Summary: How Dealers Will Maximize Organic Pinterest

• Pin Consistently: Consistency is key, as users are more likely to see pins from accounts that are active and engaging on the platform. That being said, try to Pin as much as possible!
• Use Keywords: Incorporate automotive-specific keywords into the descriptions of your pins, boards, and profile to make it easier for users to find your content when searching on Pinterest. Use keywords that are relevant to your dealership, such as the make and model of vehicles you sell, as well as services you offer

Automotive Advertising on Pinterest

Pinterest is a visual discovery and planning platform that provides automotive marketers with the opportunity to reach Automotive Nomadic Customers with engaging, inspiring content. 

Why Every Auto Marketer Needs to be Advertising on Pinterest

Visual Discovery: Pinterest is a visual discovery platform where users search for and discover new ideas, products, and services. Automotive marketers can leverage this to reach in-market car shoppers and showcase their products in a tempting way.

Engaged Audience: Pinterest has a highly engaged audience that is actively searching for new ideas and products. By advertising on Pinterest, automotive marketers can reach this engaged audience and increase their chances of driving conversions.

Targeted Advertising: Pinterest offers targeted advertising options that allow automotive marketers to reach in-market car shoppers based on their interests, search history, and location.

Benefits of Automotive Advertising on Pinterest

Increased Brand Awareness: By advertising on Pinterest, automotive marketers can build brand awareness and reach a new audience of in-market car shoppers.

Improved Visibility: Pinterest’s visual focus and large user base can help automotive marketers increase their visibility and reach more in-market car shoppers.

Increased Conversions: By showcasing dealership inventory or services on Pinterest, automotive marketers have the ability to reach a highly engaged audience, drive conversions and improve their ROI.

How to Drive Results With Pinterest Ads

Define your target audience: Start by understanding who your target audience is and what they are searching for on Pinterest. Identify their age, gender, location, interests, and pain points.

Choose the right ad format: Pinterest offers a range of advertising options, including Promoted Pins, Video Ads, and Story Pins. Choose the ad format that best aligns with your goals and target audience.

Use keywords: Keywords play a crucial role in helping your content appear in search results on Pinterest. Use relevant keywords in your boards, pins, and descriptions to increase the chances of your content being discovered by in-market car shoppers.

Measure and track your results: Keep track of your results by regularly monitoring your Pinterest analytics. Use this information to optimize your content and advertising strategies and ensure that you are reaching in-market car shoppers effectively.

By following these best practices and strategies, automotive marketers can effectively reach Automotive Nomadic Customers on Pinterest and drive conversions. With its highly engaged and inspiration seeking audience, Pinterest is a valuable platform for automotive marketers looking to build brand awareness and drive sales.