Tap Into Pinterest and TikTok For Auto

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Tap Into Pinterest and TikTok For Auto

Social Media platforms have moved beyond the days where Facebook was the only solution. Most are familiar with Instagram, Twitter, YouTube, and LinkedIn. However, there are new evolving platforms that are untapped in the automotive industry such as TikTok and Pinterest.

Pinterest is Not Just for Hobbies Anymore

Did you know there are 28 million in-market SUV intenders1 and 400+ million monthly active users on Pinterest? That’s more double the monthly active users on Twitter!

Pinterest is a place where Pinners discover and visualize a lifestyle they love through pinning content. Studies show people are more likely to purchase a car around major events or life moments like expecting a child or buying a home. Pinterest has 20 million Pinners who are expecting a child and 44 million Pinners who are buying a home.

Attract Shoppers on Pinterest


Targeting the right shoppers is important – views and clicks with no impact are wasted efforts. Here are some ways to leverage targeting strategies on Pinterest:

  • Always-on approach: Swap out creative based on model focus or branding
  • In/Near-market audiences: ODC, Segment/Conquest, Life Moments, Interests, Keywords
  • Customer lists: DMS, CRM and 3rd Party
  • Retargeting lists: Website visits, page visits, etc.

Creativity is key on social platforms, so how you present the information is critical to attracting the right attention. There are a few options for how to create your pins.

  • Standard Pins: Leverage standard, static pins when you have vertical images. Be sure to include your logo and text overlay. Always, always, check your links to ensure they are correct, active, and fast!
  • Video: Video creative is worth investing in. Use video pins to feature 360 interior & exterior videos, or how-to videos. Keep them quick, 15 seconds max, and remember that a lot of users don’t have sound on so include text to help tell your story.

Engage and Interact on TikTok

While Pinterest is great for lead generation, TikTok is ideal for building your brand awareness and customer loyalty. And as an added bonus, your customers can interact with you right on the platform.
TikTok is a huge untapped social market with over 110 million monthly active users and the third highest time spent daily in the US (1.4 hours per day), falling only behind Online / Digital TV (3.1 hours per day)2,3. As we face continued inventory challenges, consumers and dealers are still looking for ways to engage with each otherTikTok offers a massive opportunity to tell your brand story and feature unique dealership content. 

Be Creative with Targeting and Content Targeting

Drill down to in-market shoppers using the following targeting criteria:

  • Leverage In/Near-market audiences (ODC, Segment/Conquest, Device, Keywords)
  • Interests – games, automobile, news, entertainment, financial services
  • Behavior – historical video interactions (i.e. video completion, like, comment, follows, creator profiles)
  • Customer lists (DMS, CRM and 3rd Party)
  • Retargeting lists (website visits, page visits, etc.)

Be Creative with Targeting and Content Targeting

Drill down to in-market shoppers using the following targeting criteria:

  • Leverage In/Near-market audiences (ODC, Segment/Conquest, Device, Keywords)
  • Interests – games, automobile, news, entertainment, financial services
  • Behavior – historical video interactions (i.e. video completion, like, comment, follows, creator profiles)
  • Customer lists (DMS, CRM and 3rd Party)
  • Retargeting lists (website visits, page visits, etc.)

Creative Tips

TikTok creative may seem overwhelming but TikTok’s in-app dashboard makes it very easy to create videos yourself.

  • When creating a video, make it conversational. Talk about new vehicle features, go behind the scenes with a salesperson, or even take a test drive. Recording videos (as a passenger of course) on a test drive allows Tik Tok users to experience the ride from the safety of their homes.
  • Hot tip: use hashtags, such as #cardealership or #automotive, so users can find your content easier!

Remember: Social Media strategies are not about being everywhere. The most effective strategy will choose the right channel to meet your business objective. Ask yourself these four questions:

  1. Who is your audience?
  2. What is your objective?
  3. What are your competitors doing?
  4. What content do you want to create/publish?

With these answers you can build a robust, effective social strategy. To learn more, check out our Social Strategies for 2021 playbook and catch the recording of our Social Strategies That Sell Webinar.

1. Pinterest ODC Audience Match, US, Feb 2018

2. https://www.insiderintelligence.com/insights/us-time-spent-with-media/#:~:text=Time%20spent%20among%20US%20adults,to%201%3A50%20per%20day

3. https://www.usnews.com/news/best-states/articles/2021-07-22/americans-spent-more-time-watching-television-during-covid-19-than-working

Randal Gullette – Dealer Group Account Director

Randal Gullette has almost a decade of digital automotive experience building tailored cross-channel solutions to help Sincro dealers succeed. Her background in customer service, IT, CRM, ERP and digital marketing has deepened her partnership with the largest automotive clients across the United States to improve their business efficiencies, processes, and digital footprint.

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