Social Media Unlocks the Beauty of a Growing Automobile Industry

Social media is the perfect platform for sharing compelling automobile stories such as visuals, videos or content.

Social media is the perfect platform for sharing compelling automobile stories such as visuals, videos or content. The number of consumers using Facebook, Instagram, Twitter or Pinterest as part of their research methods has grown. According to data from eMarketer, just below 45 percent of online shoppers make their buying decisions based on feedback, reviews and comments.

For that reason, having an established social media presence is essential for the automobile industry. This is the ideal medium for highlighting their brands and connecting with specific consumers. As well, social media has a powerful influence on buyers. Nevertheless, knowledge of how to unlock its effectiveness and persuade them to take action is the key.

Automobile industry uses Instagram’s Hyperlapse app to tempt new buyers

Top-of-the-range, jaw-dropping images of cars look incredible on Instagram, the image-based platform.

The automobile industry capitalizes on consumers’ emotions by using alluring images and videos on Instagram to pull them in. This creates engagement and arouses interests without buyers having to step out of the comfort of their homes. Consumers can choose their favorite cars on mobile devices.

Convenience means being able to preview new cars on the market before visiting showrooms. Consequently, the beauty of Hyperlapse, an Instagram application, comes into play. This is a potent social media marketing dream for the auto business.

Hyperlapse creates striking, high-quality time lapsed videos–perfect for a sneak peek. The videos capture the beauty of new models exhibited in the manufacturer’s showroom.

Moreover, getting behind the wheel has never been easier. Consumers can take a virtual test drive of their favorite car while enjoying the simulated scenery. For those who want to get an adrenaline rush, using Hyperlapse to drive around the race track will fulfil their longings.

Attractive visuals on websites is a potent social media marketing tactic

Striking visuals appeal to people’s senses and emotions. Visuals travel quicker to the brains than text and stimulate engagement on social media. As a result, friends and family naturally share images on Facebook, like them on Instagram or pin them on Pinterest.

In addition, real-life images of people laughing, partying and having fun are subtle visual social media persuasion tactics. These images tell stories without the use of words. They shift the moods of onlookers and transport them to the scene. And luxury marketers have used them in their social media strategies.

A notable case study is Cruise Newport Beach, a popular cruise liner business. Founder and CEO Daniel Carter explained how it has been able to use visuals to win social media users:

Right from landing on our website, visitors are greeted with high-quality images that set the tone for what our business is about. On social media, we demonstrate the value our customers are getting from our business by sharing pictures of their experiences on our boats and cruises on several platforms, which has indeed earned us more customers.

Some of the other reasons for integrating images to boost social media campaigns are:

  • Stunning visuals drive more traffic to websites or online businesses. Once the prospects are there, they are more likely to take advantage of beneficial offers.
  • Image-based content on Facebook get more shares. More shares mean your brand is getting in front of a larger audience.
  • Photos inspire interest and engage fans and followers.
  • Exclusive images of the latest automobile will create a buzz.
  • Entice consumers by holding photo contests to promote your brand.

All the same, adding value is central to benefiting consumers. Bear this in mind when using images to enhance social media marketing strategies.

How content is used to provide value and win sales

The automobile industry can save buyers hundreds of dollars by providing valuable content. Exposing the minefield of hidden risks to people buying used cars is likely to attract targeted consumers. Meaningful content will help them make wise decisions.

A report emphasized that due to lack of knowledge, hundreds of thousands of buyers are purchasing used cars with dangerous histories attached to them. They are not aware that they could potentially end up with two different cars joined together, or of the importance of checking paperwork before parting with their cash. There are many more hidden risks left uncovered.

High-quality, useful content produces interaction, which builds trust between consumers and businesses. This leads to people gladly sharing information with family and friends on social media. As a result, viral content will influence potential buyers. In addition, many likes, shares and word-of-mouth referrals build interest.

Finally, social media is powering the growth of the automobile industry and taking it to another level. Moreover, feedback, friends, family, captivating images, time-lapse videos and unique content are influencing car buyers every day. And shrewd consumers are making intelligent choices, using digital tools.

James Jorner is a content strategist and marketer at Effective Inbound Marketing. His company specializes in online branding and digital marketing for businesses.

Image courtesy of Shutterstock.

Publish date: December 5, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT