In 2025, social media isn’t just for brand awareness. It’s the highest ROI marketing channel for businesses, including automotive dealerships. With more car buyers researching and purchasing online, dealerships that leverage social media effectively can see direct sales impact, higher engagement, and measurable results.

The Power of Social Influence

Social media has a profound effect on consumer purchasing decisions. According to Sprout Social’s 2025 data, 81% of consumers are swayed by social media to make spontaneous purchases multiple times a year. In the automotive world, this means car buyers are increasingly influenced by dealership posts, vehicle videos, and customer testimonials shared online.

In-app purchasing and lead generation tools are also on the rise. Currently, 13% of consumers make in-app purchases, jumping to 50% for Gen Z. For dealerships, this translates into easier ways to track interest, capture leads, and guide potential buyers directly from social platforms to your showroom or online inventory.

Connecting Buyers and Vehicles Through Social Media

Social media has become a key channel for product discovery, especially among younger buyers. According to HubSpot’s 2024 Consumer Trends Survey, 64% of Gen Z and 59% of Millennials discovered products on social media within the past three months. For dealerships, maintaining a strong social media presence can be the deciding factor between capturing a lead or losing them to a competitor. Some effective strategies dealers can follow include showcasing a vehicle’s interior, technology features, or pricing details. Whether through a carousel of images on Facebook or Instagram, or a short, engaging video on TikTok or YouTube Shorts using popular sounds and trends.

Which Platforms Drive Automotive Purchases?

Not all social networks are equal when it comes to driving purchases. Overall, Facebook is the first platform for 39% of consumers ready to buy, followed by TikTok at 36% and Instagram at 29%. For Gen Z buyers, TikTok takes the lead, reflecting their preference for short-form, engaging content that drives discovery and spontaneous interest in new vehicles.

Source: Sprout Social, 2025 Social Media Marketing ROI Statistics

Understanding these platform preferences helps dealerships focus their social media efforts where it counts, creating content that resonates with the right audience and drives measurable ROI.

Maximizing ROI for Dealerships

To fully capitalize on social media in 2025, dealerships should:

• Create high-quality, engaging content – Showcase your vehicles, highlight customer stories, and promote special offers. Make your content visually appealing and informative, whether it’s a carousel of photos, short-form videos, or live walkarounds.
• Leverage platform-specific tools – Use in-app lead forms, shoppable posts, or test drive booking features to make it easy for buyers to engage and convert directly from social media.
• Track conversions and revenue – Monitor leads, conversions, and sales to understand which posts and campaigns are driving real results, so you can optimize your strategy.
• Stay agile with trends and updates – Social platforms change rapidly. Keep an eye on trending content formats, new features, and emerging audience behaviors to stay ahead of competitors.
• Structure content around searchable queries – Think like your buyers. Optimize posts for terms your customers might search, such as “affordable starter SUVs,” “top family SUVs,” “starter sedans,” or “trucks for road trips.” For example, someone searching for “SUVs with red interior” could discover your dealership if your content aligns with that query.

Get Started with Automotive Internet Media

Want to supercharge your dealership’s social media presence and drive real results in 2025? Automotive Internet Media offers full-service marketing solutions designed specifically for car dealers. From crafting compelling posts to running high-ROI ad campaigns and tracking conversions, we help dealerships juice up their social media and connect with buyers where it matters most. Contact Automotive Internet Media today to get started.