Working in the digital media and influencer marketing space has taught us a lot about the power of creativity. We’ve seen firsthand how a well-crafted ad can go from being just another piece of content to an interest-generating powerhouse. In the automotive world, where competition is fierce and everyone wants to stand out, creative ads aren’t just important—they’re essential. And let’s be real: “Content is King, but Engagement is Queen,” and the Queen always runs the show.
Engagement is about interaction. When your audience interacts with your ads or content, you win. Whether it’s comments, likes, or participating in trends, engagement turns passive viewers into active participants and creates the buzz that drives results.
Why is engagement “Queen”? Creating eye-catching, compelling content is just the start and an absolute must, but the real secret sauce is when you interact with your audience. This is where engagement comes in. It’s a step that’s often overlooked, but it’s where the hype and buzz begin. Engagement can mean responding to comments, joining in trends, participating in challenges, and showing your audience that you’re not just another dealership. Take a look at Coca-Cola’s “Share-a-Coke” campaign – it gave consumers a sense of personalization and ownership in the product. Within the automotive industry, Honda’s “The Power of Dreams” campaign focuses on how people have emotional connections to their autos through heartwarming, nostalgia-inducing stories.
In our experience, dealerships already have an innate talent for authenticity. Whether it’s the candid way they talk about vehicles or their genuine enthusiasm during customer interactions, this realness is their superpower. Extending that same energy online through engagement is essential. Studies, like those discussed in CXIndex’s guide on responding to customer comments, show that thoughtful responses to both positive and negative feedback is an artform that can enhance trust and loyalty. When dealerships take time to engage with their audience, they’re not just connecting, they’re creating positive friction. This friction gets people talking, sharing, and, ultimately, driving more interest in your dealership. It’s a win-win result.
Best Practices for Designing Creative – Across Multiple Platforms
Start with vibrant, high-quality photos that grab attention and pair them with snappy, engaging copy. Blur the background slightly to emphasize the car—portrait mode on your phone works great for this. When your visuals and words work together, they tell a story that pulls people in and makes them click. It’s all about that perfect mix of style and substance!
Every platform has its vibe, and your creative needs to match it. Here’s a few quick tips on how to shine on each one.
1. Meta (Facebook & Instagram):
- Interesting visuals are a must. Think bold, creative, and eye-catching, using emojis on the ad copy can be an option.
- Carousels are gold for showcasing your inventory.
- Clear, actionable CTAs that drive a specific action – seal the deal.
2. Google:
- Keep it sharp and concise. Bold images paired with short, snappy text work wonders (NO emojis).
- Use visually appealing photos with a blurred background to emphasize on the vehicle
3. TikTok:
- Authenticity is key. Think short, raw, and real—like showing a car’s coolest features in action or a tour of your dealership.
- Ride the trends. Use popular sounds and hashtags to make your content more discoverable.
4. Pinterest:
- Focus on aspiration. Show cars in dreamy settings like epic road trips or sleek urban adventures.
- Use phrases like “Adventure Awaits” or “Drive Your Dream” to inspire action.
Dynamic vs. Static Ads: Which Works Better for Automotive Campaigns?
Here’s the thing: dynamic ads are like a custom-tailored suit. They’re personalized, pulling in real-time data to show users vehicles that match their preferences, whether it’s budget, style, or features. They’re a no-brainer for performance-driven mid to lower funnel campaigns.
Static ads, though, still have their moment. They’re perfect for creating brand awareness or driving your fixed ops revenue. Think bold, eye-catching designs with a more general message for a wider audience.
Anatomy of High-Performing Creative Ad & Why It works
- A catchy headline: “Employee Pricing Event” is bold and direct, instantly conveying exclusivity and urgency.
- Stunning Visuals: Selling the lifestyle not just the truck itself
- Easy to understand Offer: “Get Up To $10k Off” provides a clear and compelling value proposition, grabbing attention.
- Call-to-Action (CTA): “Get Offer” is simple and actionable, making it easy for viewers to engage.
This ad delivers by blending eye-catching visuals, an incentive, and an easy-to-follow call-to-action, making it a good example of how to win in automotive advertising.
Using Video Content to Attract Leads
Video is the MVP of today’s digital marketing. Platforms like TikTok and Meta thrive on storytelling, and video is the perfect medium for it.
- TikTok: Keep it fun, quick, and visually engaging. Highlight the car’s coolest features or capture the vibe of driving it. Or participate in trends & pair it with trending sounds to boost visibility.
- Meta: Use live video for virtual showroom tours or Q&A sessions. Pre-recorded videos can spotlight customer testimonials or showcase a vehicle’s standout features.
The goal? Make your audience feel like they’re already behind the wheel or make your audience feel familiar & comfortable with your dealership
Wrapping It Up
Time in the digital media and influencer marketing world has taught us that creative ads today aren’t just about looking good, they’re about connecting with people. And connection doesn’t stop at the ad. Responding to comments, jumping on trends, and showing genuine authenticity turn passive viewers into active participants. Dealerships already excel at this in-person, bringing that candid, human touch online can make all the difference.
In automotive marketing, where every impression counts, a strong creative strategy combined with meaningful engagement can make all the difference. By understanding platform nuances, leveraging dynamic formats, and embracing video, you’re not just running ads – you’re building a community.
– Adrian Vaughn
