So, Instagram is getting more and more attention and the usage is going up. What are some best practices for getting the most out of Instgram that have worked for you?

P.S. Check out this great post shared by Chris K. Leslie with statistics on social media use in 2018. 

Sherri Riggs

Be consistent! I saw a quote the other day i really liked.. "If content is King, the consistency is Queen!"

With Instagram's algorithm... it's SUPER important to post consistently to make sure your content continues to stay on people's feed.

Scott B

Honestly Instagram is about to lose a big portion of its usefulness to tier 3 automotive.

My opinion probably will conflict with others, but people just DONT care about your dealership. Unless, you are a true luxury brand or maybe Jeep. There is zero incentive for people to follow and engage your Insta page. Think about what gets likes & engagement from strangers on the gram; food porn, nature, blondes, puppies & babies. Your dealership does not factor into that. I'm sorry, but it really doesnt.

For me, in a Ford situation, The RS drove engagement for a hot minute, as did the Raptor, but those ships have sailed. So I can now post photos of new customers with vehicles - which salesmen loathe doing for some un-forsaken reason, or a picture of Jim our new parts guy? (yawns) 

So now you're left with posting pics of vehicles, some fugazi sale that you conjured up for this weekend, or stock photos. Lets say you hashtag this shit out of it, what are the odds of you finding that customer who saw that post (aka ad) for your sale and was enticed enough to come in?

My point is that the ROI spent in procuring images, creating copy, posting and hashtagging is just not worth it.

Mind you, that does not mean ignore instagram. Instagram is still amazing for ads (well for another couple of weeks. More on that later). It's also good for presenting whatever message you want, so when someone actually visits your page the branding and messaging you want is there. Know your brands message and use insta to drive that point home. We're the top Ford dealer in Texas or we move the most amount of CPO's, pr whatever your message is. Stick to that. 

When you have your message defined, it helps when someone gets served your ad and clicks through to your page. That is assuming that you targeted your audience properly. 

That gets me into the new Facebook privacy changes brought on by the Cambridge Analytica scandal. If you know how to properly target people and use 3rd party data, you're weeks from getting hosed. 

For example, here is a portion of an audience I use when serving ads for the new Navigator. The only targeting options that will soon remain for me are the bolded ones.

  • Age:

    • 28 - 65+
  • People Who Match:

    • Income: 4. $100,000 - $124,999, 5. $125,000 - $149,999, 6. $150,000 - $249,999, 7. $250,000 - $349,999, 8. $350,000 - $499,999 or 9. Over $500,000
    • Net Worth: 5. $1,000,000 - $1,999,999, 6. Over $2,000,000, 7. $2,000,000 - $2,999,999, 8. Over $3,000,000 or 6. $1,000,000 - $1,999,999
    • Home Types: 8. Over $2,000,000, 7. $1,000,000 - $1,999,999 or 6. $700,000 - $999,999
  • And Must Also Match:

    • Behaviors: Full-size SUV or Luxury SUV
    • Category: Automotive powered by Polk > New vehicle shoppers > Full-size SUV > In Market or Automotive powered by Polk > New vehicle shoppers > Luxury SUV > In Market
  • And Must Also Match:

    • Behaviors: 25-36 months ago, 37-48 months ago, Over 48 months ago, 2 years old, 3 years old or 4 - 5 years old
  • And Must Also Match:

    • Interests: Lexus LX, Infiniti QX80, Cadillac Escalade or Mercedes-Benz GL-Class
    • Behaviors: Full-size SUV
    • Category: PPC (3rd Party) > DLX_ChevroletSilveradoOwners_201611, PPC (3rd Party) > DLX_ChevroletTahoeOwners_201611 or PPC (3rd Party) > DLX_FordExpeditionOwners_201708
  • And Must Also Match:

    • Relationship Status: Married
  • And Must Also Match:

    • Moms: Stay-at-home moms, Moms of high school kids, Fit moms, Trendy moms, Soccer moms or Moms of preschool kids
    • Parents: New parents (0-12 months), Parents with toddlers (01-02 years) , Parents with preschoolers (03-05 years) , Parents with early school-age children (06-08 years) , Parents with teenagers (13-18 years) or Parents with preteens (08-12 years)

Basically, the bolded options are straight crap and I'm losing 95% of useful data used to target on FB/Insta. You'll now be left with broad interest based targeting options, pixel or customer lists. The last two options are good, but losing 3rd party data as well as other data is a kick in the you know where.

This is a big reason why I've also de-prioritized Instagram going forward.

Pretty much the only useful thing I'll have left is my AI software to drive people to my page. And that I cant divulge too much on publicly. 

Side note, sorry for the rant here. To the OP,  when I use the word "you," I dont mean you, per se, just a blanket "you" as in the person reading this post.

Moe Bakhtiari

Instagram is great for younger demographics!

@Scott B, wow... thanks for the rant man, great stuff! 

@Sherri, great point... consistently good content! 

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