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Social media is the front door to your dealership.
Over 95% of buyers start their research online, before ever setting foot in a dealership. Additionally, 61% say reviews and recommendations from social media are most influential.
Tourney is a mix of online and in-store.
How do you ensure your social media efforts stay focused on engaging with the audiences that matter most to your sales and marketing KPIs?
We’ve outlined 10 social media targeting strategies to help you reach car buyers and drive more car sales in 2026.
Social Media Targeting Strategies for Car Dealerships
1. Use in-market insights to reach car shoppers
Not all social media users are equal, and for your dealership the win comes from reaching people who are actively moving toward a purchase. In-market insights help you focus your spend on consumers who are already shopping for a new vehicle (or service) through browsing behavior, search intent, and engagement patterns.
You can identify consumers who are most likely to purchase within 90 days, because most shoppers are spending an average of nearly 14 hours researching online, with about a third of that time spent on a mobile device.
When they reach the “high‑intent” phase, perhaps the most critical window for you to be targeting efficiently, you can meet them with relevant offers and tailored content, while they’re narrowing down their options, comparing pricing, and beginning to engage with dealership websites.
Before ever stepping into a dealership, their digital footprint offers valuable clues, such as:
- Viewing vehicle detail pages
- Checking inventory multiple times
- Comparing trims or payment options
- Downloading brochures or watching walkaround videos
These are all strong signals that a shopper may be within your 30–90‑day buying window.
And because 44% of buyers say social media is their most influential source for vehicle discovery, in‑market targeting layered with social engagement creates an ideal strategy for your marketing playbook.
2. Leverage life event data to time your messages just right
Market based on lifestyle changes such as new teen driver, new baby, retirement, moving, and more
Add statistics to support points
Big life moments often trigger the need for a new vehicle.
In fact, 51% of consumers view 2025 as an opportune time to purchase a vehicle, often spurred by significant life events. When you target based on life-event data, you have the ability to see up to 10× higher response rates than standard campaigns.
When your dealership shows up with the right message at the right moment, you’re no longer simply advertising; you’re helping. Consumers are far more open to new information when their routines are shifting. In fact, life events like getting married, moving, having a baby, or retiring are moments when people are naturally more receptive to new products and services.
These milestones spark new transportation needs—bigger cars, safer cars, second cars, downsized cars—and they offer powerful opportunities for your dealership to provide tailored solutions.
Let’s explore some specific life changes which can significantly increase the likelihood of purchasing a vehicle:
- A teen reaching driving age is one of the most obvious life events signaling the need for an additional vehicle or updated insurance.
- Adding a new family member is a big one—at least 15% of women say pregnancy or welcoming another child would be a key motivator to buy a car.
- About 23% of women say retirement is a primary trigger for purchasing a new vehicle, and this number jumps to 44% among women 55+. This highlights the importance of targeting older buyers who are experiencing lifestyle shifts.
- A move to a new home often changes commute patterns and accessibility, prompting a reevaluation of vehicle needs. Moving is recognized as one of the major life events marketers can target effectively.
- Employment changes are a major trigger, with 37% citing taking a new job as the top reason they’d purchase a vehicle.
I can tell you from experience that when I was pregnant with my fourth baby, finding a spacious vehicle became a top priority. I also wanted safety features and tech features. I spent a lot of time browsing, and landed myself in a minivan, which wasn’t even on my radar until I started seeing it in targeted ads on my Instagram account.
Life event-triggered campaigns outperform traditional because they’re highly personalized. When your messaging feels like it’s showing up magically offering a solution, it almost demands action.
3. Enrich your first-party data to better connect with your customers
Dealers using first-party data see 4x higher conversion rate.
Data enrichment can help you get more actionable insights from your CRM.
When you enrich that first‑party data with third‑party insights, behavioral signals, and demographic layers, you suddenly get a full picture of who your customers are and what will motivate them to take action on social media. That richer customer understanding directly shapes a stronger creative strategy, smarter targeting, and (ultimately) more conversions.
So, why would enrichment matter for social media targeting?
Social platforms thrive on precision. The more you know about your audience, the more relevant your messaging becomes (and the more efficiently your budget performs).
When you layer in third‑party insights, such as life‑event data, lifestyle attributes, or household composition, you’re no longer building ads for any car shopper; you’re speaking directly to:
- New parents exploring SUVs
- 30 year old professionals considering EVs
- Families comparing certified pre‑owned options for their new driver
- A customer with a high credit score, looking for luxury brands
Platforms like Meta, TikTok, and YouTube reward this level of precision with better relevance scores, cheaper CPMs, and higher engagement.
Let’s go over some examples of enriched data in action:
- Pair CRM service history with third‑party household data to target owners likely due for an upgrade.
- Combine website browsing behavior with lifestyle indicators to tailor social ads based on intent and life stage.
- Use enriched audiences to match messaging. For example, EV‑curious shoppers see range and charging content, while growing families see safety and cargo space content.
Thanks to this dynamic duo, your social media campaigns feel personal and helpful—not generic. Data enrichment turns your strategy from spreading broad awareness into more precise influence.
Your firstparty data is one of your dealership’s strongest competitive advantages, but only if you know how to use it, and how to enhance it.
4. Lead With Short Form Video
A whopping 75% of automotive shoppers are influenced by online video content.
The watch time of “test drive” videos on YouTube has grown by more than 65% in the past two years.
Create videos showing off your new inventory and use intent data to find those who will be most receptive to it.
5. Put Your People on Camera
46% of consumers say authenticity—like seeing the people behind a brand—makes their favorite brands stand out.
What’s more, 40% of car shoppers discover new vehicles they weren’t previously considering thanks to video marketing. Your people are more than just your employees; they’re a huge advantage.
For example, a sponsored mom influencer reel shared why her minivan worked so great for her and her growing family…And now drive a minivan (which I love) despite always swearing I was a cool SUV mom.
Social media is a go-to channel for car shoppers. They are using it to discover, research, and ultimately decide on the vehicle that’s best for them.
Buyers are spending more time online before they buy. Your dealership needs to be ready to guide them at every touch point.
Are you ready to build a social media targeting strategy that will put your dealership in their feed and driveway?
