Our last meeting on June 27th at the Basque Center was full of information from Lindsay Giles, the Influencer Marketing Manager from Drive Shop.
Let’s face it, most people get their automotive content from social media. In fact 92-percent of car buyers do internet research before they buy. As automotive journalists, we must meet our readership in the online space, specifically YouTube, Instagram, Twitter and Facebook.
Much of the content can be found on YouTube, where Giles suggests finding a niche and sticking to it. Whether it’s highly technical videos like those seen on Engineering Explained or the wacky, yet well-researched weirdness on Donut Media, consumers want to know what they can expect when they click on a channel.
Giles recommends Instagram to showcase beautiful photography. Journalists can go a bit deeper on Instagram with Stories, posting behind the scenes video and photos of a press drive or just a day-in-the-life with a particular car. Stories is a great way to ask questions of your audience and drive engagement with your followers. Plus, there are all kinds of cool graphic overlays that are really fun to play with.
When it comes to Twitter, Giles says a tweet lasts on average 8 minutes, so keep it short and to the point. Twitter is the perfect place to send out links to your reviews, be it video reviews on YouTube or written reviews on your own site.Facebook is the granddaddy of social media and as such longer text and video posts do well here. Giles advice of joining niche auto pages like Jeep Mafia or Ford Raptor Forums to share content with is excellent, giving journalists yet another opportunity to gain new readers. Video on Facebook gets a ton of engagement, so don’t neglect posting up clips here as well.
If you’d like to see Giles presentation in its entirety click here: July ’19 WAJ-Driveshop Presentation