The short answer: yes, if you're already making vertical video. TikTok gives Irish dealers reach that Facebook can't anymore, puts you in front of younger used-car buyers, and the same videos work across Instagram Reels and Facebook too. It builds enquiries indirectly, so treat it as your shop window rather than your till.
Do car buyers actually use TikTok?
They do, and not just teenagers. TikTok's Irish audience now stretches well into the age groups buying their second and third cars. Car content performs strongly on the platform: walkarounds, pov test drives, before-and-after valets and honest talking-to-camera clips from sales staff.
What works for dealers?
Personality and stock, in that order. The dealerships doing well on TikTok feel like people, not brochures: a salesperson with a bit of craic showing a fresh trade-in beats a polished corporate ad every time. Post consistently and let the platform find your audience, which it does far more generously than Facebook.
What should dealers avoid?
Reposting square photos, deleting videos that don't perform instantly, and giving up after three weeks. TikTok rewards volume and patience. One video hitting is common, but it only happens if you're posting steadily when it does.
The bottom line
If vertical video is already being shot for your dealership, TikTok is free extra reach. We shoot and post social-first video for dealers across Ireland, TikTok included. Book a free call and we'll show you what your first month of content looks like.