Facebook Content That Sells Trailers
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Facebook Content That Sells Trailers
By Emma Davis | NetSource Media | TrailersUSA
Customer Photos: The Most Underused Content in a Dealer’ s Feed
At the second trailer dealership, inventory posts were a reliable and consistent driver of visibility. These specific posts kept trailers in front of active shoppers and generated steady traffic. Inventory posts are non-negotiable: buyers can’ t buy what they don’ t see.
But here’ s what stood out. Personal content, specifically photos of happy customers with their trailers and other candid dealership moments, reached fewer people on average than inventory posts. Yet those posts generated more clicks and the highest click-through rate of any content type at this dealership.
People who saw personal content were far more likely to engage: a meaningful distinction. Reach tells you how many people saw a post but clicks now tell you how many people cared about to take action.
Most trailer dealers are posting on Facebook, but not all posts are created equal. The NetSource Media, who is one of the largest players in designing and aggregating trailer dealership’ s websites and inventory, team analyzed six months of Facebook performance data across multiple dealerships to find out which content types drive a real jump in reach and clicks. Here’ s what the numbers showed from two trailer dealerships.
More Reach Does Not Mean More Clicks
At the first trailer dealership, generic stock photo posts generated the highest total people reached of any content type. That might suggest stock photos are the way to go. But when we looked at click-through rate( CTR), the story changed. CTR measures how often someone who saw a post actually clicked on it, and clicks are what move people from Facebook to your inventory.
Stock imagery, despite its reach, had the lowest click-through rate in the study. Reels were the strongest-performing content type by a wide margin, driving clicks at nearly three times the rate of inventory posts. The difference came down to authenticity. Videos filmed on-site with real team members consistently outperformed generic content.
A Simple Starting Mix
• 2 to 3 on-site photo posts per week( happy customers, behind-the-scenes moments, etc.)
• 1 to 2 inventory posts per week
• 1 video per week, filmed on-location with real people
Dealerships with the strongest results were relying on multiple types of content. The key is product visibility with real, people-focused content produced the most consistent performance over time.
Visit NetSource Media at Booth # 846 at the NATDA Trailer Show, September 1-3, in Nashville. Stop by with your Facebook questions— or just to say hi!
Source: netsourcemedia. com / blog / dealership-facebook-post-media-study /
74 The Haul www. natda. org