Shifting social media content up a gear boosts car dealership

Motor dealership NK Motors has gone viral after stepping up its social media content and clocking up millions of views for its light-hearted videos.

The business, which has a site at Pride Park, has said its online audience has grown rapidly since it brought marketing in-house and gave its team the creative freedom to produce what it describes as ‘wacky, weird and wonderful’ content that steers away from traditional motor trade promotion.

Sanj Kumar, managing director of NK Motors, said: “We wanted our social media to reflect the energy, enthusiasm and personality of our teams across the business.

“What is being achieved resonates with our existing customers, who already praise us for our friendly, forward-thinking attitude.

“Team members are being recognised locally for their part in the posts, and the content is drawing in new customers with some even asking if they will feature in content during their visit to the showroom.”

The team manages the full digital ecosystem, including content for all social platforms and the company website.

Sanj said: “Our marketing team are fully immersed in the business, with a deep understanding of the stock, people, and customer experience.

“This intellectual investment means they can create more relevant content, and build a stronger, more recognisable brand identity across all channels.”

After moving away from traditional car sales posts, NK Motors says across all platforms, its social media content has generated about 4.6 million views this year, with thousands of new followers, around 100,000 profile visits and hundreds of enquiries linked directly to social media.

Engagement has increased dramatically, with over 1,000 comments and strong interaction across posts and reels.

The content is now consistently reaching new audiences, with leads increasingly generating themselves through organic visibility, and playing a direct role in bringing people into the dealership.

The business has ambitious plans to continue scaling its digital presence over the coming months, with a target of reaching 10 million views this year.

At the heart of the approach are digital marketer Alfie Adamson and brand ambassador Ruby Harwood.

Alfie said: “We have shifted our focus toward ‘people content’, storytelling through humour, personality and sharing the human side of dealership life with behind-the-scenes moments.

“This approach has revolutionised what main dealer social media marketing looks like, with collaboration between marketing and sales helping bring campaigns and ideas to life. It has led to multiple viral moments across platforms.”

The star of many of the videos is 24-year-old Ruby, a professionally trained musical theatre performer who joined NK Motors in March as a brand ambassador.

She said: “What makes NK different is actually quite simple: young creative minds, creative freedom, a platform and a niche.

“Not everyone has an all-singing, dancing performer in their showroom, and I think that light, fun, happy energy might just be what the motor trade is missing.”

“I feel very proud of myself and the team for delivering the stats that we have so far.

“The growth is quick, at this point it’s not about keeping up, it’s about staying ahead.

“While we have produced strong results, we know that social media is ever-changing, so getting comfortable isn’t an option.”