Social media content for Long Island auto dealers, detailers, and body shops

Through the year

An auto year, in content

Buying, detailing, and repairs each have their season.

1. Tax refund season

   February to April: used car shoppers, trade-ins, and what to bring to the dealership.

2. Spring

   Detailing after the salt, convertibles and trucks coming out, and spring service.

3. Summer

   Road trip prep, ceramic coatings before the sun, and new model arrivals.

4. Fall

   Model year changeover, deer season collisions, and winter prep.

5. Winter

   Year end sales, snow tires, and salt damage repairs, with the offers' end dates in the caption.

The work

What we make for a dealer, detailer, or shop

Pieces that show the car and the work.

• The walkaround

  A car from every side, the interior, and the features, with the price and mileage as the dealer writes them.

• The delivery

  A customer taking the keys, with their signed release and their plate out of frame.

• The detail

  The 50/50 paint correction, the coating going on, and the interior coming back, lit the same way before and after.

• Damage to done

  A collision repair from the first look to the final polish, with the parts named as the estimate names them.

• The tech or the painter

  One person at a time on what they do, with their certifications as they hold them.

• Your rights after a crash

  A minute on choosing your own shop and what an estimate shows, in general terms.

On site

How we film a dealership or shop

Rules we keep on every automotive shoot.

A content month

What a month looks like

Examples of how each tier tends to fill for a dealer, detailer, or shop. The content calendar sets the real mix around your inventory and jobs.

1. Partner

   $1,500 per month

   One content day on the lot or in the shop. Four to six finished pieces, for example three walkarounds or a detail sequence, a repair before and after, and a staff introduction, delivered within 5 business days.

2. Partner+

   $2,750 per month

   Two content days, one on cars and one on the people and the service side. One long form video of 5 to 10 minutes, such as a full collision repair from estimate to delivery, ten short form pieces, and three to four static or carousel posts. 3 business day turnaround.

3. Flagship

   $4,000 per month

   A weekly presence for a dealership or a shop with several bays: 16+ finished pieces a month, event coverage included, such as a model launch or a car show, and 48 hour turnaround.

Your side

What your business provides

We do the planning, filming, editing, and captions. These stay with you.

• Prices, mileage, prior use, and offer end dates for any car in a piece, exactly as you want them published.
• Customers willing to be filmed, each with a signed release.
• Notes on each car or job: trim, options, condition, and the work done, as you want them described.
• Estimates and invoices for any repair we film, so the parts are named correctly.
• Someone to post the finished pieces and answer the comments and messages they bring in.

Rules

Rules that shape auto content

Advertised prices, used car disclosures, the right to choose a shop, parts, and reviews.

• The advertised price is the price

  The New York Attorney General's Advertising Guidelines for Auto Dealers, built on General Business Law sections 350, 350-a, and 396 and Executive Law section 63(12), say an advertised price should be the actual purchase price exclusive only of registration and title fees and taxes, with a statement next to the price that it includes everything else. They also call for the duration of any time-limited offer, and for lease ads to show all amounts due at signing with equal prominence.

  • Source: New York Attorney General, Advertising Guidelines for Auto Dealers

• Used cars carry their history

  The same guidelines say an ad for a specific used, executive, or demonstrator car should disclose the actual odometer reading as of the date the ad is placed, and whether the car was used as a police, fire, taxi, driver education, or rental car. A walkaround of a used car gets that line from the dealer.

  • Source: New York Attorney General, Advertising Guidelines for Auto Dealers

• The customer chooses the shop

  New York's Insurance Law section 2610 says an insurer may not require that repairs be made at a particular shop and must let the insured choose, and Vehicle and Traffic Law section 398-d requires every repair shop to post a sign saying so. A body shop piece can say that plainly, but never that a shop is required by an insurer.

  • Source: New York Insurance Law section 2610 (New York State Senate)
  • Source: New York Vehicle and Traffic Law section 398-d (New York State Senate)

• Parts named as the estimate names them

  15 NYCRR 82.5 requires a repair shop's written estimate to indicate whether each body part is a new original equipment part, a new aftermarket part, or a used part. A repair piece that says factory parts says it only when the estimate does.

  • Source: 15 NYCRR 82.5, Obligations of the repair shop (Cornell Law School LII)

• Reviews and testimonials

  The FTC's rule on fake reviews and testimonials, announced August 14, 2024, bans fake reviews, rewards conditioned on a positive review, and undisclosed reviews from your own staff. A customer on camera speaks for themselves, and a discount is never tied to what they say.

  • Source: FTC, final rule banning fake reviews and testimonials, August 14, 2024

• Written consent from everyone on camera

  New York's Civil Rights Law section 50 makes it a misdemeanor to use a living person's name, portrait, picture, likeness, or voice for advertising or trade without their written consent, or a parent's or guardian's for a minor. That covers staff and customers alike, so a signed release comes before anyone appears in a piece.

  • Source: New York Civil Rights Law section 50 (New York State Senate)

A plain reading of each rule with its source, not legal advice. We are not your compliance department, and we do not pretend to be. Your compliance team or counsel has the final word on every piece.