www. PowersportsBusiness. com

Powersports Business • August 2026 • 3

BY CHRIS OFFICER

• ASSOCIATE EDITOR

Figuring out the best ways to put forth an effective social media campaign that promotes your business, attracts customers, and advertises products and services isn’ t a new thing— far from it. But with constant change in social media trends and platform popularity, how do powersports dealers stay ahead of the curve?

Social media consultant Arik Hanson, along with powersports industry professionals trying to navigate their way towards successful online growth, offer insight on the current social media landscape and the approach they’ re using to best leverage an ever-evolving business tool.

DISPELLING SOCIAL MEDIA MYTHS Hanson addresses two widespread myths in his article titled“ Six social media myths busted” that are pertinent to powersports dealers.

One myth Hanson attacks is whether social media still drives traffic to businesses’ websites. And although social media fights users from leaving their site via embedded links, there is evidence that some platforms still drive traffic externally.

A survey by StateCounter, a web analytics service, shows Facebook has a 75 % share of all social web traffic arriving on third-party websites, compared to Instagram’ s 8 %.

“ Facebook continues to be a viable traffic driver. Now, I would argue that number is heavily influenced by paid support that brands and publishers are throwing behind content designed to drive traffic,” Hanson writes.“ But brands are trying that on Insta, LinkedIn and Twitter, too, and it’ s not working.”

Another question Hanson poses is whether consumers are only researching brands on TikTok and Instagram. The short answer is no. Instagram( 62 %) and TikTok( 56 %) do lead all platforms in user brand research, according to a study by Global Consumer Insights, but Facebook( 53 %) is not far behind.

Curt Grenier, CEO of Nault’ s Powersports & Marine— a four-dealership network in New Hampshire— says he still utilizes Facebook, especially since it coincides with selling pre-owned units on Facebook Marketplace.

“ I am still a believer in Facebook,” he says.“ Facebook Marketplace still seems to be an active, lucrative avenue, and that’ s tied in with posting on Facebook.”

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