4 • August 2026 • Powersports Business

However, one thing seems to be evident, regardless of platform: short-form video is the dominant format, Hanson says. This wasn’ t the case 10 years ago. Social media is much more about entertainment now.

Dominique Robinson, marketing and event coordinator for Coleman PowerSports in Washington, D. C., says she uses short-form video that is geared toward making the process of buying a motorcycle less intimidating and having the dealership seem fun.

“ Overall, we’ re really trying to push for that feeling of community, using local influencers, our staff, and just people who can show that our dealership isn’ t scary. That we’ re still people.”

Fun is important, but Robinson also stresses that it’ s central to let people know you’ re still a credible powersports dealership. She says the dealership’ s aim is lightheartedness, not just a bunch of kids making silly social media videos.

“ You have to find a balance. We don’ t want to post too many goofy fun videos; otherwise, people won’ t take us seriously. And we want people to take our dealership seriously.”

As for the social platforms Coleman PowerSports utilizes the most; Robinson says it’ s still primarily Facebook, but its Instagram page has been growing

Coleman PowerSports also posts content in a less promotional way, like here, where it highlights the dealership’ s GM, Kim Harrison, during International Women’ s Day.

fast. TikTok is the fast-growing platform that’ s becoming more popular with younger generations, but it’ s not necessarily the most ideal for dealers, she says.

HOW OFTEN SHOULD I POST?“ Whatever you think is a high level of being active on social media, you need to double that,” Grenier says.“ And then the day will come when you’ ll need to triple that.”

And with all the different platforms, and between sharing new unit sales and making fun, short-form content, Grenier’ s sentiments seem to be the case. However, Hanson also writes that although businesses need to stay active on social media, they shouldn’ t be slaves to a calendar telling them exactly when and how much to post.

“ Do we need content calendars to plan our work? Absolutely. But do we need to plan and map out every piece of content months in advance? No, we don’ t.” Hanson says.

Daily posts promoting products and services are just advertising, even if the content is fun videos. Hanson says to make sure to diversify your posts, such as employee-driven content that highlights staff, or develop content that speaks to the audience in a far less promotional way.

Creating social media content is also time-consuming, and without a designated social marketing team, producing daily videos and photos to Facebook or Instagram can take employees away from service departments and showroom floors.

“ Posting different videos and photos of the dealership and inventory daily is a commitment,” Robinson says, but also admits that it’ s important to show the customer your dealership’ s personality.

“ It’ s about creating fun content for everyone,” she says.“ It doesn’ t matter the age, just make it all-around fun and relatable for your followers.” www. powersportsbusiness. com Editorial and Sales: 763.383.4400 Subscriber Service: 763.383.4492

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