A closer look at how racing and performance industry members are using social media to boost engagement, with a specific focus this month on BeReal.

Turn 14 Distribution’s approach to social media is to “generate mutually beneficial content for T14 and its partners,” noted Kyle Crawford, digital media manager, of the Horsham, Pennsylvania, distribution powerhouse. This month, we’re going to take a deeper look at how the company implements its strategy.

The platforms utilized by T14 include Facebook, Instagram, YouTube, and TikTok. “Before we start a page for our brand, we analyze the potential benefit of having a presence on that social media platform. If there is a perceived or untapped benefit to us and our partners, we’ll shape how we generate material for said platform,” Crawford explained.

T14 has a team of industry insiders with varying segment focuses, backgrounds, and years of experience to help develop campaigns. “We each bring something unique to the table and follow two base objectives to shape each message we share,” he said.

When it comes to content, the company focuses on two main avenues of material. “Promoting employee life at Turn 14 Distribution: This content highlights T14 as an aspirational brand with specialized automotive knowledge while ensuring it’s still viewed as a regular business filled with real people and non-automotive-based career opportunities.

“Partner showcases: These posts include any news involving vendor brands or products we distribute, an activation that Turn 14 Distribution created or exhibited within, and notable general items from the automotive industry we all enjoy,” Crawford explained.

He pointed out that “while the first avenue targets talent acquisition and prospective applicants, the second is intended to be digested by our six market segments (Domestic Performance, European Performance, Truck Accessories, Modern Performance, Truck & Off-Road Performance, and Hybrid & EV Performance). With a vast product range and customer base, we prioritize consistent posts that appeal to as many segments as possible without lacking in others.”

One social media tip from the talented T14 team is to post with a purpose. Crawford noted, “Considering the influx of content at anyone’s fingertips, standing out is a challenge. Couple that with the notion that humans are inherently lazy, and conversion from social media to a website becomes much more difficult. To battle this, be direct, make your message as clear and concise as possible, and focus on why you’re posting in the first place.”

Additionally, details matter. “Whether that’s the media you choose for a particular post or carefully crafting the first line of your caption to attract a second glance, don’t overlook the importance of details,” he added.

Different brands have different social media objectives. Once you’ve established your goals, get creative, build a strategy, be consistent, and post with intention.