Choose a customer question rather than a posting quota
Start with questions consultants actually receive: a useful feature, a comparison within the approved range or what to expect during a demonstration. Select one clear point for a short video. Relevant content is easier to evaluate than a general request to be more active online. Avoid claims about competing brands that have not been verified.
Use AI for a draft, then verify the details
An approved AI tool can help suggest a structure or alternative wording. The consultant still needs to check specifications, offers, availability and brand language against approved sources. Do not upload customer information or confidential commercial material into an unapproved tool. AI assistance should reduce blank-page effort without becoming the authority for product facts.
Build marketing review into the workflow
Agree who approves the script, filming location, use of logos and final content. Check consent where people are identifiable and follow dealership policies. Make responsibilities clear before publishing, not after a mistake appears. Training should allow teams to practise this review process as part of creating the content.
Measure useful engagement and enquiries
Look beyond views to relevant questions, enquiry quality and agreed next steps, while recognising that attribution is imperfect. Use tagged links or the organisation’s approved tracking approach where available. Review what the content helped the audience understand and what should change in the next version. Do not treat a viral post as proof of a repeatable sales process.
Worked example: One feature, one useful explanation
A fictional consultant plans a short demonstration answering a common question. AI helps organise the script; the consultant verifies the detail and marketing reviews the final version. The team records the questions the post generates and uses them to plan the next piece. The learning is a manageable content workflow rather than a promise of guaranteed leads.
Put it into practice
- Start with a genuine customer question.
- Verify every product and offer claim.
- Agree consent and marketing approval.
- Review relevant responses, not views alone.