The aftermarket automotive industry has thousands of shops across the country, serviced by the same warehouses, stocking the same brands.

But there’s one thing they can’t replicate: You. Your people, your craftsmanship, your relationships, and the real-world expertise that only comes from years of experience, solving tough installs, and helping customers face-to-face.

Standing out today isn’t about posting more. It’s about posting more of what’s real. Let’s break down not just what to post, but why it matters.

Show Off Your Team

Phoenix Customs shows off their team and brings a face to their name.

Why It Matters:

People trust people, not buildings, brands, or logos.

Social media is used as a search engine more and more. Customers are looking to see what you can do and who you are. When someone scrolls through social media looking for the right shop, they’re asking themselves, “Who will be touching my truck?” or “Who will I be talking to when I call?” If they can already picture your team, their personalities, their passion, their humor, you’ve already made a connection with them before your door swings.

Showing off your team:

• Builds familiarity: Customers walk in feeling like they already know you.

• Humanizes your brand: It separates you from every cookie-cutter shop posting product pictures.

• Proves credibility: A tech who’s confident on camera is usually confident under the hood.

• Spotlights real expertise: AI can answer questions, but it can’t point to Billy in your shop and say, “He’s installed 200+ winches.”

When customers see videos that include real installers, counter reps, and owners, it makes your shop memorable, and people buy from people they remember. Think about it this way: if a restaurant had terrible service, but the food was great, would you still go? Odds are, probably not. The same is true for your shop; make their experience memorable by beginning that relationship online.

Show Off Your Relationships

Faircloth Customs & Coatings highlights their customers value.

Why It Matters:

Because customers don’t just care about what you sell, they care about who you serve and how you serve them. People want to see themselves in your posts. When you share real customer stories, you’re doing more than celebrating a job well done; you’re showing future customers what it feels like to work with your shop.

Highlighting customer relationships proves that you look beyond the product and take the time to understand their lifestyle, vehicle’s purpose, concerns, experience level, and goals for their build.

Here’s How:

Instead of a generic photo of a Jeep with a new bumper, imagine posting a photo of your customer and their upgrades with something like:

*Chris came in preparing for an off-road trip with his son in three weeks. We wanted to make sure his rig was completely ready to go, so we started with a full 360° inspection. We talked through the terrain they’d be facing, the difficulty of the trails, and their recovery plan. After figuring out what was best for Chris, we decided to upgrade his [component] so he could [benefit] and [benefit] for [the type of adventure or need].”**

A story like this instantly hits different because it’s personal, specific, and helps customers imagine themselves in the same situation. Suddenly, the post is no longer about selling an accessory; it’s about helping a dad prepare for a moment with his son. There’s emotion, value, and purpose.

Show Off Your Work

Lone Star Off-Road showcases their latest upgraded build.

Why It Matters:

Customers don’t always understand what goes into an install, but getting their eyes on your work can help prove you do!

Posting your work does more than show the final result. It:

• Educates customers on the complexity of what you do

• Shows the level of skill involved, which justifies your pricing

• Highlights the quality of your craftsmanship (especially when competitors cut corners)

• Creates “I want that” moments for potential customers

Try out some different types of posts, like before/after photos that can inspire a new customer, time-lapses that show off your work, or a talk-through of issues you pushed through.

People don’t want to guess whether you know what you’re doing; your content should answer that before they ever set foot in the shop.

Participate in Trends & Have Fun

Industrial Injection has some fun with a new trend.

Why It Matters:

Personality creates connection, and connection drives loyalty. In a crowded market filled with shops offering the same products, the same brands, and similar services, authenticity is the only lasting advantage. Fun content performs well because it’s authentic. When people see a shop laughing, joking, struggling with that one impossible bolt, or joining a trending audio clip, they feel like they’re part of the crew, not just another customer who’s going to help their bottom line.

Trends, humor, and fun moments show your shop:

• Has culture

• Enjoys working together

• Isn’t stiff or unapproachable

• Understands how social media works in 2025

If your social media doesn’t reflect that, you blend into the noise, just another shop with a logo and a phone number. Plus, social platforms reward engagement, and nothing boosts engagement faster than relatable, human content.

Share Your Reviews, Especially the Personal Ones

Truck’n America spreads their customer reviews.

Why It Matters:

We are constantly being fed ads, “Shop Now”, “50+ years of experience”, “Voted Best Shop”, but at the end of the day, word of mouth is the best marketing tool you have. Reviews are the modern version, and people trust them more than any ad.

When a review mentions a specific person on your team, “Tony was amazing” or “Sarah explained everything clearly”, that’s gold. It means:

• The customer had a memorable experience

• Your team made a genuine impression

• Your service goes beyond the transaction

Highlighting these reviews shows potential customers that real people are doing exceptional work. It validates your reputation far better than anything you say about yourself. Reviews with names attached feel personal, honest, and trustworthy, and they reinforce the message that your shop’s value lies in its people. Upload a photo of a build with a review as the caption, or better yet, post the review itself!

Authenticity Wins Every Time

In a social media-driven world, real stands out. Real people. Real stories. Real expertise. That’s what customers want. That’s what your shop already has. All you need to do is show it.