Social media is one of the most powerful tools for your auto repair shop, but if you’re not taking full advantage of it, you’re missing out. We get it—there are valid reasons why shop owners struggle to post consistently. But here’s the thing: those reasons can’t stand in the way of growing your business. Let’s tackle these common issues head-on and give you the strategies to turn things around.
Why Social Media is Non-Negotiable for Your Auto Repair Shop
Social media isn’t just a “nice-to-have” anymore; it’s essential. It’s your direct line to customers, helping you build trust, showcase your work, and connect with your local community. If you’re not posting regularly, you’re practically invisible to potential clients. Don’t let that happen—your competitors won’t. Consistent activity online builds stronger relationships and customer loyalty and keeps you top-of-mind when someone needs repairs. If someone comes across your content on their feed regularly, they’re more likely to think of your shop when their car needs attention.
Now, we hear a lot of shop owners tell us that they struggle with taking photos and videos in their shop. We asked shop owners in our group, The Auto Repair Marketing Mastermind, what was stopping them from taking photos and recording videos in their shop for their social media. In this blog, we’re going over the answers we received from them and giving actionable tips to overcome these obstacles.
1. “The shop isn’t clean enough. The shop is not presentable.”
Look, your shop doesn’t need to be spotless. Customers aren’t expecting a showroom; they want authenticity. If you feel like your space isn’t photo-ready, pick one area that’s clean, or take it outside for better lighting and space. Just don’t let the quest for perfection stop you from sharing your shop’s story. The shop down the road may be cleaner, and clean shops are important, but this should not stop you.
Have you ever heard someone comment that they just want their house to look perfect all the time? Basically like no one lives there? As a shop owner, you may feel the same way about your shop environment. But, just like you’d say, “Well, it’s a house. It’s obviously lived in!” to the homeowner, you should remember the same about your shop: it’s where people work!
Quick Tips to Get Your Shop Camera Ready:
- Designate one tidy spot in your shop for content.
- Use outdoor areas for clean, natural shots.
- Focus on the details—clean tools, shiny parts, or a specific repair instead of showing the entire shop.
2. “I feel like I’m annoying my team.”
I hate to break it to you, but you probably are. I’m also going to break it to you that you need to keep annoying them. It’s part of the process, just like they may be annoyed with any new changes around the shop. If your team understands the value of social media for the shop’s success, they’ll eventually get used to it. Ease them in by celebrating their skills and showing how their involvement contributes to the shop’s growth. It’s about making them feel proud to be part of the content. Before you know it, your team may be asking to be involved!
Quick Tips:
- Explain how their participation helps the shop thrive.
- Start with candid shots to avoid discomfort. Videos can come when they are ready.
- Show them results—how their work on social media is making a difference.
3. “My team doesn’t want to be on camera.”
Not everyone loves being on camera, and that’s fine. But that doesn’t mean you can’t create valuable content. Highlight your team’s work instead of their faces—show their hands, the tools they are working with, or the vehicles being repaired. Over time, your team might become more comfortable, but don’t let this stop you from showcasing the great work they do.
When we asked shop owners what prevented them from taking photos and videos in our Facebook group, one shop owner commented that they had a technician who was not interested in being on camera, but once he realized that his wife and kids finally understood what he did at work and got to see him in action, he was excited to create more content for the shop! Encouraging your team to have their family support them through your social media is the key to having them enjoy the work and share their success with their loved ones!
Quick Tips:
- Take action shots that focus on the work, not faces.
- Offer incentives to encourage participation, like a team lunch.
- Ease them into being on camera by highlighting what they’re already proud of.
4. “I don’t know what to take photos or videos of.”
This one’s easy—everything in your shop is content. Customers love seeing what goes on behind the scenes whether it’s routine maintenance or a major repair. Don’t overcomplicate it. Show off your tools, explain the benefits of repairs, or simply document daily life in the shop. There’s always something worth sharing.
Having a plan in place is one of the best ways to ensure consistent content is captured and shared. In this blog, we talk about all of the different types of content you can post about for your shop and, and in this blog, we offer an example schedule to plan your posts ahead of time!
Quick Tips:
- Highlight before-and-after shots of repairs to show your expertise.
- Record short videos explaining common services.
- Capture moments throughout the day—whether it’s a tool you just cleaned or a happy customer picking up their car.
- Celebrate day-to-day life. Is it someone’s birthday, work or personal anniversary? Did someone bring a delicious (or stinky) lunch? Who told the best joke of the day? Make it into a post!
5. “There’s not enough time.”
This one is common, but here’s the hard truth: we all have the same 24 hours in our days. What we decide to do with those hours is based on our own priorities. If you have a goal to grow your social media presence for your shop, you should prioritize capturing content just like you prioritize any other business task. Our Pro Tip: Schedule time to take photos or videos and time to create and schedule the content. It’s about making social media part of your daily routine—just like fixing cars.
Quick Tips:
- Dedicate 15 minutes daily to capture quick content.
- Utilize the Meta Business Suite to schedule your content ahead of time, at least 2 weeks out.
- Repurpose content when possible—reuse a repair job by showing it from different angles.
As a shop owner, you wear a lot of hats. Taking the time to run around the shop to take photos and videos may not be one of the best ones for you to wear. Consider who else in the shop may be a good fit for you to delegate the task of getting photos and videos. If you offer digital vehicle inspections, or DVIs, use the photos and videos from them for content.
Stop Letting Excuses Block Your Shop Online Success
The reasons you’re not posting regularly on social media—whether it’s time, team hesitation, or a messy shop—are all manageable. Social media is crucial to staying up with the competition and building trust and connection within your community. It’s time to drop the excuses, take action, and let your customers see the great work you’re doing. With just a few adjustments, your social media presence can fuel your shop’s growth and success.
Social media is just one piece of the puzzle. If you’re looking for expert help to grow your auto repair shop through effective marketing strategies—like SEO, social media, and website optimization—we’re here for you. At Shop Marketing Pros, we help shops like yours shine in your local market.
Let’s talk about how we can build a marketing plan that delivers real, measurable results. Schedule a no-pressure discovery call today, and let’s get started!
