Gaining millions of views on social media, the content creation team at Mohawk Chevrolet has started releasing a weekly video series called “The Dealership."

“People love to see something that's going to make them laugh," says Grace Kerber, a digital branding creator at Mohawk Chevrolet. 

What You Need To Know

  • According to the International College of Broadcasting, the content creation industry is expected to grow to a value of $47.2 billion by 2032

  • Mohawk Chevrolet has created a mockumentary style social media series inspired by the hit TV show “The Office”

  • This less serious and fun style of marketing has been gaining in popularity, with big company’s like Wendy’s roasting people on Twitter and Duolingo posting funny trends on TikTok

The series is mockumentary style and inspired by the hit TV show “The Office." One of their videos has gained almost 3 million views on TikTok.

“We got to work like two days after we posted it and it had like a thousand likes. And now it's at 2.9 million. And we're sitting here like, 'real people are watching this and enjoying it.' And it's just hard to grasp that like that many people have seen this video," Kerber said.

Kerber's co-worker Ben Bushen works on the series with her. Bushen also serves as both a cameraman and editor, while also playing a character in the series alongside Kerber and other members of the staff.

This less serious and fun style of marketing has been gaining in popularity, with big company’s like Wendy’s roasting people on Twitter and Duolingo posting funny trends on TikTok.

“Sometimes we call it clapping back at folks on social media, but I think it humanizes the brand," says Brendon Phillips, an associate director of marketing at the University at Albany.

Colleges like UAlbany are adapting this style of marketing as well.

“So I think it's a little bit about just creating brand awareness and not so much specific sales. It's a car dealership, but you're also trying to build a brand. And that's what they're doing is getting people talking about them," Phillips said.

While Kerber says making these videos is the most fun part of her week, she said they serve a bigger purpose.

“I think that at the end of the day, you know, if someone needs a new car, they're going to get a new car, someone wants a Chevy, they're going to get a new Chevy. But how do we make them choose to come here? So to have some fun content on the side to showcase our employees, I think that helps people have a better connection with our brand, our identity and who we are as a company," Kerber said.