PLUS: 5 Ways Independent Auto Dealerships Can Harness User-Generated Content for Marketing Success

Not surprisingly, user-generated content (UGC) has become a powerful tool for businesses to connect with their audience. Dealerships, in particular, can benefit significantly from harnessing UGC to build trust, enhance brand awareness, and drive sales. In case you aren’t convinced though, consider these stats.

Not surprisingly, user-generated content (UGC) has become a powerful tool for businesses to connect with their audience. Dealerships, in particular, can benefit significantly from harnessing UGC to build trust, enhance brand awareness, and drive sales. In case you aren’t convinced though, consider these stats.

According to The State of User-Generated Content 2022 Report and Business.com: • 72% of consumers trust peer reviews and testimonials more than the same content coming from the brand itself • 64% of consumers have tagged a brand on social media • Customers are 3 times more likely to engage with a brand’s social media content

Given the power of UGC, here are five ways your dealership can leverage user-generated content to accelerate success. (Hint: You are probably doing some of these already.)

Improve Your Social Media Engagement: It’s no secret that your customers often turn to social media to research and share experiences. Tap into this wealth of usergenerated content by actively engaging with customers where they are: Instagram, Facebook, X and/or TikTok. Provide your social media links and encourage your customers to share photos of their new vehicles, positive testimonials, and experiences at the dealership! This creates a sense of community centered around your dealership.

Ask for Customer Feedback:User-generated reviews and testimonials are powerful influencers. During after-sale care, your team should actively encourage satisfied customers to leave reviews on popular review sites, the dealership website, or your social media pages. Positive reviews not only enhance credibility but also serve as valuable social proof for potential buyers. Acknowledging and responding to reviews, whether positive or negative, demonstrates transparency and a commitment to customer satisfaction, so follow-up on each one. . Collaborate with Influencers: Collaborating with influencers can amplify a dealership’s reach and credibility - even on a small scale. Consider identifying influencers in your community and target audience who align with the dealership’s brand values and then explore partnerships for sponsored content. Influencers often have a dedicated following, and their endorsement can impact potential buyers’ decisions. Dealerships can also encourage local influencers or customers with a substantial social media presence to create content featuring their vehicles, creating authentic and relatable marketing material.

Encourage Customer Videos: People love video, and video content is a dynamic and engaging way to showcase your vehicles and dealership experiences. Don’t be afraid to encourage customers to create and share videos of their test drives, vehicle features, or overall experiences. Then, when the customer shares the video, your team can repost and comment - maybe even use them in marketing campaigns. You may want to consider hosting video contests or challenges, where users create content related to their vehicles, further boosting engagement and foster a sense of community among customers.

Continue Your Community Engagement: You are probably already participating in or sponsoring local community events. If not, you should be. Community engagement offers an opportunity to generate user content organically. Whether it’s a local car show, charity event, or festival, your dealership team should encourage attendees to share their experiences online using specific hashtags or tags. This not only generates UGC but also positions the dealership as an active and engaged member of the community.

We can’t stress enough the value of user generated content. When the praise, information and endorsement comes from a third-party, your prospects are more likely to listen.