Your customers are open to sharing their car buying experience on social media, but most never do. The problem? No one is asking them to.
We surveyed Canadian car buyers, and while only 19% told us they posted about their recent vehicle purchase, over a third (39%) said they would likely post if their seller simply asked.
Going beyond Google reviews
Your dealership likely focuses on Google reviews post-sale — and for good reason, as they can be essential in helping buyers figure out who they want to do business with. But asking customers to share on social channels can add even more value. Social media amplifies your reach and pulls in potential customers who didn't have your dealership on their radar or may not even be in the market yet.
The broader social media opportunity
Customer advocacy is just the starting point in expanding your social reach.
Nearly nine in ten (89%) Canadians now use social platforms at least once a week, but we found just under a third (31%) of car buyers are leveraging these channels specifically for vehicle research. This represents a major opportunity for dealerships to fine tune their social presence and reach more buyers organically on their preferred channels. But with so many social platforms out there and the landscape constantly changing, what do you prioritize?
The video research revolution
Our data reveals a clear shift toward visual learning, with YouTube being the dominant platform for vehicle research. This aligns with a growing consumer preference to research and learn about products by seeing rather than reading.
YouTube, TikTok, and Reddit all have higher usage rates among vehicle shoppers than their general user base. So, when Canadians are serious about buying a car, they're actively turning to these channels for research and guidance.
What buyers want to see on your social channels
We asked buyers what kinds of social content they found helpful in making their most recent purchase. Their content preferences reveal a need for practical, decision-making support. Here’s what they’re looking for:
- Comparisons between different vehicle years, makes, and models (55%)
- Vehicle buying tips and advice (48%)
- Vehicle maintenance tips and advice (42%)
- Vehicle walkarounds and test drives (41%)
- Information on current promotions and deals (32%)
- New vehicle launches and upcoming models (25%)
- Behind the scenes at local dealerships (19%)
Take note that promotional content generally underperforms. Even less compelling is behind-the-scenes content, with only 19% of buyers showing interest in what’s going on behind the scenes at the dealership or meeting the team. While these content types can still add value, they should be shared sparingly. Buyers are clearly prioritizing practical car buying and maintenance education over sales pitches.
Updating your social strategy
For dealerships, this data points to several key opportunities:
- Prioritize visual content creation: Invest in quality video walkarounds, comparisons, and educational content for YouTube and other video-first platforms like TikTok.
- Become the helpful advisor: Create content that genuinely helps buyers navigate decisions rather than pushing inventory.
- Ask customers to share: Implement a systematic approach to your sales process that encourages social sharing.
- Focus on education over promotion: Buyers want to learn first. Leave the selling for later.
The bottom line: social media offers substantial growth potential for dealerships willing to align their content with buyer preferences and meet them on the channels they’re already using. Dealerships that can authentically provide the educational, visual content buyers are seeking, while creating shareable customer experiences, are at an advantage in the digital marketplace.
The good news? For dealerships who feel that they might not have the marketing capacity, your sales team already has the expertise, and a smartphone is all the equipment you need since social algorithms don’t necessarily reward expensive production over authentic, value-added content.