A new study by Bazaarvoice dives into user generated content and how valuable it is for the car industry and buying process.

Most of us are aware of the power of user generated content, especially online, but it’s difficult to figure out the best steps to take to make this work for us. On average, car buyers reference 24 sources before buying, 12 of which are digital. Consumers also trust ratings and reviews three times more than brand messaging, over half of consumers looked at reviews before purchases, and most of those who read reviews, read them on their mobile phone. A good chunk of customers will actually read reviews about your dealership while they are at your store shopping!

So we see how important reviews and comments are for the car buyer, but how do we harness that to make it work for us?

It is smart to publish your consumer generated content EVERYWHERE. Especially on digital platforms! The language used in these reviews is more appealing to shoppers, it gives people an in-depth look of not just shopping but owning the car, and removes barriers to purchase.

It’s also important to recognize there’s no such thing as too much consumer-generated content. You don’t need to worry if you’re flooded with reviews, lots of content is GOOD content. Most of the time, people will want more reviews than you have!

Car shoppers are everywhere, so be sure you publish in the right places. Whether it’s websites, social media, review apps, or just word of mouth, you want to make sure your dealership is easy to find or hear about.

To learn more about Bazaarvoice or read their full study, visit their website.