In today’s digital-first world, social media isn’t just a branding tool—it’s a powerhouse for building trust and driving attention. One strategy making serious waves in the auto industry? Influencer marketing. More and more Canadian car dealerships are tapping into local personalities to expand their reach and connect with modern buyers in a more authentic way.
In this blog, we’ll break down how your dealership can use influencer marketing to build awareness, drive traffic, and ultimately move more metal.
Influencer marketing is all about partnering with individuals who have a strong following and trusted voice—whether online, in your community, or both. These influencers promote your dealership, content, or events to their audience, helping you build brand credibility in a way traditional ads simply can’t match.
Typically, an influencer is anyone with 10,000+ followers and a reputation that aligns with your dealership’s values. Think of it like word-of-mouth on steroids—when someone people trust talks about your dealership, others listen.
Influencer marketing isn’t just a trend—it works. According to CBT News, 71% of consumers are more likely to make a purchase based on an influencer’s recommendation. For car dealerships, that could mean more showroom visits, more test drives, and more deals closed.
But it’s not just about working with big names. In fact, smaller, niche influencers (aka micro-influencers) are often more effective for local dealerships. They’re more affordable, often have higher engagement rates, and can connect with potential buyers in a more genuine, local way.
Plus, if you’re new to this strategy, starting small gives you the flexibility to test, learn, and refine without blowing your budget.
Start by identifying well-known figures in your community—local athletes, musicians, content creators, or even business personalities. Look for people who already align with your dealership’s brand and values.
Don’t just look at follower count. Reputation, audience engagement, and local relevance matter more than flashy numbers. Once you’ve found a few candidates, reach out with a clear pitch on what kind of partnership you’re looking for.
Once you’ve secured an influencer, the key to a successful campaign is clear communication. Explain what you’re trying to accomplish—whether that’s promoting a sales event, building awareness of your trade-in program, or showcasing your inventory.
Work together to create authentic content. If something’s not working, give constructive feedback and pivot. And remember: less is often more. The most compelling content usually feels real, not scripted.
Your influencer content doesn’t need to be flashy or overly produced. In fact, simplicity and authenticity often outperform polished ads—especially when selling big-ticket items like vehicles.
Stick with a consistent brand style and messaging across posts. Whether it’s walkarounds, trade-in promotions, or customer testimonials, keep your content aligned with your dealership’s voice.
To maximize impact, work with multiple influencers targeting different audiences. For example, pairing a local hockey player, a lifestyle blogger, and a financial coach allows you to reach a broader cross-section of your community.
Avoid using multiple influencers with overlapping followers, as that can limit your reach. Diversity of audience = more potential buyers seeing your message.
Influencer marketing is when a dealership partners with a person who has a trusted audience, online, in the local community, or both. That influencer promotes the dealership, its content, or events to their followers, which can build credibility faster than standard ads.
No. The article supports using smaller, niche creators (micro-influencers) because they are usually more affordable and often get better engagement. For a local dealership, a creator with the right local audience can outperform a bigger name with a broad audience.
Start with people who match your brand and show up in your community, like athletes, musicians, creators, or local business personalities. Prioritize reputation, audience engagement, and local relevance over follower count, then reach out with a clear partnership idea.
Give the influencer a clear goal, like promoting a sales event, spotlighting your trade-in program, or showing inventory. The content works best when it feels real, like walkarounds, simple promos, or customer stories, not overly scripted ads.
Yes, if their audiences are different. Using multiple influencers can expand reach across the community, like pairing a local hockey player with a lifestyle blogger and a finance coach. Avoid creators with heavily overlapping followers, or you pay twice to reach the same people.
As the automotive retail landscape continues to evolve, your marketing strategies need to evolve with it. Influencer marketing gives dealerships a powerful way to reach real people, in real ways, through trusted voices.
You don’t need a national ad budget to make an impact—just the right partnerships and a clear plan.
Want to attract more attention to your dealership and stand out in a crowded market? Start exploring local influencer partnerships today—and turn followers into future buyers.
