The best dealership content isn't made by the dealership

A real customer, grinning beside their new SUV with the kids piled in the back. Shared with permission, that one photo does more for your store than most of what a marketing team produces on purpose.

Why customer content works

It is believable. A shopper scrolling your page has seen a thousand polished car ads. They have not seen their neighbour picking up a Crosstrek at your store last Tuesday. Real people, real cars, real local faces — that is what builds trust.

Ask at the moment of delivery

The best time to ask is when the customer is happiest: keys in hand, standing next to the car. Make it part of every delivery.

• The salesperson takes a few photos with the store's phone or tablet — not their personal phone.
• They ask simply: "Mind if we share this on our page? We'll tag you if you like."
• If yes, the customer signs a short release right there.
• If no, no problem. Never pressure.

The delivery photo is the review before the review.

Keep the release simple

A one-paragraph consent form, signed on a tablet, covers you. It should say what you will use (photos and video), where (your website and social media), and that they can ask you to remove it any time. Have your lawyer or dealer association review the wording once, then use it every time.

Be extra careful with kids in photos. Many stores only share photos with children if a parent explicitly agrees, or crop them out.

Repost, do not screenshot

When a customer posts their own photo and tags you, share or repost it through the platform rather than screenshotting it. It credits them, it reaches their friends and family, and it shows you are paying attention.

Make it a weekly routine

One person collects the week's delivery photos every Friday and schedules three to five for the next week. Pair each with a short caption: first name (if they agreed), the vehicle, and something human. "Big day for the MacDonalds — first new car in fifteen years."

For more formats your team can repeat, see short video that actually sells cars.