Car manufacturers and dealerships looking to attract customers need to focus more on storytelling than on reviews, motoring tips and tweets, according to research from Headstream.

When asked what type of online content they most want to see from automotive brands, the most popular response overall (43%), unsurprisingly, was discounts and special offers.

But, storytelling also ranked at the very top, even ahead of discounts, among millennial groups (18-24 and 25-34-year-olds, with 48 and 44%, respectively).

32% want humorous, dramatic or heart-warming stories, making it the second most-popular choice overall.

It found that all consumers, and especially these key younger audiences, want stories more than they want product reviews & ratings, hints & tips or news delivered via social media updates.

The survey of 2,000 UK adults was commissioned by content marketing agency Headstream.

Managing director of Headstream Steve Sponder said: “This research suggests that one of the key areas dealer and manufacturers need to explore further is ‘advocacy content’ – getting their customers themselves to tell the stories of why and how they bought that particular car.

“Creating truly engaging and emotional stories could be the best way for manufacturers and dealers to get younger people excited about the idea of car ownership.”

As for the type of stories people want to see and hear, video was the most desired method, with photos/images second and written articles third.

The research also found that automotive customers are just as likely to want to see content produced by their peers as material made by the brand itself: 49% prefer so-called ‘user generated content’ (UGC) while 51% want to see content created directly by car manufacturers and/or dealers.

And they want those stories to be about their peers as well. 66% of consumers prefer content to be about regular people rather than celebrities or the company’s chief executive or founder.