Facebook and other social media platforms are certainly key to dealers in reaching shoppers. But the one that’s perhaps most useful may come as a surprise.

Swapalease.com polled approximately 2,500 car shoppers in June and found that YouTube was most popular, with 43 percent using it in car research. 

Facebook was second at 33 percent, followed by LinkedIn (10 percent), Twitter (9 percent), Instagram (7 percent) and Pinterest (5 percent).

Respondents had the option to choose more than one.

“Millions of car shoppers now utilize the Internet as a way to research their next vehicle, as well as look for the deal that's right for them, and this includes social media websites,” Scot Hall, executive vice president of Swapalease.com, said in a news release.

“Our research tells us that YouTube is an effective social channel since it gives shoppers a virtual tour of the vehicle they're looking at, as well as an opportunity to see how it handles on the road,” he said. “Online videos can be powerful in car shopping, particularly as people gravitate toward the Internet and away from actual test drives at the dealership.”