Just a short while ago, the country celebrated Memorial Day, and, around here at least, almost every dealership was running a Memorial Day special. Most dealers were using short, 30-second video spots to show the great deals they had going on for the weekend. Those specials are great, but what else could dealers have done with those videos to get noticed by Memorial Day car shoppers? I’ll tell you – put those videos online, too!
In today’s incredibly fast-paced world, more and more people are turning to video to get their information. Here are the facts:
- YouTube now is the second largest search engine, right behind its parent company, Google.
- YouTube says that 4 billion videos are viewed per day, and more than 3 billion hours of video are watched on YouTube per month.
- YouTube also says that 500 years of YouTube video are watched each day on Facebook. 500 years… Per day.
So what is your dealership’s video strategy? How do you get started if you don’t have one?
Begin by asking yourself a few questions. If consumers visit your dealership’s website, will they see your latest commercial readily available? Is it on your Facebook page? Your Pinterest page? YouTube? Did you write a blog post around it? There are dozens and dozens of great media outlets that let you share videos online. For free places to help get your videos online, YouTube and Facebook are two prime spots to start.
In addition, while putting commercials online should be part of any dealership’s overall video strategy, there is another distinct category of video that you should focus on: user-generated content. User-generated videos, those that you shoot yourself, are much more down to earth and have a more personal vibe than highly produced commercials. Shooting a short video of your service center, for example, gives your customers a behind the scenes look at what goes on when they leave their car for maintenance or repairs.
Walk-around videos of used cars also are becoming more and more common in the industry. These walk arounds can be as short or as long as you like, although it’s best to keep them short and to the point. A video provides your customers with a more intimate picture of the car, something that 15 photos can’t begin to compare to. Sure, it can be time consuming to shoot all those videos, and match them up to the vehicles, but if it helped you to sell more cars – and sell them more quickly – wouldn’t that be worth it?
Videos are online everywhere your customers now. There are dozens, if not hundreds, of great places where you can post videos and engage your customers. Plus, many of today’s buyers prefer to watch a 30-second to one-minute clip and get the information they need, rather than reading it on your website. Are you giving that to them?