Photo by Zachary Varga on Unsplash

So far in this series, I have explored how your dealership can make the most of photography and engaging ad copy to attract customers. Now, it’s time to tackle a medium that many consider being more complicated and expensive: VIDEO.

By Video I mean the strategic and effective use of video content instead of chasing that one viral video.

As mobile devices become more powerful across the board and internet speeds continue to soar, it’s little wonder that video has become so popular. In fact, 78% of people watch a video online each week while 55% will watch a video online every day. It’s estimated, too, that by 2020 video will make up for more than 80% of consumer internet traffic.

The message is clear: video is becoming increasingly important when trying to reach your customers.

If your dealership falls behind the times; your offerings runs the risk of paling in comparison to competitors who offer stunning walk-around videos, personalised videos and 360° shots, alongside a wide range of quality photographs.

But it’s important not to get overwhelmed by the prospect of video and approach it logically to develop a winning strategy. Let’s begin with investigating the difference between the main types of videos you may want to create.

Walk-around versus 360° Videos

There are two very common types of video which are used by car dealers and they each serve different purposes. In this blog post, I am going to focus on the walk-around videos and I will explore 360° videos in a future post to give it the attention that it deserves.

Let’s dig deeper into walk-around videos by looking at some great examples and how to emulate them.

Perfect Vehicle Walk-around: Some Inspiration

A vehicle walk-around can come in a variety of shapes and sizes, and they are a fantastic way to give a potential customer an in-depth look at a vehicle.

Check out this fantastic example below produced by Arnold Clark:

Evidently, this is a very impressive project and it can only be executed by those dealers with the very largest teams and budgets. But it’s a fantastic goal to look towards. Notice how the video strikes a perfect balance between the car and the dealership: the car is the hero but the dealership is also the sidekick, giving the customer an insight into both.

Here’s a more achievable walk-around that can be created by even the smallest dealers who have the dedication and creativity:

As you can see, this video is beautifully shot and gives a great idea of what the Tesla looks like from all the angles, both inside and outside. This format can be blended too and made to incorporate a salesperson:

Creating the Video

When it comes to creating a video similar to those references that I have looked at, there’s a lot to consider but it’s achievable with the correct level of planning and structure.

In our post on photography, I offered some advice on how to plan, prepare and execute a shoot. All of that advice still stands but the process has the potential to be much more detailed.

This awesome video from Auto Trader takes a deeper look at creating a video:

You’ll find some background on why video is important and the advice beings in earnest at around the first minute.

The advice is broken down into five sections:

  1. Preparation
  2. The Script
  3. The Vehicle
  4. Duration
  5. Consistency

When you consider these elements individually, the video production process falls into order and it becomes much more manageable.

I would recommend making notes on each of these individual elements and treating them as separate entities – don’t get concerned too quickly with the big picture or you’ll find it difficult to handle the details.

Leveraging Video After Publishing It

Once you’ve produced a beautiful video, you’ve got to get it in front of your audience. Distribution and social is the second half of the video battle.

Most dealers host their videos on YouTube given that it offers significant SEO advantages. YouTube is, after all, the second most popular website on the internet after Google. There are a range of browser plugins such as TubeBuddy, that can help to ensure a video is properly optimised – with great titles, thumbnails, keywords, tags, playlists and captions.

Once the video has been optimised for YouTube, it can be embedded throughout the internet. Many dealers like to embed the video on the Vehicle Description Page for their inventory on dealer websites as well as 3rd party websites, giving their visitors a full view of the vehicle with engaging video, descriptive and engaging text and all of the technical information.

This media blend gives the potential customer everything that they need to make an informed decision and it’s also highly shareable on social media.

Considering 360°

I hope that this post has given you a new perspective on how your dealership can leverage walkthrough videos to engage your customers.

If you want a refresher on how to use photography and ad copy to aid your marketing efforts, check out our previous posts. Also, keep your eyes peeled for my future posts where I’ll take a look at how to get the most from 360° video, an exciting new tool for dealerships around the world.

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