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VIDEO: NOT JUST FOR TV ANYMORE
VIDEO:
NOT JUST FOR TV ANYMORE
WHERE YOU COME TO WIN (864) 248- 0886 | DOM360.com
Video. It’s the main topic of conversation, in every conversation. Just as every year is the year of mobile, video is content that everyone is missing. Video itself is screaming for attention and consumers are absorbing it faster than it can be produced. The latest and greatest viral video is of people standing still. It was captured on a smartphone with music added. There is no branding, there is no loyalty, it’s sole existence is to generate buzz among a community thirsty for video.
Last week, YouTube released its Top Ten Viral Videos of 2016 and topping the list was Carpool Karaoke with James Corden, host of the Late Late Show and the singer, Adele. It received over 135 million views! The video is simple, decidedly lo-tech, filmed using a Go-Pro. The entire piece was shot inside a BMW driving through the streets of London. The car is beautifully showcased inside and out in what is, essentially, a test drive video.
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Viewers can’t help but to notice the sumptuous leather seats, the full panoramic sunroof and the vehicle’s spaciousness. The video does a masterful job of entertaining while selling the car. And that’s important because, according to Google,
84% of consumers plan to watch auto videos the next time they shop for a car, compared to 78% last year. Video is more than just a TV spot, however. Video is content, plain and simple. According to Google there has been a 220% year-over-year growth in auto video watch time. That time spent watching isn’t just test drive videos or videos auto-generated based on photos. The videos were planned, mapped out and put together based on where the consumer was watching. These days, with social media a part of daily life, there is no shortage of video outlets. However, video created for TV is not the same as for YouTube or Facebook. The navigation through all those outlets is the hardest part, and keeping it cost effective goes right along with it.
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Social Media Content Social media is no longer just Facebook or YouTube. Facebook purchased Instagram and now both are outlets for video content. Consumers spend 20% of their time on mobile devices on Facebook. Let’s face it, some of that time is done during working hours, during classes and while sitting around doing nothing. Due to the fact that many people are probably on Facebook when they shouldn’t be, videos on Facebook have to be planned differently so the video can play without sound. Producing video content with supers across the screen allows your content to be absorbed during times when the consumer shouldn’t be watching it. The messaging of a video for a network like Facebook or Instagram should be goal-driven. Are you struggling in sedan sales and want to boost interest in it? Create a video highlighting some of the positive features and technology. Make it interesting. Anyone can point a camera at the dash and show the features. Some tips to make it more interesting include camera angle, font and font color and transitions between shots. Another way to use social video to benefit the dealership would be “why buy”, “why service”, and “who we are” videos. One of the best ways is to create a simple video interviewing a manager talking about their area, what drives them and how the customer benefits. Social media is a great outlet for videos that help humanize and create a “personality” for a dealership.
YouTube Content YouTube is 35% of all online watch time. YouTube is the go to outlet for anything video. The benefit to having a YouTube channel outweighs not having one. It benefits the dealership by growing the brand, humanizing the dealership, SEO value and providing customers with relevant and useful information. Any business channel should contain a
is 35% of all online watch time.
great description and “about us” section, profile photo and cover photo showcasing your brand and structured playlists. Your channel should have playlists around the lifestyle and culture of the dealership. Other
playlists should include a vehicle lineup, a service playlist outlining those services and what’s involved in providing them. There should also be a playlist for finance, understanding leasing vs buying, and credit 3
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and products available such as GAP and why it’s necessary. YouTube Playlist Checklist
Each of these playlists should have a mixtures of video types. There should be interview style videos to show sincerity, simplicity and support. There should be how to videos, this way if the consumer is a DIYer or wants to know all the details about a specific service. How to content can range from pairing a smartphone to a bluetooth system or how to check your engine oil. All are relevant and useful to the customer. There should also be test drive videos to showcase the car as much as possible. There should be service videos highlighting the experience of the staff and how they handle repairs. Currently, there over four million daily views on in-market auto content.
Don’t forget, these all don’t have to be done professionally. Most content on YouTube is shot with a smartphone. Consumers see through slick, professional productions and don’t react the same to it as they do to video created with a phone which they find more believable. YouTube offers a full audio library and video editor on YouTube.com if you want to create your own. If you don’t have the confidence to create your own many agencies can do it for you while keeping videos organic and natural feeling. YouTube offers YouTube Director for Business as a free app to help create videos for businesses. There is a great video tutorial and it walks you through each step of the way.
Website Content Website video content is another outlet to release content. Because some videos can transfer from YouTube to your website, placement is key. If the YouTube channel is completely built out, take the service content and place those videos on corresponding pages. So you’re not only capitalizing on people doing a video search but also providing useful information to those visiting the dealership website. The same goes for
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Finance and Sales. If you have a page on a Camry, create a test drive video to showcase handling and performance, build a walk around video to show how it looks and highlight the details that tend to get overlooked. Create Camry content with video that includes vehicle features as well as relevant facts such as MPG. Then continue on to the maintenance plans, how to schedule a test drive, get pre-approved for financing or how the dealership handles trade appraisals. All of these you want to have as separate videos because consumers absorb shorter videos better. By breaking out each one you’re gaining more SEO and providing the exact snippet of information the customer is looking for without overwhelming them. All that’s left is to lay out the page so that it works on all devices and explains the contents of each video. Website video content also helps personalize the dealership. The goal is to have video on the “About Us” page to really showcase the dealership and staff. Unfortunately, consumers have short attention spans and don’t read like they used to. As quickly as they can absorb information they’re moving on to the next thing. If you don’t get to the point quickly, you’ll lose them.
Lead Response Content Another way to use video content is in lead response. By the time the dealership receives a sales lead, the consumer has already done hours of research on the brand, the vehicle and the dealership. Today’s practice is to fire off an auto-responder telling them someone will contact them shortly. If the consumer fills out forms on multiple stores websites, they are now inundated [1]
with auto-responders vying for attention and screaming “Pick me! pick me!”. By having a video response and subject line the dealership stands out. Instead of seeing a price quote, someone will contact you soon message, or when are you coming in to see the car, imagine a video that says, “Hi John, I’m Luke, Internet Sales Manager at ABC Motors, and I’m here with the beautiful
2016 Tundra you inquired about. As you can see, it has leather seats and much more.” You see, consumers respond to people. Not automation. With video, you made an extra effort and that does not go unnoticed. Service and finance can get onboard with this as well. Financing can be a long process. By sending a
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video to someone who just completed the credit application, saying you received their information and are processing all the details tells that customer they are not simply a number. Service can send a video to a customer that says, “Mr. Jones, we realize you brought your sedan in for an oil change but during our 150 point inspection we noticed your brakes pads were worn down. As you can see here, they’re not far from rubbing and may jeopardize the safety of your vehicle. Please call me and let me know if you would like these replaced today. Oh and we have a coupon on our website for 15% off this month!” The video upsells by identifying an issue, showing the problem, and offering a more cost effective way to fix it.
Video Advertising After your content is created, use it to create interest and drive more traffic into the dealership. Digital video advertising continues to rise and its precise targeting capabilities allow you to limit your budget while reaching the right customers in the right areas without breaking the bank. Recent studies suggest that only half of all Millennials will pay for TV in 2025. Which means TV is not the best outlet to reach them. Instead, outlets such as On Demand services, Hulu and Netflix offer more effective ways for video advertising to reach them. TrueView instream ads allows for a video to be played when a
YouTube advertising can be very cost-effective and there are several options for it.
customer clicks it providing the option to opt out after 5 seconds and skipping the ad. If the customer chooses to hit “skip”, the advertiser doesn’t pay. Therefore, the dealership just received 5 seconds of free advertising. If the consumer hits skip at 29 seconds of the 30 second video, the advertiser pays. The only time you pay is if the video was watched in it’s entirety or if the consumer clicks through. Keep in mind messaging, though. The TV spot you are running is always the default to put here. However, developing ads specifically for YouTube perform better and tailor the message to the mindset the consumer is in when watching YouTube.
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YouTube also offers In-Display video ads, which appear on a search result page on YouTube.com. When you search for a video and the first two are ads, those are indisplay ads. Again, video ads should be relevant to their placement. Consumers expect TV commercials on TV and to be a huge sales push with a screaming approach to stand out. Taking time to develop the content here will help you capture the click. There is also video advertising on the Content Network through Adwords where shorter videos can live. Facebook and Instagram also offer video advertising as a format option. This is a great way to spread your message as well. All of these channels offer flexible spending, different benefits, and a way to get in front of your customers. People go to all these channels to absorb content, learn new things and connect with others doing the exact same thing. Video is a moving target. It’s not something that should simply be checked off a list. When any marketing plan is created, don’t forget about video. Video, similar to mobile, needs to be a focus or you risk losing customers to competitors that offer them. Video is underutilized but puts information out there in a unique way allowing it to be absorbed effortlessly and, just as commercials do today, create a way for your brand to stand out.
Sources [1] https://www.youtube.com/watch?v=Nck6BZga7TQ
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