The New Year is here and tax season will shortly be in full swing! Now is the time to capitalize on the continued rise of and power of video to sell more cars during this important time of year. Communication giant Cisco notes that by 2019 90% of ALL internet traffic will be video across all platforms. That translates into video being the primary method of communication online, not just one method of communication. You need to plan now and today to leverage video not only for this tax season, but for the long haul.
Here are a few tips to help you get started:
- Keep it short: Your videos, whether educational, vehicle walkaround or entertaining should time between 30 seconds and 2 minutes. Our preference is around 1 minute. Research shows that you’ll lose 45% of your viewers after a minute anyway. Plus, keeping your videos to about a minute or less means you can repurpose them on Instagram, as well as other channels.
- Focus: Car shoppers like video, but a disjointed 60 seconds will turn them off. For walkaround videos, focus on the interior and the exterior and make sure you have great light. For educational videos, make a list of the most common questions and then answer them quickly and concisely. Don’t overburden the viewer with too much info.
- Be Personable, but Not Obnoxious: Go ahead and let your personality come through in the video. Shoppers love video because it provides a peek into the dealership and the personalities who work there, not just information on the process or the vehicle! The last thing you want is the most boring person at your dealership droning on. By the same token, you don’t want the most obnoxious sales person in the viewer’s face either. The tone and culture of your dealership should inform your videos. They should always be upbeat and fun to watch.
Video, both live and pre recorded, really is turning into a great way to engage with car shoppers. Dive in and make it count in 2017.