There are many types of video and many are designed with different considerations in mind.
There are videos that allow dealers to say exactly what they want to say, and while these videos are, of course, more work to create, the benefits are potentially greater as well.
A recent sample of videos across a major manufacturer’s dealer network showed that 21% of their listings had a customised, individualised video ,while the remainder of their listings had a generic or branded audio recording.
The 21% of listings with video accounted for almost 50% of all enquiry generated.
Similarly, when I compare two dealers within the same group you can see some startling results that can be directly attributed to the impact of video. Dealer A had 21 out of 27 listings with audio describing the individual vehicle. Dealer B had similar stock but every single one of their listings had an automated audio file.
In spite of having less than half the number of listings, Dealer A generated 36% more enquiry than Dealer B.
From these results it’s clear that the more individual a video is the more enquiry that listing will receive.
The internet is a great pre-purchase research tool, but can be very impersonal. Video helps to humanise a listing and starts to break down impersonal barriers.
It comes back down to why you are creating a video in the first place. Is it to stand out? Is it to provide information or is it to create an emotive experience designed to generate more enquiry?
Whatever the reason video can have a significant impact in improving customer engagement with your listings – ideally this will result in more of your listing being viewed, versus the ‘competition’, and ultimately increased online enquiry.
Matt Darby is the marketing manager for AutoPlay
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