Short videos are more impactful than long-form videos. They receive 2.5x more engagement, thanks to the short attention spans of internet users. Automotive video advertising is new and effective in automotive marketing and is being largely used by auto dealerships and businesses. Read on to find out more about this entertaining yet informative way of car merchandising and how you, as a dealership, can profit from it too!
What is Automotive Video Advertising?
Automotive video advertising showcases vehicles using short, eye-catching videos, which makes it easier to grab attention and connect with customers. It can be either a quick car preview or a virtual test drive; videos help auto dealers show off their inventory in an engaging way, instead of traditional photos or text. Video ads are a powerful tool to drive traffic to dealerships, boost sales, and reach a bigger audience. They tell stories, create excitement, and make information easy to understand.
If you are a dealership, automotive video marketing can help you promote and update the audience about your brand, products, and services. It allows you to showcase your vehicle’s features, performance, and design in an engaging way that a still or static visual or text description cannot. They also boost your SEO and help you excel on social media platforms.
Benefits of Automotive Video Advertising
Video is one of the most powerful ways of advertising. For example, short video platforms like TikTok have experienced massive growth/demand. Video advertising helps reach in-market shoppers, and it fits in the budget for most dealerships, unlike television advertising. Here are 3 benefits that will help you consider choosing automotive video advertising:
1) More Targeted
With video advertising, you can reach the customers you want, especially those looking to buy a car. Unlike television ads that are shown to everyone, even those not interested, video ads on platforms like YouTube and Facebook let you target specific groups based on their interests, location, and online activity. This means your message is reaching the right people.
For example, with the Spyne video tour, you can create engaging video tours and ads that highlight your car’s features and share them with the right audience on TikTok, YouTube, Facebook, and Instagram.
2) More Trackable
Video advertising makes it easy to see how well your ads are doing. You can find out how many people watched your video, how long they watched, and if they took any action, like visiting your website or booking a test drive. This helps you understand what’s working and what’s not., so you can adjust your strategy for better results.
With Spyne, you can easily track these details and see how your videos are performing across different social media platforms, ensuring your advertising dollars are being used wisely.
3) More Affordable
Video advertising is much more affordable than traditional TV ads. You can create and share high-quality videos without spending a lot of money. Online platforms offer flexible pricing, so you can set a budget that works for you. This makes advertising accessible to dealerships of all sizes and a powerful way to reach customers without breaking the bank.
Spyne video tour uses your Vehicle Display Pages (VDP) to create videos that are both cost-effective and impactful and ensure your vehicles get noticed.
Why Video Advertising Matters for Car Dealerships
86% of car shoppers use video as a research tool when they are looking for a car. After watching a video, the chance of shoppers visiting the dealership increases by 200%. This is called effective car advertising. Video advertising is the most powerful and effective way to attract new car shoppers and grow your dealership.
As a dealer, you can attract more customers through the power of video. You cannot tell your story through text on a page. You need automotive video advertising to drive traffic to your store. Here are 5 huge reasons telling you why video ads matter:
1) Video Captures Attention
People are 4x more likely to watch a video than read text. Gaining your customers’ attention should always be your top priority, and with all the ad clutter, videos are the weapon to break through. It is the form of communication your customers will definitely pay attention to. Placing a video on your landing page can increase conversion rates by 80%.
2) Emotionally Connect with Customers
Video is the best tool to improve customers’ emotions. It is the only form of marketing that can connect with other people through their facial expressions, body language, and voice. It is the best way to get a sense of another person’s passion, excitement, and character. If you want car shoppers to choose your dealership, use video ads to make a connection with them.
3) Build Trust and Connection
Before a buyer spends their hard-earned money, they need to feel a connection with you. They make sure they can trust you and you understand their needs. Video conveys empathy and is the quickest way to create a bond between you and your customers. You can use video ads to form a genuine connection that will promote your car dealership.
4) Simplify Complex Information
Video ads give you the ability to explain even the most complex parts of buying a car. 65% of people are visual learners and 30% are auditory learners. It is easier for customers to learn through watching a video rather than reading endless web pages full of text. A video has you covered with both visuals and sound which gives your audience exactly what they need to understand about what your dealership offers and how they can get it.
5) Inspire Action and Excitement
Video creates excitement and motivates car shoppers to take action. Text can’t do that alone. Meanwhile, video can convey your passion and allow you to bring the energy needed for customers to take notice and engage. You can paint a picture of how their lives will improve if they buy the car from you. Video marketing is a combination of motion and sound and ultimately the best tool to give them the motivation to make a purchase.
6) Personalisation Boosts Connection
You’re in an age of mass personalization. The viewers don’t just want to see videos. Rather they want ones that are customized for them. For instance, if a couple has children, they want car videos highlighting safety features. By doing so, dealers can build a positive rapport among clients. In turn, building trust and a strong bond with them.
7) Shorter Customer Journey
Back in the day, people made constant visits to the dealers before buying a car. They wanted to get all their answers before investing. So that they didn’t end up making the wrong decision and regret it later on. Today, you can solve this by posting explainer videos and testimonials. Detailed explainer videos can solve all their doubts. Testimonials, on the other hand, provide social proof and build confidence. In turn, making their journey to buying a car, way shorter.
8) SEO and Online Visibility
In today’s Internet-driven era, your online presence and visibility are everything. So much so, that customers find it hard to trust you without one. Additionally, videos are highly favored by search engines. Thus, by adding video content to your website, you can cater to customers and boost visibility. However, it is important to optimize the videos for this. So, don’t forget to add keywords, titles, and descriptions.
9) Show Advantages
A dealer thoroughly knows the various benefits a car can offer to buyers. For instance, it brings the freedom to travel wherever you want, whenever you want at your own convenience. Even better if you have an EV as you get to do everything while supporting sustainability. However, most potential customers are unaware of these benefits. Which is why you need to inform them. It satisfies their needs and clears any doubt about purchasing.
10) BTS Improves Customer Loyalty
Imagine, you buy a car. And after purchasing you realize all the effort that has gone into creating it. Wouldn’t it make you appreciate it a little more and feel connected to the dealer? That is the magic of behind-the-scenes video. They provide viewers with a sneak peek of the inner workings. Helping them appreciate the effort put into their purchases. In turn, making them feel valued. This creates a deeper bond with them and boosts loyalty.
Why Video Marketing is Pivotal for Automotive Brands
Now, you know the role of automotive video advertising for dealers. But what about the brands? How do they get leverage? In short, video marketing is more engaging than images or text. Thus, it helps provide an immersive experience to viewers. Such that, they start trusting the brand more.
However, this is not all. Here are some reasons why video marketing plays a pivotal role for brands:
- Brand awareness & recognition: Videos bind together audio and visuals. In turn, they are more engaging than images or texts. This means viewers are more likely to remember video content. So, when a brand shows its personality and values in this format, viewers remember it. Such that they can recognize it wherever they go.
- SEO and Online Visibility: As mentioned earlier, adding videos to websites can boost SERP and visibility. That is because most search engines prioritize this content format. In turn, it can improve your web traffic.
- Humanise: Showcasing real people and experiences of your brand through video adds a human touch. This builds trust and creates stronger connections with potential customers. For instance, sharing behind the scenes impacts how buyers look at the brand.
- Social proof: Anyone can create a face testimonial in today’s times. Which is why most customers prefer user-generated content. It not only shares reviews but also the experience of users. Thus, it is more engaging and boosts trust.
- How the Auto Industry is Leveraging Mobile-First Ad Placement for TV and Digital
Car dealership videos and advertisements are made to capture attention and are a critical part of today. It is estimated that the average person is exposed to upwards of 10,000 ads every single day. That is a lot of noise to cut through and many dealerships don’t hack it.
Digital automotive video advertising is one of the best automotive advertising tools today. It is appropriate that many of the most engaging ads come from automakers. Here is how the auto industry is using mobile-first ad placement for TV and digital:
1) Mobile-First is a Must
Video ads need to be optimized for mobile devices. On YouTube, mobile devices account for more than 70% of watch time. Many of the audience who see digital video ads watch them on their mobiles. There are several keys for standing out on a small screen that include:
- Using high-contrast imagery
- Narrowing the frame
- Optimizing for vertical viewing
- Using large and snappy supers
- Paying attention to run time
2) Thinking Cross-Platform
It is important not to overlook the other ways people consume video content. Viewers are embracing streaming videos, making ad campaigns on connected televisions a major opportunity for connecting with customers. The modular approach to using your video ads as a 30-second repurposed commercial is practical and cost-effective. You should make sure your video ads can be served to audiences on multiple devices and platforms.
3) Amplifying the Audio
Using the sounds of purring engines, vehicles in motion, and dramatic music – these are the cornerstones of car commercials and are highly effective. One can adjust the soundscape of their video ads to represent their business and industry. They help car companies by creating an experience that invites viewers to understand what it’s like to be a customer of their business.
4) Abandoning Outdated Strategies
The way people watch ads has changed, and the auto industry is moving away from old-school car merchandising approaches and methods. Traditional TV ads take their sweet time to tell a story, but in today’s fast-paced world, it doesn’t work well, especially on mobile phones and with short attention spans. Car brands are focusing on making their ads grab attention right away. They are keeping it short, relevant, and visually striking so that they can connect with viewers quickly.
5) Going from 0 to 60 from the Start
Just like how a car can speed up quickly, car ads need to start strong as well. The first few seconds of the ads are important, especially on mobile devices where people can easily scroll past or skip it. Automakers are making sure that their ads catch a viewer’s eyes and ears right from the start, using bold visuals, sounds, and messages. This way even if they only watch a little bit of the ad, they still get the main point, and make it more likely to stick with them.
The Premier Source of Retail Video Marketing for Automobiles
If you are a dealer stepping into the video marketing waters, you’ve got many options. You can choose the do-it-yourself route. Where you get everything done yourself. Either by hiring professionals or literally doing it yourself. Or you can choose to take the help of software. Which again requires a lot of time and effort investment.
Finally, you can leverage technology and use an AI-integrated platform like Spyne. This equips users with AI-powered video creation tools. So that, you can deliver quality results without breaking the bank. Two of its most used features are – the 360 spin and video tour.
On one hand, the 360 spin allows you to showcase vehicles from every angle. So that viewers get the complete interior and exterior experience from the comfort of their homes. Video Tour, on the other hand, is the industry’s first AI video car brochure creator. All you need to do for either of these is shoot a basic video. AI does the rest for you. Be it voice-overs, adding avatars, or changing backgrounds, Spyne has it all!
Creative Strategies to Improve Car Video Ads
Creating car ads that connect with your viewers can be tricky and challenging. Here are 5 simple yet effective automotive video advertising strategies to make your auto ads stand out:
1) Grab a viewer’s attention right away by diving straight into the action. Skip the slow, wide shots that will bore them, and go for fast-paced visuals with impactful sounds and bold, flashy text.
2) Show how the car fits into a customer’s everyday life. Highlighting human experiences helps viewers picture themselves in the driver’s seat which creates a connection with your brand and product.
3) Sounds like engines roaring and tires squealing make the ad feel real. Since most visual ads are watched with sound on, using audio effectively can draw viewers in and make the car look more appealing.
4) Try keeping your message clear and simple. In short-form ads, focus on one or two standout features of the car. For longer ads, you have more room but don’t overload the viewer with a lot of information.
5) Since most people watch ads on their mobile phones, make sure your ad looks great on a small screen. Design accordingly using bright colors, close-up shots, and larger, clear text to make it pop.
6) Nothing connects with viewers more than telling a story. The key remains to add human elements and emotional resonance. Lastly, using techniques like character development and conflict resolution further hooks viewers.
7) Every automobile has a USP. As a dealer, it is crucial to highlight these for conversion. So don’t miss out on innovative features and benefits. Additionally, using visuals to do so helps in easy understanding.
8) Visuals are powerful, so make the most of them. High-quality videography with polished editing also stuns the viewer. To do so, all you need is good equipment and dynamic camera work. You can also create a sense of place to add an adventurous vibe.
9) One element that can never bore the audience is humor. If you’re confused about how to engage users, just add a humorous element. This can be done by using relatable situations. However, stay away from any offensive statements.
10) Enhance engagement by adding interactive elements. As technology has grown, there are many ways to do this. For instance, you can create interactive games or use AR. Sharing these on social media further encourages viewers.
Video Advertising Use Cases for the Automotive Industry
Vehicle merchandising is an important part of advertising your vehicles effectively. Let’s look into some use cases within the auto industry to learn more about automotive video advertising:
1) How-To Tutorials & Support Videos
Many drivers don’t use their car’s advanced features because they are unsure of how to. Creating simple, quick videos to explain things like setting up the dashboard, charging electric vehicles, or performing common tasks is one of the effective ways of video advertising.
2) Customer Experiences
Video testimonials from happy customers are powerful. They provide genuine proof that your brand delivers on its promises. This helps build trust with potential buyers which is important since buying a car is a major financial decision.
3) Walkthroughs & Demos
Walkthroughs and demo videos help potential buyers decide if they want to see the car in person. These videos give them a clear look at the car and its features which makes them an essential part of your marketing.
4) Personalized Video Messages
Personalized video messages help you create a strong connection with customers. Addressing them by name and discussing their specific needs adds a personal touch which makes your brand stand out and builds trust, which is important for a purchase like this.
How to win with automotive video marketing?
What comes to mind when you think of creating the best automotive video marketing campaign? Most people might imagine getting the best equipment and professionals. Or shooting at the most scenic shots. And while that does play a major role, it’s not all.
You can even use your smartphone to get an amazing automotive video. The only thing to remember is to keep it simple and valuable. Here are 5 tips to help achieve this:
- Drop the Details: Most vehicles have complex dashboards and features. And viewers may find it difficult to understand them online. But not with videos. All you need to do is focus on the details and make a how-to or support video. For instance, how to charge an EV or steps to setting up your vehicle’s display. These have a powerful impact on the user and push them to the next step on the consumer journey.
- Social Proof is a must: Gone are the days when written reviews could satisfy customers. Now they need something more. In turn, you can deliver on the brand’s promise by using video testimonials. The key is to make them personal and relatable, Focus on sharing the experience and not direct sales. This approach forms a connection with the viewers and builds trust.
- Be specific: There are many car videos on the internet, so why would someone choose yours? Well, because it is specific. By that I mean, focuses on a handful of features and evokes enthusiasm. Especially when filming car walkthroughs or demos, this technique is a game-changer. It’s all about sharing what’s important in absolute detail.
- Personalization is key: Imagine you want to buy a family car for long road trips. And the next day you see an ad for such a car. It’s so specific to your needs that it speaks to you and evokes an emotion. And the emotion that says – Yes, this is what I was looking for. Wouldn’t you instantly want to buy that automobile then? This is the magic of personalization. It allows you to create short videos that connect to a specific audience. Thus, it can be highly effective to bring in sales.
- Quality Matters: No one wants pixelated videos with low-quality audio anymore. If anything it will only make you look fishy and untrustworthy. So, the most important part of all this is to deliver quality work. You can do this by post-processing and polishing the videos. But remember not to go overboard as that again can spoil viewers’ experience.
Key Video Trends for the Automotive Industry
Automotive video advertising has become an essential strategy for auto dealers in 2024 and beyond. As platforms like YouTube, TikTok, Instagram, and Facebook continue to thrive, video creates an opportunity to reach, inform, and connect with car buyers throughout their car-buying journey. Here are the key video trends for the automotive industry:
1) 360-degree walk-around videos showcase a vehicle and its features – inside and out. This is perfect for online shoppers who want to inspect a car visually before visiting a dealership.
2) Facebook, Instagram, and TikTok Live sessions like test drives, Q&As, and behind-the-scenes create engagement through interaction with audiences.
3) Strong video ads are a key to creating conversions. Prompt immediate action by leading viewers to contact the dealer, or visit the website or the dealership physically.
4) Thanks to the human touch, personalized videos with dealers speaking directly to the consumers create genuine connections.
5) Collaborations, sponsorships, hashtags, and effects help attract younger demographics through platforms like TikTok and Instagram.
6) Short-form videos have dominated every platform. No one has the time or patience to watch anything longer than 2 minutes. Thus, auto dealers must adapt to quick-cut, high-energy content.
7) Viewers want more than passive viewing, they want to interact and immerse themselves. You can use quizzes and shoppable elements to achieve this. Another way is to invest in AR and VR experiences that add life to vehicles.
8) User Generated Content is breaking the internet. That is because customers find it easier to believe other customers. Further, you can take it to the next step by shifting the focus from specs to how the car fits into the owner’s life.
9) The upcoming generations are all about eco-friendliness and sustainability. In turn, to connect with them, focus on videos that showcase such elements. For instance, charging infrastructures and range anxiety solutions.
10) When a brand isn’t afraid to show its inner workings, customers are automatically attracted. Sharing origin stories and customer journeys is a good way to get into this. You can also address concerns like ethical practices.
Conclusion
Now that you know what automotive video advertising is, why not check out Spyne’s video tour to enhance your video advertising? Our industry-first video tool will create a video for you in 30 seconds and create an immersive experience for your customers using AI avatars!
