Today, we can find social media participation in nearly every corner of the automotive industry; dealerships are active on Facebook, automakers are sharing images on Instagram, even salespeople have joined the movement tweeting and posting trying to win more business. It seems to be clear: social is not optional. However, even with all this progression in the social realm, the automotive industry is still missing one key component in social presence: video. Video has the most incredible opportunity for visibility, creating connection and building trust, but it remains the least utilized medium by our industry.
Think about yourself for a moment. How many videos have you watched this week alone? Chances are, at least a couple. Have you seen the video of the Nascar driver dressing in disguise and scaring the used car salesman on a test drive? Video is a powerful medium that people simply enjoy engaging with and sharing. For these reasons, video has the potential to become your fiercest marketing weapon, creating visibility and leads for your dealership. To be successful on social you must work video into your master (marketing) plan.
So why is video your fiercest weapon?
1) Our customers prefer it. IT’S EXCITING!! It’s visually stimulating and interesting. Video is engaging and easy to tune into. Our brain also processes video far better than audio alone or simple text. People remember 50% of what they watch compared to only 10% of what they read.
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