Quick Takeaways

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Video marketing has become a part of any business’s marketing plan — and the car industry is no exception. Whether it’s a 15-second ad or a video review, video content is still the most effective way to engage your audience. 

In fact, a study has shown that 88% of businesses got a positive ROI from their video marketing efforts back in 2022. With new technologies and trends emerging each year, automotive companies must stay on top of the competition. 

Here are the video marketing trends you need to know this 2023.

1. Growth of 360-degree AR videos

If you’re searching for a creative way to promote your car, one of the video marketing trends we’re seeing is creating a 360-degree video. This augmented reality video allows potential buyers to experience sitting in the driver’s seat, from the comforts of their own homes.

Apart from that, 360-degree AR videos let them customize the car’s color and accessories, check out the features, and experience what it’s like to be inside the car model. This can help increase interest in the car – making it more likely that a customer will visit your showroom to check the car in person.

2. Short-form, vertical video remains content king

When it comes to content, most of the time, less is more. 

With the rise of social media consumption, short-form, vertical videos still remain the content king. HubSpot’s latest marketing strategy and trends report echoes this claim, as their report has shown almost 90% of global marketers are planning to invest more and maintain their investment in this type of content.

Now, as a car dealer, what are the benefits of creating short-form content? 

Short-form content like Facebook and Instagram Reels, TikTok, and YouTube Shorts can be a highly effective way to promote cars and the automotive industry, by grabbing viewers’ attention, making information easy to digest, and increasing engagement and shareability.

3. There is a demand for test-drive videos 

As digital video consumption continues to grow, so does the demand for test-drive videos. Google claims that the watch time of test drive videos on YouTube has grown by more than 65% in the past two years. Consumers want to see what a car looks and feels like before they make a purchase, and they’re increasingly turning to YouTube and other online video platforms to find that information.

If you’re not already producing test drive videos, now is the time to start. Here are a few things to keep in mind as you develop your strategy:

1. Keep it real. Your viewers want to see an honest portrayal of the car’s performance, so don’t try to gloss over any imperfections.

2. Be thorough. cover all the features and functions of the car so that viewers can get a complete picture of what it has to offer.

3. Make it visually appealing. Use creative camera angles and editing techniques to keep your viewers engaged from beginning to end.

4. Keep it short. Viewers have short attention spans, so make sure your videos are concise and to the point.

Here’s a sample video of a test-driving experience using the Kia EV6:

4. Influencer marketing videos will continue to rise

Influencer marketing remains a valuable tool for car brands to build brand awareness and reach a wider audience. Influencers are seen as “experts” in the field and have built trust with their followers. This credibility can transfer to the car businesses they endorse, which makes their followers more likely to consider buying their products.

There are a few things to keep in mind when using influencer marketing in the automotive industry. 

First, make sure you choose an influencer who is relevant to your target audience. An influencer with a large following of car enthusiasts will be more effective at reaching potential customers than an influencer with a general interest audience.

Second, consider the type of content your target audience is interested in. If you’re selling performance parts, for example, you’ll want to find an influencer who creates videos or posts about cars and driving. This way, you know their followers are likely to be interested in what you have to offer.

Finally, don’t forget to track your results. Keep an eye on metrics like engagement rates and sales conversions to see how well your campaign is performing and make adjustments as needed. 

5. More live streaming content

Live streaming is one of the most popular video marketing trends right now, and it’s only going to become more popular in the automotive industry. Unlike 360 degrees video content, live streaming creates a different kind of interactive experience for potential customers. 

For example, live streaming can be used to host Q&A sessions with car experts, designers, engineers, and other automotive professionals. This way of marketing allows for a more personal connection between buyer and seller and can help close a deal faster.

What’s more, live streaming can be used to show off new models and features as they’re released. It could also help car businesses to know the pulse of their target customers, in real-time. This is a great way to generate excitement and get people talking about your brand. 

6. Nothing beats word of mouth

Nothing is more powerful than a first-hand account of your car. According to a study done by Wyzowl, 95% of people say that reviews – whether positive or negative – influence their purchasing decisions. That’s why when done right, they can be incredibly effective in boosting conversions and building trust with your audience.

To create an impactful testimonial video, start by identifying your ideal customer and what their specific pain points are. Then, have them share their story in their own words, highlighting how your product or service helped them solve their problem. Finally, round out the video with some B-roll footage that reinforces the emotional appeal of the testimonial.

When it comes to promoting your testimonial videos, think beyond YouTube and Facebook. Look for opportunities to showcase them on your website, in email marketing campaigns, and even on sales calls. 

Wherever you can put them front and center, do it! And don’t forget to track how each video performs so you can adjust your strategy accordingly.

7. Trade-in videos on the rise

Trade-in video is a type of video content that features a customer trading in their old product for a new one. This can be done either through an in-person transaction or via mail. Trade-in videos are typically short, sweet, and to the point.

In a car trade-in video, you can highlight the process of trading in a car and what benefits it has for the customer. You can also show off your dealership’s inventory and highlight any special offers you may be running.

Car trade-in videos can be beneficial for both dealerships and customers. They provide potential buyers with more information about the dealership, while also helping dealerships reach out to new customers. Take advantage of this by promoting your inventory sourcing needs with custom branding and messaging to increase sales and build customer loyalty.

Here’s an example of a trade-in video:

Tap into Cartender’s automotive video expertise.

The car industry has seen its fair share of transformations over the years and video marketing is one area that continues to be on the rise. Overall, with these trends in mind, you’ll have the edge over your competitors and be better prepared to succeed with your video marketing campaigns. 

Need help creating custom videos? Cartender has you covered. To learn more, call us at (213) 545-2645 or fill out our contact form here.

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