Social media videos are an effective way to engage customers. What should you know about putting them together?
Everyone is familiar with social media, and just about everyone has the ability to make videos with their phones. Put the two together, and you can have a powerful sales tool. If you’re not making videos to promote your sales, you could be missing out.
It's estimated that 90% of shoppers watch videos to help them make buying decisions, and that includes vehicles. Putting salespeople and vehicles on video, including on your website and on social media platforms like Twitter and Facebook, have the potential to reach thousands of people, and generate leads and sales.
These aren’t the cheesy commercials of late-night, local-cable fame (although in small quantities and with a light hand, something along those lines could be a fun touch). Instead, the most effective videos are more like one-on-one conversations with customers, and often include walkarounds of feature vehicles on the lot.
The first benefit is recognition. Virtually all buyers do their preliminary shopping online, but most will eventually come into a dealership. Many will then face a showroom of unknown salespeople, which catches them off guard. If they’ve been watching one on video, that’s a recognizable face. That familiarity gives that salesperson a definite advantage even before the introduction is made.
Walkarounds can be similar. The shopper has already virtually been around and inside the vehicle – and if someone has come this far to see it based on the video, it’s going to be an easier sale once they’re sitting behind the wheel.
Of course, not all videos are equal in their execution. Some people are more natural on camera, while some stiffen up and seem wooden. Some need more expert help with camera angles and editing. If this is the case, make a team effort out of it, putting a best face forward for the dealership’s site or social media channels. These are tips for making the best videos:
Keep it short and sweet. Aim for two minutes or less; any longer and you risk losing your audience. On a walkaround, start at the vehicle, not as you’re walking towards it, and highlight the important features. If there’s a lot to show on it, make a second video for viewers who really want to see more, and then link that longer second video to the shorter first one.
Make content regularly. If your site or channel sits unchanged for too long, people stop visiting. Aim for at least three to five posts a week on social media such as Facebook, and try to have video in at least a couple of them. The more you post, the more people will come in to see.
Do it right. Your videos don’t have to be Hollywood productions, but there should be a level of professionalism. Shaky camera work looks bad and can even make some viewers queasy. Invest in a hand-held camera/phone stabilizer for moving shots, and a small tripod for static ones.
Have a theme for each video. Don’t just talk about buying cars. Have a conversation with the camera about thoughts for the day – gas prices, why SUVs are so popular, bad drivers, something cool you saw on the way to work. Of course, keep politics and other controversial subjects out of it. You’re trying to establish a rapport with your viewers, not just sell to them.
Get customers involved. Buying a new or new-to-them vehicle is a big deal for many customers. Have someone video the process as they come in, get the keys, and take delivery, and then send it to them. It’s a great touch and could have them recommending you to others. If they give permission, post it online – here’s another happy customer.
Selling yourself is just the first step in selling a vehicle. Your phone and your social media channels are among the easiest and cheapest ways to make that happen.