Unique Video = Unique Visitors to Automotive Websites
There is no doubt that creative online content attracts new users to automotive websites. As the automotive industry as a whole reaches to find the “next big thing” in unique content, some dealers have already calculated their next move. Online video, with over 1.73 billion users worldwide, has become the next frontier for innovative marketing campaigns to flourish.
It seems hard to believe that the automotive industry was actually a pioneer of online video, starting with 2D vehicle walk-arounds. Now that YouTube triggers almost 490 million unique views – that is 1 out of every 3 humans globally, by the way – it can seem almost impossible for dealers to actually get video right. One dealer that has gotten over the hump, Briggs Auto Group of Kansas, has just reached over 114,000 views on their YouTube channel alone. How does that qualify for an online presence? Well, don’t forget almost 70 percent of online video traffic originates from YouTube.
Another dealer generating some serious online buzz is Toyota of Manhattan, NY. Their Facebook page has been grabbing eyeballs with a recent promotion featuring the next great “Walk-Around Star” – customers get to show off their sales skills by enacting a vehicle walk-around for the dealership media team. Then, visitors of the dealer’s Facebook page get to vote on the best performer.
Possibly, one of the most interesting facts regarding online video is that just over 50 percent of YouTube traffic is originating from outside of the US, with Canadians viewing an average of 303.7 videos per person. While I am sure that our friends from the Great White North enjoy online video just as much as we do, some of their auto dealers have also been enjoying great success with unique content. Capital Ford Lincoln of Regina Saskatchewan has taken its online presence up, not just one notch, by shooting, editing and promoting their own website video – starring their employees. If you have ever caught yourself free-styling “Trade-N-Upgrade,” then you’re feeling me, right?
Online video surely has become the next target for optimized web content, but one important factor to keep in mind is the intent of the user. Will your potential customers be viewing content for buying purposes, or just pure entertainment? Make sure your message does not become too artistic, because once you start losing focus, your viewers are sure to follow.