The Importance of Videos in Marketing Cars

Videos are becoming an increasingly important part of marketing campaigns for automotive companies. With more consumers watching online videos and less traditional TV commercials, video is a powerful way for car brands to showcase their products and get their messaging across. Videos allow automotive marketers to highlight key features, build excitement and emotion around cars, and ultimately drive sales. There are several types of videos commonly used in automotive marketing campaigns and we have teamed up with Car Review Website to discuss the main types of car video:

Face-to-Camera Videos

  • Short videos where a spokesperson talks directly to the camera about a car model.
  • Allows a personal connection with viewers and a chance to highlight key talking points.
  • Often used for new model launches and announcements.
  • Can incorporate B-roll footage of vehicle.
  • Example topics: introducing a new feature, overview of model lineup, segment-targeted messaging (performance, luxury, off-road capability etc).

Driving Footage

  • Video filmed from inside or outside of a moving vehicle.
  • Immersive way to showcase performance, handling capabilities, speed and power.
  • External shots highlight exterior styling and design.
  • Engine sounds can be emphasized to highlight performance.
  • Often paired with a voiceover explaining key features.
  • Helps build excitement and desire to test drive vehicle.

Point-of-View (POV)

  • Video shot from driver’s perspective, placing viewer in driver’s seat.
  • Uses action camera mounts on interior or exterior.
  • Creates adrenaline and gives visceral sensation of driving experience.
  • Shows off speed, handling, vehicle dynamics, advanced driver-assist tech.
  • Works well for sports cars, off-roading, showing advanced capabilities.

Short Teaser Videos

  • Highly focused videos, usually 6-15 seconds.
  • Designed for social media video ads.
  • Often do not explain much, meant to pique interest and intrigue viewers.
  • May highlight one standout feature or focus on a mood/feeling.
  • Goal is to generate interest and get consumers to seek out more info.

Behind-the-Scenes Videos

  • Give viewers a look into the making of vehicles and brand campaigns.
  • Can cover manufacturing, technology, design process, test drives, commercial shoots.
  • Allows brand to showcase expertise, technology and attention to detail.
  • Provides authentic, raw footage that feels unscripted.
  • Gives consumers a deeper connection with brand values and passion.

Vehicle Review Videos

  • Often created by social media influencers, auto journalists and professional reviewers.
  • Provide in-depth evaluations of vehicles through objective analysis and driving impressions.
  • Combination of face-to-camera feedback, driving shots, walkaround overview.
  • Highlights pros and cons from a user perspective.
  • Brands may provide review vehicles but do not control content.
  • Help shape consumer perception and address potential concerns.

Virtual Test Drive Videos

  • Uses VR technology to give an immersive first-person test drive experience.
  • Allows consumers to get a realistic sense of driving a vehicle from home.
  • Features fully rendered VR environments and vehicle simulations.
  • Adds interactive elements that respond to user inputs.
  • Provides test drive accessibility and customization.

Comparison Review Videos

  • Reviews multiple vehicles in a particular segment side-by-side.
  • Compares competing models on dimensions like performance, features, capabilities.
  • Great for consumers cross-shopping different brands and models.
  • Opportunity to highlight competitive advantages of a particular vehicle.
  • Influential in purchase decisions and validation.

How-To Videos

  • Focus on providing practical guidance on using vehicle features.
  • Can cover infotainment tutorials, driving assistance tech overviews, maintenance tips.
  • Opportunity to highlight innovation and usability.
  • Provides valuable education to customers.
  • Builds trust and expertise with audience.

Event/Racing Coverage

  • Videos capturing brands participating in automotive events.
  • Can include races, rallies, showcases, and product unveils at major auto shows.
  • Shows vehicles in action and interacting with enthusiasts.
  • Conveys excitement, performance capabilities, and passion of community.
  • Bonus content for fans and potential customers.

Videos are a powerful way to engage and connect with potential buyers. They can show off the car’s features and benefits in a way that text and images cannot. Videos can also be used to tell stories about the car and its brand, which can help to build emotional connections with viewers.

Videos are easy to share and distribute. They can be posted on social media, embedded on websites, and even shared via text message. This makes it easy for potential buyers to see your videos and learn more about your cars.

Videos can help to boost conversions. Studies have shown that videos can increase conversion rates by up to 80%. This is because videos can help potential buyers to visualize themselves owning the car and to make an informed decision about whether or not to buy it.

Here are some more specific examples of how car manufacturers are using video marketing:

  • Tesla: Tesla uses videos to showcase its cars’ innovative features and technology. The company’s “Unboxing” videos, which show how to take delivery of a new Tesla, have been viewed millions of times.
  • Porsche: Porsche uses videos to tell stories about its cars and its brand. The company’s “Dream Garage” video series features celebrities talking about their dream cars.
  • BMW: BMW uses videos to educate potential buyers about its cars’ features and benefits. The company’s “How It Works” videos explain how various features of its cars work.

If you are a car dealer or manufacturer, you should consider using video marketing to reach your target audience and boost sales. Here are some tips for creating effective car videos:

  • Keep your videos short and to the point. People are busy and have short attention spans, so make sure your videos are no longer than a few minutes.
  • Use high-quality video and audio. Your videos should look and sound professional.
  • Tell a story. People are more likely to remember and be engaged by videos that tell a story.
  • Use call-to-action. Tell viewers what you want them to do, such as visit your website or contact you for more information.

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