From Test Drives to Sales: YouTube Is a Valuable Part of the Buying Process
Did you know that YouTube accounts for 50% of all ad-supported streaming? It also rivals linear networks on Connected TVs. YouTube is far more engaging, resulting in more watch time than any other network - almost 4 times higher.1
While YouTube viewers tend to prefer good story-based content over structured content, Shorts have been greatly increasing in popularity. Shorts are videos that are 60 seconds or less, and include easy video creation tools to help creators easily build engaging content.
Let’s take a look at a way customers may utilize YouTube as part of their buying cycle. When looking at automotive as an example, customers will turn to YouTube during the entire buying process. Usually starting with test drive videos several months before buying, followed by competitive comparisons, and finally turning to in-depth vehicle feature videos right before making the decision to visit your dealerships.
With all that in mind, building a solid YouTube channel around your business is a great way to provide a great deal of value to your past and present customers, in addition to helping get new customers in the door and behind the wheel of their next new vehicle.
You don’t necessarily want to create videos saying “This exact car is in stock now” because as soon as that car sells, your video is not as relevant anymore. Instead, plan on building engaging content, both short form and long form. When a new model arrives in your lot, create a review video showcasing its features, in addition to a test drive, or showing how well it can handle in the snow. YouTube Shorts are also a great way to show single features, perhaps a quick video showing some of the included apps or how easy it is to change a cabin air filter. It is also important to showcase any new features (even if it’s just a few new colors) for every new model year.
We’re here to help! If you would like to build out your YouTube channel into a resource for your customers and drive real revenue to your dealership, contact us here at The Moran Group and we can get you up and running, and bring you results quickly!
1 Nielsen Streaming Platform Ratings; Total Viewing Minutes of A18+ in TV streaming meter panel; Custom definition of AVOD services consisting of Pluto, Tubi, Peacock, Roku Channel, Hulu; Live+7; Live+7; October 1-31, 2021