A huge stumbling block to creating interesting, original social media content is the fear of the lens. Time to get comfortable.
By now, I’m sure you’ve read all about why using video is important in your dealership. Videos of vehicle presentations, employee introductions, customer testimonials, special events, kids, and general silliness (among other things) can help communicate the personality of your organization in ways no other medium can.
If the employees in your dealership aren’t used to having a camera around, it will take some work to get everyone accustomed to it. If your dealership does embrace video–fantastic, but there still might be some ongoing challenges to overcome. Perhaps this scenario sounds familiar…
It’s a weekday morning, and the showroom is empty except for a few service customers reading their iPads and drinking coffee. A creative urge strikes, and you grab your video camera to start on that idea you wrote down last week. As you walk from station to station, looking for willing subjects, you’re met with a string of rejections, like ”I’ve got a migraine,” “you know I don’t do well on camera,” “ask so and so–he’s the real star,” “I’ve got people coming in” and “not today.” Maybe someone actually grunts at you. Your creative momentum comes to a screeching halt, and the camera goes back in the bag with the dim hope that sometime soon, you’ll get another chance.
This scenario highlights what I believe is the biggest obstacle to making videos at a car dealership: Camera shyness. Not just on the part of the subject, but the camera operator as well.
Obtaining someone’s agreement to be on camera is very much a sales exercise, and, come to think of it, camera shyness has a lot in common with a car shopper’s anxiety. Both involve a lack of trust and the fear of making a mistake.
Take heart. Embrace the spectrum of personalities of the people you film — it’s what will make your videos come alive. As much as you might be tempted to, you just can’t keep taking pictures and video of the front of your building or of the cars on the lot. People want to see other people, so here are some suggestions I’ve compiled based on my experience as an in-house video guy…