Do you have any old pictures from your childhood? Most of us do. Have you turned them into “videos”? Probably not. And the reason is because it wouldn’t really be a video would it? Taking still images and turning them into “videos” isn’t really the same thing as watching a home-movie, is it? Do you have pictures of a special vacation, a major sporting event, a concert or a unique event that means more to you than you can describe? You may also have a video from those events, but they’re two completely different visual experiences, aren’t they?
I think you can pick-up what I’m laying-down by now…you can’t turn still pictures into real videos. Maybe this is the reason why some of you haven’t seen the pay-off that you expected with the “photo-videos”. (I’m sure some of you are already thinking about your response to post on this article, especially if you’re a “video” vendor, but go with me on this for just a minute.)
If any of you remember the Arsenio Hall Show, you’ll remember a segment called, “Things That Make You Go, Hmm…” Well, here’s one of those for you; if taking still-pictures and turning them into “video” was as good as a real video…why don’t you see them all over YouTube? Why aren’t there tons of “photo-videos” panning-in and zooming-out on still images with a robotic voice on YouTube? I think you’ll agree that they would be lost on most any audience.
I’m willing to step into the octagon (UFC reference for the fight fans) and say that most of what I see being sold as “video” today is not really helpful to Car Dealers looking for cutting-edge opportunities. The reason YouTube, Google Video, DailyMotion and others are so popular is based on personal, real footage. I’m not debating the fact that when a video is available, it will result in more clicks and more time spent on a website. I just wonder if consumers find them at all valuable. The same still images are usually on the same page for them to view.
Video is absolutely valuable today and will continue to be an area of growth for automotive websites. Although, based on this article it may not sound like it, I am a supporter of video usage on Car Dealer websites. I’m simply encouraging an alternative to most of what I see.
Make your own videos. It’s easy and you can get started with a tiny investment. Create your own YouTube channel or use other free resources that allow you to create code that you can embed on your own website or send via email to customers. Start a video testimonial page on your website or on your YouTube channel. I know a few dealers that are taking video into their own hands to provide great virtual experiences for their customers. Like most things when it comes to the automotive internet arena, there are right ways and wrong ways. The right way to succeed with video is to make it personal, creative, engaging, entertaining, captivating, convicting, honest and fun.
With encouragement and hope!
Article written by Shaun Raines.
Shaun is CEO/Owner Dealer Advisor, LLC