How Different Types of Dealership Videos Perform

Our customers are using the Walkaround Videos platform to send out three primary types of videos to sell cars. All three types are working effectively, but we've noticed some fairly significant differences in how often they are played.

Let's look at the three types:

Real, authentic walkaround videos

The car is the star - these videos show the vehicle in question, highlight features that the prospect might not have been aware of, and many times answer specific questions the prospect had. Often the response can be, "Wow, the vehicle looks great, when can I take a test drive?" Not surprisingly, authentic walkaround videos are played the most.

Introductory videos

The rep is the star - these videos are shot with a webcam and usually show the salesperson sitting at her desk introducing herself and her dealership, but not showing the vehicle in question. Often the prospect response can be, "It's great to meet you, but I want to see the car!" Introductory videos get played about 10% less often than authentic walkaround videos.

Edited videos

edited-videos

The producer is the star - these videos start out as authentic walkaround videos that are imported into a movie program (like iMovie) to add visual effects, images, text overlays, music, etc. Because these videos can sometimes be perceived as "marketing fluff", they don't perform as well as the other two types. In fact, edited videos get played about half as much as authentic walkaround videos.

In summary, Walkaround Videos will work effectively for your dealership no matter how you decide to use it, but real authenticity is the best way to use video effectively.