In today’s digital age, the way consumers approach purchasing or leasing a new vehicle has faced a radical transformation. The traditional method of visiting multiple dealerships to explore options has been largely replaced by a more convenient, informative, and engaging process in the form of online research, specifically through video content. Digital platforms like YouTube have emerged as a pivotal tool for consumers, providing a wealth of information that can guide them through every stage of their vehicle-buying journey.
Think with Google finds 95 percent of consumers now utilize digital resources for automotive research. This trend highlights a significant shift in consumer behavior, where the reliance on online content — ranging from in-depth reviews and comparisons of different models to basic tutorials on do-it-yourself fixes and modifications — is becoming standard practice. As a result, social media platforms, particularly those focused on video marketing, present substantial opportunities for automotive brands and dealerships to connect with potential buyers.
Inspiring Decisions with Video Marketing
Video marketing on social media has become an incredibly impactful strategy for automotive brands. CarGurus reports that 68 percent of car shoppers use social media to learn more about the vehicles they intend to purchase. Among the various platforms, YouTube is the leader, with 41 percent of consumers favoring it for automotive video content, followed closely by Facebook (37 percent) and Instagram (21 percent). This preference for video content is not surprising, given the dynamic and engaging nature of videos that let shoppers explore a vehicle from the comfort of their home or while relaxing in a local coffee shop.
But what exactly does this wealth of information mean for consumers? According to an Autotrader study, three out of five consumers are undecided on their next vehicle purchase when they begin conducting research online, demonstrating an openness to learning about multiple brands and models before making a decision. This presents a unique opportunity for automakers to influence consumer decisions through targeted and informative video content.
How YouTube Drives Vehicle Choices
With its extensive collection of automotive content, YouTube has become the premier destination for consumers seeking in-depth information on different vehicle features and performance. The platform is home to a growing number of automotive reviews, each offering consumers a comprehensive understanding of a broad range of topics. These vary from vehicle walkthroughs and new model launches to promoting and recapping high-profile brand events like auto shows and off-road gatherings.
One of the key attractions of these videos is their ability to engage viewers with content that resonates with their personal interests. For instance, high-performance devotees can find content tailored to their tastes, with an ever-evolving number of automotive influencers creating video content that showcases vehicle capabilities on the track while offering side-by-side comparisons in adrenaline-charged “race war” scenarios. Meanwhile, off-road enthusiasts craft videos that not only test the durability and ruggedness of 4×4 models in extreme terrains, but also provide inspiration for vehicle modifications. For eco-conscious drivers, there is a growing body of video content focusing on electric and hybrid vehicles, while family-oriented consumers can explore content about two- and three-row SUVs.
This diversity in video marketing content ensures that there is something for everyone, no matter their automotive preference. The informative and entertaining nature of these videos, which often include test drives, year-by-year model comparisons, and comprehensive walkarounds of both interior and exterior features, makes them an invaluable resource for consumers looking to make informed purchasing decisions.
Shaping Influence with Automotive Video Content
The rise of automotive video content on YouTube has not gone unnoticed by automakers. Brands are increasingly tapping into this influential medium to better leverage their reach and credibility with a wide swath of consumers. This strategy not only helps brands increase their visibility but also allows them to engage with consumers in a more authentic and relatable manner.
Consumer-Focused, Strategy-Driven Marketing
Given the immense popularity of YouTube as a research tool, it is vital for automotive brands and dealerships to recognize the impact of video content on consumer behavior. The ability to create refined marketing strategies and connect with buyers through informative and engaging videos is not merely an advantage, but a necessity in a continuously evolving market. Brands that can successfully harness the power of video marketing stand to benefit significantly by reaching consumers at various stages of their buying journey, from initial research to the day they make their final decision.
At the heart of this shift in digital marketing content is the need for reliable, accessible, and engaging information. Consumers today are more informed than ever, thanks in large part to the vast array of online resources at their disposal. As such, automotive brands that can provide value through their video content will not only attract more potential buyers but also build lasting relationships with their audience that turn them into returning customers.
Researching the Road Ahead
As we move forward, it’s clear that YouTube will continue to play a crucial role in the automotive research process. The platform’s ability to offer detailed, engaging, and easily accessible video content makes it an indispensable tool for consumers. For automotive brands and dealerships, this presents both a challenge and an opportunity to create digital content that informs and inspires. The road to digital marketing offers endless possibilities.
For insights on how Aronson Advertising can help your dealership create compelling digital content, contact us online or call us at (847) 297-1700.
