It’s no surprise social media continues to surge as a means of keeping in touch, sharing information, and comparing product feedback.  Now, more than ever, companies are turning to video to reach consumers for one very compelling reason: it works. It’s estimated 71% of companieswill increase their video marketing budgets this year, and that’s because video has become the single most popular form of online sharing, connecting individuals, companies, and brands like never before.

Facebook alone gets, on average, 8 billion video views every single day, a no-brainer for dealerships that want to get their brands out there and interact with consumers on a platform that’s relevant and engaging. When your dealership focuses on delivering high-quality content in a format users enjoy, you’ll automatically capture more attention.  Add to that the fact you’re boosting your social presence and interacting on a regular basis, and you’ll build trust and brand loyalty.

A Look at Video Content

Mobile users dominate today’s market, constantly on-the-go and accessing endless information. And video continues to climb to the top when it comes to the content type that’s accessed.  In fact, YouTube reports that mobile video consumption rises a full 100% every year! Additionally,92% of consumers who watch videos online report sharing those videos with others, and 64% of video watchers say they are likely to purchase a product after watching a video online.  When it’s all said and done, making an online presence for yourself is essential when it comes to reaching your customers.

One third of online activity is spent watching videos, capturing the attention of a huge chunk of today’s market. When given the choice between watching a video or reading an article, both containing the same information, most people will choose to watch a video.  In the eyes of consumers, videos are easier, more appealing, and less time consuming—plus you’ll be able to draw them into your brand with more engaging, informative updates that will keep them paying attention to you rather than the competition.

Showing It Works

BuzzFeed has recently created its own video production company, creating around 50 videos a week. They have since launched other video sites, such as Tasty, and gained almost 50 million fans on Facebook and over 8 billion views on their cooking videos.

Mic, a news media site, launched their own video department last year. In just 6 months, they were reaching 34 million views and are now, due to their videos’ success, working on creating new franchises and shows related to their video content. After starting only 4 years ago, the company has now grown to be worth over $100 million.

Dove US makes inspirational video campaigns. They started making videos around 4 years ago and now have 140,816,414 views on their campaign videos. That is a huge increase in a short amount of time.

Whatever the content you’re creating, when you create for your particular audience and focus on their interests and content needs, video has the potential to be wildly successful for your brand.

Getting It Out There

While it may seem daunting to roll out a new marketing strategy, trust me on this: video is worth your time.  And it really doesn’t take a whole lot to get you started in the right direction.  Always keep in mind a solid strategy and direction are important in order to deliver the results you’re looking for, but then, check out some of the following to get you rolling:

• Look at what others are doing. Check out the brands and individual campaigns that are getting a lot of traction and attention.  They’ll be your best guides regarding what to do and what NOT to do.

• If you’re brand-new to video, it’s a great idea to get in some practice before you go live.  Be sure you know how to work the program you’re using and how to interact during your post so you end up with a seamless piece your viewers will want to watch.

• Decide on your stories. What stories do you want to tell?  You’ll compel more people to watch your videos if you share authentic moments, stories about people (and not just products), and when you add a human side to your dealership’s brand.

• Consider your content. Demonstrations, tutorials, and testimonials tend to perform well among consumers, so utilize these to boost interest, especially when you have new makes and models to show off or to share timely maintenance advice.

• Check your length. You’re not creating a trilogy; it’s just a quick video.  Make sure you create videos your consumers will actually want to watch by keeping the length manageable, especially while you’re building your viewership and proving you have great things to share.

• Research the platforms that are available to you. Facebook is a great place to post, but be open to platforms like YouTube, which performs well in Google search results, and don’t forget to post on your own website.

When you offer your online followers great content that is useful, easy to understand, and relevant to their everyday needs, you’ll make great progress toward building a solid audience.  Video is the way to go with today’s mobile-driven consumers, and your dealership can take command of this arena with thoughtful, consumer-focused content.