Used Car Videos Reach A Million-a-Month In 2019

A well-made video could be the single most influential factor in securing or losing a sale and for the first time last year, one million were made in a single month and put online.

Video of a used car or van is regarded as being more important than stills because it supports the dealer’s claim of being transparent and having nothing to hide. With mobile phone technology and apps, it is a simple job to do in the showroom or forecourt and is often cited as being the differentiator in a buyer choosing one vehicle over another.

Last March saw more than one million dealer videos being made in a single month for the first time and 11.95 were produced and uploaded to retailers’ website and social media during 2019.

A Necessity For Retailers

Videos should be short and ideally have some commentary highlighting the vehicle’s major points. The best ones show mechanical areas such as the state of the tyres as well.

At its recent awards event to highlight and reward the best, Alistair Horsburgh, CEO of CitNOW, an industry pioneer and leader in the auto video sector, said:

“With personalised video now a mainstay for the automotive industry, it’s amazing to see retailers going above and beyond, demonstrating true best practice to transform the customer experience and build transparency throughout the automotive industry.”

Ollie Parsons, Head of Client Services at CitNOW, said:

“Six years ago, we were producing a million videos for customers in a year. Now, we’re making well over ten times that. These numbers are staggering, and it goes to show how the motoring industry in the UK has really embraced and adopted video. Automotive video has gone from an enhancing tool to a necessity for retailers in recent years.”

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