More consumers are researching vehicles online before they buy
In the past, you could only get information about a vehicle by visiting a dealership and test-driving it. Now, the technology is available at your fingertips to see inside a vehicle and watch a test drive before you even step out your front door. Test drive videos uploaded to YouTube have an increased watch time of more than 65% in the last two years, according to
Creator-produced videos are showing potential consumers exactly what to expect with different trim levels and off-the-lot buys. Their candid videos are an engaging and effective way to promote vehicles. Consumers trust and connect with their favorite YouTube creators, which can increase the appeal of the promoted vehicles.
Most creator-uploaded videos are longer than 10 minutes and go in-depth on features and drawbacks while commercials only highlight the best of the vehicle. Some manufacturers have started to rely on celebrity reviews to increase their views and engagement. Other manufacturers are moving their dealerships' sales floors completely online to keep up with the increasingly digital consumer base.
The experience is different from shopping for vehicles in person, but online research can reveal a lot about a vehicle that wouldn’t be obvious in commercials.
Companies should consider partnering with creators to provide in-depth experiences, real testimonials, and long-term results of daily use. Longer videos that tell the consumer how to use the new technology and where to find things are helpful and welcomed online. The YouTube community provides this kind of content daily.
Consumers want to know more about the products before they commit to an expensive car that they might not be happy with after a month. Producing high-quality digital content that offers a sneak peek or an exclusive look at new products could increase sales for dealerships.
Reviews are in the top seven categories on YouTube
Think With Google breaks down popular car-related content into seven categories: commercial, highlights, maintenance, digital film, vlog, educational, and review. Commercials have the most views but creator-produced reviews have substantially higher engagement.
reported that uploading to social media is a trend that’s growing when it comes to the way manufacturers are creating content to reach consumers. Video creation is on the rise, and YouTube is one of the fastest-growing platforms.
The car insurance industry is also changing to suit the needs of modern drivers.
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Carlos has a BA in Media Production and Marketing from Loyola University of Chicago, as well as almost 5 years of content editing and writing experience. He has operated his own freelance creative studio over the past 5 years and aspires to be a Creative Director for an Creative Agency. He is currently located in Chicago, IL and enjoys creating digital art and taking bike rides along the lakefront during his free time!