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Four Types of Video Content to Incorporate into Your Dealership’s Marketing Strategy

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Article Highlights:

  • Video promotions are both fun and extremely effective.
  • Videos that answer your shoppers questions are great additions to have.

Dealerships have always created great video content—from early television commercials to modern day YouTube Advertising campaigns. Using videos to help build brand awareness and increase sales has been a strategy that’s proven successful for many dealers, but how do you know if your dealership is utilizing video content to the best of its ability?

The average person is watching roughly 19 hours of video content each week, a number that has been steadily increasing year by year. Whether your dealership is able to create its own videos, or you turn to services that create professional quality content for you, adding video to your marketing strategy can prove beneficial to dealerships of any size. If you’re not sure where to start, here are four types of video content that can help achieve your dealership’s specific goals:

Promotional Content

Not only is video a fun medium for your dealership’s promotional content, but it’s also an effective one. 86% of marketers report that video content has helped them generate more leads, while a solid 81% share that video has brought a direct increase to their sales.

Advertising your newest vehicle model, a sale going on in the service drive, or even a special event is a great opportunity to incorporate a video or two into your marketing mix.

Be careful, though. You want more of your content to be helpful than promotional.


Do you find that a lot of your customers come to the dealership with the same questions about your cars or services? You may have a great opportunity for an informative video. 73% of consumers agreed they would prefer to watch a short video to learn more about a product or service.

Maybe your dealership needs a video tutorial to help walk less tech-savvy customers through how to schedule an appointment with your service drive online. Maybe it would be helpful to post a video explaining what certain dashboard lights indicate so your customers better understand the level of urgency they need to take when getting repairs. As long is your video answers relevant questions that your customers have, it could be a great addition to your online content.

Reviews, Test Drives, and Demonstrations (Oh My)

When consumers are in the market for a new car, they do an incredibly large amount of online research, often looking for information that gives them the ‘feel’ of the car they’re considering. This includes test drives for cars of a particular year and model, reviews from current owners of that vehicle, and demonstrations of how to use any new or enhanced features.

Your dealership can help these consumers in their buying process by providing this kind of content, or by sharing helpful videos made by other creators. To promote a specific new vehicle, you could create or share a recorded test drive or video explaining the features that vary by trim level. Consumers find this content helpful too—64% of video-watching shoppers say these types of videos could convince them to buy a car without ever test driving it themselves.

Viral Trends

Remember the ALS Ice Bucket Challenge? If that era of the internet taught businesses anything about video content, it’s that viral trends are not only fun to join in on, but they can benefit others at the same time.

People are twice as likely to share videos than any other type of content, including social posts, blog articles, or even web pages. Joining in on the right viral trend can help your dealership build and maintain brand awareness in a fun and unique way. Video is supposed to be a fun medium, and you can touch on that in a variety of ways, from your sales team wanting to try a TikTok dance to promoting a local event using a trending audio or hashtag.

The possibilities are almost endless when it comes to using video content to support your dealership’s specific goals. Whether you are creating custom content on your own, looking for the help of a dedicated production team, or simply interested in sharing content from others, utilizing videos can help your dealership increase engagement levels and drive profits across a variety of online platforms.

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Mollie is a Marketing Communications Specialist at Reynolds and Reynolds. Since joining the team in 2022, she’s guided initiatives for Reynolds marketing products, produced the Connected podcast, and worked with dealers to collect testimonials and success stories. Mollie received her bachelor’s degree in Studio Art and English from Marietta College. She also obtained an associate’s degree in Marketing from Rhodes State College.

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