UK dealers failing to star in web video revolution

A paltry seven per cent of leading dealer websites currently use video to promote their businesses, according to a new survey.  This is despite evidence that utilising quality video content can help to attract potential car buyers to a dealer’s website.

GForces, the web management firm that works with more of the UK’s top car dealers than any rival, found that fewer than one in ten of the sites analysed – 14 out of the UK’s top 200 – contained any video content.  Commercial director Tim Smith warns that, by ignoring video, dealers are missing out on a highly effective marketing tool.

“If a picture paints a thousand words, then a video is even more impactful,” he says.  “It’s far more attractive from a customer’s point of view to watch a short clip than it is to wade through text, or even wait for multiple images to download.  Videos help make a website 'sticky' – retaining visitors’ interest for as long as possible so the dealer can communicate crucial details about their business and available stock.”

According to internet search monitor firm Hitwise, UK traffic to online video websites increased by nearly 180 per cent between 2007 and 2008.  “It’s clear that the popularity of video as an online medium is growing very rapidly,” continues Smith.  “Some of the dealers with more sophisticated marketing strategies are already using video to reinforce a competitive advantage online.”

However, Smith advises that, done incorrectly, a video can potentially do more harm than good.  “If a clip goes on too long or feels fake, then it is likely to taint the impression viewers get of a dealer’s business.  They should only put something up there if it’s going to be of real value or deliver a truthful insight to a potential customer.  Look at the Confused.com style – granular home movies shot by actual clients – that’s the sort of human interest everyone wants to watch.”

Smith added: “Sticking a video onto your website won’t turn a floundering business into a booming concern.  However, every little advantage you can eke out over the competition helps, and the right clip might provide just that.”