What if there was a simple, free method of connecting with both current customers and prospects online? If you’ve ever experimented with creating tutorial videos, then you know what we’re talking about.
Creating educational videos as a dealership is an incredibly easy and effective way of getting in front of customers. These short videos can explain new vehicle technology, safety features, performance highlights, and even simple maintenance and safety checks. They have the dual benefit of educating your buyers as well as attracting new shoppers who are searching for information online.
In this article, we break down the steps for making a dealership tutorial video that educates consumers and drives traffic.
Step 1: Write Out Your Shot List
Don’t worry – you don’t need a Hollywood script to create a compelling video. Simply jot down the main topic you’re discussing, who will be on camera, what you need shots of, and the key points you want to cover. This will help your team stay organized and ensure nothing gets missed during filming.
If you’re going off the cuff, it’s easy to forget things once the camera starts rolling. A list will hold you accountable and will help your cameraperson get ample footage. After all, it’s much easier to edit out clips than it is to reshoot a scene.
Note: The ideal video length is two minutes max. But most people prefer videos that are 60 seconds or less. If your content will take longer than that, consider breaking up the topics and creating a series.
Step 2: Set the Scene
It’s worth it to do a few sound and lighting checks before you begin. Look out for any shadows or harsh lighting that could distract viewers. It’s helpful to film a 30-second test video first.
If you’re recording on a phone, make sure to stand close to the person speaking for good sound quality. Another option is to purchase an inexpensive lavalier microphone, commonly used in both amateur and professional videos.
For smartphone filming, the general rule of thumb is to shoot in landscape mode. However, some newer platforms, like IGTV, are specially designed for portrait videos. Make sure to check before filming.
Step 3: Choose Your Host and Brand Your Dealership
Instead of filming your tutorial with a voiceover, try using an on-camera host. This should be someone from the dealership who is comfortable speaking on video. Seeing a face is more engaging for viewers and will give you an extra opportunity for branding.
And speaking of branding, make sure your dealership is prevalent throughout the video. While the main focus is educating customers, you’ll want to include elements like an opening shot of your storefront and an introduction from the host. This can be as simple as stating their name, position, and the dealership they are representing.
Make sure to end the video with a call to action. It can range from taking a test drive to engaging with the dealership on social media.
Step 4: Make the Video Tutorial-Friendly
Always keep in mind that customers will likely be following along at home while watching your video. This means you should pause for several seconds after each step, and progress at an easy-to-follow rate.
Adding text or graphic overlays is another way to make your tutorial easy to follow. You can do this in any editing software, including the iMovie app that is free for iPhone. Adding arrows, highlights, and key phrases to the screen will help viewers as they follow step-by-step.
By following the steps in this guide, you can start making your own tutorial videos in no time. Experiment with topics like technology, safety, and service features to see which one drives the most traffic for your dealership.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.