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Video: the marketing trend your dealership can’t ignore


Video has quickly become the medium of choice for consuming content online. It’s no longer a question of whether images or text drive the most engagement — videos are quick to grab attention and easy to understand, making them the ideal marketing tool. According to research gathered by, 81 percent of consumers say they were convinced to buy a product after watching a brand’s video.

Video marketing can come in many different forms, from virtual reality to viewers’ ability to control their own perspective of 360-degree video content. But there are three major trends in video marketing that make the most sense for dealership owners and managers to implement. Let’s break them down:

  1. Click-to-shop video content.
  • Customers who may be interested in purchasing one of your bikes or ATVs will want to look at pictures, but without seeing the unit in person, video is what will really convince them to buy. Consider sharing video content in addition to images of the units listed on your website. Your local competitors may already be doing this — if so, you could be losing out on sales due to lack of video content. If you are the first to share video of your units, you’ve just given yourself a major competitive advantage.
  • Social media platforms are also great for sharing click-to-shop videos. Your followers are either customers or prospects, meaning they have an interest in your inventory, and your video posts are more likely than regular posts to show up in their feeds. Social media algorithms favor posts that contain video because people spend more time on those posts, and they are more likely to drive engagement through likes, comments, and shares.
  1. Live video streaming.
  • People enjoy watching live video – in fact, uscreen research shows that 82% of Internet users would choose live video from a brand over a social post. Coming up with content that translates well to live video can be challenging for some marketers, but working in a busy dealership provides great opportunities for live streaming. Show off your new inventory, interview a customer about their purchase, check in at the service center, take viewers on a demo ride – the options are endless!
  1. Video as a tool to increase SEO for your dealership.
  • After uploading your video content to your chosen platform, make your videos searchable by adding captions and a script — get credit for the content you’ve created! Also remember that the title, description, and keywords on your video are valuable pieces of real estate for SEO purposes.
  • Don’t forget that YouTube, likely one of your top platform choices, is not only a search engine itself but it is also owned by Google. Utilizing search engine-optimized video content, on YouTube especially, is hugely beneficial for your online visibility as a brand.

Videos are entertaining for customers and allow marketers to deliver information quickly and effectively. Creating video content can be fun too, as it leaves a lot of room for creativity. Don’t shy away from video – it’s time to embrace it! Be progressive in adding video to your dealership’s marketing toolbox.

Lauren Labunsky is the public relations manager at Dealer Spike, a leading web services provider for powersports dealerships. The award-winning digital advertising company is focused on helping dealers increase sales through powerful, distinctive website design and a full suite of online marketing tools to drive results. Dealer Spike’s expertise comes from real-world dealership experience and a team of professionals who also ride. When you work with Dealer Spike, you’re working with digital marketing experts who have a passion for your industry.


Phone: 800/288-5917


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