Why Your Dealership Needs to Get on Video – Now!

By Ian Cruickshank, CEO of Leadbox

Video is one of the most effective tools a dealership can use to engage customers, build trust, and drive sales—but let’s face it, creating video content can feel daunting. Between the pressure to look professional, the learning curve of editing, and the seemingly endless need for new ideas, it’s easy to see why many dealers hesitate.

The good news? It’s simpler than you think.

In this article, we’ll bust the myths around video production, share actionable tips, and explore ways to make video work for your dealership. Whether you’re a seasoned pro or just starting, there’s something here for everyone. Let’s dive in.

Dispelling Myths About Video

Myth #1: Video Doesn’t Need to Be Perfect

One of the biggest misconceptions about video is the need for perfection. Let me set the record straight: your video doesn’t have to be flawless. In fact, authenticity often trumps polish.

Think about your audience. They’re not expecting a Hollywood-level production—they’re looking for real, relatable content. You might fumble a word or two (I do it all the time!), but that’s okay. It makes you human, approachable, and genuine.

Here’s the golden rule: be yourself. Use the language you naturally use when talking to customers. If your go-to descriptor is “badass,” then roll with it. Your audience will appreciate the authenticity.

Myth #2: Fancy Equipment is Essential

Spoiler alert: you probably already have everything you need. Modern smartphones are incredibly powerful tools for video production. They shoot in high definition, handle lighting challenges well, and often include features like slow motion and HDR.

If you’ve got a recent iPhone or Android, you’re ready to roll. Don’t overthink it.

For lighting, natural light works wonders. If you’re indoors, position yourself near a window or use a couple of inexpensive LED lights to brighten your space. Pro tip: always clean your camera lens before shooting. You’d be amazed at the difference it makes.

Myth #3: Editing Requires Professional Software

Think you need to master Adobe Premiere or Final Cut Pro? Think again. Tools like iMovie or CapCut are easy to use and surprisingly powerful. 

The trick is to keep it simple. Unless you’re creating a major ad campaign, advanced editing features are overkill. A clean cut here, a title card there, and you’re good to go. Focus on delivering valuable content rather than obsessing over production details.

The main takeaway is not to let technology dissuade you from starting.

Video Topics

The main thing to think about is how to communicate your value proposition to your customers. Let’s further dissect what that means.

Start with Stories

The key to impactful videos lies in telling stories, not listing features. Think about what makes your dealership special and share that with your audience.

Here are a few ideas:

1. Customer Testimonials: Share real stories of how your team went above and beyond. Did you track down a hard-to-find vehicle? Help a family out of a jam before a road trip? Highlight those moments.
2. Service Highlights: Walk customers through what happens during an A, B, or C service. Most people don’t know the difference, and a quick explainer video can add clarity and build trust.
3. Behind-the-Scenes: Showcase your service department. A clean, organized shop speaks volumes about professionalism.

Position Yourself as the Expert

Video is a fantastic medium to showcase your expertise. Dive into topics your customers care about, like:

• Feature Deep Dives: Highlight lesser-known features of popular models.
• Trim Level Comparisons: Show what sets one trim apart from another without relying solely on pricing.
• Pre-Owned Vehicle Insights: Offer tips on what to look for when buying a used car, and show how your dealership ensures quality.

These types of videos don’t just educate—they also position you as a trusted authority.

Platforms Matter: Matching Content to Medium

Not all video platforms are created equal. The type of content you create should align with the platform where it will live.

Long-Form Video (YouTube)

YouTube is perfect for detailed content like vehicle walkarounds, service process explainers, or in-depth feature highlights. These videos can be 5-10 minutes long and cater to consumers in “lean-in” mode—those actively researching before making a decision.

Keep these tips in mind:

• Stick to a horizontal format (16:9 aspect ratio).
• Focus on entertainment and education.
• Use clear titles and descriptions to optimize for search.

Short-Form Video (TikTok, Instagram Reels, YouTube Shorts)

Short-form content is all about grabbing attention quickly. These videos should be high-energy and concise—30 to 45 seconds is ideal. Use them to tease longer content, highlight promotions, or hop on trending challenges (dancing optional).

Pro Tip: Short-form videos work best when they’re visually engaging. Use motion, humor, or bold text to stop the scroll.

Video Ads (Facebook, Instagram, YouTube)

When it comes to video ads, brevity is key. Six-second bumper ads are perfect for quick promotions, while 30- to 60-second spots allow for a bit more storytelling. Just remember: hook your audience in the first five seconds.

Advanced Strategies: Sequential Advertising

If you want to take things up a notch, consider sequential advertising. This involves serving different videos to the same audience based on their engagement.

For example, a Mercedes dealership we worked with ran a three-part video sequence:

1. Lifestyle Video: Captured attention with an aspirational, feel-good vibe.
2. Feature Highlights: Provided in-depth details about the vehicle’s technology.
3. Price & Offer: Delivered a compelling call-to-action to visit the dealership.

This strategy not only builds interest but also keeps your audience engaged throughout the buying journey.

Think Beyond Social: OTT and Email

Over-the-top (OTT) advertising—ads on streaming platforms like Hulu or connected TV apps—is an untapped goldmine for many dealerships. It’s an excellent way to reach specific demographics in a less crowded environment.

And don’t forget email. Embedding video links in service reminders or promotional emails adds a personal touch that stands out in crowded inboxes.

The Call to Action: Start Today

Video is no longer optional in dealership marketing. It’s a must-have tool for engaging modern consumers. The best part? You don’t need a Hollywood budget or a production studio to get started.

Here’s your challenge: shoot your first video this week. It could be a quick service walkthrough, a feature highlight, or even a simple welcome message. Publish it, learn from the experience, and keep going.

Remember, the dealerships winning in today’s market aren’t just selling cars—they’re building trust, sharing expertise, and creating connections through video.

So, grab your phone, hit record, and let’s see what you’ve got.