Complete Dealer Solutions

Video walkarounds, from most vendors, are simply the vehicle images doing a ‘Ken Burns’ effect.  That is, they zoom in and pan on existing images to give an illusion of a video.  Then combine a few of those together, add a voice over of someone reading off the options and voila, a video walkaround.  Actually, it’s more of a fake video/fancy picture slideshow.

Honestly, I don’t see the value in these videos.  Most visitors come to the internet to find out information quickly.  Sitting watching a video that has [the same] dealer intro, with someone [or synthesizer] just reading the options showing pictures already available seems a waste of time.  I [most people] can read a whole lot faster than listening to regurgitated info.

It’s a simple response to a growing trend — web video (ie: YouTube).  Yeah, appropriate video is great.  If you have video, actually walking around the car, showing the cool points, showing the great features, with enthusiasm, then you have what the hype is all about.  If you explain information not on the page, or show real video (not Ken Burns effects of already available images) with actual motion, then you have a potential winner.  But that takes time and video knowledge. (We have professional vehicle profile and information available for most new cars — just ask).  But instead of providing the means to do quality video, most providers just want to jump in on the hype of video (though the hyped video is not what they are providing) and make some money before it dies.  Reminds me of the talking animated face and the talking person who have faded as quickly as they came.

One site mentioned that video makes people stay on your site longer, which longer visits statistically equals more sales.  I don’t buy into that.  Yes, the longer someone is on your site, the better chances they find what they are looking for.  The better chance they will contact you.  But not longer visits simple because they watch a fake video.  Just not buying it. 

After watching 1 of these fake videos, I won’t watch anymore.  Will I leave the site? No, I just won’t watch any more videos.  Is it a show stopper?  Absolutely not, people will continue looking at your site and your vehicles.  Is it a waste of money? I think very much so.

- Aaron

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