Visual Cues: How Does Video Change Engagement?

From humble beginnings on film and tv, innovative uses of video on social media and websites has seen explosive growth of the video medium. As of last year, video now accounts for more than 80% of all internet traffic, making 2020 a milestone for video. Are you keeping up? 

Why video? What can it do for your business?   

• We are visual learners, processing 90% of information visually at a rate 60,000 times faster than text
• Customers are 4x more likely to watch a video about a product than read copy
• Connect emotionally with your customers and encourage trust 
• Educate potential customers without extra effort, and keep visitors engaged
• Greatly improve your Google ranking
• Easily share this more engaging medium on social media and increase traffic to your website
  

So you’re a busy Fixed Ops Director whose service website lacks video, and want to see more leads. According to Social Media Examiner, visitors are 64% to 85% more likely to purchase a product after watching a video about it. Those who invest  in service marketing video are gaining a lead over their competition. 

Feature a video on your website, and you’ll meet the expectations of your customers. If you don’t have video on your website, 1 in 4 visitors to your site will immediately lose interest, and leave.  Web visitors who experience the online customer journey through video education are much more likely to trust in your dealership, schedule service, and convert from leads to paying customers. 

It takes just 6 seconds for the human eye to scan a webpage. With that in mind, video is the first thing website visitors should see before scrolling, followed by images, then text. If visitors aren’t immediately engaged with content like video or actionable buttons, your potential customers will leave. Research shows that audience retention increases by 3-6 times through video engagement.

We process visual cues through the limbic system of the brain where decision-making primarily takes place. As a result, we combine visual and emotional information. The key takeaway for your service marketing? Feature memorable video content, and you’ll build trust and loyalty through transparency and education. Armed with better knowledge of your product or service, it becomes easier for potential customers to feel confident scheduling service with you. And don’t forget how service video can increase your lines per RO. When used by your service advisors on the service floor, you can convince your customers of services they might otherwise decline. 

Need one more reason? Google places enormous importance on video content to determine your site’s ranking. According to LinkedIn, it’s 50 times easier for a page with video to rank on the first page compared to other content! When your service videos are automatically distributed to YouTube, you’re taking the essential step towards making your service marketing 50x easier to find due to its relevance. On top of that, posting these engaging product and service videos to your other social channels can greatly increase traffic to your website. According to research, a Facebook video receives 135% more organic reach than a photo. 

If you’re not thinking about video for your dealership, you need to start right now! With multiple video products available, and integrations with popular social media channels like YouTube and Facebook, FixedOPS Marketing is your go-to solution for high-quality Fixed Operations video marketing with full tracking of engagement and video views. We make it easy to engage your customers more thoroughly, and take your marketing gameplan to the next level.