Boost Your Inventory
Car dealers have been searching for innovative and captivating ways to generate interest in their inventory as long as the internet has existed. Never before has there been a valuable time to consider your alternatives and try new approaches to keep clients coming through the doors, given the challenges of chip scarcity and low inventory quantities we are all currently experiencing.
As the number of digital marketing possibilities grows, it can be challenging to determine which strategies will produce the highest ROI in a cutthroat industry. While having high-quality car images will always be crucial (and something we advise every dealership to have), there are a couple more options that are growing in popularity that are extensions of photography, notably 360-degree photography and high-definition videography. Both have advantages and potential disadvantages, so we thought we’d discuss a few of these you can choose which is best for your investment.
Displaying All Angles
The use of 360-degree photos to showcase the interiors of homes, offices, and other structures online is not particularly new; realtors, for instance, have done so for a while. However, because high-quality images are now more accessible to dealers of all sizes than ever, dealerships have begun utilizing this style of photography more and more recently. Giving customers more of a “virtual tour” is a great approach to differentiate yourself from the competition.
The majority of 360-degree photo sets are panoramic and based around a focal object, such as the center console of a car. They frequently include a thorough walk around the vehicle, known as “exterior spins.” These photo collections are supposed to be interactive, allowing potential buyers to browse them at their own pace, much like they would if they were actually on the lot.
Benefit-wise, 360-degree images offer car buyers and dealers a few advantages. As previously said, this comprehensive and in-depth approach provides a more immersive perspective of a car’s appearance and interior. Customers thus get an experience that is more like being inside the cabin and may view the outside from all perspectives that are not always available in traditional photography. The ability to view any minor damage that might not otherwise be visible in images might also be helpful for used car buyers. This encourages mutual trust between the buyer and the dealership.
Additionally, because 360-degree photographs can be interacted with, clients may feel more involved in the purchasing process at an earlier stage, which can help them develop a greater interest in a particular vehicle, much like a test drive can. As there is typically little to no editing necessary and they don’t require as much time to complete, 360-degree photographs are also typically simpler to shoot than videos.
These images do have certain restrictions, though. While they undoubtedly give buyers a more immersive experience than ordinary photographs, they still can’t accurately convey what it’s like to drive and navigate the vehicle inside. Additionally, 360-degree photography is fantastic for consumers using larger tablets and PCs because it’s simpler to handle the 360-experience on those devices. However, mobile devices may face additional difficulties depending on the phone and OS. Additionally, wide-angle lenses are frequently used in interior panoramic photographs to capture as much information as possible, which can distort perspectives and occasionally (if not correctly shot) cause items to appear “odd” to a customer.
A “Reel” Purchasing Adventure
Similar to how 360-degree pictures are used, companies have long used videos to advertise their goods and services online. Several advantages for consumers might speed up the purchasing process before they ever step foot on the lot for dealerships. More than 75% of auto customers report that online video has influenced their most recent purchasing decisions or shopping habits; it is undoubtedly a topic worth investigating.
One of the main advantages of high-quality video is its capacity to highlight a vehicle’s important characteristics in greater detail than pictures. Customers may see touchscreens with GPS and audio options like SiriusXM in action, for instance, which helps them get a realistic sense of how things will feel while driving. Additionally, it fosters a relationship between them and the vehicle, which is almost as beneficial as taking the wheel for a customer.
Additionally, videos can be hosted on websites like Youtube and other parties’ websites like AutoTrader and Cars.com. Because of this relationship, your website will typically experience an increase in traffic; each time a video is viewed, your total SEO ranking is improved. Quality videos in a crowded internet market also help you stand out from your rivals.
Here, it’s crucial to take gadgets into account as well. For instance, video is fantastic for customers on desktops and tablets as long as the video resolution is high enough. Generally speaking, we recommend 720p or above for the optimum streaming speed and viewing area mix. Fortunately, the video does exceptionally well on mobile screens, where it might be challenging to swipe through tiny photos.
That’s not to imply that every dealership wanting to pique customers’ interest should turn to video as their only option. Video can be more expensive and time-consuming than 360-degree images, which is one of its key disadvantages. Additionally, movies typically require more editing than 360-degree pictures (including stitching together many recordings), which might raise the overall cost and necessitate hiring a professional editor.
Assessing the Alternatives
Which is more advantageous for auto dealers: 360-degree photography or video? The answer largely depends on your demands and aspirations and your financial situation. 360-degree photographs are a terrific way to generate more interest and set your listings apart from the competition on a budget if you’re searching for a quick and simple interactive way to promote your automobiles and offer a better experience than photos alone.
On the other hand, a video is a terrific option if you want to provide customers with a genuinely immersive experience that showcases particular aspects of your automobiles. Using a combination of the two could be your most excellent option if you have the resources to handle them, as you’ll stand out from the competition, cover all of your bases, get the benefits of SEO, and do all of this at once.
The Piece of advice:
In a market that is getting competitive, it is vital to broaden how customers can browse your goods. This should be done regardless of the option that you choose. Nevertheless, having a skilled partner that excels at taking high-quality pictures and videos can relieve team stress and free up resources while still delivering all the advantages of extending your marketing. We’ve spent more than ten years assisting dealerships with both, and we’d be honored to be that partner for you. Let’s discuss if you want to experience the CarData difference for yourself.