Report: Car Buyers Prefer Full-Motion Walkarounds

URBANDALE, Iowa — Flick Fusion Video Marketing’s internal data reveals that full-motion walkaround videos are the fastest-growing video products among auto dealerships in 2019. As a percentage of total video views that consumers have watched on dealership websites, social media platforms and third-party auto shopping sites, full-motion walkaround video views have risen 20% in Q1 2019 compared to the same period a year ago.

In Q1 2018, 15% of all inventory videos viewed were full-motion walkarounds, compared to 85% of inventory videos that were stitched-photo videos. In Q1 2019, full-motion walkaround videos accounted for 18% of all inventory video views, while the remaining 82% of video views were stitched-photo videos. In Q1 2017, just 11% of inventory video views were full-motion walkarounds.

“I believe the primary reason for this increase is because more people are seeing the significant impact that full-motion walkaround videos have on their sales,” said Tim James, COO of Flick Fusion. “However, I want to caution dealers that before you run out and sign up for a full-motion video package, make sure that you or your lot services provider is able to produce professional-quality videos.”

Even more important than the type of video is the exposure of the video, James added, noting that videos posted to social media channels should appear on the dealership’s website as well.

“That same vehicle is going to get just as many, and probably a lot more, views on these other sites than it will get on their Facebook page, but they won’t take the time or use the right technologies to get that video working for them across all of their online marketing touchpoints,” he said.

Originally posted on Auto Dealer Today