Peter Leto, head of auto retail at Google, recently shared his insights on producing great video at the Digital Dealer 23 in Las Vegas. The tastes of audiences change and evolve more rapidly than ever thanks to the constant output of content by companies, producers, media conglomerates and even the consumers themselves.

And, according to the numbers based on Google’s research, video is not a “future” sales tool; it’s a present requirement for today’s market. Google has found that 57 percent of in-market car shoppers watched vehicle videos, while 28 percent watched six or more during their research. They’re taking the time to watch, as well, with 42 percent viewing more than three minutes of video. And, as their focus narrows, their attention span grows, with 84 percent of low-funnel shoppers watching videos more than three minutes long.

Key to using video as a sales tool is creating videos that answer the questions customers have while capturing their attention. Leto’s following tips will boost the performance and effectiveness of your sales videos, leading to increased automobile sales.

Go Bright

This first suggestion refers to the consumer’s preference for vivid, exciting colors in videos and images. The visual aspect of the video should be pleasing and stimulating, with a focus on the aesthetic appeal of the cars being sold. The cars should not be the only objects in the video with vibrant coloring though. The brighter every part of the video is, the more engaging it will be to the audience.

Go Fast

This means that the message of the video must be communicated quickly and effectively. Do not waste time with exposition — seek to hook the viewer immediately with your story and keep them hooked with the visual aspect of the video. Consumers have no interest in long videos or excessive exposition, and they will stop watching fast if you do not communicate your point early on.

Focus on the Features

This signifies that the video should emphasize the selling points the video creator intends to highlight — and then stay honed in on that takeaway. Instead of discussing varied unrelated aspects of the automobile, stay strong on the features you want to stress and sell those features.

Get Human

This suggestion indicates that your video should cater to the things your target audience wants and understands. Include child safety features, comfort and the protective elements of the automobile to engage the audience on a meaningful and emotional level.

Get Out

Your audience is not buying a car so that they can drive it around at the dealership. Use videos to display the automobiles being sold in new locations, away from the dealership and buildings associated with all the negative aspects of buying a car. By using natural imagery and filming the car outside of the dealership, you will create a more appealing video.

Consumers increasingly want and demand video content when conducting their online research before buying a vehicle. Is your dealership delivering your customers a fully merchandised vehicle experience, including a full complement of video? By providing compelling videos that answer their questions — even questions they might not have known to ask — you can be the dealership that captures their attention and their business.

Now it’s time to get started. For a free set of video best practices, email me at the address above.

Tom Gallaher