When a vehicle’s make and model are entered into YouTube’s search engine, very few dealerships are returned in the search results. Instead, the majority of the top search results are claimed by YouTube creators that offer innovative test drive and model review videos.
There are several reasons why dealerships do not show up in the top search results:
Content Focus. Dealership channels often prioritize promotional content and sales pitches, which may not resonate with YouTube’s algorithm and viewers. However, detailed test drive and review videos provide informative and engaging content for viewers, making these videos more likely to be favored by YouTube’s algorithm and viewers.
Search Relevance. When people search for a specific make and model, YouTube is more likely to prioritize videos that have a strong track record of engagement, such as high view counts, likes, comments, and shares. If dealership channels have lower engagement metrics compared to other creators, they may not rank as prominently in the search results.
Audience Preferences. YouTube’s algorithm is designed to learn from user behavior and tailor search results to individual preferences. Over time, it may recognize that viewers searching for specific vehicles tend to engage more with test drives and reviews. Consequently, the algorithm gives preference to videos that align with the preferences of the majority of users.
Competition. The automotive space on YouTube is highly competitive, with many independent creators that have established audiences and a reputation for providing valuable insights and entertainment. This makes it difficult for dealership channels to compete for attention.
YouTube Shorts: The Game Changer
YouTube Shorts are videos that are less than 60 seconds in length and also show up in search results. YouTube Shorts have exploded in popularity since their introduction, currently attracting more than 50 billion daily views, according to Google.
For dealerships, YouTube Shorts are a game changer in terms of potential visibility. They are the perfect way to showcase condensed versions of your walkaround inventory videos. Here are just some of the benefits of turning vehicle inventory videos into YouTube shorts.
Capture short attention spans
In today’s fast-paced world, attention spans are shorter than ever. Converting inventory videos into Shorts allows you to deliver concise content that quickly grabs the audience’s interest. With the potential to go viral and reach a massive audience, Shorts offer an opportunity to engage with potential customers who might otherwise scroll past longer-form videos.
Increase visibility and discovery
YouTube Shorts have a dedicated section on the platform, making it easy for car shoppers to discover and consume short-form content. Creating inventory Shorts allows dealerships to tap into this curated section.
Additionally, with the right mix of relevant tags, engaging titles, and captivating visuals, dealerships can maximize the chances of Shorts videos being recommended to viewers who are interested in vehicles, leading to increased exposure.
Enhance social sharing and virality
One of the defining features of YouTube Shorts is the inherent social sharing potential. With a simple tap on the “Share” button, viewers can easily distribute Shorts across various social media platforms, including Instagram, Twitter, and Facebook.
When you transform inventory videos into Shorts, you can amplify your brand presence and attract a wider audience. A compelling Short has the potential to go viral, which can lead to increased website traffic and ultimately, more sales opportunities.
Showcase unique selling points
While full-length vehicle videos provide comprehensive details, YouTube Shorts allow you to highlight the unique selling points of each vehicle in a concise manner. Focus on only the most exciting features, such as advanced safety technology, luxurious interiors, or high-performance capabilities.
Shorts are designed to act as engaging teasers that prompt viewers to seek more information, leading them to visit your website or showroom. The ability to convey the essence of a vehicle in a short time frame enables your dealership to pique curiosity and generate qualified leads.
It’s easy and fast to turn your existing inventory videos into YouTube shorts; simply Google “How to turn videos into YouTube Shorts” to start taking advantage of this exciting and powerful new video format.
