Car shoppers in the U.S. are alive and well, but apparently, they are not very trusting. According to Statista, only 46 percent of consumers trust TV and print advertising, 45 percent trust radio advertising, 29 percent trust direct mail, and only 19 percent of people trust ads they see on social media.

For dealerships promoting “blowout sales,” and “monster deals,” that means your advertising messages are probably being met with healthy skepticism or even being ignored.

What is the best way to gain consumer trust? Develop a video marketing strategy that creates an emotional connection with customers. It has been proven many times that emotion sells. Here are some tips on how to incorporate emotion into your next video marketing campaign.

Define Emotional Goals

In video marketing, we talk a lot about calls to action. What do we want the customer to do? For every video that you create, first ask the question “What is the action I want the customer to perform at the end of this video?”

The second question to ask is “What do I want the customer to feel during this video?” Every video should have two goals: generate an emotion, then tie that feeling to a specific action.

Emotions that Convert

Videos that generate positive emotions are the most likely to convert, according to frac.tl digital agency. Positive emotional responses include amusement, interest, anticipation, surprise, happiness, delight, hope, affection, and excitement.

For dealerships, the goal of conversion is most appropriate for inventory videos and video emails used in the lead follow-up process. As you sit down to create these types of videos, select the most appropriate emotional opportunity from the above list. Then tie it to a desired call to action, whether that’s initiating a video call, sending a text, or clicking through to a landing page.

Live walkaround inventory videos provide the best opportunity for the narrator to create an emotional connection. Don’t worry about “saying” all the vehicle specs because the car buyer can see those on the Vehicle Details Page (VDP). Instead, create a voiceover that generates excitement or humor, or focus on safety. Focus on how owning this vehicle will make the consumer feel.

Additionally, you may want to consider adding a music track to your videos. Music is a powerful tool that heightens emotion. Music can be fast-paced and exciting, or slow and gentle. Try searching for “royalty free music tracks” and you will find plenty of sites out there offering music free of charge. Make sure the music volume is low, stays in the background, and doesn’t become a distraction from the data being presented.

Creating a video marketing strategy that ties emotional responses to specific calls to action will help your dealership cut through the noise and gain consumer trust. Emotion sells, so leverage its power in your next video marketing campaign.