Just 7% of leading dealer websites use video to promote their businesses, according to a new survey.

Evidence suggests that utilising quality video content can help to attract potential car buyers to a website.

GForces found that fewer than one-in-ten of the sites analysed – 14 out of the UK’s top 200 – contained any video content.

Commercial director Tim Smith said by ignoring video dealers are missing out on an effective marketing tool.

“If a picture paints a thousand words, then a video is even more impactful,” he says.

“It’s far more attractive from a customer’s point of view to watch a short clip than it is to wade through text, or even wait for multiple images to download. Videos help make a website 'sticky' – retaining visitors’ interest for as long as possible so the dealer can communicate crucial details about their business and available stock.”

According to internet search monitor firm Hitwise, UK traffic to online video websites increased by nearly 180% between 2007 and 2008.

“It’s clear that the popularity of video as an online medium is growing very rapidly,” said Smith.

“Some of the dealers with more sophisticated marketing strategies are already using video to reinforce a competitive advantage online.”

However, Smith advises that, done incorrectly, a video can potentially do more harm than good. “Dealers should only put something up there if it’s going to be of real value or deliver a truthful insight to a potential customer.”

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