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How long should your Video be? We`d like everyone`s opinion in the ADM Community please? Re; Ken`s 1st 2:40 Video

First off Happy Memorial Day Weekend to everyone on ADM & their families!~

 
**We had this discussion at Douglas this week in regards to length of videos........ The Dealer Principal wanted me to experiment and try to make a 2 minute & 30 second video....... as a test.

 
Now we did this & I would appreciate your thoughts & input in regards to this discussion........
 
 
Here`s what we did;

 
We cut this video as a test at 10:30pm on this rainy/drizzly night this week down at VW........................

 
**Please listen to everything that I say in both videos before you share your thoughts........
 

 

 
 
Compare this to Video # 2: http://www.youtube.com/watch?v=vqP3VSWz3I0

 
My thoughts............

 
* # 1 is a solid Video however I don`t "Brand" Douglas at all......................

 
* It seems "rushed" in my opinion........... other than possible remembering the low mileage, nothing really sticks out in my mind......

 
* Yes # 2 is twice as long, but I appear more relaxed........... & obviously I speak slower in it.............

 
* I talk about Douglas in # 2 .................. If I remember the Rabbit in # 1 I don`t think I`ll remember Douglas.......

 
* Does # 1 really hit home & make you think "Wow!" I want to check that Rabbit out???? I`m not so sure...................

 
* Pat feels if you were grading this that # 2 is an "A" and # 1 is a "C"........................
 

*If this was an Infiniti QX56(much more detailed vehicle) could I get a significant message out there in 2:30??????

 
Sooooooooooooooo what are your thoughts ADM`ers???? We`d like to know.....

 
Thank you very much,

 
Ken-

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Comment by Ken Beam on May 28, 2012 at 1:25pm

Hey Ralph, Tom & Jason - Appreciate your thoughts...............

You know when it comes to video there isn`t much I haven`t tried........ and you`re absolutely correct Ralph, as I have successfully created clips & snipped in the customer`s name very effectively such as in this one; http://www.youtube.com/watch?v=GDA7Ed-SCzA

(He now owns that Acura~)

**Personally I believe I`ll continue creating clips the way I have been all along as the Douglas Auto Group has had much success with these videos.

**I think by taking short-cuts the clips are not as intriguing, interesting or very exciting.......

The way I have always viewed is simply like this; You`re sitting home late Saturday night or Sunday(when we`re closed) looking for a vehicle and I need to do something to make you say "Wow!" & really "Light-you-up" during that Zero-moment-of-Truth........ and I believe quite a few of our clients would agree that the clips definitely moved them "further-down-the-Sales-Funnel"  

Comment by Ralph Paglia on May 28, 2012 at 10:50am

From what I have seen, what Jason and Tom point out makes a lot of sense... People interested in a specific vehicle want to see more details and demonstration than those watching a "generic" clip, such as what you would do for a new car model line.  Yes, the metrics for ALL ONLINE VIDEO show a sharp drop off in completed views on everything over about 90 seconds... However, let's face it, if you made a video on a specific car for a specific customer and addressed the customer by their actual name throughout the video, you might be able to make a feature length film and keep the customer's attention! Like Jason and Tom point out, the length of time you have for keeping the customer's attention is directly proportional to the degree of specificity of that particular Vehicle Presentation Video (VPV).

Comment by Jason Manning on May 28, 2012 at 8:09am
I have a nine minute walkaround with over 1,000,000 hits on YouTube in just over a year. It takes about 8-10 mins to do a proper walkaround. Just because we are online doesn't mean we should shortcut anything.
Comment by Tom Gorham on May 28, 2012 at 5:42am

I think the 2 minute rule can easily be broken when you are presenting a video to a specific car buyer who is interested in that car.  Their attention span is much greater and they truly want to see it all.

Comment by Ken Beam on May 26, 2012 at 3:07pm

Hey Ralph & Manny - appreciate your opinions....... You know Manny the 3-minute-rule sort of makes sense when you evaluate the analytics right??? However...... Now this video;

http://www.youtube.com/watch?v=xvX30o3iJB0

was uploaded on April 5th 2012 & has 12,125 views as of today!........ So I guess the reality is this, if the content is rich, viewer-worthy & keeps the viewer intrigued(or entertained)...... then ultimately it doesn`t probably matter at all how long the actual clip is. When it comes to the internet it`s truly difficult to say "This way is better than that way" because you`ll never know exactly what is going through that viewer's mind during the Zero-Moment-of-Truth......

Comment by Ralph Paglia on May 26, 2012 at 2:38pm

I watched both videos from my perspective as a car shopper currently in the market, which i am... The second video (Passat) definitely made me far more interested in contacting the dealership than the first video (Rabbit).  Although the longer video was quite long, it kept me engaged because I was seeing so much about the cars features and Ken was explaining their benefits. 

Comment by Ralph Paglia on May 26, 2012 at 12:15pm

Ken, I think the length of the video can be longer when you are presenting the features of a vehicle the way you do.  However, if you can keep it under 2 minutes, then that works the best.

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