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My first post on this topic proved to be unexpectedly popular. So I have decided to build on it with the addition of some empirical data to help demonstrate the fallacy that if you litter YouTube with poor quality inventory videos it will nonetheless give you an SEO boost.
The test case is a good one. It is based on a dealer client of ours who has maintained two YouTube channels for roughly the same time period.
When “Good Enough” Is Not Good Enough
Recently, a dealer suggested to me that his robotic videos on YouTube were “good enough.” “Good enough for who?” I responded. “Good enough to engage viewers?” “Good enough to boost your local long-tail inventory listing SEO?” Exactly what are robotic inventory videos good for? Well let’s take a bit of a deeper look at what these videos mean in terms of engagement, SEO and even dealer image when compared to the higher quality - but still cost-effective - inventory videos on YouTube.
An Inventory Video by Any Other Name?
First let’s look at some simple metrics to gauge the effectiveness of an inventory video: Views and CTA (Call-to-Action). For the purposes of my comparisons I will be using two videos of the same car, same dealer, different YouTube Channels: one robotic, the other a CarClip (live intro, custom graphics, custom audio mix and voice-over).
Video # 1 – The Robotic Version
Video #2 –A CarClip
Note that the CarClip video has received 4X the # of views in less than half the time on YouTube. A more direct comparison, e.g., same amount of “air time,” should yield 6-8X the number of views vs. the robotic alternative.
I know what you’re thinking (or at least what I would be thinking): One video does not a real comparison make!
Fair enough. Let’s compare two YouTube channels: One made up entirely of robotic videos, the other populated entirely with CarClips (Same dealer, same inventory, roughly the same measurement period).
Whose Channel Is This Anyway?
Channel # 1: Robot Land (AKA the YouTube automotive video graveyard)
Channel #2: Optimized and Populated with CarClips
Stop Making Cents
It’s time to generate some real earned media from your automotive video marketing efforts (yes, you or a professional will need to make an effort).
“But, aren’t my robotic videos good enough?” Well, here is an example of what they’re worth from a local SEO perspective.
Hopefully, you are now better equipped to answer to the question: “Aren’t they (robotic videos) good enough?” If not, please allow me to humbly offer an answer:
It depends on whether or not you want to be at the top, or at the bottom of the SEO pond. I can tell you without fear of contradiction that it’s much better to be on top.
Are cost-effective premium inventory videos for you? Perhaps. Will they solve all of your SEO and social media engagement challenges? Certainly not. When used in conjunction with a comprehensive automotive video marketing strategy that also includes channel optimization, content syndication, and audience profiling, then the answer is a resounding yes!
Please feel free share your thoughts and experiences about automotive video marketing. We’re here to help!