Man taking photo of tractor

10 Real-World Video Tips to Help Your Dealership Stand Out

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by Adam Dennis

If you’re in the business of selling cars, trucks, tractors, mowers, or any kind of equipment, one thing is clear: video content is a game changer.  But let’s be honest—coming up with ideas and actually shooting the videos can feel a bit overwhelming.  The good news?  You don’t need a Hollywood crew to make it work.  You can do it yourself!

Whether you’re just dipping your toes into video marketing or looking to up your game, here are some simple, effective tips that can help you create video content that grabs attention and drives more business.  Enjoy!

1. Show Off Happy Customers

Got a customer who just bought a new tractor or their dream car?  Ask them if they’d be cool doing a quick on-camera testimonial.  Keep a nice spot in your showroom ready for these – maybe with your logo in the background and good lighting.  If that’s not possible, then just have them shoot in front of the vehicle (making sure the lighting is from the right angle).  These little videos are gold for social media and your website, and they build trust like nothing else.  If the customer wants you or your sales rep in the photo, no problem… just go with the flow.

2. Light It Up Right, and Keep it Clean Too!

Lighting can make or break a video.  If you’re filming outside, shoot during mid-day when the sun’s high—but make sure it’s behind you, not behind the vehicle.  And if you have to shoot during the morning or afternoon, make sure that the sun is out and you avoid shadows as much as possible.  Finally, never take videos of a vehicle that is dirty unless that’s the point of the video (such as in a case where you’re talking about how tough the vehicle is).  

3. Take Viewers on a Virtual Test Drive

Did you know many car shoppers will buy a car without a test drive?  But seeing a vehicle in action does help!  Give them the next best thing with a solid video tour.  Do a full walkaround, show the inside, and talk about the features like you’re showing a friend.  Bonus points for 360° shots or using picture-in-picture to point out cool extras.

4. Teach Them Something

“How-to” videos are super popular—and they’re great for SEO especially when you use important short and long-tail keywords.  Show people how to pair their phone with Bluetooth, explain the difference between trim levels, talk about different types of tractor attachments, or break down how financing works.  These types of videos build trust and help you become the local expert shoppers turn to.  They can also attract people to your website if you have a blogging section on the site (sort of like what I’m doing here).😂

5. Give a Dealership Walkthrough

A short tour of your dealership helps people feel more at home before they even show up.  Highlight where they’ll check in for service, where to wait, and who to talk to.  You can even create mini-tours for each department: sales, service, parts, and finance.  But note: Keep the video short, friendly, and don’t forget to smile!

6. Promote Events and Specials

Hosting a summer sales event?  Got a holiday blowout deal?  Make a quick video to promote it!  A fun, 30-second video with energy and clear messaging is a great way to grab attention on Facebook, Instagram, or TikTok.  And for TikTok, you’re crazy not to experiment with it.  The app has some handy video and photo editing functions that are easy to use and can make you look like a pro.

7. Put Your Team in the Spotlight

It’s always a good idea to let your staff shine!  People love doing business with people—not faceless brands.  Introduce your sales team, service advisors, or even the receptionist.  Keep it casual, and let their personalities come through.  Customers love seeing familiar faces before they walk through the door.

8. Keep It Short and Sweet

Attention spans are short.  Aim for 30 to 60 seconds for social media video content, and only go longer if the content really calls for it (like a full vehicle tour).  If you find yourself rambling, cut it down.  You can always make a “Part 2”!

9. Use Your Phone—but Use It Right

You don’t need fancy gear to make great videos.  A current smartphone does the trick just fine, although I am a bit partial to iPhones when shooting video.  Just make sure you’re shooting in landscape mode (horizontal), have your camera set to 4k and a high frame rate, using a tripod when you can, and keeping the lens clean.  Simple tweaks make a big difference.  Grab this site for more details on shooting with an iPhone.

10. Add Captions… Whenever Possible

A chunk of social media users watch videos with the sound off—especially on mobile.  Use auto-caption settings, tools or apps like CapCut or Clips to make sure your message still comes through.  It’s a small step with a big payoff… and it’s another way you can have your DIY work look more professional.

Final Thoughts

You don’t need to be a professional videographer to make video work for your dealership.  Just be real, helpful, and think about what your customers would want to see.  Over time, your videos will get better—and so will your results.

So grab your phone, hit record, and start showing off what makes your dealership unique.  And, if you have questions, just contact me and either I, or one of my colleagues, will help you out.

For articles about SEO in general, check out:

Finally, you can find more posts by Adam Dennis on Dealer Marketing Maganize’s Expert Panelist section.