The Platform That Performs

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Casey Walter is an International Digital Marketing Consultant. She educates and builds brands through modern marketing practices while leveraging social media marketing services to amplify clients' brand communications and connect them with consumers in order to drive business. Photo Casey Walter

You’re leaving money on the table if you’re not doing video.

It should come as no surprise to any business owner that video is the marketing trend of 2022. 

Video is the platform that performs, and is a great way to drive business, educate, and build a brand. We live in a world of TikTok and Instagram Reels, with more and more being done on video. Social media has created a generation solely around video. As this generation grows up, they’re accustomed to it. That’s how they learn where to go, what to buy, and how to do things. 

All anyone needs is an iPhone or Android. These phones are mini-computers, with built-in cameras that provide high-quality products. There are plenty of editing tools available that are very easy to use to add some pizazz to your video. For example, Inshot is a very inexpensive platform that allows you to make videos from photos, and do editing. They have great tutorials that are very user-friendly.

Good content

In fact, most video platforms provide all the education you need. The only time-consuming aspect is shooting and editing the videos. 

It’s less about making a slick, professional video than it is about creating good content. For example, showing the difference between tires, how to install a tire, or to perform a safety check. Anything you can do at the shop, you can do a video about it. Many shops will have a service advisor who has a YouTube channel, perhaps providing educational information. What does it mean if a tire pressure light comes on? What should you do about it? What should you not do?

You can take these videos and add them to your website. They don’t have to be long, maybe all of 30 seconds to a minute. But make them relevant to what your customers are looking for. You already have that information – you know what you offer, what brings in the most business, so start there. And then you can plan to provide more information about the services you want your audience to know about.

Just start with one video a week, which will give you four videos a month. You can multi-purpose them on different platforms, from Facebook to Instagram to TikTok. All of these platforms have organic ways to help you grow as a business. Remember to be consistent, posting regularly, in order to build a following.

Recently I did a test, inserting a video on a client’s website where there had been none. Within 90 days, their organic traffic had grown by 30 percent, a powerful difference. The search engines are looking for videos, so it’s a great way to boost your search engine rankings

A culture of video

There are many consultants and marketing agencies that you can use if you’d rather not do this yourself. The options are endless! But many shops have one or two people in-house that can eventually take on this task.

Getting on track with video is important because it’s just going to grow. Social platforms like TikTok and Instagram Reels have created a culture of video being essential to their brand. 

These platforms want you to use video, and that’s why you can find so many tutorials to coach you. In fact, TikTok is owning it with their hashtag #ILearnedItOnTikTok. They’ve really taken video and accelerated its success. 

And once you use video to build a community on your social media channels like Facebook and TikTok, you’re definitely going to see a big difference in your marketing. 



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