How auto repair shops can get started with video marketing

Interacting with videos has become essential in today's online space, with platforms like TikTok, Meta, and YouTube competing for viewers' attention. Auto repair shops can use videos to market their services, provide behind-the-scenes insights into their operations, and educate customers about car maintenance.

In this article, we explore the insights of Chris Enright, the successful store owner of Enright Automotive, a one-bay store in Alexandria, Ohio, with a large TikTok following, and Brian Walker, co-founder of Shop Marketing Pros, about shopping ownership can deal with video marketing.

Video marketing is a powerful tool for auto repair shops because it helps build trust and familiarity with your audience. “People prefer to do business with those they know, like and trust,” says Walker. Video is the best medium to achieve this and also conveys a personal feel online.

With 61,000 TikTok followers and counting, Chris Enright emphasizes the importance of videos in increasing your store's exposure. Still, Enright is in the minority when it comes to using video marketing effectively.

Why? Many store owners are hesitant to start video marketing because they don't like the way it looks or sounds on camera. However, as Brian Walker points out, this hesitation is costing them money. “The more you do it, the more comfortable you will feel,” he says. “Remember, it's okay if your videos aren't perfect. Authenticity is often more popular with viewers than sophisticated, highly produced videos.”

Getting started with the equipment

The good news is that getting started with video marketing doesn't require a massive investment in equipment. Here are some basics to keep in mind:

Smartphone: Most modern smartphones have excellent video capabilities. In the three years that Enright has been creating videos for his shop, he has mostly used his iPhone and forgone any expensive equipment or video editing software.

Tripod: Walker recommends a simple tripod, many of which can be easily purchased online for around $25, that will help stabilize your shots.

Wireless microphone: Good audio quality is crucial, especially in noisy stores. Good examples cost around $300 and are an excellent option for clear sound.

Create engaging content

When creating videos, focus on content that interests your audience. Chris Enright recommends starting with videos about unique or interesting things in your store. For example, if a squirrel chews through a wire harness, show it! These surprising elements captivate the viewer. He also said that the first three seconds are crucial to attract viewers, so be sure to hook them with something dramatic or ask a thought-provoking question.

Brian Walker recommends two main types of videos:

Short videos: Are ideal for platforms like TikTok and Instagram Reels. These videos typically last less than a minute and should have a hook within the first three seconds to grab viewers' attention.

Long videos: These videos are suitable for YouTube and Facebook. They can be five to 25 minutes long and should contain detailed content on repairs, diagnostics, and maintenance tips.

A successful video strategy requires consistency and experimentation. Chris Enright suggests starting with two to three weekly videos and gradually increasing this as you become more comfortable. He also recommends batch producing content, such as filming multiple videos in one sitting, to save time.

“When planning content, focus on what you enjoy. If you are passionate about the topic, it will show in your videos and motivate you,” says Enright. He recommends experimenting with different types of content to find what resonates with your audience. Regularly check the performance of your videos and adjust your strategy accordingly. He also recommends checking out what other stores are doing with their video content to get ideas.

If creating and editing videos seems daunting, consider partnering with a marketing agency like Shop Marketing Pros. They can guide you through the process, help you optimize your content for SEO, and convert videos into blogs, social media posts, and emails. They emphasize the importance of not advertising too much in your videos. Instead, try to educate your audience and build trust.

Navigating social media platforms

Choosing the right platforms is crucial. Chris Enright started with Facebook, then expanded to Instagram and YouTube before moving to TikTok. He found TikTok offers the fastest growth. Here is a breakdown of the platform benefits:

Facebook: Ideal for engaging with an existing audience. Boost posts to increase visibility. Tip: Meta owns Facebook and Instagram, so you can easily sync your accounts and cross-post on the accounts.

Instagram: Perfect for short, engaging videos and to appeal to a younger audience.

YouTube: Great for longer, more in-depth content and improving your search engine optimization (SEO) since YouTube is owned by Google.

TikTok: Best for growing quickly and reaching a wide audience quickly.

Create incentives for your team

Involve your team in the video creation process. Feature your service advisors and technicians in videos to build a connection between them and your customers. Offering incentives, such as a day off for the person who creates the most compelling video, can motivate your team to participate. Enright says he's seeing more and more stores telling potential employees that they need to make or participate in videos. For example, he recently hired a new customer service representative at his store, and she will help him create question-and-answer videos, which are typically very engaging to audiences.

Video marketing is a powerful but underused tool in the auto repair industry. By starting now, you can position your store as an early adopter and gain a significant advantage. As Enright and Walker advise, consistency and authenticity are essential. With the right strategy and tools, video marketing can lead to significant growth for your store.