The 4 Pillars of Effective Business Marketing for Auto Restoration, Performance, Racing, and Restyling Shops (Part 2)

3. Videography

While video may demand more effort to perfect than snappy copy or sharp photos, it’s undeniably the best way to showcase your shop’s incredible work or review products on your website. When paired with high-quality images and compelling text, video becomes an unbeatable tool for capturing attention and driving engagement.

Video is so important in auto restoration, performance, racing, and restyling shops as it not only increases your visibility and connects with your audience on a much deeper level, but it also improves your relationship with existing clients.

Think about it.

Videos let you show off your expertise in action. Whether it’s a time-lapse of a restoration project, a walk-through of your shop, how you’re performing specific performance upgrades, on-track video, or customer testimonials, video can bring more life to your brand.

Videography proves that you know what you’re doing, highlights the great products you carry, and lets potential customers see the quality of your work up close and personal. With a video, they can clearly envision what you can do for them and their vehicles and get pumped to start their next project with you.

Data shows that videos also perform very well on YouTube and social media over the written word or photos. Video can stop scrollers in their tracks and get them to interact with your content.

A good video will be shared, liked, and commented on, getting your shop in front of more people. According to Search Engine Journal’s 2023 Social Media Statistics report 70% of viewers become aware of new brands because of YouTube videos and viewers are twice as likely to buy something because they saw it on YouTube.

Types of videos to create if you’re an auto restoration, performance, racing, and restyling shop

• Behind-the-scenes footage: These videos give customers a look into your daily operations, introduce your team, and show the care that goes into your work. They’re a great way to build trust and connect with your customers.
• Project update videos: These are videos you take periodically during a project to update a client, create an archive for the project, and share on your site or social media.
• Product videos: These can be video reviews of a new product or even a new service that you offer
• Explainer videos: These are great for breaking down complex services or processes. For example, a video showing the step-by-step process of a popular performance upgrade or custom fabrication on a build can educate potential customers and showcase your expertise.
• Promotional content: Use these videos to promote special offers, new products, or unique aspects of your shop. A high-energy video promoting your shop’s latest offers or a new service can attract attention and drive action.
• Event Content: These can be videos letting people know to come out and visit you at an event and stop by your booth or they can be used to update followers on your status at an event if for example, race and other event coverage that your shop may be involved in.

Tips for creating great video content:

• Invest in quality: High-quality visuals and sound make a big difference. Invest in good equipment or get professional help so your videos look and sound professional. Today’s mobile devices are great for taking great videos but nothing compares to great audio and video equipment designed specifically for the task.
• Tell a story: Whether you’re explaining a process or promoting a product or service, make sure your video tells a clear and engaging story. A well-structured narrative keeps viewers interested and makes your message more memorable.
• Include a call to action (CTA): Remember to tell viewers what to do next. Whether it’s to schedule an appointment, visit your website, or call your shop, a clear CTA will turn viewers into customers.

WARNING: As with images, videos are also subject to copyright law, so it’s important to proceed with caution. We strongly recommend creating and using your own original video content whenever possible.

Pro tip: Keep it short and sweet. According to Forbes’s Top Social Media Statistics And Trends Of 2024; Short form video clips are 2.5 times more engaging than longer videos, and 34% of consumers appreciate the more genuine nature of the shorter form.

Shorter videos are more likely to hold viewers’ attention and get your message across quickly, so aim to keep your videos concise and to the point.