What Should Your Auto Repair Service Video Include?

Before you begin writing a script or planning your shots to produce a primary video that introduces your service to clients, review the following marketing research findings. (Collected 2/8/18 to 4/26/18).

Maximum Video Length Average: 72 seconds

Industry Overview:

There is a general fear among consumers that they might not receive honest service from an auto mechanic. Only 56% of all consumers would use the internet to find an auto repair shop. 54% of all consumers say they would watch a video before choosing an auto service if available and in need of the service. 64% of consumers want to hear from the owner. That is second only to real estate angents.

Things that Improve Customer Interest:

1. Shop is clean and organized 25%
2. Good pricing 16%
3. Appear knowledgeable/high quality (good work ethic, years in business) 15%
4. Mechanics/staff appear professional, uniformed, prideful 14%
5. Appear honest, trustworthy, straightforward 12%
6. Welcoming, friendly, smiling customers and employees, comfortable waiting room 7%
7. Reviews, testimonials (real, credible) 7%
8. Shop appears busy with customers 6%
9. Owner comes across well, family-oriented, intelligent 4%
10. Professional atmosphere 4%
11. Good location/Nice neighborhood 4%
12. Concise/Clear/Video gets to the point/quick 4%
13. Providing full tour and information not hiding aspects of the business 4%
14. Efficiently-operating 3%
15. Authentic footage of business and real people not actors 3%
16. Certifications 3%
17. Great customer service 3%
18. Wait times/Time to repair info provided 3%
19. Guarantee/Warrantee 3%
20. Nice Building 3%
21. Safe environment 2%
22. Extra services/Variety of services (oil changes) 2%
23. Owner is local (and available, been around a while) 2%
24. Employee pay scales mentioned 1%
25. Good reputation 1%
26. Positive customer comments under video 1%
27. They have no video 1%
28. They have a video 1%
29. Shows repair process to justify honest pricing 1%
30. List of actual repair work completed 1%

Things that Scare Customers Away:

1. Unclean or disorganized 30%
2. Too pushy, over-selling, exaggeration, lack of candor, gimmicks, lack of honesty 18%
3. Employees appear unprofessional, sloppy, standing around, smoking 17%
4. Shabby building 13%
5. Bad neighborhood 10%
6. Overpriced 8%
7. Owner/Manager narrator looks messy or unprofessional 6%
8. Lacking authentic footage (cheesy, staged, overproduced, generic) 6%
9. Lack of experience/knowledge 5%
10. Poor video production quality 5%
11. Lack of pricing 3%
12. Presence of video itself 3%
13. Unsafe work environment 2%
14. No references/No BBB/No reviews 2%
15. Poor customer service 2%
16. Arrogance 2%
17. Lack of information 2%
18. Lack of shots of the business 1%
19. Lack of good work ethic 1%
20. Long wait times 1%
21. Cold impersonal environment 1%
22. Loud music in facility 1%
23. No personal approach 1%
24. Lack of presence of owner 1%
25. Long closeups of the narrator 1%
26. Too much information at once 1%
27. Lack of customers 1%
28. Video length too long 1%
29. Video is boring (lacks entertainment and background music) 1%
30. Facility is too big 1%
31. Signs the employees are underpaid 1%

General Advice

32% of consumers said they would not watch a small business video online. The 4 most popular reasons they gave were that videos are…

• Biased, exaggerated, overproduced, flashy, only showing the business in the best light, not a true representation
• Cheesy, dated, gimmicky and annoying
• Too long, too slow, failing to get to the point, not concise, clear, rambling
• Fail to provide the needed information, waste of time, adds no value, only necessary for visual products/services

On the flip side, 68% of consumers surveyed say they would watch a video before choosing a small business. Some of the top things consumers are hoping to see in a video are…

• Real footage, true representation, authentic, honest, not overproduced
• Message is concise, clear, short and to the point
• Full footage and information provided, nothing is left out
• Message is calm and sincere, not pushy or aggressive
• Does not try to entertain

Many consumers said they would rather watch a video review from an unbiased third party than to watch a video from the business itself. Small business owners tend to want to show only the best aspects of the business in the best light. It may feel counter-intuitive, but including the business's shortcomings demonstrates honesty and earns customers.

Review over 50 auto repair service marketing video examples here: Auto Repair Service Marketing Video Examples.

Approaches:

1. Produce It Yourself
2. Shoot Your Own Footage, Hire a Video Editor.
3. Hire a Pro (See what pros charge in your area)

Related article: 10 Ways You Can Help Your Videographer Produce a More Compelling Video for Your Business.

Begin Your Production

Step 1: Narration: Auto Repair Service Video Script versus Interview Questions
Step 2: Storyboard
Step 3: Equipment
Step 4: How to Shoot Your Business Video
Step 5: How to Edit Your Business Video
Step 6: Where to Place Your Business Video

Copyright 2018. Permission to repost with crediting link to Biveo.com.