Why Video Isn’t Optional in Today’s Car Biz (And Why I’m All In on MinMax Video)

Recently, I sat through an OEM webinar about, wait for it... the importance of video in today’s retail automotive space. Yes, in 2025. I’ve been beating this drum for over a decade, but hey, better late than never, right?

While the main purpose of the webinar was to announce "preferred vendor" status for a couple of video marketing companies (don't get me started, that is a whole other blog piece!), some of the data they shared had me nodding my head so hard I almost got whiplash. Messages with video have a 96% higher click-through rate. Seventy-five percent of shoppers say video influenced their purchase decision. No shock to me as I’ve seen it in action at my own store.

A few months back, I pitched a video tool to my sales team. The response? Classic skepticism: “I don’t like how I look on video,” “I say ‘um’ too much,” and my personal favorite, “Nobody watches those.” Even the GM was hesitant and not willing to foot the bill, yet I believed in it so much I signed us up for MinMax Video out of my own pocket. Yep, I put my money where my mouth is. Spoiler alert: it paid off.

Sure, the team had jitters at first. So, I rolled up my sleeves and made a few videos myself to show them it wasn’t that scary. Guess what? Customers don’t need Hollywood, they want real. A few "ums" and some authentic personality actually work in your favor.

The results? Mind-blowing. Of the 41 vehicles we sold in June to internet leads, 39 were to customers who watched their personalized video three or more times. The average views on the last 100 videos we’ve sent? Six. That’s six solid impressions from customers already warmed up to our team before they ever set foot in the showroom.

​So, yeah, video works. But talking about it and actually doing it are two different things. If you’re still on the fence, hit me up I’d love to share what we see working. And if you’re looking for a solid platform to empower your team, I can’t recommend MinMax Video enough!