Engagement with video has become essential in today’s online space, with platforms like TikTok, Meta and YouTube competing for viewers’ attention. Auto repair shops can leverage video to market their services, provide behind-the-scenes looks at their operations and educate clients on auto maintenance.
In this article, we explore insights from Chris Enright, the successful shop owner of Enright Automotive, a one-bay facility in Alexandria, Ohio, with a vast TikTok following, and Brian Walker, co-founder of Shop Marketing Pros, on how shop owners can dive into 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, providing a face-to-face feel even online.
With 61K TikTok followers and growing, Chris Enright emphasizes the importance of video in increasing your shop’s presence. Yet, Enright is in the minority regarding the effective use of video marketing.
Why? Many shop owners are hesitant to start video marketing because they don’t like how they look or sound on camera. However, as Brian Walker points out, this hesitation costs them money. “The more you do it, the more comfortable you’ll become,” he says. “Remember, it’s okay if your videos aren’t perfect. Authenticity often resonates more with viewers than polished, high-production videos.”
Getting Started with Equipment
The good news is that getting started with video marketing doesn’t require a massive investment in equipment. Here are some basics to consider:
Smartphone: Most modern smartphones have excellent video capabilities. For the three years Enright has been making videos for his shop, he has predominantly used his iPhone, foregoing any fancy equipment or video editing software.
Tripod: Walker recommends a basic tripod, many of which can be purchased easily online with a cost of around $25 and will help stabilize your shots.
Wireless Microphone: Good audio is crucial, especially in noisy shops. Good quality examples cost around $300 and are an excellent option for clear sound.
Creating Engaging Content
When creating videos, focus on content that interests your audience. Chris Enright advises starting with videos about unique or interesting things in your shop. For example, if a squirrel chews through a wiring harness, show it! These surprising elements captivate viewers. He also said the first three seconds are critical for drawing in viewers, so be sure to hook them with something dramatic or ask a stimulating question.
Brian Walker recommends two main types of videos:
Short-form videos: Are ideal for platforms like TikTok and Instagram Reels. These videos, typically under a minute, should have a hook within the first three seconds to grab viewers’ attention.
Long-form videos: These videos are suitable for YouTube and Facebook. They can be five to 25 minutes long and should provide detailed content on repairs, diagnostics, and maintenance tips.
A successful video strategy involves consistency and experimentation. Chris Enright suggests starting with two to three weekly videos and gradually increasing as you get more comfortable. He also recommends batch-producing content, such as filming multiple videos in one session to save time.
“When planning content, focus on what you enjoy. If you’re passionate about the topic, it will show in your videos and keep you motivated,” says Enright. He advises experimenting with different types of content to see what resonates with your audience. Regularly review the performance of your videos and adjust your strategy accordingly. He also recommends seeing what other shops 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 optimize your content for SEO, and repurpose videos into blogs, social media posts, and emails. They emphasize the importance of not being overly promotional in your videos. Instead, aim to educate and build trust with your audience.
Navigating Social Media Platforms
Choosing the right platforms is key. Chris Enright started with Facebook, then expanded to Instagram and YouTube before moving to TikTok. He found TikTok to offer the fastest growth. Here’s a breakdown of platform benefits:
Facebook: Great 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 to the accounts.
Instagram: Perfect for short, engaging videos and reaching a younger demographic.
YouTube: Excellent for longer, in-depth content and improving your search engine optimization (SEO) as Google owns YouTube.
TikTok: Best for rapid growth and reaching a broad audience quickly.
Incentivizing Your Team
Involve your team in the video-making process. Feature your service advisors and technicians in videos to build a connection between them and your clients. Offering incentives, such as a day off for the person who creates the most engaging video, can motivate your team to participate. Enright says he is seeing more shops tell potential hires that they will be required to do or participate in videos. For example, he recently hired a new customer service rep at his shop, and she will be helping him do question-and-answer videos, which tend to be very engaging with audiences.
Video marketing is a powerful yet underutilized tool in the auto repair industry. By starting now, you can position your shop 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 drive substantial growth for your shop.
