Boost Sales with 360 Vehicle Photography

For as long as the internet has been around, car dealers have been looking for new and engaging ways to drive interest in their inventory. With the difficulties of a chip shortage and low inventory volumes we’re all experiencing now, there’s never been a better time to explore your options and try new things to keep customers coming through the doors.

That said, as digital marketing options continue to increase, it can be difficult to know what the best and most affordable options might be, and which will drive the highest ROI in a competitive market. While quality vehicle photos are always going to be the most important thing you can have (and one we recommend for every dealership), there are a few increasingly popular options which are extensions of photography – specifically, 360-degree photography and high-definition videos. Both have their own benefits and potential drawbacks, so we thought we’d cover a few of these to help you make the best decision for your investment.

360-degree photography isn’t all that new; realtors, for example, have been using them to showcase the interiors of homes, office buildings, etc. online for quite some time. However, dealerships have been adopting this type of photography more and more in recent years, because high-quality photos are becoming more common for dealers of all sizes than ever before. Providing more of a “virtual your” for shoppers is a fantastic way to stand out from that competition.

360-degree photo sets are typically panoramic, and based on a central point like the center console of a vehicle. They also tend to include a full walkaround of the vehicle, usually called “exterior spins”. These photo sets are meant to be interactive, so a potential customer can navigate their way through them at their leisure much like they would if they were on the lot in person.

In terms of benefits, 360-degree photos provide a few advantages for car shoppers and dealers alike. As mentioned above, this broad and detailed approach gives a more immersive view of the exterior and interior of a car. That means customers get an experience more like actually being inside the cabin, as well as seeing all angles of the exterior that standard photography doesn’t always offer. This can also be helpful for used car shoppers, as any minor damage that might not otherwise be seen in photos is shown – which builds trust between the buyer and dealership.

Also, because 360-degree photos are interactive, customers may feel more connected to the buying experience early on, and that can help them grow their interest in a particular vehicle much like a test drive can. 360-degree photos also tend to be easier to shoot than videos, as there’s usually little to no editing required, and they don’t take as much time to complete.

There are limitations to these photos, though. While they certainly provide a more immersive experience than standard photos can, they still don’t give customers a true idea of what it’s like behind the wheel and moving around the interior of the vehicle. Also, 360-degree photography is great for shoppers on larger tablets and computers, where it’s easier to control the 360-experience – mobile devices, however, might have more challenges depending on their phone and OS. In addition, interior panoramic shots often use a wide-angle lens to capture as much detail as they can, which can skew perspectives and sometimes (when not carefully shot) make things look “off” to a shopper. 

Much like 360-degree photos, video has been used by businesses to promote their products and services online for years. For dealerships, there are a number of benefits to shoppers that can help drive the buying process along before they ever arrive on the lot. With over 75% of auto shoppers saying that online video has influenced their recent shopping habits or purchases, it’s definitely something worth exploring.

One of the main benefits of quality video is the ability to showcase key features of a vehicle in more detail than even photos can. Touchscreens with GPS and music options like SiriusXM can be shown in-use, for example, which helps customers really understand how things will feel behind the wheel. That also helps them build a connection with the car itself, which is almost as good as sitting in the driver’s seat for a shopper.

In addition, videos can be embedded into your website and on third-parties like AutoTrader and Cars.com, and hosted on sites like Youtube. Because of this connection, your website will generally see more traffic, and each video view helps boost your overall SEO ranking. Quality videos also help you stand apart from your competitors in a crowded online marketplace.

It’s important to consider devices here as well. For example, video is great for shoppers on computers and tablets, as long as video resolution is large enough. 720p or larger is generally recommended for the best balance of streaming speed and viewing size. Fortunately, video excels on mobile devices, where swiping through small photos becomes a bit more difficult.

That’s not to say that video is the perfect solution for every dealership looking to drive more interest from shoppers. One of the main drawbacks of video is that it can be more expensive and time-consuming to produce than 360-degree photos. Videos also tend to require more editing than 360-degree photos (including stitching different videos together), which can add to the overall cost and require someone to do the editing themselves.

So, which is better for car dealerships: 360-degree photography or video? The answer really depends on your specific goals and needs, as well as your budget. If you’re looking for a quick-and-easy, interactive way to showcase your vehicles and provide a better experience than photos alone, 360-degree photos are a great way to drive more interest and differentiate your listings from your competitors on a budget.

On the other hand, if you’re looking to create a really immersive experience for shoppers that highlights specific features of your vehicles, video is a great way to go. Provided you have the budget and the manpower to manage them, using a combination of both might be your best bet – that way you’re really standing out from the competition, covering every angle you can, gaining SEO benefits, and more all at the same time.