In this article from Rebixit Consulting, an English digital agency, the importance of using visual content again comes through as a primary best practice as users watch over 30 minutes of product videos as part of their buying research.

I think the real number that jumps out in this research is that pre-buyers look at over 30 minutes of video. To me, that is a lot of videos considering that it’s likely short-form video.

However, going back to my time at AOL Search, I know that GM was the first buyer of a video ad block that I worked designed that displayed when users searched on car models.

The other important takeaway, which I think is very important, is that connecting early in the buying process often leads to dealer/brand success. According to a Facebook study, the car buying process can start six months before the purchase. This means that it’s valuable to maintain contact with buyers, even when they may not be buying (or don’t think they are buying) and also maintain long-term marketing programs in SEO and awareness ad campaigns that keep your name out there, subtly keeping a top-of-mind presence for when the focus starts to turn to buying a new car.