It's virtually impossible to be in the automotive space and not have to rely on online video for promotion. While Twitter and Facebook are important to the automotive industry to get the word out on new products, shows, trends and news, online video brings out the enthusiasts. The true enthusiasts - those who are so passionate they try and convert others to see their automotive views, rely on online video to prove their case and fuel their passion.
Twitter and Facebook are great. Don't get me wrong. However, on Twitter you usually get people following you who are in your industry. They are following you because they want to keep up to date on your business and keep an edge on the competition. When you release a new product, service, or discuss a milestone, you're mainly just informing your competition when you tweet about it.
Facebook is a different animal. There more customers and enthusiasts are actively engaged in your posts, and feel more connected with you. Your posts, pictures, and polls make the user feel more "in" with you, thus more likely to support your brand.
The Power Of Online Video
Both of these are great, but they are nowhere near as powerful as a strong viral video. Let's say for example you want to sell a product. You get the highest ROI and conversions when people sell that product in action. When users can see performance car parts being used in racing, street or competition use, and when they like it - they share it. If a picture is worth a thousand words, a tweet is worth ten, and an online video is worth a million.
Take, for example, Underground Racing. They are a high end performance shop that releases dozens of videos of their Lamborghini and Ferrari shop cars tearing up the streets with special UR performance parts. Viewers are so amazed by the videos, they share them, get them millions of views, and instantly establish businesses as the go to place for performance. Nothing is more powerful.
Here is an example video with almost 7 million views:
With these types of views, can you argue that there is a better social platform than online video? When was the last time your tweet was retweeted 7 million times? Ever had 7 million likes?