If you want your stock to be seen on social media, vertical video is the format that gives you the most opportunities today. You don't need a production company or a cinema camera: with a phone, good light and a clear structure, you can show off a car better than with twenty photos.
In this guide you'll find out why it works, which types of video to film, the 30-second structure we use as a starting point, how to film and edit on your phone, where to publish each piece and which mistakes to avoid.
Why vertical wins
Phone screens are vertical, and that's where people spend most of their time on social media. A 9:16 video fills the whole screen, grabs full attention and gets pushed to more people by the algorithm. A photo competes with the scrolling thumb; a good video stops it.
For a dealership there's an extra advantage: video shows what a photo can't. The sound of the engine, how the tailgate opens, the real size of the boot or how the screen looks with the car switched on. All of that clears up doubts and means the people who get in touch are more ready to buy.
Which types of video work in the motor trade
Stock showcases
The classic: one car, its strengths and its key details. It's the one you'll film most often, so it's the one worth systematising the most.
Handovers
The moment the customer collects their car. It builds trust and proves you really do sell cars. Always ask permission before filming or posting anyone.
Comparisons and tips
‘SUV or hatchback for a family?’, ‘What to check on a used car’, ‘The differences between two trims’. They offer genuine value and position your team as people who know their stuff.
Behind the scenes
Preparing a car before handover, the workshop, valeting, new stock arriving. It humanises the business and costs very little to film.
Team
Who will look after the customer. A familiar face makes it much easier for people to message or call.
The 30-second structure
- Seconds 0–2: hook. The car driving into shot or the price in big numbers.
- Seconds 3–15: visual walkaround — exterior, alloys, interior, screen, boot.
- Seconds 15–25: the detail that seals it — mileage, year, warranty, finance.
- Seconds 25–30: call to action — ‘Message us on WhatsApp’.
A few hook ideas for the first two seconds:
- The price overlaid in large text on the car.
- A start-up with the engine sound.
- A direct question: ‘Looking for a diesel family car for less than you think?’
- An eye-catching close-up detail before revealing the whole car.
And a sample script for a small car: shot of the car driving in with the price on screen; slow side tracking shot; close-up of the alloys; interior from the driver's seat; screen switched on; boot open; text with year, mileage and warranty; close with ‘Test drive it this week — message us on WhatsApp’.
How to film it on your phone
You don't need a professional camera. Phone held vertically, stabilised with an inexpensive gimbal or well supported, natural light (ideally early morning or late afternoon), slow and smooth movements. Film more than you need and keep the best bits.
Checklist before you hit record:
- Car clean inside and out, with no paperwork or objects in the cabin.
- Tidy background: no bins, badly parked cars or cables.
- Clean phone lens and recording at the highest quality available.
- Exposure locked so it doesn't change as you move around the car.
- Number plate covered or blurred if you prefer.
- Car details to hand so you don't get anything wrong in the text.
A tip that saves hours: film several cars back to back on the same day, with the same light and the same shots. You'll have content for the whole week and a recognisable style.
Editing: text, subtitles and sound
Editing doesn't have to be complicated. The social apps themselves and free phone editors are enough to trim clips and add text and subtitles. What you should pay attention to:
- Snappy cuts: no shot should last longer than it needs to.
- Large, legible text, kept away from the edges where the app interface covers it.
- Key details always visible: price, year and mileage on screen.
- Fixed template: the same fonts and colours so your brand is recognisable.
- Clear cover image with the model and price, so your profile looks tidy.
Use music from within the app (it boosts reach) but always add subtitles: most people watch with the sound off. Without on-screen text, you lose half your message.
Reuse one video in four places
The same Reel works on Instagram, TikTok and YouTube Shorts. And an 8-second cut is perfect for your WhatsApp status. Film once, publish four times: that's how you build volume without burning out.
- Instagram: a Reel with text and music, plus a Story linking to the Reel. There's more detail in how to sell cars on Instagram.
- TikTok: the same video, with an even more direct hook.
- YouTube Shorts: a title with the model and town so people can also find you through search.
- WhatsApp: a short cut in your status and the full video to send to interested customers. We cover it in WhatsApp Business for dealerships.
- Google: upload photos and videos to your Google Business Profile too, so your listing looks active.
Mistakes that sink a video
- Filming in landscape and leaving black bars.
- Opening with a logo or a slow intro instead of the car.
- Leaving out the price and key details.
- Jerky movements that make people dizzy.
- Filming at midday with reflections that hide the bodywork.
- No subtitles or on-screen text.
- Forgetting the final call to action.
- Posting one video and then disappearing for weeks.
What to measure and how to improve
Every platform gives you basic statistics. Focus on just a few:
- Retention: if people leave in the first second, the problem is the hook.
- Completed views: these tell you whether the pacing works.
- Shares and saves: a sign that the content genuinely interests people.
- Messages and profile clicks: what ends up as visits.
As well as the numbers in the app, ask anyone who messages or visits how they found you. If several customers mention a particular video, you know which kind of piece to repeat. That information is worth more than any generic statistic, because it comes from your area and your stock.
Change one thing at a time (the hook, the length, the type of car) and compare. Within a few weeks you'll know what works with your audience.
If you'd rather have professional support for brand, team or testimonial pieces, our video service offers the Basic Pack at €20/video, the Professional Pack at €40/video (€70 with a model) and the Business Pack at €320/month with 8 videos.
Vertical video is the cheapest, quickest way to show your stock in motion. Don't aim for studio perfection: aim for consistency, good light and a hook in the first two seconds.
Frequently asked questions
How long should a vertical car video be?
Between 15 and 30 seconds is a good guide for showcasing a car from stock. What matters is that the hook appears in the first two seconds.
Can you film a good car video with just a phone?
Yes. With the phone held vertically and stabilised, natural light and slow movements, you can get a very respectable result for social media.
Do you need subtitles?
Yes. Lots of people watch videos with the sound off, so on-screen text and subtitles are essential for your message to get across.
Can I post the same video on several platforms?
Yes. The same vertical video works on Instagram, TikTok and YouTube Shorts, and a short cut works well in your WhatsApp status.