By Tim Copacia,
Executive Vice President,
J.D. Power | UnityWorks

 ViDi Studio - stock.adobe.com

Unlocking the Power of Video for Auto Dealers: Adapting to Generational Differences in the Automotive Shopping Journey

In today’s digital-first world, video content has transformed how consumers research, evaluate and purchase vehicles. Auto dealers and automotive brands who embrace video marketing can effectively engage potential buyers and convert leads into sales.

However, many dealerships aren't fully leveraging the power of video, missing opportunities to reach a diverse audience with tailored content. By understanding the video preferences of different generations, dealers can optimize their video strategy to find and convert more car buyers.

Understanding how different generations interact with video content can help dealers create a more strategic, segmented approach. Let’s take a closer look at how each generation consumes video in the automotive shopping journey and how dealers can leverage these insights to their advantage.

Gen Z (Ages 9-24): Digital Natives Crave Short, Visual Content

Gen Z is the smallest group of new car buyers at roughly eight percent—but it is steadily growing. For those of Gen Z drivers, they favor smaller, fuel-efficient cars. While some of this may be budget-related, this cohort often chooses lower-priced compact models and are particularly conscious of environmental impact.

Gen Z has grown up with smartphones, social media and on-demand content. They are heavily influenced by short-form videos on platforms like TikTok, Instagram Reels and YouTube Shorts. They use these platforms and others like Pinterest as their preferred search engines. For Gen Z, purchasing a vehicle is not just about functionality—it’s about identity. This generation seeks authenticity and values brands that showcase transparency and creativity. The sooner a brand can get on their radar, the better chance of growing a longer-term customer relationship.

• Preferred Platforms: TikTok, Instagram Reels, Snapchat, YouTube and Pinterest
• Video Style: Short-form, entertaining, visually dynamic and authentic content
• Strategy for Dealers: Dealers should prioritize short-form video content that captures attention quickly. Showcase vehicle features, customization options and real customer stories in a way that feels unscripted and real. Incorporating user-generated content and influencer partnerships can also help dealers gain credibility with this younger audience.

Millennials (Ages 25-40): The Research-Oriented Consumers

Millennials are a large and growing segment of new car purchases. They tend to prioritize fuel efficiency and technology, often choosing midsize sedans or crossovers. However, the influence of family needs means they also favor practical vehicles that can accommodate a growing family​.

Millennials are tech-savvy and research-oriented who value experiences over products. They often watch longer video content when researching big purchases and are highly influenced by reviews and testimonials. Millennials seek personalized content and are more likely to watch videos on social media before heading to a dealership.

• Preferred Platforms: YouTube, Facebook, Instagram and video-rich websites
• Video Style: Detailed, educational and authentic content that tells a story and provides valuable information. This approach is especially important as they consider electric vehicles.
• Strategy for Dealers: Dealers can create walk-through videos, side-by-side vehicle comparisons and informative content highlighting vehicle safety, technology and performance. Personalized video messages showcasing cars that align with a Millennial's specific preferences and life moments can also be highly effective. Sharing customer testimonials and reviews can build trust and help millennials feel more confident about their purchases.

Gen X (Ages 41-56): The Time-Conscious Shoppers

Gen X represents around 35 percent of new car purchases—the largest share among all generations. Gen X buyers typically prefer a mix of practicality and performance, with a strong preference for pickup trucks and midsize SUVs.

Gen X is a generation that values convenience and efficiency. They are often balancing family, work and other responsibilities, so they appreciate content that is direct and to the point. They tend to consume videos on platforms like Facebook and YouTube, and they value videos that help them make informed decisions without taking up too much of their time.

• Preferred Platforms: YouTube, Facebook and dealership websites
• Video Style: Informative, concise and detail-oriented with clear calls to action
• Strategy for Dealers: Focus on creating straightforward video content that highlights vehicle features, financing options and special promotions. Gen X appreciates content that is easy to access and consume. Dealers can leverage video ads on YouTube and Facebook, as well as demonstration videos and tools on dealership websites, to capture Gen X’s attention and drive them toward in-person visits or online inquiries.

Baby Boomers (Ages 57-75): The Brand-Loyal, Quality-Conscious Buyers

Baby Boomers account for roughly 30 percent of new car purchases, with preferences leaning towards larger vehicles like SUVs and pickup trucks, valued for comfort and reliability. Boomers also show a strong preference for American brands like Chevrolet and Ford.

Baby Boomers are a diverse group, but many are loyal to brands they trust and tend to favor traditional platforms like TV (linear and streaming services) and YouTube. They also use Facebook frequently. They value quality, reliability and exceptional service. Baby Boomers may not always be early adopters of digital platforms, but they still consume online videos and value in-depth information.

• Preferred Platforms: YouTube, Facebook and Connected TV (CTV)
• Video Style: Longer, informative content with a focus on quality, safety and reliability
• Strategy for Dealers: Create video content that addresses the specific needs and concerns of Baby Boomers, such as safety features, comfort and durability. YouTube and CTV ads are particularly effective in reaching this audience. Additionally, consider creating detailed video content that walks through financing options, the dealership experience and after-sales service.

Tailoring Your Video Strategy to Maximize Conversions

A one-size-fits-all approach won’t suffice when it comes to video marketing. By segmenting video strategies according to generational preferences, dealers create personalized, targeted campaigns that resonate with their audiences. Here are some practical steps for implementing a generational video strategy:

1. Conduct Audience Research: Utilize data analytics to better understand your customer base. Identify which platforms your potential buyers frequent and what type of video content they engage with the most.
2. Create Platform-Specific Content: Adapt your video content to fit each platform and audience. Short, snappy videos work well for TikTok and Instagram, while longer, in-depth content performs better on YouTube and CTV.
3. Use Personalization to Your Advantage: Personalize video content with AI-driven tools that allow you to customize messaging and offers based on the viewer’s interests, behaviors, life moments and demographics.
4. Leverage First-Party Data for Retargeting: Collect data from your website and CRM to retarget customers with relevant video ads. For instance, if a customer viewed a specific car model on your website, send them a follow-up video showcasing that model’s features and benefits.
5. Incorporate Video Across the Customer Journey: From awareness to consideration to purchase, video can enhance every stage of the customer journey. Use videos on social media, email marketing, website landing pages and even in-store digital displays to create a cohesive, engaging experience for customers.

Embracing the Future of Video in Automotive Retail

The automotive retail industry has yet to fully embrace the role of video. Most dealers are allocating between two-eight percent of their marketing spend on digital, short-form and CTV video campaigns. This level of spending is out of balance with how consumers of each of these core generations consume media each day.

As younger generations increasingly influence the market, dealers must adapt to meet their evolving preferences. By aligning video content and media plans with the unique characteristics of each generation, auto dealers can not only engage new prospects but also foster long-term relationships that translate to brand loyalty and repeat business.

I believe senior automotive marketing leaders need to get more active at Tier 3 and help bring this type of video-centric, generational video strategy to market for their dealers. Implementation requires a video specialist who can not only create unique content across generations and platforms but also has the expertise to deliver these campaigns effectively at scale.

Auto dealers who invest in a segmented, generational video strategy will find themselves ahead of the curve, better equipped to connect with car shoppers of all ages and drive sales in today’s competitive landscape. Video is no longer just a part of the marketing toolkit – it’s the engine driving the automotive sales journey forward.

Tim Copacia is executive vice president of strategic development at J.D. Power UnityWorks. He is a former agency CEO and automotive pioneer in digital marketing, CRM, customer experience management and data driven video experiences. He has held executive level roles at BBDO, Wunderman/Young & Rubicam, Campbell Ewald and Ross Roy/InterOne Marketing Group. He has led multi-million-dollar omni-channel marketing programs across all marketing tiers for several major OEMs.