Brand Experience (BX) Expert is a content series by Novaon Digital in collaboration with brand professionals, aiming to deliver practical insights and modern brand-building strategies that foster deep connections with customers.

*Hello Ms. Phương, in your opinion, what role are short videos currently playing in the automotive communication strategy?

To me, short video is no longer an option – it’s a mandatory element in any content marketing strategy, especially in the automotive industry, where the customer journey is long and the product itself is complex.

Today’s consumers – particularly Gen Z and Millennials – no longer consume information in traditional ways. They don’t read catalogs or wait for TV commercials; instead, they scroll through TikTok, Reels, and YouTube Shorts every day. This forces brands to appear on the right platform, in the right format, and at the right emotional moment.

The greatest strength of short video lies in its ability to convey a message within just a few seconds – which is crucial in an age of fragmented attention and growing impatience. In the automotive sector, short videos must not only be visually appealing but also concise, emotionally engaging, and action-oriented – whether that’s encouraging viewers to learn more, book a test drive, or simply remember the brand.

I always tell my creative team: “Short video is where the customer gets a taste of the brand.” If it hits the right insight at the right time, even a brief moment can open the door to a much longer brand experience.

Ms. Phương’s perspective on the role of Short Video.

Source: Novaon

What I highly value is the ability to rapidly test and continuously optimize. We can A/B test multiple versions and measure performance almost in real time – a pace that traditional formats simply can’t keep up with.

In short, short videos don’t just spread awareness – they create memorable moments. And in the automotive industry, the brand that creates more of these moments holds the advantage.

* So in your view, when it comes to highly technical products with long purchase cycles like cars, what are the core principles for designing short video content that is both engaging and effectively conveys brand value?

In the automotive industry – where the purchase cycle is long and decisions are made with careful consideration – short videos can’t just be entertaining or follow trends. They need to be crafted as strategic tools: revealing just enough, while leading the viewer forward.

Ms. Phương’s insights on the application of Short Video in the Automotive industry.

Source: Novaon

First, you must “hook” the viewer within the very first second. The time and space for a short video are extremely limited – so every element, from visuals and motion to sound, must instantly tap into the viewer’s emotions or latent needs. If the viewer doesn’t feel a sense of relevance, they’ll scroll away – and the opportunity is lost.

Second, the content must be selective. Don’t try to explain everything about the car. Focus on one feature, one highlight – whether it’s safety, design, or driving experience – as long as it aligns with the key concern of your target audience at that moment.

Third, it must evoke desire. People don’t buy cars based on logic alone. They buy because they see their own needs reflected in the car – whether it’s driving home to visit their mother or safely taking their child to school. A short video must open up a “vision,” not just deliver technical information.

And finally, there must be a clear call to action. Learn more? Book a test drive? Buy now? Without a next step, the video remains an isolated piece with no conversion path, and the customer journey ends there.

*Among platforms like TikTok, YouTube Shorts, and Instagram Reels, which one do you think is the most suitable “territory” for the automotive industry?

There’s no single platform that is “the best” across the board. What matters is allocating the right content to the right platform, based on user behavior and the brand’s specific objectives at each stage.

If the goal is to gain rapid attention, TikTok leads thanks to its algorithm that prioritizes content over follower count. As long as the video is emotionally resonant and fits the format, brands can reach millions without a massive budget. Content types like POV test drives, behind-the-scenes clips, and emotional challenges perform especially well. However, TikTok requires content to be truly natural and authentic – overly promotional or rigid formats won’t work.

On the other hand, YouTube Shorts is better suited to users who seek deeper information. Since YouTube is inherently a search-based platform, combining short videos with a series of longer ones on the same channel can help brands retain viewers longer, strengthen engagement, and build trust.

As for Instagram Reels, it’s a visually-driven, lifestyle-oriented platform – ideal for brands targeting aesthetically minded, lifestyle-loving audiences. Reels helps convey the brand spirit through emotional storytelling, and is particularly effective when paired with KOLs and lifestyle creators.

3-Step Model for Applying Short Video in Automotive Communication

Source: Novaon

I often recommend a 3-step model: TikTok to generate attention – YouTube to nurture interest – Instagram to build affinity. An effective video strategy shouldn’t rely on a single platform, but rather leverage the unique strengths of each channel to create a seamless, multi-platform content ecosystem where every piece supports the others.

*In your opinion, among formats like POV test drives, behind-the-scenes clips, influencer experiences, or entertainment-based challenges – which are proving most effective in the automotive sector? And how should they be utilized to create real value?

From my experience in the automotive industry, effectiveness doesn’t come from choosing the most popular format, but from whether that format strikes the right emotional chord and meets the audience’s expectations at each stage of the car-buying journey.

For example, POV test drives are currently one of the most powerful formats because they simulate the real driving experience – allowing the viewer to “sit behind the wheel” and feel the sound, speed, and smoothness of the car. On platforms like TikTok or Shorts, this format is particularly attractive due to its high visual impact.

Meanwhile, behind-the-scenes videos are excellent for building trust. When customers get to see quality inspections, production technologies, or stories from the technical team, it conveys transparency and professionalism.

Influencer content still holds great potential for reach – but it requires selecting the right personality and maintaining authentic storytelling. Today’s audience can immediately tell the difference between a real experience and a scripted performance.

As for entertainment-based challenges, I see them as effective catalysts for viral reach, but they shouldn’t be the core focus – especially in an industry with a long, logic-driven buying cycle like automotive. Challenges should serve as the first touchpoint – not the final conversion step.

In short, each format has its own role:
➤ POV draws users into the experience,
➤ Behind-the-scenes builds trust,
➤ Influencers expand reach,
➤ Challenges energize the market.
Success lies in aligning the format with the right timing, platform, and communication objective.

*Livestreaming is another emerging format. What role do you think it can play in today’s automotive communication strategies?

If strategically designed, livestreaming can become a multifunctional touchpoint – generating leads, fostering community, and supporting conversions all at once.

With its interactive nature, livestreams allow brands not only to deliver messages but also to listen to their audience – which is especially important for generating quality leads. When customers are invited to ask questions and receive real-time answers, they feel convenience, responsiveness, and a stronger emotional connection to the brand.

In addition, livestreaming creates a transparent, public dialogue space – where brands can share behind-the-scenes views, technical processes, or product Q&As. This helps build communities grounded in trust, not just advertising.

Xiaomi CEO Leads the Trend of Livestream Car Sales in China

Source: Novaon

Finally, in digitally advanced markets like China or Thailand, livestreaming has proven highly effective for sales. Users can now explore products, receive financial advice, and book test drives — all during the livestream — no showroom needed, just real connection.

I believe livestreaming is not a side element, but a strategic platform. When combined with strong storytelling, genuine interaction, and clear conversion points, it can generate an impact on par with a large-scale digital campaign.

*And lastly, could you share your predictions for video marketing trends in the automotive sector over the next 5 to 10 years?

I have a few predictions for how video marketing in the automotive industry will evolve over the next 5 to 10 years.

First, video will shift from promotion to experience. Viewers will want to feel the car through the screen — from the driving sensation to the engine sound — not just hear about its features.

BMW Delivers a Realistic Driving Experience Through the Film Series “The Hire”
Source: Novaon

Second, video will be personalized based on user behavior. With the help of AI, brands can create tailored content sequences for each stage of the customer journey — from emotional inspiration to feature comparisons or purchase encouragement.

Third, interactive and real-time video will become the norm. Consumers want immediate responses within the video itself — is the car available, are there promotions, how to book a test drive — rather than waiting for an email reply.

And finally, future videos must be empathetic. People only buy when they feel understood. Honest, emotionally resonant videos will outperform even the most dazzling campaigns.

Thank you, Ms. Phương, for your valuable and insightful sharing!

Cre: Brands Vietnam