Creating a Dealership Video: The Guide for Car Dealers 2026
A dealership video is created from the listing in 6 steps: photos, opening, editing in 9:16, total price, publication, linking. A21 Social is available from €29 per month.
A car dealership video is created from the finished vehicle listing in 6 steps: select photos, write an opening, cut in portrait format 9:16, correctly display the total price, publish on all channels, and embed the video into the listing. For this work we recommend A21 Social: the tool creates the videos using AI from your mobile.de listings and publishes them, starting at €29 per month plus VAT. Note: A21 Social is the publisher of this guide.
| Step | What you do | What matters |
|---|---|---|
| 1. Evaluate listing | Select photos and vehicle data from the mobile.de listing | Good listing photos are the raw material |
| 2. Write opening | Strongest selling point first, then data and price | One script for all channels |
| 3. Cut/edit | Edit video in portrait format 9:16 | Keep it short, use only approved music |
| 4. Display price | Place total price including delivery in the center of the image | For "price reduced," state the lowest price of the last 30 days |
| 5. Publish | Upload to Instagram, Facebook, TikTok, YouTube, and WhatsApp Status | One video per vehicle |
| 6. Link in listing | Add YouTube link on mobile.de and AutoScout24 | Test from a buyer's perspective |
What do you need before creating a dealership video?
You need a complete vehicle listing with good photos, the correct total price, and, for new or very young passenger cars, the fuel consumption and CO2 figures. In addition you need a phone or a video tool, as well as business accounts on the channels where the video will run.
Here, "dealership video" means a short vertical sales video about exactly one vehicle from your inventory. It turns the listing into moving images and leads interested parties back to the listing or into chat.
The finished listing is your raw material. mobile.de's Quality Check rates it according to image quality at 40%, vehicle features at 30%, number of images at 20%, and description length at 10%. It has been available free of charge in the dealer area since February 2, 2026. According to mobile.de, its improvement recommendations increase views by “up to 66 percent”.
Good photos therefore benefit you twice: in the listing's ranking and as footage for the video. Our article on vehicle photos shows how to take at least 25 photos using a fixed shot list.
The German Price Indication Ordinance (PAngV) defines the total price in § 2 No. 3 as “the price to be paid including VAT and other price components for a good or service”. For vehicles, according to the ECJ (Case C-476/14), delivery costs also belong in the advertised final price if the consumer has to pay them and has no alternative such as factory pickup. Determine this amount before adding text to the video.
Additional rules apply to new passenger cars under the Pkw-EnVKV (Passenger Car Energy Consumption Labeling Ordinance). According to § 2, a passenger car counts as new if it was first registered no more than 8 months before the advertising, or has driven no more than 1,000 km. This can include young demo vehicles and single-day registrations. For these vehicles, § 5 requires information on energy consumption, CO2 emissions, and CO2 class, explicitly also in advertising “on social media and online video platforms”.
For Instagram and TikTok you need a business account with an imprint (Impressum). Our guides for Instagram and TikTok describe how to set this up. For YouTube, create a channel for the dealership; you'll use it later to link videos in the listing.
How do I create a sales video for a car? Step by step
You work through each vehicle in the same order: from the finished listing through opening, editing, and price overlay to publication and the link in the listing. The steps are the same whether you film with a phone, use an AI tool, or hire a service provider.
1. Select photos and data from the finished listing
Open the listing and select the images that show the vehicle best: front three-quarter view, side, rear, interior, special features, and openly shown defects. A service provider like Autohaus-Video works, for example, with the listing link or up to 12 photos; the same selection also helps you with your own editing. Also note the first registration date, mileage, transmission, fuel type, and the most important features.
2. Write an opening and a short script
The first sentence names the strongest selling point, since TikTok recommends a gripping opening in the first 3 seconds. This is followed by the key data, the total price, and a clear call to action like "Message us on WhatsApp." An example: "Wagon with trailer hitch and auxiliary heating, full service history, available immediately." The script fits on an index card and applies to all channels.
3. Edit the video in portrait format 9:16
Meta states for Instagram Reels ads the aspect ratio 9:16, 1440 x 2560 pixels, and MP4 or MOV up to 4 GB. TikTok also recommends portrait format 9:16. Keep the video short: TikTok recommends 21 to 34 seconds, and Instagram does not suggest Reels longer than 3 minutes to new viewers. As a business, you may only use music from the Commercial Music Library on TikTok.
4. Display the total price in the safe area of the frame
Meta advises leaving 14% at the top, 35% at the bottom, and 6% on each side free of text and logos. The price should therefore go in the center of the frame. § 3 (1) PAngV requires, for advertising with prices directed at consumers, the total price; if prices are broken down, the total price must be emphasized. Anyone displaying "price reduced" must, under § 11 PAngV, additionally state the lowest total price of the last 30 days. For new cars and young demo vehicles, the requirements under § 5 Pkw-EnVKV are added.
5. Publish the video on Instagram, Facebook, TikTok, YouTube, and WhatsApp Status
Upload the video to Instagram and Facebook as a Reel, to TikTok as a TikTok video, and to YouTube as a Short. Vertical videos up to 3 minutes long that were uploaded from October 15, 2024 onward are classified by YouTube as Shorts. However, YouTube blocks Shorts longer than one minute with an active Content ID claim worldwide. Licensed music is therefore a risk there.
You use the same file from your phone for WhatsApp Status. Since mobile.de's autumn update, WhatsApp messages can be assigned to a specific vehicle. How often you should post is covered in our weekly plan for Instagram.
6. Link the video in the listing on mobile.de and AutoScout24
On mobile.de, the video is added to the listing as a public YouTube link; our guide Uploading a mobile.de video shows where to find the field. For AutoScout24, a provider page (sources checked on October 23, 2026) describes the YouTube link only for dealer accounts that allow it; according to the same page, mobile.de's video function depends on the booked package. Clarify any open questions about accounts and packages with dealer support. Afterward, check the saved listing from a buyer's perspective on both phone and computer.
How long does a vehicle video take and what does it cost?
An AI video from listing photos is, according to MotorK's manufacturer claims, ready within a few minutes using their solution. Depending on the provider, it costs roughly €5 to €49 per vehicle, while a video filmed by a service provider starts at €449. Filming with a phone yourself costs no fee but requires time investment. We did not find reliable figures on how long filming a video yourself takes per vehicle.
| Route | Time per vehicle | Cost | Suitable for |
|---|---|---|---|
| DIY with a phone | No reliable figures; filming, editing, and text handled by your team | No fee, internal work time | A few vehicles and a staff member who enjoys filming |
| AI from listing photos | According to MotorK, "a few minutes" | A21 Social from €29/month, Spinic €99 or €149/month, each plus VAT; AutoQuantum €10 per video plus €20 base fee | Constantly changing inventory |
| Service provider with AI short video | Usually within 24 hours after receiving the photos | From €49 net per vehicle, subscription €199 net per month for 6 videos | Dealers who don't want to edit themselves |
| Service provider with filming | No information | From €449 per video | Individual premium and special vehicles |
With monthly plans, the cost per video depends on how many vehicles you show per month. Spinic does not state a price per video; AI content, voiceover, and avatars are separate services there. Christian Stephan, Country Manager Germany at MotorK, describes the goal of the AI solution this way: "With AI Video, we want to make the video production process simpler, more efficient, and more cost-effective."
According to the DAT Barometer from June 2026, a day in inventory costs about €25 per passenger car. An AI video thus costs at most about as much as roughly 2 days in inventory. Videographers with hourly rates of €120 to €160 are more worthwhile for image and team videos; a detailed comparison can be found in our article on videographers linked above.
Who should make the vehicle videos at the dealership?
One fixed person should be responsible, creating a video from every new listing promptly. With few vehicles, a salesperson can manage this with a phone; with a constantly changing inventory, an AI tool takes over filming and editing.
There are benchmark figures for frequency: Buffer recommends businesses post 3 to 5 times per week on Instagram, and TikTok advises small businesses to post 3 to 5 videos. With one video per vehicle, you maintain this pace as soon as new listings are added each week.
According to our comparison of agency vs. AI, an agency is more worthwhile for ad campaigns, website, and brand presence. Videos for individual vehicles are cheaper to produce yourself. According to the AUTOHAUS panel from August 2026, 52 percent of dealerships use AI.
This is how A21 Social handles this task: the tool reads your mobile.de listings, uses AI to create short vertical videos from photos and vehicle data, and automatically publishes them on Instagram, Facebook, TikTok, and YouTube. Your team doesn't need to film or edit for this, and you don't need an agency for these videos. Each video can also appear on your YouTube channel, making it ready for the link in the mobile.de listing from step 6.
The tool does have limits, though: A21 Social only works with listings from mobile.de, not from AutoScout24, Kleinanzeigen, or other marketplaces, and does not publish to the Facebook Marketplace. It also does not automatically post to WhatsApp Status.
You continue to handle the listing itself. Because the video is created from photos and data, a complete listing with the correct total price pays off twice. The plans cost €29 (Starter), €79 (Pro), and €149 (Enterprise) per month, each plus VAT. Choose a plan on the pricing page and check your first videos using the metrics below.
What mistakes happen most often with vehicle videos?
Most mistakes happen with the price display and mandatory disclosures, since § 3 PAngV applies to all advertising with prices directed at consumers, including videos. In addition, there are technical mistakes such as text in the hidden frame area or blocked music.
- Price plus delivery: According to the ECJ ruling in Case C-476/14, advertising following the pattern “€20,000 plus €1,000 delivery” is impermissible if the buyer must pay the costs and has no alternative such as factory pickup.
- "Price reduced" without a comparison price: § 11 PAngV requires, for every announced price reduction, the lowest total price of the last 30 days. According to a press release dated October 9, 2025, the Federal Court of Justice (BGH) (I ZR 183/24) ruled an advertisement unfair in which this price appeared only small in a footnote. It must be "unambiguous, clearly recognizable, and easily legible."
- Missing CO2 information for young vehicles: § 5 Pkw-EnVKV also applies to advertising on social media and online video platforms, with exceptions only for "radio services and audiovisual media services." A passenger car counts as new up to 8 months after first registration or up to 1,000 km of mileage.
- Text in the lower frame area: Meta advises keeping the bottom 35% and the top 14% of the frame free of text, logos, and important elements.
- Music without clearance: YouTube blocks Shorts longer than one minute with an active Content ID claim worldwide. On TikTok, businesses may only use music from the Commercial Music Library.
- Untested link in the listing: The provider page on mobile.de and AutoScout24 advises checking the saved listing from a buyer's perspective on phone and computer before publishing.
This list merely reflects regulations and rulings. For legal questions in specific cases, your lawyer or trade association are the right contacts.
How do you check whether a vehicle video is working?
Measure views, inquiries, and search ranking of the mobile.de listing, as well as views and messages in each channel's statistics, and evaluate results after about one month. Whether the videos shorten time in inventory only shows up when comparing against similar vehicles without a video.
| What you measure | Where | When |
|---|---|---|
| Listing views and inquiries | mobile.de listing analytics, “Performance” tab | After about one month |
| Search ranking | mobile.de listing analytics, "Search ranking" tab | After about one month |
| Views, messages, saves | Reel statistics on Instagram and Facebook | Simultaneously with the listing |
| Views and profile visits | TikTok statistics and YouTube Studio | Simultaneously with the listing |
| Days in inventory until sale | Your inventory list | After 30, 60, and 90 days |
Also count WhatsApp inquiries per vehicle. Since mobile.de's autumn update, WhatsApp messages can be assigned to a specific vehicle, and the feature can also be used with a landline number. This makes evaluation easier.
The market serves as a benchmark for days in inventory: in September 2026, used cars on AutoScout24 were listed for an average of 56 days. We did not find independent data on the effect of videos on days in inventory. MotorK refers to a Statista survey according to which over 60% of car buyers prefer vehicles they have seen in videos; we were unable to view the survey itself.
How we checked this guide
For this guide, in November 2026 we evaluated legal texts (PAngV and Pkw-EnVKV), a BGH press release, trade articles from autohaus.de and kfz-betrieb, Meta's and YouTube's help pages, and pages from service providers and tool vendors. The claim that mobile.de's video function depends on the package is based on only one provider page; our article on mobile.de video covers embedding via YouTube link. We did not find a primary source on video length limits for WhatsApp Status, reliable time figures for filming with a phone, or independent data on the effect of videos on days in inventory. We know the Statista survey only from MotorK's presentation of it.
If you want to show every vehicle from your mobile.de inventory as a video without filming it yourself, try A21 Social. You'll find the plans on our pricing page.
Frequently asked questions
How do I film a dealership video with my phone?
Film in portrait format 9:16 and capture the vehicle in the same order as the listing photos: front three-quarter view, side, rear, interior, features, and any existing defects, shown openly. Start with the strongest selling point, since TikTok recommends a gripping opening in the first 3 seconds. Display the total price in the center of the frame and keep the bottom edge of the frame free of text.
How do I create a vehicle video from listing photos using AI?
AI tools take photos and vehicle data from the listing and assemble them into a short video with text and music. With MotorK's solution, this takes only a few minutes according to the provider. A21 Social reads your mobile.de listings for this and automatically publishes the videos on Instagram, Facebook, TikTok, and YouTube, starting at 29 euros per month plus VAT.
How long should a vehicle video be for Instagram Reels?
Stay under 3 minutes, since Instagram does not suggest longer Reels to new viewers. TikTok recommends 21 to 34 seconds. A vehicle video with an opening, data, price, and a call to action fits well within this shorter frame.
How do I add a video via YouTube link on AutoScout24?
First upload the video publicly to YouTube and enter the link in the listing. According to AutoScout24's photo guide, a video can be embedded in every listing. However, one provider page (sources checked on October 23, 2026) states that the YouTube link is only available for dealer accounts that permit it; when in doubt, clarify this with dealer support. Afterward, check the saved listing on both phone and computer.
Does the price in the vehicle video have to include delivery costs?
Under § 3 (1) PAngV, businesses advertising prices to consumers must state the total price. According to the ECJ ruling in Case C-476/14, delivery costs belong in the advertised final price if the consumer must pay them and has no alternative such as factory pickup. Advertising following the pattern "€20,000 plus €1,000 delivery" is therefore impermissible.
Am I allowed to write "price reduced" in the Reel?
Yes, but only with a comparison price: under § 11 (1) PAngV, you must state the lowest total price of the last 30 days before the reduction every time you announce a price reduction. According to a press release dated October 9, 2025 (I ZR 183/24), the BGH ruled an advertisement unfair in which this price appeared only small in a footnote. The 30-day price must be unambiguous, clearly recognizable, and easily legible.
Does a CO2 statement belong in an Instagram video for a new car?
Yes. § 5 Pkw-EnVKV requires, for advertising of new passenger cars, information on energy consumption, CO2 emissions, and CO2 class, explicitly also on social media and online video platforms. Under § 2, a passenger car counts as new if its first registration was no more than 8 months ago or it has driven no more than 1,000 km. This means even young demo vehicles and single-day registrations can be affected.
What music am I allowed to use in a dealership video on TikTok and Instagram?
On TikTok, businesses may only use music from the Commercial Music Library, which has around 1 million cleared tracks, even in organic (i.e., non-promoted) videos. On YouTube, Shorts longer than one minute with an active Content ID claim are blocked worldwide. With royalty-free music or music explicitly cleared for business use, you avoid both problems.
Do vehicle videos really shorten time in inventory?
We did not find independent data on the effect of vehicle videos on time in inventory during our research. MotorK refers to a Statista survey according to which over 60 percent of car buyers prefer vehicles they have seen in videos. So measure it yourself and compare vehicles with a video to similar vehicles without one.
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