The Institute of the Motor Industry (IMI) is to launch an online video channel. 

Content will vary from the existing YouTube channel that has informational and campaign videos, attracting 100,000 visitors per year. The channel will have a dedicated page on the IMI website and will focus on presenter-led programming.

Research shows that 78% of adults watch, download and share video content online. IMI will be using the channel to communicate with its enhanced membership community that will soon include holders of IMI Accreditation joining the recently inducted student members. The audience will be offered free subscription to the channel to receive regular news and entertainment, and the programmes will feature technical support, industry innovations, expert analysis, careers promotions, job adverts, and the latest news and views from the industry. 

For the recent London Motor Show the IMI posted a 360-degree view of a 1930s Rolls Royce Phantom II and a top of the range Mitsubishi Outlander PHEV.

IMI head of marketing and communications Nick Newman, said: “Engagement with the London Motor Show film was amazing. Some 15,000 people viewed the posts on Facebook over the four days of the exhibition. It drove a lot of traffic to our website and enabled thousands of conversations with the public and motor industry professionals.”

The channel will be previewed at Automechanika Birmingham on June 6-8 and will go live on IMI's website in autumn 2017.