Utilizing Video Marketing to Promote Your Salon
More people than ever are online. Whether your clients are scrolling through Instagram or watching TikTok, they probably see video marketing content regularly. Consumers watch an average of 19 hours of video a week, and that number isn’t getting any smaller.
From influencer content to ads, video is one of the most popular content types. For salons, video is a great way to showcase your brand’s personality and services. If you want to increase your reach and retain clients, you need to know how to use video marketing to your advantage.
The Benefits of Video Marketing for Salons
Salon and spa services are designed to be relaxing and beneficial for clients, but they also make for great content. Skincare content online grew 83% in 2023 — users love watching videos about beauty.
The visual nature of spa services lets you tell a story through video. Salons can show off new products, provide tutorials, and connect with audiences personally. Clients want to see the results of your work, not just read about it.
With video, your salon can:
- Connect emotionally: Treatment walkthroughs and before-and-afters let clients imagine themselves in your chair. It creates emotional buy-in, where they see who you are and what you can do. The result is increased trust in your business, encouraging viewers to try you out.
- Expand reach: Video makes your salon more discoverable. Engaging clips or short-form content can boost your search rankings and social traffic. Increasing your online presence with video gets these sites to promote you. The more time people spend seeing your page, the more likely they are to book your services.
- Build credibility: Behind-the-scenes or client results videos establish your online reputation. Users can see the results of your work and the dedication you put into your craft. This builds you up as an authority, and people want to book with salons they feel are experts.
- Improve marketing: Data from your content tells you what marketing strategies work. You can see what content brings people in or gets the most clicks. Use this information to adjust your marketing approach and make it more effective.
Creating a Video Marketing Plan
Your video marketing strategy needs some planning to work. Video content must have a structure, and you’ll want to understand current trends to make it work. Use these tips to build a strategy that drives salon growth.
- Establish a Goal
What do you want to achieve with your video marketing? Are you looking for more new clients, do you want to promote a new service, or are you interested in rebooking rates? Each marketing campaign should have one main goal driving it. This keeps your team focused and makes it easier to track marketing success. Once you have a goal, you can build a message and format.
- Find Your Audience
Next, you need to think about your audience. Short-form videos are great for reaching Millennials and Gen Z. These groups are often on TikTok or Instagram Reels.
Short content is eye-catching and works best for staff introductions, trending styles, or client transformations. Shoot long-form content like tutorials or service explainers to reach more mature audiences. Post these on YouTube or embed them in email campaigns.
- Pick Your Content
Once you have your goals and audience, it’s time to choose between content types. Salons have many services and transformations to show off. Consider these ideas:
- Product features
- Tutorials
- Before-and-afters
- Behind-the-scenes looks
- Flash promotions
Livestreams or longer videos work well for Q&A content or event coverage. You can collect questions directly from your audience and answer them or show how to do a certain technique. Experiment with long- and short-form content to see which works best with the content you’re trying to create.
- Create a Calendar
A content calendar keeps all your video marketing focused and on schedule. Releasing everything at once just means your content competes with itself. Instead, tie video releases to specific events. Use service launches, seasonal promotions, or local events as jumping-off points for releases.
Consider uploading tutorial videos at the same time every week or month so your audience can expect content from you. Regular video releases keep you consistent and fresh, growing your internet presence.
- Stay Current
Making sure people see your videos means jumping onto the latest trends. Is a certain song trending? Use that in your short-form video if you can. Do specific cover images and hashtags lead to more views? Use those in your next upload.
Pay attention to platform algorithms, format popularity shifts, and client viewer behavior. If something isn’t connecting, scrap it and try a new angle.
- Measure Performance
Data shows you if your content works. Video content marketing for salons costs money — you need to make sure your investment pays off. Keep track of what’s being watched, shared, and clicked. Are clients referencing your content when they come in? Use this data to fine-tune your messaging, style, and calendar. Over time, you’ll build a successful approach based on real data.
Choosing Video Marketing Platforms
A big part of your strategy is adjusting content to different platforms. Video marketing trends are influenced by the platform they’re on and the audience. This means your content style should align with the platform and your audience’s behavior. Here’s a quick rundown of where you see different content types:
- Short-form videos: Instagram Reels, TikTok, and YouTube Shorts are where you see quick videos. Put service highlights, transformations, and product ads on these sites.
- Long-form content: Use YouTube for in-depth, long videos. Users often go here for Q&As, product deep dives, and tutorials.
- Promotional posts: Facebook is great for speaking to older audiences. They want to see posts and pictures. Facebook is also excellent for event videos and community-based promotions.
Remember, you don’t have to post everywhere. Try posting on multiple platforms at first to see where your audience is. Then, focus your content on the platforms where you perform best. This way, you avoid over-extending yourself while still cultivating an audience. Use marketing tools to make scheduling posts, tracking views, and comparing performance easier.
Bring Your Salon Video Marketing Strategy to Life
Video content can transform how your salon connects with clients. It brings your brand to life and lets you showcase your unique services. An effective video strategy can build lasting client loyalty and increase bookings.
The right tools make it easier to keep your marketing organized. Post consistently and track performance with advanced marketing tools for salons. Explore Meevo with a complimentary demo today!
