Why Do We "PUSH" Our Clients to Consider Video?

The large majority of potential customers of yours will be "moved to take action" at much greater percentages, some experts say, with video than with photographs. Studies of the human brain prove that we process thousands of times more information with video in the same time we read text.

Video truly is custom designed to increase anybody in the image improvement business, since we're all focused on ourselves first, hence the new paradigm of "selfies". In fact, prospects will often see a video on your site or Facebook page and never forget it. That one exposure to you left an indelible image in their minds of something that you or your operators can do - and have done - for someone else, that they want for themselves.

We now hear how video live streaming is beginning to gain momentum, with Periscope and Meerkat emerging as the frontrunners, but is live streaming video necessary or practical for stylists and salons?  Are there easier, more productive ways to use images to build your business? 

What about photos, gifs, YouTube, embedded branding, links to your info and your (and your client's) mobile phone's as resources and expedient use of these free marketing tools that will greatly differentiate you from your competition?  

This recent article in Entreprenuer Magazine lists 3 Ways to Integrate Video into Your Marketing and may I say it's pitiful how business in general is forcing the issue. This cover by The Guardian "Why Video is the Future of Content Marketing" provides another sobering set of facts. There's a million Googleable links that discuss the importance of video, and this one is the last one I'll reference here

The fact is that other businesses don't have the built-in benefit of a visual as the most important aspect of their product offering as stylists do without even trying.

FACTS Pertinent to the salon and spa industry

*According to research conducted by Jun Group (2011), videos that are 15 seconds or shorter are shared 37 percent more often than those that last between 30 seconds and 1 minute. If you make your video longer, that stat goes down. (What better piece of info about taking a hair, skin or nail video?)

*While desktop viewers tend to stick with videos for 2 minutes or less, mobile users seem to have a longer attention span. iPhone users tend to watch for about 2.4 minutes. Android users give a video three minutes and Ipad users up to 5 minutes. (So, the viewer is really committed on their mobile devices MORE than desktops.)

*10 Seconds is how long you have to grab the attention of viewers in a video marketing clip. According to research by Visible Measures and 20% of your viewers will click away from a video in 10 seconds or fewer if they have no interest. Another study proves that consumers give up on an online video if it doesn’t load in two seconds. (Great, so they're going to see exactly what is being presented from the start - hair/skin/nails - easy to follow this piece of advice when taking a video...and make it a short one so it's over before they tire of waiting for it or watching it.)

*According to the Online Publishers Association, 80% of internet users recall watching a video ad on a website they visited in the past 30 days. It gets even better. Of that 80%, 46% took some action after viewing the ad. In fact: 

*According to Unbounce, Using video (even a short one) on a landing page increases conversion (i.e., purchase or booking) by 80% and shows you're a sophisticated, savvy, customer focused service provider to a prospect. (So, given the simplicity of making a little smartphone video and the proven results, why wait to get started?)

*According to Digital Sherpa your website is 50 times more likely to appear on the first page of a search engine results page if it includes video. (Let's start with your website and mobile app...)

*They also report that  80% of your online visitors will watch a video, while only 20% will actually read content. (Which is why you need MORE than simply one video on your home web/app page.)

*Long term, per Brain Shark, using the word “video" in email subject lines boosts open rates 19%, click-through rates by 65%, and reduces unsubscribes by 26%. Plus, over half of 25-55 year olds share video online, 46% of them on Facebook. (So those videos can be used over and over again by you AND your clients in multiple ways, sort of like a lifetime marketing annuity.)

NOTE - Facebook videos have outpaced the popularity of sharing YouTube videos in only a couple years, though you can "own" your videos more easily in YouTube (which is free to you) and still share them on Facebook, while creating your own catalog or gallery of videos. Plus, YouTube provides you with an embeddable link on your web/app pages.

Stay tuned....