Channel your creativity
More and more hairdressers are putting their work – and their business – up on social media channel YouTube. But how easy is it to do, and what do you need to think about before the cameras roll? Anne Veck explains.
The vast majority of salon owners will, or should by now, be all too aware of just how important it is to have a presence on social media if you want successfully to market your business and show people what you can do.
Hairdressing is incredibly visual and therefore it makes absolute business sense to use a visual media channel such as YouTube to show off your work and educate clients.
Our YouTube channel – has videos on everything from behind-the-scenes on the catwalk and using the latest products at the salon to more educational “how to” videos.
Clients are reassured when they see you have a presence on YouTube, Facebook, Twitter, a blog and our official website. So it can definitely add to your credibility as a salon. Then for Anne Veck Education – the educational side of the business – YouTube videos are a great advert for my courses.
So, how do you get started and what do you need to consider?
YouTube is popular, free and easy-to-upload – but it stands to reason if you want to make an impact you need to have great, watchable videos.
Usually, we work on the assumption the films should never be longer than 10 minutes. You need the video to be straight to the point, fast and edgy.
To my mind, it’s also worth the investment of having it filmed professionally – the quality increases massively.
If you’ve not got much of a budget, one tip can be to use a media student who needs experience and can get access to equipment and materials through their college. But, before you even get to sorting out these sorts of practicalities, it is important to sit down and work out really carefully what it is you want to do. What do you want any video to achieve, to say about you and your salon?
Definitely make sure you know who your target audience is, know exactly who would want to watch your videos; once you have this clear in your head, it makes creating content much easier and less stressful!
For example, my tutorial videos are mainly aimed at hairdressers, and so will be pitched in a different way to more “consumer” videos.
Preparation is also important because having a video that is well-structured with a clear message is a real selling point. So, talk with your video director well in advance so they understand how you want everything to look.
What I’ve also found is that different video types also need different equipment – and, again, your director will probably be able to advise on this.
For example, when we are filming educational step-by-step tutorials, we use two simple lights and just one camcorder. It’s incredibly basic but the post-filming editing is the main focus; that’s what completes the overall feel of the video.
Another relatively obvious tip – but one that people get wrong surprisingly often – is that, if you want to do a voiceover, make sure you practise it until you have it word perfect. That way you can concentrate on the message and your delivery without having to worry about “the script”.
Search engine optimisation
When it comes to search engine optimisation – essentially making your videos come up on someone’s internet search – I recommend you get an expert to do it for you. There are loads of “SEO” companies out there nowadays.
However, it is also a good idea to be regularly updating your Facebook page, Twitter account and website to improve the SEO results, as search engines do notice these things.
So – the million pound question – can you make money through YouTube videos?
Some people certainly do but, for us, we don’t sell our educational videos, so there is no direct income from this, and that’s never been the intention.
The importance of YouTube to my mind is its place in our marketing mix. It’s definitely not an add-on; it’s a really important marketing channel and tool in its own right.
If you read nothing else read this…
- YouTube can be a great visual marketing and educational tool
- Consider in advance what you want the video to say, and its target audience
- Invest in a professional director or, if on a budget, consider using local students
- Prepare and practise before you perform
- Don’t forget search engine optimisation
Anne Veck - Salon Owner in Bicester & Oxford