Now that customers are armed with iPods, Blackberries and search engines, they have gained unprecedented control over the media and the content that they are exposed to (Singh, 2008). With the phenomenal growth in social media networking, the web has been spawned with self-styling individuals who have been able to make a name for themselves on video sharing websites such as Facebook, Instagram and blogs.
Illustrated by stories, narrative and experimental models, beauty video logging provides potential customers and intrigued individuals partially in the realms of fashion and beauty, the how-to-recipes in make-up and hairstyles (Moeran, 2006). Not only are make-up tutorials are amongst one of the most viewed videos on social media platforms, but the changing space in the media has allowed for a more interactive media amongst consumers (Mau 2014).
Why is vlogging so successful for small beauty businesses?
Driven by the fashion industry, fashion magazines and social media sites, fashion buyers are exposed to the practical and best application of makeup. Research suggests that customers value unique and personalized messages and marketers continue to seek opportunities that will deliver messages that are innovative and interesting (Singh 2008). Platforms including Instagram, Facebook and YouTube allow active members including make-up artists, hair stylists and beauty enthusiasts to create virtual looks whilst also subtly promoting their business and skills (Stefanic, 2010). Importantly, blogs offer companies the ability to connect with customers in a unique and personalized manner (Singh 2008).
First of all, according to viewers vloggers know their stuff. Videos on platforms such as Instagram provide a fantastic 15-second snippet as to the immense talent of the make- up artist. The videos provide the dramatic transformation of the client through the before and after journey. The videos are easy to understand, are user friendly and are portable. Essentially they can be watched anywhere and everywhere. For example: imagine a potential client planning her wedding. She knows that she needs someone to do her hair and make-up but doesn’t know whom to trust on her big day. She is briefly scanning her instagram on the train and to her surprise she scrolls onto a make-up artists instapage. On the page she is able to see the short tutorial clips that highlight the skills of the artist. The visuals may as a consequence persuade her to click onto the businesses website and book a make-up trial.
So what really are the pros and con’s for beauty vlogging for any beauty enthusiast or beauty business?
Pros
- It’s easy. Don’t just take my word for it! All that is needed is the registration of a social media site: Facebook, Twitter, Instagram and with the rise of social media, platforms are full of potential customers.
- Vlogs gives customers a reason to visit your website. A vlog can be updated regularly and the constantly updated vlogs (updates including videos, pictures and reviews) can draw customers to your website as they are able to witness your practical application and skills using make up.
- Anyone can land on your vlog! As noted by Mckeough 2011, the outreach on social media platforms is incredible! Your blog can be viewed by anyone, including any potential customer. Social media platforms can be accessed on smartphones and laptops all over the world, so when vloggers post something and just a fraction of their followers re-post it, “suddenly their followers see it’ says Ford. So who knows who may end up coming onto your website! (Mckeough 2011).
Cons
- A good vlog requires constant new updates. It is important especially with vlogging that new videos and update include new techniques and styles. Potential customers ultimately want to see that their chosen beauty business has artists that are versatile.
- The vlogs are a reflection of your business. Before the potential customer clicks onto your website, they view your pictures and videos on your social media pages. It is vital that the videos are pristine perfect as potentially one bad video can prevent individuals from going onto your company webpage. It is essential that the videos are made in a professional manner as they are another “facet of your business” says Ford (Mckeough 2011).
- Over-exposure. Too many videos and posts can lead to over exposure, says Wolf (Mckeough 2011). In a perfect world it would be brilliant to post videos on every client and project that you do, however, this is not the key to an effective digital marketing technique. As a beauty business, you want your clients to book you and not for them to learn all your mastered techniques.
Example of a successful Beauty Artist and her Vlogs:
- Kaushal Beauty
Kaushal Beauty currently has an Instagram, Facebook and YouTube Channel that all have links to her website. She effectively vlogs key hair and beauty techniques and tips to all her viewers. Entertaining her viewers with short videos of her make- up and hair skills and pictures of before and after of her clients and herself, Kaushal Beauty currently has 149,000 followers on her instagram that are able to view, like and comment on her posts.
Here’s a quick video of one of her quick YouTube posts:
What she does right: Kaushal Beauty posts snippets of her videos on platforms such as Instagram and Facebook and then in the caption places a link to her YouTube and Website account. As viewers watch the preview of the video they are consequently persuaded to go onto the link to view the whole video. In return this increases the amount of viewers on her YouTube channel and increases the traffic rate on her website.
So where should budding business start with respect to beauty vlogging?
Observed by Sykes (2014), a successful fashion and beauty vlogger should post a variety of content that largely falls into three categories: product reviews, tutorials and personality clips. A make- up artist may demonstrate a make-up tutorial or record a video during the beauty transformation of her client whilst talking about the products and the benefits of the products that he/she is using. During this clip, the vlogger would introduce whom they are, what look they are going to create and what occasion the look of their client is for. As the vlogger begins the transformation, they would go through each application step my step commenting on the form of application and the alterations that potential customers could be aware of (Sykes 2014). At the end of the video, it would be idea for the beauty artist to comment that her details were at the info part of the video, so that customers can contact her to book any further/ new appointments.
Final Tips:
- Be your creative and imaginative self and show your true personality
- Show all your best techniques through various videos to prevent over exposure
- Engage with your audience as they are your potential customers
- Post various elements of your work. Show your versatility!
- Link your website to everyone of your vlogs to encourage customer to visit your page to book their appointments.
- Finally, be active! Let your customers know about your vlogs and get them to share your content around, circulating amongst their friends. Remember, the greater the viewers the greater the chance of obtaining more clients.
References:
Bishop. S, (2014), Top 15 UK Youtuber Beauty and Hair vloggers, Intelligent Positioning Ltd, Retrieved April 15, 2015, from, http://www.intelligentpositioning.com/blog/2014/02/20-best-uk-youtuber-beauty-and-hair-vloggers/
Byrdie, (2014), 19 Secrets to Being a Successful Beauty Vlogger, Byrdie, Retrieved April 15, 2015, from, http://www.byrdie.com/beauty-videos-secrets-vlogging-blog-success-2014/slide4
Mau. D, (2014), How the Fastest-Rising Beauty Vloggers Found Youtube Seccess, Fashionista, Retrieved April 15, 2015, from, http://fashionista.com/2014/01/beauty-vloggers
Mckeough. T, (2011), The pros and cons of Blogging: What can a blog do for your business? We found out, Elle Décor,
http://www.elledecor.com/shopping/best-stores/news/a3383/the-pros-cons-of-blogging-a-70424/
Ramsey. G, (2006), Digital marketing strategies in the age of customer control, Retrieved April 15, 2015, from,
http://www.emarketer.com/Article.aspx?1003886&src=article_ head_sitesearch
Singh. T, Jackson. L, Cullinane. J, (2008), Blogging: A new play in your marketing game plan, Science Direct, Retrieved April 15, 2015, from, http://www.sciencedirect.com/science/article/pii/S0007681308000323
Sykes. S, (2014), “Making Sense of Beauty Vlogging”, Carnegie Mellon University,Theses. Paper 75.