Sometimes you have to think from a consumer’s perspective: the ability to research treatments ahead of their visit to your salon can be reassuring, right? Well, that is if they are watching reliable content! This is where YOU, as therapist can offer YOUR EXPERTISE. For clients who are unfamiliar with salon environments, treatment protocols, or just understanding what results can be achieved, the ability to watch a reliable source will not only increase their confidence in the treatment, but also in YOU as a professional.
Use YouTube for marketing
Creating a YouTube channel for your salon or mobile business is not only a way of ensuring reliable information is available for your clients, but is also a fantastic marketing tool!
You’ll need to commit to posting regular content in order for your YouTube channel to become really successful. If you’re in need of some inspiration, take a look at nail tech Natasha Lee’s YouTube channel; she posts at least once a week and has attracted over 230,000 subscribers, leading her to win this year’s Scratch Stars Award for Best UK Nail Blogger.
“This sounds expensive and confusing..” – It’s really not! If you’ve not already tried it, you don’t need a huge amount of technical know-how to achieve great looking videos for very little cost. Plus, it’s also great fun!
Step one: Invest in a small tripod to keep your phone stable and at the right angle. Yes, you can use your mobile, we all have them so why not use it! Use your daylight lamp/ring light for the perfect lighting. Incorporate a salon branded towel or business card into your shot, so that everyone who views the film knows who has performed the treatment (and to avoid your film being used unscrupulously).
Step two: Edit your film using YouTube’s Creator Studio, or free or low-cost software like WeVideo or ClipChamp, and add licence-free music. Don’t forget to add subtitles for those who can’t hear the commentary or have the sound muted.
Step three: Upload the video to your YouTube channel, add appropriate keyword tags so that your content can be found during searches and remember to mark your video as Public under the Visibility option. Once you’re online, share the link to your YouTube channel. EVERYWHERE – via your other social media channels (because you should be discoverable on all channels), in salon e-newsletters and, of course, on your website.
YouTube is a really useful tool for getting a flavour for a treatment, and whether it’s something you would like to introduce into your skill set.
Why you shouldn’t rely on YouTube for your nail & beauty education.
In our tech dependent lives, when we don’t know the answer to a question, we Google it; when we want to learn how to do something, we YouTube it, right? This may offer us a fast solution, but when it comes to learning about beauty and nail treatments, are we being drawn into a world of ‘fake news’?
According to Brandwatch, as of April 2019 over 1 billion hours of YouTube videos are watched per day, whilst YouTube searches for ‘how to’ videos are growing 70% year on year.
So, if we want to learn about a treatment, YouTube’s a great place, right? Well… not necessarily.
As we’ve discussed, from a client’s perspective it offers a great way of discovering new treatments. However, how do beauty professionals or students know what’s being demonstrated is the correct procedure?
If you copied a YouTube ‘how to’ on a client without any other training, how confident would you be in carrying out that treatment? Not only could it lead to your client being unhappy with the final result, it could actually be dangerous to their health and, as you won’t be covered under your insurance policy, you’ll be leaving yourself open to thousands of pounds worth of legal action against you – we do not suggest this!
YouTube is a really useful tool for getting a flavour for a treatment, and whether it’s something you would like to introduce into your skill set. However, it should only ever be used as an introduction, which leads onto you undergoing accredited training. The problem is that so many YouTube videos come from questionable sources, and you often have no idea whether the person ‘educating’ you is qualified or even experienced enough to do so.
Remember, in order for you to be covered under your beauty or nail insurance policy you need to be fully qualified in that treatment, and the training that you have undergone needs to be recognised and accredited by your insurer. It’s not difficult to find an accredited course.
Look, our advice is to use YouTube to your advantage and have fun with it! Create content, generate a buzz around your own treatments, and use the channel to research products you’d like to introduce.