At the risk of invoking a tired old trope, pictures do tend to communicate better than any other medium. Moving pictures — even more so. Thus, it should come as little surprise to learn video provides the perfect means of demonstrating makeup techniques. Clearly, this makes sense to you, as you’ve chosen to read an article titled, “How to Use Beauty Videos to Sell Makeup Products.”
So, without further ado, here you go…
- The “How-To” Video
Easily the most powerful implement in this box of tools, the “How-To” video accomplishes a number of goals simultaneously. Viewers learn firsthand how to apply product to best effect—from professional makeup artists with a great deal of experience. What’s more, the video can be paused, rewound and watched as many times as required to get a firm grasp upon the material.
The “How-To” video also demonstrates the effects one can expect to achieve with different products. You can go in-depth on eye shadow, lipstick, blush, concealer and foundation—taking the time to explain what each component does and illustrating how it contributes to the overall finished effect. This helps sell product, even while it teaches new techniques.
- Influencer Collaborations
Once you’ve identified your niche, seek out people with a significant following who speak directly to those consumers. Working with them to produce a series in which they interact with your products, interview makeup artists, visit with the people who create the products and show how they are created will draw your target user in and help them form a specific affinity for your brand. It also gives the influencer more credibility. This strategy is used quite heavily, so you should look for ways you can do something different than what is already out there. Influencers will be more intrigued and thus very excited when you come to them with new and very unique concepts.
- The Ubiquitous “Unboxing” Video
Who’d have ever thought watching someone open a box would draw such a huge audience? Remarkably, there have been more than 20 million searches for unboxing videos and their production increases at the rate of about 57 percent annually. You can put a different twist on this concept by using the “unboxing” video to show what your customer loyalty program does for members.
For example, if you’re selling beauty products from home, consider creating specific looks and bundling all of the makeup needed to execute them into a package deal at an advantageous price. The video can then show buyers each element of the package and explain how it contributes to the finished look.
- UGVs (User Generated Videos)
If you want your credibility with makeup users to soar, get your best customers to post videos applying your products, while talking about what they’re doing and why they like your offerings. You can do a series based around different looks, all of which have an actual customer narrating how she uses the product, in much the same way as you would with a “How To” video. Except, instead of a professional makeup artist, your customer is applying the makeup to herself as she describes the process.
As you ponder how to use beauty videos to sell makeup products online, employing these four concepts as jumping-off points will give you a good head start. You’ll find video is the perfect medium for the makeup business. Nothing conveys the quality and results of great makeup online better than video can—particularly when you’re trying to help others learn to create a particular look. Your shoppers will love it and express their appreciation in the form of improved sales and enhanced brand loyalty.