Why is Video More Effective Than Photos on Social Media?

Screenshot courtesy of @novalashofficial (Shutterstock)

Social media is a great way to connect with current and prospective clients, and while a photo can help in getting the attention of these clients, a video is the perfect tool to capture their attention and keep them engaged. We asked some social media experts their opinions on using video to engage with clients, and here’s what they had to say. 

Why is video more effective than photos on social media?

“A picture is worth a thousand words. A video is worth a million. Video is the best way we can share what the experience is like in a spa, and it’s all about the experience. People are busy, and they won’t always take the time to read through an email, a long blog post, or an Instagram caption about the benefits of a new product or treatment. A video, on the other hand, lets you show customers what you offer in an engaging and easy-to-digest way. Using video, you can explain the ins and outs of your services and who might be performing them to prospective customers. They’ll feel more comfortable knowing what they can expect before booking.”—Jill Stollmeyer, senior manager of regional marketing, MindBody, and owner, East Wellbeing Spa

Why are videos often viewed as more authentic than photos?

“Most people use editing tools with photos. Many people tend to make comments on how, with so much editing, everything on social media is pretend and nothing is real anymore. Utilizing the option to use videos on social media helps to show the real side of the business.”—Jessica Baird, owner and lash artist, Color Pins Curls Lash Bar (Howell, MI)

How can videos boost social media engagement and bring attention to a spa?

“Using video content, spas can share fun events, promotions, giveaways, new products or services, and customer before and afters—the possibilities are endless. Customers themselves can also become encouraged to repost a video or even post a video of their own experience at the spa. Videos help a spa create a more personable and real relationship with clients or potential clients.”—Marlyn Montoya, graphic designer and social media coordinator, NovaLash

How can live videos benefit a business?

“People love when they get answers directed toward them. Putting out a video or a live video is a great way for clients to ask questions and be answered, especially right away with a live video. It’s exciting to be answered live. At Thalgo USA, we took an Instagram Story poll and asked what our followers wanted to see more of. Video demonstrations won by a landslide, so we started doing demonstration videos immediately and continue to do so. However, we found that when posting that same video to Facebook, we needed to cut the videos up into sections, no longer than a minute a piece or we’d lose the audience’s attention. But with Instagram’s IGTV or Instagram Live, we don’t have that problem. They’ll watch a six- or seven-minute video or live shoot and engage with us.”—Beth Ann Maloney, education and training manager, Thalgo USA


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