The Beauty of Video Tutorials

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Respondent Acquisition at Ipsos Interactive Services
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Naomi Dinnen
Former Executive Officer, GTANA
"Sodafizz has delivered a number of services to CS&HISC over 6 years including: feature writing, website content management and social media, and production and distribution of a monthly online newsletter. Sally’s work was always of a high-quality and delivered on time and to budget, making Sodafizz an integral part of our communication planning."
Rhoni Stokes
Communications Manager, CS&HISC

Nov 11, 2014
Hannah Mitchell
sodafizz

Visual storytelling is nothing new, but the way brands are telling their story has changed. For some industries such as beauty, static imagery in the online space is no longer enough. Video is now their most powerful marketing tool, with video tutorials leading the way.

Make-up tutorials are the most searched for type of tutorials on YouTube, and statistics suggest they are only going to become more popular with a 36% rise occurring year-over-year.*

But it’s not just the popularity of these videos that’s important. It’s what these video lead to. 70% of beauty purchasers are influenced by YouTube tutorials, making it a necessary component of the beauty marketing mix.

L’Oreal USA has created an online beauty playground to educate and entertain their customers. Destination Beauty takes advantage of the high demand for make-up tutorials and the growing interest in seasonal make-up trends (e.g. Halloween) to create engaging content their audience loves.

L’Oreal also recognises the strong community appeal of online tutorials and works with key influencers such as Michelle Phan. Using an ambassador like Phan gives L’Oreal an authenticity they wouldn’t usually be able to achieve. Plus, this partnership allows L’Oreal to reach Phan’s already well-established audience of seven million subscribers.

But video content isn’t limited to brands in the beauty industry.

With the human attention span now sitting at a tiny eight seconds, it’s no surprise that 80% of visitors will watch video content, whereas 20% will read content.*

Whatever way you look at it, videos are good for business. 90% of users say product related videos impact their purchase decisions.* So if you’re looking for sales, include videos. 75% of users will visit your website after watching a video and 64% will be more likely to purchase.*

Got some hot video content that you’d like to add your marketing mix? Get in touch to find out how to use this to reach your audience and boost your sales.

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