MENU
SEARCHJennifer Santoro of InVidz Smart Video Technology outlines five factors that will destine your video for failure.
“There are loads of marketing videos on the web now, and some are extremely effective,” says Jennifer Santoro, integrative marketing specialist and chief happiness officer for InVidz Smart Video Technology (www.InVidz.com). “But there are plenty that just don’t work.” Santoro says she’s noticed common themes among the latter group. Based on those, here are her five factors that will destine your video for failure.
1. The video takes too long to get to the point. In the age of the “tweet,” marketers have only a few seconds to capture a viewer’s attention. In order to get the viewer to engage, put serious thought into what the main point of the video is and then clearly communicate that message as quickly as possible. The attention span for video watching seems to be about 60 seconds. Every word counts. Don’t use five words when three will do.
2. The video content is inauthentic. Today’s consumers value authenticity and they can smell B.S. a mile away. Never try to portray yourself or your salon as something you’re not. Embrace who you are and what you actually offer; people will relate to and engage with that content. As soon as viewers suspect pretense, their trust will be gone.
3. Distracting noises on the audio. Rule of thumb: The visual can suck, but the audio can’t. Visually you don’t have to do anything fancy. A simple shot of you speaking in front of a nice background will never be distracting. However, distracting noises in the audio will kill your video every time. If you’re on a budget, put your money toward a decent microphone as opposed to a fancy camera. It’s amazing what you can do visually with an iPhone. However, without a proper microphone, the recording will pick up too many distracting noises. (Try the Audio-Technica ATR-3350 Lavalier Omnidirectional Condenser Microphone to get started. It’s affordable and compatible with an iPhone; you just need the adapter.)
4. The intention of the video is not clear. Too often we get distracted by special effects and features, or telling elaborate stories, and forget that the video needs to have a clear and concise message. Never shoot a video simply because you think you’re supposed to have a video. Before you ever pick up your audio equipment and camera, spend significant time clarifying the intention of the video and composing your script around that intention.
5. Viewers can’t take immediate action. The whole point of a marketing video is to get your viewer to take some sort of action. Consumers are much more likely to follow through on a decision if they are motivated to act upon it instantly. Smart video technology from InVidz.com even allows viewers to take immediate action directly from the video itself.
One final tip from Santoro: Remember the rule of quality over quantity. One extremely effective video is better than 10 ineffective videos.
Square data shows that regular customers tip 11% higher and are shared across 32% of businesses in the same ZIP code, driving thousands of dollars in additional revenue per connection.
When Bowie Lau and Jeffrey Ching opened JBW Jeffrey Ching Salon in 2011, they weren’t just launching another luxury hair destination—they were building a business rooted in passion, artistry, and thoughtful growth.
Sponsored by Amex
Inside the Systems That Power an Elevated Salon Experience From seamless online booking to a team-first culture, J Gold Salon in Atlanta offers more than great hair—it delivers consistent, high-touch service with the help of partners like Boulevard and American Express.
Sponsored by Amex
Want to grow your career as a beauty professional? K18 Sales Manager Sabrina Sanborn shares advice on networking, mentorship, and self-advocacy—from attending hair shows to finding the right guidance to reach your goals.
A combination of clear policies, effective communication, and strong client relationships has helped me create a more reliable and efficient booking system.
Founded by Cleveland serial entrepreneur Shaura Rodgers, Nailtorious has grown to include a nail supply megastore, training facilities, and retail line for nail techs.
This period after the holidays can bring on a huge lull for hairstylists. We asked Cosmo Prof's team of professionals to offer their best advice on how to deal with the January-February slow period.
Key highlights include a push toward inclusive spaces for all abilities, an emphasis on maximizing livable square footage, and a continued love for modern farmhouse exteriors.
The busy holiday season is here, and with it comes jam-packed days, last-minute client requests and booming retail sales. For many salon owners, the highlight of the season is Small Business Saturday® (SBS). This year on Saturday, November 30, consumers can take their shopping into the small businesses in their communities.
Sponsored by Amex
Want to become savvy about your personal finances, but don't quite know where to start? Anna Manukyan identifies six important concepts for building a strong financial foundation.
Salon owner Nuri Yurt had a dream of owning a salon on New York City’s Madison Avenue. "Through perseverance, hard work and stellar customer service, he and partner John Kaygisiz founded Toka Salon in 2007.
Sponsored by Amex
This guide is your one-stop shop for a plethora of technology tools, software and services created to keep your salon or spa thriving.
Anna Manukyan shares a breakdown of what different types of financial accounts should be used for.
Vagaro has consistently been at the forefront of salon software technology, helping businesses be more efficient, create more effective communication, and even improve company culture. Now, Connect by Vagaro, the platform’s two-way communication capability, and Vagaro’s new generative AI tools are giving owners new opportunities to grow and expand.
Sponsored by Vagaro
Young Nails' Greg, Habib, and Tracey discuss whether getting too close to clients can damage your business.
This list of watch-outs from @jodydoesjels prompted us to reach out to her and learn more. We had already fallen for her hand-painted designs and now we wanted to know more about this list she created to help clients decide if she was the nail tech for them.
Education is necessary for beauty professionals to maintain their cosmetology licenses, and paying for that education can be burdensome, but it doesn't have to be. Understand which education tax credits can help you offset those costs.
