5 Powerful Ways Video Can Help Makeup Artists Reach Clients

These days, it seems like being a makeup artist is not enough. Social media influencers are vying for attention– and winning it with their entertaining, informative, and shareable photos and videos. Everyone is listening to beauty influencers… when they could be listening to you!

If a beauty influencer can use video to attract an audience, so can you. You’ve got the experience and first-hand knowledge of applying makeup to other people that makes you the ultimate beauty educator. Use what you already know and combine it with the power of video to engage your current clients and meet new ones!

Consider these five ideas to use video in your marketing strategy.

1. Do a makeup tutorial live on Facebook.

Do you want to attract more attention to your makeup artistry business? Use the power of Facebook Live. According to Facebook, people watch live video for 3x longer than if they were watching regular video. Live video is exciting to people because it’s in-the-moment and unedited. Anything can happen!

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Broadcasting a makeup tutorial live will help you get the most exposure for your business because Facebook gives live video top priority in the newsfeed, over regular video! That means your friends will see you at the top of their news feeds. If they comment, like, or share your video, their friends may see your video too.

Bonus: Your video won’t disappear (like on Instagram) so people can view it after it ends. Did you know that two-thirds of live video views happen after the live broadcast has ended?

Facebook Live will help you build a stronger connection with your growing audience. Focus on sharing helpful information, relating to your viewers, and letting your personality shine through! If you are consistently going live each week, you are staying top-of-mind for your audience. Here’s an easy step-by-step guide to going live and here is an iPhone tripod you’ll need to be hands-free!

2. Create 3 short videos of yourself sharing makeup tips, post them to your Facebook business page, and “boost” them!

If you aren’t a social media influencer with a huge following (not many people are!), meeting new clients on social media can be difficult to do without spending money. That being said, you don’t have to spend a lot of money. You can start with as little as a dollar a day per post!

To get in front of potential clients, create three short, helpful videos that highlight your talent with makeup. To create the videos, use bright natural lighting and a DSLR camera. Get the best tips for filming beauty videos from Shameless Maia here!

AAEAAQAAAAAAAAwDAAAAJDE2NDY0ZmM2LWI5NWItNGJlYS1iZTA3LTQ4YjIwOWI1NTBjNANext, press the blue button and boost them for a few dollars each. That means you’re advertising the posts to an audience that you choose! Here are the basic instructions from Facebook:

Go to a post you’ve created and click Boost Post in the lower-right corner.
Choose your audience and budget based on how many people you want to reach on Facebook and Instagram and how long you’d like your boost to run. You can also change your payment method.
Click Boost Post.

3. Share your morning makeup routine to your Instagram story.

AAEAAQAAAAAAAArGAAAAJDA1ZjI3YzFiLTEzMzUtNDFmOS04NjUwLTRjNGU5N2FlY2I0MQIf you use Instagram regularly, give your followers an easy way to relate to you and learn from you!

Try sharing your morning makeup routine. If you haven’t posted to your story at all, or it’s been quite a while, your followers may receive a notification of your post!

Don’t forget to tag brands that you’re using and summarize steps or tips using the text tool.

This is great way to keep your Instagram audience engaged with you and your business.

Other things to try: behind-the-scenes photos and videos of your work, a live Q&A, and quick photo tips!

4. Use live video to take your services online! #GoVirtual

Live video not only helps you engage with your current audience on social networks, but it can help you meet brand new clients. When you set up a virtual business in the ExperChat marketplace, virtual clients can find you and pay you to give them personalized advice and help with their makeup.

ExperChat is a virtual consulting platform for experienced beauty (that’s you!) and fashion professionals. If you are approved to be an Expert on ExperChat, you’ll be accessible by potential clients all over the country who can book a live video appointments with you.

It’s like a one-on-one Facebook Live video with a client who pays you for advice! To learn more about ExperChat and apply to join the Expert community, click below.

5. Host a live Q&A on Google Hangout, YouTube Live, or Facebook Live.

AAEAAQAAAAAAAAzPAAAAJDYwNDE4MjhlLWRlYTYtNDRkZi1iYjNjLTAzY2U3ZGI3YWYzZQYour friends and family members are always asking you for makeup advice. It’s a safe bet that everyone else in your network has questions about makeup, too!

Try hosting a live Q&A session to answer their burning cosmetic questions! This is a casual way to get exposure for your business.

Pro tip: If nobody has joined your live video yet, have some pre-decided questions to address so you aren’t left speechless!

If you want to see a professional makeup artist rock Facebook Live, see Mathias Alan’s videos here.

I hope this blog post inspired you to use video to boost your business. If you have any questions about using ExperChat to host live video appointments with clients nationwide, send me a message.

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LOVE IS ON at Revlon

My first reaction to the Revlon “Love Is On” TV spot was admiration for Revlon’s marketing team and a 10-second karaoke performance. “Addicted to Love” by Florence + The Machine is the perfect song for Revlon’s romantic campaign. You might as well face it, you’re addicted to love. I mean, aren’t you?

It’s the simplest pairing: Lipstick and love. Rouge and romance. Classic Hollywood romance stuff… like Revlon’s Fire and Ice campaign in the 1950s. The ad message was that women could be as stunning as Hollywood starlets in real life with Revlon’s lipstick and nail lacquer (in colors other than red!).

Fast forward to 2015. The competition is fierce in the beauty industry, and Revlon is in need of some consumer lovin’. According to the NY Times, “Revlon was ranked 10th out of 12 cosmetics brands on the 2014 list, ahead of only Almay, another Revlon Inc. brand, and Coty.” Yikes.

To keep itself from falling further down the powdered & lacquered ranks, CEO Lorenzo Delpani decided on a theme for a new campaign that he discovered while scrambling the letters of the company name.

REVLON. LOVE. ON. LOVE IS ON.

“From now on, we intend to be on a mission,” Mr. Delpani said, “inspiring all the shades of love.”

His revelation culminated in a print, tv, digital & social media campaign to romance consumers back to an iconic cosmetic brand. What better way to get the consumer’s attention than with emotion!

Here’s what I’ve observed:

Print Ads – features one of America’s sweehearts, shows off the product in all its glossy colors, and includes a sweet quote about kisses. Sigh. Now, mail me one of those HD lipsticks, Revlon!

Revlon Love Is On Print Ad

Digital – This digital billboard in NYC is interactive. A picture of me & my man on the big screen? I’d share it. The board also turns into a kiss cam! This is a great form of advertising to reach lots of people & lure consumers into generating content for you. These photos are also shared on revlon.com.

Revlon Digital Ad for Love is On Campaign

Facebook – Beautifully branded to match the campaign. Revlon’s posts all tie in #LOVEISON. Revlon shares all kinds of posts, from giveaways to how-to’s.

Revlon Facebook Page

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TV – I love it. Those lyrics will get stuck in your head! http://www.youtube.com/watch?v=MtnyeAjewkY

Crowdfunding Contest – This campaign also doubles as an effort to “inspire compassion and ignite the spirit of giving to important women’s health causes.” Revlon will give the charity who raises the most money, a one million dollar donation this Fall 2015. I didn’t know about this until I visited revlon.com and clicked around.

Revlon's crowdfunding contest on its website for campaign LOVE IS ON

Web Design CommentsThe one thing I would change about this campaign is the website design. I like the simplicity, BUT I do not like the white and red text on black. It is not easy on the eyes, and we’re taught to avoid this color combo in web design classes. I’d rather shop online for products on a white background. It’s cleaner, and it makes the products look newer and fresher. I know that black is sophisticated and sexy, but it just bothers me.

Revlon love is on website

The product I want to try: COLORBURST Lip Butter

Revlon Lipstick

I enjoy this campaign because takes a simple connection between makeup and romance, pairs it with a popular brand ambassador- the spunky & beautiful Emma Stone, and uses it to connect with the everyday cosmetic consumer. I’m looking forward to what Revlon will do in the next year. Will the campaign continue? I think it could. How about some guerilla marketing?

-Jo

3 Ways Snapchat Can Help Market Beauty Products

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Do  you use Snapchat? A Pew Research study found that Snapchat had 26 million users in the U.S. in October 2013. The app is wildly popular with 400 million snaps sent each day.

Brands should use Snapchat to their advantage! These brands did:

  1. Taco Bell
  2. Karmaloop
  3. Acura
  4. GrubHub
  5. Rebecca Minkoff
  6. 16 Handles
  7. New Orleans Saints
  8. NARS

NARS is the first and only cosmetic brand to use Snapchat to reach its audience. It shared its Guy Bourdin color cosmetics collection on October 15, 2013. I have no news on its success as I’m sure it must be quite difficult or impossible to measure the success of the snaps.

There are 3 things that beauty brands can offer on Snapchat to consumers:

1. Rewards

Brands can offer exclusive offers and discounts in a snap. 16 Handles, a frozen yogurt chain, snapped a discount and 1,400 customers were engaged. Beauty brands can snap customers discount codes for 10 seconds to encourage online purchases.

2. Sneak Peeks

Brands can offer early access information to engaged consumers. For example, Taco Bell tweeted to its followers to invite them to see an exclusive snap that contained a secret announcement. Beauty brands can snap exclusive announcements to customers to make them feel like they are the “first to know.” Hopefully these snapchatters are influencers in their social communities. 

3. Behind the Scenes

Consumers who are dedicated to the brand want to feel included in the business. Beauty brands can create Snapchat stories using photo and video to show what is happening at photo shoots, events, and the office. Beauty brands can create a relationship with consumers by sharing candid photos from events that loyal consumers care to see. 

Hollywood’s Most Exclusive Beauty Authority Launches Online Shop

… and Jack Nicholson was at the launch celebration dinner. What! Screen Shot 2014-04-07 at 10.11.23 PM Friends of VIOLET GREY’s founder, Cassandra Huysentruyt Grey, attended a dinner to celebrate the start of her online beauty editorial and e-commerce website, which complements her retail location on Melrose Place. Cassandra is married to the CEO of Paramount Pictures, Brad Grey, which explains the Hollywood guest list and sponsorship by Dom Perignon.

Elizabeth Taylor, Photo courtesy of Violet Grey Instagram

Elizabeth Taylor, Photo courtesy of Violet Grey Instagram

Why is the shop named Violet GreyBecause “violet grey” is how Cassandra describes the color of famous Hollywood actress Elizabeth Taylor’s eyes. The dinner celebrated the life of Ms. Taylor in lieu of the recent launch.

Why is Violet Grey trying to be “Old Hollywood Glam?”  It isn’t trying. Violet Grey used to be an exclusive dressing studio where Old Hollywood stars, stylists, and artists were inspired by vintage photographs and shelves lined with the best beauty products on the market. Cassandra wants to bring Old Hollywood glamour back to life by selling the most amazing products and celebrating talented and beloved Hollywood women with lovely dinner parties. Mrs. Grey was explains the mission of Violet Grey in a Wall Street Journal article:

“It’s dedicated to restoring the lost glamour of Hollywood. It’s about the best in beauty, curated by the makeup artists to the stars.”

The store offers something that other beauty retail shops do not: Violet Grey sells only the top beauty products produced in the 66 billion dollar industry. Cassandra Grey says:

“out of the 15,000 black mascaras on the market, we sell six. That’s how many good ones there are.”

For a beauty-loving girl like me, this store sounds like heaven. A heaven that is located on Melrose Place in California, thousands of miles away from good ol’ Virginia.

courtesy of Violey Grey Instagram

Cassandra Grey, Courtesy of Violet Grey Instagram

Luckily for all of us beauty mavens, Mrs. Grey launched The Violet Files and The Shelves to offer consumers the opportunity to read articles and tutorials and purchase products that are deemed incredible enough to make the cut. Is the mascara you’re wearing right now incredible enough for Violet Grey? There is a code all beauty products must pass: THE VIOLET CODE.  1. Authentic: the products must be discovered in artists’ kits 2. Validated: tested for performance and packaging by Violet Grey and its community 3. Coveted: declared necessary by influential names in the beauty and film industries. As you can tell, the products sold by Violet Grey are top-notch. No exceptions made.

Violet Grey’s The Shelves is an e-commerce feature that lets consumers buy Hollywood’s most coveted beauty products. The first thing you’ll see is an article called “18 Boss Beauty Musts” which lists 18 products and supporting quotes from makeup artists and nail artists. You can click on the product photo to “Shop Now” and buy the product from Violet Grey. Viewers can also tweet, pin, or share the product to Facebook. Violet Grey’s digital magazine The Violet Files offer a perspective on beauty through the eyes of artists in fashion and film. The current cover story is an interview with Mad Men actress, January Jones. Read it to get January’s take on beauty and her own life. By joining social media platforms, Cassandra expands her potential customers base…

Tweets feature Violet Grey events, articles, links to other platforms, and quotes.

Violet Grey’s Facebook page is all its social platform posts together in one feed!

With 34 boards, there is plenty to look at! Violet Grey is able to portray Old Hollywood glamour through photos on Pinterest. Check out this photograph of Elizabeth Taylor on the Awards Season board!

Violet Grey’s Instagram filled with photos of past actresses and models to admire. VG portrays the lifestyles and beauty of these women as part of its identity as a authority on authentic, validated, and coveted beauty.

I am a huge fan of Old Hollywood glamour and makeup products.Violet Grey gives me the chance to swoon over products by brands I have never heard of, learn how to use them, and buy the products that won’t cost me an arm and a leg. I’ve already found something I really, really want: the beautyblender! I think I’ll go tweet about that now…

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