SOME NOTES ON VIDEO MARKETING IN YOGA
Gradually videos have come to take up a fundamental part of our lives. Every day we use some of our precious time watching and sharing one or several videos of any content. The ‘viral video’ phenomenon, whose possibilities and ability to surprise are endless, has become one of everyone’s favourite hobbies all over the world. A couple of reasons that have led to this fact are the development and lower costs of technology, which makes the production of a video much more feasible, or the omnipresence of screens: smartphones in our pockets, computers in our homes or giant screens in the street. Screens everywhere, all the time. This enormous presence of visual stimuli also leads to some relevant consequences in modern lifestyle: the importance of having a good image and the lack of time in our busy day to day. If a Yoga teacher set up a new studio today, now it will not be enough keep the studio nice, clean and warm, so students taking part in a class will come back the next day again. Now your reception is virtual and open to the entire world simultaneously. It is crucial to keep up appearances to the potential clients who may visit your website for no longer than a few minutes and who always expect to find the best. Just to mention some interesting statistics about video marketing that highlight its importance and impact, 59% of senior executives prefer to watch video instead of reading text, if both are available on the same page (Forbes Insight):
65% of executives have visited a vendor’s site after watching a video (Forbes)
64% of consumers are more likely to buy a product after watching a video about it (ComScore)
92% of mobile video viewers share videos with others (Invodo)
59% of viewers will watch a video to completion that is less than one minute (Wistia)
Perhaps, the relationship between Yoga and Videos until recently has been rather a relationship based on the educational or informative content than marketing or promotional. There are numerous DVD’s or online videos where a teacher gives a lesson on any particular style, sequence, posture, etc. But today, the possibilities of the audiovisual media online go far beyond, although still many businesses do not seem to have understood its impact in our society’s lifestyle.
Virtually no one doubts today that a website is essential for the development and growth of any business. However, it is still very common to find too many (yoga) websites whose poor design and content are based exclusively on some huge texts about the centre and some basic images of the teachers. Probably the quality of your teaching and the energy of the studio are unquestionable, but not many students will verify that if they do not find your website attractive, different or reliable, or they just do not have time to spend reading so much information. Specially when they could receive the same information in a much more attractive, modern and efficient way: a one or two minutes video.
Social networks in general, and in particular some visual platforms like Instagram or Vine, are increasingly promoting the use of short clips as a way of attracting people to sites, and some Yoga professionals have not doubt in joining to this phenomenon and catch more followers and students. For instance you could upload a short video of yourself practicing a backbend, and ask your followers to upload a picture doing the same posture or just link it to a backbend workshop that you are running soon. This is a simple, modern and clever way to promote and spread your face, company, logo, website, through the network. However, I believe that it is important to avoid some common errors that I will comment briefly.
In spite of the fact that is easy to find on Internet several websites that give advice on how to make a quick and easy video (usually synonyms of questionable quality), the production of a home video with a smartphone or a cheap digital camera in the dark living room of a house or under the overexposed light of the sun, it is not a recommendable idea. Quick, easy and cheap? No doubt. But perhaps the questions that we have to ask is: will people find my video interesting, different, attractive? Will they want to find out more about me or my studio after they have watched it? If we ask the right question, we will probably realise that if we want to success in our business, we do not really need to save a few pennies, but what we need is to invest creatively.
Some very well known teachers upload up to several short videos every week to their Instagram account. Consistency is crucial if you want to success in creating a digital community of followers that visit your account everyday to see what you have done next.
Every day you will find thousands and millions of new videos and other visual stimuli through the Internet. If you just post something once a month, even if it is something professional and interesting, your followers will end up forgetting about you within a few days.
However we should not forget that consistency is not synonymous with ‘anything goes’. Too many videos nowadays consist only in a Yogi/ni doing a particular posture while smiling beautifully to the camera. This formula might work for a while, but there is a high risk that the constant repetition of the same element can end up saturating and boring some of your followers.
A video in the right hands is an excellent tool with which you can express so many ideas, something much deeper and more interesting than a simple moving ‘selfie’.
Showing that you can do an advanced posture is great, but says rather little about yourself, the content of your classes/trainings or other new services that your studio might offer soon. It is amazing the amount of interesting information that you could include in a one minute video! As a quick conclusion, I would like to share a couple of significative facts I recently found: if you type the words ‘Yoga Video’ on YouTube, you will find more than 2,000,000 results. 142.000.000 when typing ‘Yoga UK’ in Google. Surely some of those Yoga professionals have got a large number of followers and ‘likes’ and they have succeeded in their business of teaching and sharing Yoga, which is the main goal for everyone, after all. But surely many more of them will not achieve the same. It is really hard to stand out and get other people to choose you when what you do is too similar to what everyone else does, or when you actually can do something unique, but you do not communicate it in an unique way.