Produce It Yourself:
Before You Begin

Small Business Marketing Video Production for:

What Should Your Hair Salon Video Include?

Before you begin writing a script or planning your shots to produce a primary video that introduces your service to clients, review the following marketing research findings. (Collected 2/8/18 to 4/26/18).

Maximum Video Length Average: 70 seconds

Video Element Recommended? Want Indifferent Do Not Want
Owner Narration Yes 51% 28% 19%
Animated Logo Intro No 14% 45% 41%
Background Music No 21% 49% 30%
Featured Services Yes 80% 9% 11%
A View of the Inside Yes 70% 21% 9%
Before & After Hair Styles Yes 63% 22% 15%
Building & Parking Yes 56% 27% 17%
Hair Stylists Yes 56% 27% 17%
A Funny Skit No 6% 31% 63%
Pricing/Deals Depends 83% 8% 9%

Industry Overview:

41% of consumers said they would not watch a hair salon video. This percentage is partly because 20% would not search the internet to find a hair salon. 10% of people do not use hair salons. For the 20% of consumers that would search the internet but not watch a video, they say videos fail to be short, concise and to the point as well as an honest, authentic, complete representation. 59% of consumers who say they would consider watching a video if unfamiliar and curious.

Things that Improve Customer Interest:

  1. Smiling customers showing new hair style (before and after, testimonials) 22%
  2. Good prices, deals 17%
  3. Style/niche/demographic fits my needs 16%
  4. Highly skilled, experienced stylists 15%
  5. Clean, organized studio 13%
  6. Appealing decor (layout, colors) 11%
  7. Happy, friendly, welcoming staff 11%
  8. Positive atmosphere or vibe 9%
  9. Extra services (coloring, massage) 6%
  10. Location (close, nice area) 5%
  11. Great products and utensils 4%
  12. Serves alcohol 4%
  13. Quiet 1%
  14. Simplicity 1%
  15. Appealing shampoo and conditioner used 1%
  16. Emphasis on detail 1%
  17. Waiting area has entertainment 1%

Things that Scare Customers Away:

  1. Style, niche, services do not fit their need 30%
  2. Unclean or unorganized studio 22%
  3. Overpriced 12%
  4. Bad location 6%
  5. Unprofessional staff (unqualified or unfriendly) 6%
  6. Unappealing atmosphere (cold, unwelcoming, chaotic) 5%
  7. Poor narrative from owner (pushy, offensive, rambling) 4%
  8. Too busy (crowded, people waiting, long wait time) 4%
  9. Lack of parking 4%
  10. If video did not show enough of the business (lack of info) 3%
  11. Loud or poor background music 3%
  12. Too much talking in the video 2%
  13. Popup ads in the video 2%
  14. Low service quality 2%
  15. Shabby or dilapidated building 2%
  16. Dogs 1%
  17. Salon is empty 1%
  18. Non-eco chemicals used 1%
  19. Unorganized video 1%
  20. If the video shows actors instead of real people 1%

General Advice

32% of consumers said they would not watch a small business video online. The 4 most popular reasons they gave were that videos are…

  • Biased, exaggerated, overproduced, flashy, only showing the business in the best light, not a true representation
  • Cheesy, dated, gimmicky and annoying
  • Too long, too slow, failing to get to the point, not concise, clear, rambling
  • Fail to provide the needed information, waste of time, adds no value, only necessary for visual products/services

On the flip side, 68% of consumers surveyed say they would watch a video before choosing a small business. Some of the top things consumers are hoping to see in a video are…

  • Real footage, true representation, authentic, honest, not overproduced
  • Message is concise, clear, short and to the point
  • Full footage and information provided, nothing is left out
  • Message is calm and sincere, not pushy or aggressive
  • Does not try to entertain

Many consumers said they would rather watch a video review from an unbiased third party than to watch a video from the business itself. Small business owners tend to want to show only the best aspects of the business in the best light. It may feel counter-intuitive, but including the business's shortcomings demonstrates honesty and earns customers.

Review over 50 hair salon marketing video examples here: Hair Salon Marketing Video Examples.


  1. Produce It Yourself
  2. Shoot Your Own Footage, Hire a Video Editor.
  3. Hire a Pro (See what pros charge in your area)

Related article: 10 Ways You Can Help Your Videographer Produce a More Compelling Video for Your Business.

Begin Your Production

Step 1: Narration: Hair Salon Script versus Interview Questions
Step 2: Storyboard
Step 3: Equipment
Step 4: How to Shoot Your Business Video
Step 5: How to Edit Your Business Video
Step 6: Where to Place Your Business Video

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