Marketers have been vouching for video marketing for a long time, and with the rise of exclusive video content, 86% of them now embrace this powerful tool for their purpose. Video content reaches beyond popular social media platforms to search engines, where users are now expecting to see a few videos with written content.
As for yoga studios, thanks to the fitness industry being heavily reliant on visuals, video yoga studio marketing proves to be one of the highest ROI-generating efforts. While it can initially cost you a few hundred dollars to produce quality content, the returns should heal your wounds pretty soon.
In this article, we’ll discuss the process and strategies behind generating and marketing videos. But, let’s start with why video marketing is crucial for yoga studios.
Why is video marketing crucial for yoga studios?
From 60-second shorts to 60-minute explainers, yoga videos have the potential to contribute to the overall authority, ranking, and sales of your business. Here are a few additional reasons why you should start creating video yoga studio marketing content today.
Videos are engaging and addictive. The ability of videos to capture multiple senses at the same time, makes them the most interactive content type out there. As a viewer, your sense of touch, sight, and hearing are engaged throughout the video and you get a more immersive experience.
Yoga storytelling and showcasing the pain points of your target clients through the videos can also generate an emotional connection between you and your audience. Emotional connections leave a lasting impression on viewers and make them remember you for a longer time.
Wider audience reach
Videos are easier to share and interact with. With text, you’re limited to a few platforms that support it, but videos are everywhere. The majority of popular social media, like TikTok, YouTube, and Instagram don’t even support raw text content on their platform.
Why is that?
Because Gen Z, who’re going to become the largest spenders in recent years, prefer video over anything else. As a yoga studio, you must leverage their presence on these platforms and embrace video yoga studio marketing as soon as possible.
Increased client retention
Client retention is a major issue among yoga studios. Apart from unsatisfied clients opting out, discouraged clients and impulse admissions are considerable reasons behind low retention rates.
Video marketing, with increasing engagement and a better personal connection, increases the retention rate of your yoga studio. By showcasing your culture, values, and community, you can make it harder for your clients to move out of your yoga space and find a better-suiting one.
Moreover, as videos can be used as a source to harvest testimonials, your existing clients will be much more open to discussions about their issues before leaving negative feedback and moving out.
Trust and credibility building
Videos are much more trustable than texts and images. While images can be doctored and texts can often be unreliable, videos are solid proof that your yoga studio delivers what you promise. Video marketing brings credibility and trust to your business for being authentic.
With more educational video content, such as yoga poses, safety guidelines, and yoga teachers introductions, you can solidify your online presence and position yourself as a thought leader in the fitness industry.
Measurable marketing outputs
Here is an overview of how extensive video metrics are compared to articles and social media marketing posts.
- Link clicks
- CTR (Click through rate)
- Bounce rate
- ROI (Return on investment)
- Engagement (Like, comment, share)
- Conversion rate
- View count
- Average view duration
- Bounce rate
- Play rate
- Completion rate
- Share rate
- Subscriber count
While these metrics may change depending on the platforms, videos usually offer better analytics than text and images for yoga studios.
Creating Compelling Video Content for Yoga Studios
Experienced video marketers and creators follow basic guidelines for yoga studio video creation. Here is what you need to do to get started.
Understand Your Target Audience
The basis of any digital or traditional marketing effort is to understand your target audience. This may include understanding their language, content needs, interests, and pain points. Creating content that resonates with your target audience’s needs should be the priority of your yoga business.
As a yoga studio located in a suburban area, if your social media marketing video ads target urban clients with a highlight on facilities and advanced-level classes, it won’t generate enough engagement and conversion.
The right approach would be to focus more on accessibility and convenience. By understanding your target audience, video marketing efforts are enriched further.
Decide on the type of video content
Once you’ve finalized your target audience and their needs, it’s time to decide which type of videos you’ll focus heavily on. While most marketers are finding short videos like Insta Reels and TikToks more effective, you can also find success through YouTube and other platforms.
Explainer videos are short, information-centric yoga videos that focus on educating viewers on different aspects. Usually revolving around 60-100 seconds, explainer videos can be a great source of engagement. Make sure to hook the viewer from the first sentence.
Long yoga videos can be uploaded to YouTube for free or as paywall content on other platforms. If you’re on the right yoga journey, sharing your expertise on each type of yoga posture and sequence can make your customers put their trust in you.
It can help generate better leads and increase customer retention rates. Moreover, long videos can be repurposed to fit other shorter formats.
Short entertaining videos fit for TikTok and Instagram Reels are gradually becoming great sources of engagement for yoga studios. Due to the abundance of users and average hours spent on the apps, the likelihood of your success through these platforms is better than, say, YouTube and Facebook.
Another reason your yoga studio may succeed faster on these platforms is the lower probability of being “time scammed” by the brands. As the time investments are lower, typically around 15-20 seconds, users aren’t scared to experience new content as much as long formats.
Testimonial videos are the holy grail of brand trust-building. What could be better than your genuine clients vouching for your yoga studio classes and services? Nothing. Create questionnaires for your clients for live interviews between yoga classes. If possible, pre-interview them to keep only the positive ones.
Create effective video scripts
The creation of engaging videos relies upon the effectiveness of video scripts. From choosing the topics to writing the screenplay and dialogue, scripts are critical elements for your yoga studio. Consider a simple three-part (intro, body, and conclusion) video script for explainer and long-format videos. Depending on your topic, incorporate visuals that support your claims.
Make sure to keep it simple and concise.
Maintain production best practices
Invest in premium equipment, editing software, visuals, and music to maintain the production value of your videos. High-quality visuals, in addition to attracting new students, transmit your yoga studio’s financial status and market presence.
Videos with better production value ensure new students that your business is thriving and that you’re able to offer great services.
Strategies for Video Marketing for Yoga Studios
Let’s look at a few yoga studio video marketing strategies.
Build a promotional strategy
You can’t create, upload, and forget about videos. When starting with video marketing, you must analyze and synthesize a promotional strategy for your content. Your promotional strategy should depend on your target audience base, your competitor’s strategy, and your business model.
For example, your video marketing promotional strategy could include the creation of a promo video that you share through social media marketing, paid ads, and organic engagement. You can also add giveaways and special discount offers to lucky winners to increase engagement and reach.
Alternatively, you could host video challenges and declare winners through social media like Instagram, TikTok, and Facebook.
Best Platforms for Video Marketing for Yoga Studio
We recommend using different budgets for every platform. Through your initial video marketing campaigns, analyze which platforms generate higher engagement and assign a higher budget to create exclusive content for them.
Platforms like YouTube can sandbox you for a few months before boosting your videos. Check the platform’s algorithm before committing your video marketing efforts to them.
Maximize Video SEO
Include titles, captions, descriptions, and hashtags in your videos to optimize them for search engines. As search engines mostly crawl the text elements of the videos, keyword-rich titles and descriptions work relatively well if you want to rank well on search engine pages.
Moreover, social media platforms also use keywords to introduce your videos through their search feature.
The bottom line
We’ve discussed the basics of yoga studio video marketing and the strategies that you can implement to create and promote your business through various platforms.
Hopefully, you’ll be able to implement these video marketing strategies in your yoga business effectively and generate ROI unparallel to any other digital marketing efforts.