How LELET NY Uses Video to Sell More Products
Marketing Showcase: LELET NY Uses Video to Convince Women They Too Are Capable of Doing Their Own Hair
Like so many of the accounts I follow on Instagram, I'm not even sure how I discovered LELET NY, a company based out of New York that sells "modern luxury hair accessories". All I know is that their Instagram feed is my obsession. I often bookmark the posts on the off-chance I someday have enough disposable income to actually purchase their stunning hair accessories and watch the videos over and over, convincing myself that I can totally do that despite the fact that in almost 28 years of life, there's only one hairstyle I've ever been able to successfully recreate from a video.
Which brings me to why I've selected LELET NY for this week's Marketing Showcase: not only are they making the most of the current video trend, I'm almost positive these videos help them sell more of their products. Let's take a look:
In addition to posting beautiful pictures of models sporting their accessories in their shampoo-commercial locks, LELET NY also creates short Hyperlapse videos of stylists showing you how you can use the products, no beauty degree required.
Why It's Notable:
It's no secret that video is hot right now. With every major social media platform betting big on video, it's no wonder brands are scrambling to add more video into their content strategy. And for good reason: video ads on Facebook generate impressions for just a fraction of the price that static ads do.
If you're not already trying to bring more video into your brand's social media strategy, it's definitely something to consider. It doesn't even have to be a high quality production. Live video still does really, really well AND your fans/followers get notified that you're live. I fully expect that someday that feature will go away when it's being overused, but for now, make use of it.
Anyway, back to LELET NY: as I've mentioned several times already, the hairstyles they choose to showcase on the videos make it look easy-peasy to use their products in your own hair. I think most women are guilty of buying some beauty product with the best of intentions to figure out how to use it, only to have the product gather dust on the shelf. With the price point of the majority of LELET NY's accessories being over $100 each, that's a big risk for the consumer to take. It's not like buying a $10 thing of glitter eyeliner than you never actually use because unlike the Instagram makeup artists you follow, when you put it on, you just look like a stripper.
In order to ensure that consumers are willing to at least take the leap and purchase their products, LELET NY had to find a way to break through that roadblock of doubt that, as beautiful as the thing is, you might not ever use it. And if you never use it, LELET NY is missing out on that big word-of-mouth opportunity. I'm sure you've all had friends and strangers alike approach you to ask where you got something you have on your person, whether it's a bag, shoes, iPhone case, etc.
These videos are the answer to that problem. Seriously, if I had the disposable income, I would already know something from this brand.
How You Can Use It in Your Own Marketing:
What's great about this is that it's applicable to many other types of industries. Whether you have a product with a high learning curve (see my previous Marketing Showcase about Adobe) or just need to convince the consumer that they, too, can do this and have great results (Buzzfeed's Tasty Videos are another great example of this), short, no-fuss videos should definitely be part of your strategy.
And you can shoot, edit, and post these types of videos right from your phone without needing to hire a videographer. All you really need is a concept, good lighting, and the time to make it happen. Eventually, you might want to hire a professional, but while you're getting your brand off the ground, you can absolutely do this yourself.
For example, this video above could totally have been recorded against a blank wall on an iPhone using the Hyperlapse app, posted to Instagram, and shared in turn with their Facebook business page. Boom, easy as pie.
If you're not in a product-based industry, you can absolutely still do these! Maybe you share a short video, hyperlapse or not, of a portion of your day, a sneak peak, or a behind-the-scenes moment. I encourage you to get creative!
To see more of what LELET NY is doing on Instagram, visit their account here.
If this marketing showcase was helpful to you, leave me a comment below! Is there a great brand whose marketing you love? Let me know, I would love to check them out!