If you want to grow your beauty business on social media, video content is the way to go. Here, Alex Bugg shares their top tips – including why hooks are crucial for social media success.
Creating high-quality video content is only part of the strategy. The real challenge is making people stop scrolling and start watching.
What is a hook – and why your video content needs one
A video hook is a cue designed to grab attention in the first few seconds. It might be a surprising statement, an eye-catching visual or a question. Without a strong hook, your video risks being ignored, no matter how valuable the content is.
Social media algorithms favour content that holds viewer attention, especially in the first 3-5 seconds. That makes the hook your most powerful tool in growing your online presence and attracting new clients.
9 proven ways beauty professionals can hook viewers instantly
- Open with a personal connection
E.g. “This is why your tan isn’t lasting” or “here’s what your routine is missing” - Say something unexpected or bold
Try: "Let's stop using moisturisers”, as bold statements always breed curiosity - Ask a thought-provoking question
"Why do we neglect our cuticles?" or "Are you using the wrong shade of foundation?" - Flash the result before the process
Flip your video and start with a two-second reveal of the final outcome before showing the treatment process - Use timelapse footage
This is brilliant at capturing attention - Pop up a headline or bold title
On-screen text is another way to catch the viewer's eye - Incorporate data or stats
Add credibility: "83% of clients say this treatment improved their skin" - Design a custom thumbnail
Don’t rely on random video frames. Choose a still that clearly communicates your message - Add subtitles or captions
Not just for accessibility – they improve retention and help viewers watch with sound off
Common mistakes to avoid when creating video content for social media
I see a lot of content which isn’t trying to hook the viewer’s attention, for example, “Hello my name is XYZ, and today I’m going to talk to you about microneedling”. If you want to introduce yourself and give credibility, hook first, and then skip back to “I’m XYZ and I’m a beauty therapist”. This way you get the best of both worlds.
Missing hooks in your video will mean fewer views and less engagement with the video, which is ultimately a detriment to your social page, and your business. Great social media – and great hooks – separate your business from others competing in the same space.
If you’ve had a hook work and a video go viral, there’s nothing stopping you from using the same hook or similar with a different message in your next video. I see clinics and salons produce a great video and then think they must keep being different, but their audience loved what worked the first time, so stick at it!
If your video doesn’t deliver on the hook’s promises, or the rest of the content isn’t as insightful, entertaining or educational, your great hook doesn’t mean anything in terms of clinic success.
However, to keep momentum going, nothing is stopping you from re-hooking your viewers in the middle of your video. A lack of clarity in your content will spiral your engagement rate and mean less interest from clients in booking treatments, which is why we do social media in the first place.
About the expert
Alex Bugg works for Web Marketing Clinic, a family-run digital agency, which specialises in aesthetics.
