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How to make better before and after videos?

Feb 08, 2024, Update: Feb 08, 2024, author: Powderbrows.com / Holistic PMU
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"This article will explore Powder Brows artists' common challenges when making before-and-after videos. Whether you're new to the field or have years of experience, examining these hurdles can provide valuable lessons and improve your technique. Creating an impactful before-and-after video requires skill, like performing the brow procedure. Follow along for helpful advice and tactics to enhance your video content and effectively showcase your work."

1. Background


This article is derived from comprehensive interviews with 71 pigmentation artists specializing in powder brows, hair strokes, microblading, and lip blush procedures. These artists have all been in the business for more than three years. The research projects encompassing these interviews spanned from 2021 to 2024, with many still in progress. Among these artists, 57 are based in the EU, with an additional 9 in the UK and 5 in the US. Three experts from powderbrows.io further analyzed insights gathered from the interviews, the digital media marketing arm of the Powderbrows.com Research Center.

The primary objective of this article is to elucidate the fundamental methodology for crafting effective before and after videos in the brow business.

2. Preparation


Creating before and after videos in semi-permanent makeup, particularly with procedures like Powder Brows, involves nuanced challenges that differ from still photography. Many experienced artists emphasize that videos amplify all emotions and subtleties, necessitating even greater attention to detail.

Avoiding Excessive Excitement Before Videos

Before and after videos serve as powerful marketing tools in the pigmentation industry. However, their effectiveness hinges on the proper portrayal of the subject. A frequent pitfall is showcasing clients as too enthusiastic or animated in the "before" footage. To craft a compelling before-and-after video, it's crucial to start with your client in a calm and neutral state.

Why a Neutral Expression is Key

Often excited about their transformation, clients might present an overly joyful disposition in the "before" video, characterized by bright eyes and broad smiles. While this may seem beneficial, it can skew the viewer's perception of the procedural outcome. If the "before" video displays a vibrant and glowing client, and the "after" video shows them less lively—possibly due to the procedure's tiring effects—it might inadvertently detract from the brow transformation's impact.

Addressing the "Too Happy Client" Challenge

The discrepancy between a client's pre-procedure excitement and post-procedure fatigue can lead to an unfavorable comparison, potentially overshadowing the procedure's results. To avoid this, artists should encourage clients to adopt a neutral facial expression during the "before" segment. This doesn't imply that clients should look unhappy; they should appear relaxed and genuine. Adopting this strategy ensures that the focus remains on the brows' dramatic enhancement, unmarred by variations in the client's mood or energy.

By maintaining a consistent emotional baseline across both videos, artists can more effectively highlight the transformation, ensuring that the viewer's attention is squarely on the quality of the work rather than the client's fluctuating emotions. This approach enhances the procedure's perceived value and aligns more closely with viewers' expectations for realistic, tangible results.

3. ”After” shot


Capturing the "Reveal Moment”

The unveiling of the brows represents a pivotal moment in any transformation video, particularly when clients behold their newly completed Powder Brows for the first time. This instant, with genuine emotion, can significantly bolster your marketing initiatives. The authenticity of their reaction enriches the content and acts as an impactful testimonial, enhancing the appeal of your digital presence across reels, posts, stories, and portfolios.

Strategic Filming for Enhanced Impact

Incorporating the reveal moment into your video requires careful planning and execution. It's crucial to capture this moment precisely, ensuring the camera's placement effectively complements the scene. Opt for an 'above-the-brow' angle rather than a direct front or lower perspective. By filming from a higher position, you accentuate the transformation, offering a view that is both flattering and focused on the brow work.

Optimal Camera Angle for Maximum Appeal

Aim to film from a vantage point that looks down on the client, thereby highlighting the brow transformation and preserving the aesthetic quality of the footage. This approach showcases the brows to their best advantage and captures the client's reaction professionally and engagingly. Avoid angles that might detract from your visual story, such as inadvertently focusing on less appealing aspects like the client's nostrils.

By employing a “top-down” filming technique, you ensure the viewer's attention remains on the brow transformation and the client's response. This method fosters a compelling narrative, showcasing the excellence of your Powder Brows work and reinforcing the professionalism of your presentation.

4. Practical Tactics to Improve Quality


Enhancing "After" Videos with Concealers and Makeup

In the arena of Powder Brows transformations, the presentation is paramount. It's important to remember that you're showcasing not only your skill in eyebrow artistry but also your client's enhanced beauty and confidence after the procedure. Presenting a polished and attractive appearance magnifies the impact and allure of your "after" videos.

Concealers: A Versatile Tool for Perfection

A practical approach to refining the "after" video is to keep a selection of 3-5 different concealers ready for use. Concealers' value lies in their versatility—they are indispensable for masking skin imperfections around the brows, which might be more challenging to edit in videos than photos.

The goal with concealers is not merely to cover redness or minor blemishes. When applied strategically, concealer can enhance the definition and highlight of your brow work, resulting in a cleaner, more cohesive look.

Makeup for a Balanced Appearance

Beyond concealers, offering makeup touch-ups, especially on the lips, can further elevate the client's appearance. A touch of color or gloss can harmonize with the enhanced brows, creating a more complete and flattering image.

Hair Styling for a Harmonious Look

Additionally, ensure the client's hair is styled to complement their new brow shape and overall aesthetic. A well-considered hairstyle can enhance the transformation, adding to the video's visual appeal.

Topical Anesthetic for Enhanced Brow Highlighting

Consider applying a topical anesthetic to the brows post-procedure. Besides providing comfort from any discomfort, it can also lighten the skin around the brows, making the enhanced brows more pronounced in the "after" video.

These subtle yet effective enhancements significantly produce more appealing "after" videos. By ensuring your client look their best, you're showcasing a service and offering a visually enticing experience. This approach can significantly increase the likelihood of attracting potential clients to your services.

5. Planning Ahead


Evolving Approaches to Video Creation

Experienced artists who have produced a high volume of successful before-and-after videos have observed a significant shift in their approach to creating these videos. Initially, many relied on spontaneity, capturing moments as they happened, believing that this method could capture genuine emotion effectively. While this approach occasionally yields excellent results, a more deliberate planning process is essential for consistently achieving high-quality and professional videos. This shift towards planning represents a critical evolution in their creative process.

The Importance of an Elementary Storyboard

Planning is a fundamental step in crafting impactful before-and-after videos. It not only saves time during filming but also simplifies the editing process. Knowing in advance the shots you need, the optimal angles, and how to frame each scene can significantly enhance the overall quality of your videos, presenting your work in a more polished and professional light.

A storyboard is an invaluable tool in this planning phase. It acts as a visual guide, outlining how your video will progress. This allows you to pre-visualize the sequence of shots, ensuring you capture all essential moments and reactions without missing any crucial content. Moreover, a storyboard is a helpful reference during editing, facilitating a more efficient assembly of your footage.

Artists often develop "prototype" storyboards, which they tailor for each client. These prototypes might include various shots, such as close-ups of the untreated brows, wider shots of the client's entire face, footage of the procedure itself, and the climactic reveal. This method not only aids in conceptualizing the video but also enhances communication with the client about the envisioned outcome.

Utilizing AI for Storyboarding

Some artists have turned to AI tools, like DALL-E by OpenAI, to generate storyboard samples. This practice simplifies explaining the video concept to clients and encourages artists to think through their ideas thoroughly.

Flexibility and Efficiency

It's important to note that storyboards are not rigid frameworks but flexible guides that can be adapted to suit each client's particular needs or situation. Having a clear, adaptable plan ensures a smoother, more efficient video production process, allowing more time to concentrate on the primary goal: creating stunning Powder Brows.

Reflecting on their experiences, many artists have concluded that a well-conceived filming concept and a basic storyboard can reduce filming time by approximately two-thirds, significantly speeding up the production process.

6. Communication is Vital


Creating an engaging before-and-after video is a collaborative effort that involves both the artist and the client. As the artist, you play the director role, but it's crucial to remember that your client is the star. This section will guide you in emotionally preparing your clients and navigating them through filming to generate captivating content.

Setting the Emotional Stage

Initially, it's vital to manage your client's emotions during the "before" segment. Calmly inform them that while excitement or anxiety is typical, maintaining a more subdued demeanor in the initial footage is beneficial. This deliberate contrast between the "before" and "after" emotional states can significantly enhance the viewer's perception of the final results.

Preparing for the "After" Reaction

The "after" shot is where your client's genuine reaction becomes pivotal. Encourage them to freely express their happiness, astonishment, or relief at seeing their new brows. Authentic emotions like these forge a strong connection with the audience and underscore the life-changing effect of your services.

Instilling Confidence Throughout

Your demeanor during the procedure greatly influences your client's mood and reaction. Exhibiting enthusiasm, positivity, and support can inspire your client to reciprocate these feelings, leading to a more vibrant and heartfelt "after" video. Conversely, if you appear detached or subdued, your client might reflect these sentiments, diminishing the impact of the reveal.

Fostering a Collaborative Environment

Remember, creating a before-and-after video is a team effort. By steering your client, offering encouragement, and fostering an environment where they can openly express their feelings, you craft a narrative that showcases Powder Brows' technical excellence and highlights its transformative essence. This collaborative approach ensures the production of a before-and-after video that truly captures the spirit and impact of the transformation.

7. Video Creation for Sales Campaigns


Leveraging video creation for sales campaigns has proven to be a highly effective strategy for many artists in the semi-permanent makeup industry. This approach allows artists to achieve dual objectives: enhancing their portfolio with high-quality before-and-after videos and attracting new clients through targeted sales campaigns.

Strategic Campaigns to Attract Models

Rather than offering video creation as an ad-hoc service, seasoned artists have utilized it as a tool to fill vacancies and increase bookings. They often advertise the opportunity to participate as a "model" for the procedure at a discounted rate. This model pricing strategy enables them to maintain their standard pricing structure while offering deals to attract new clients. The primary incentive for clients to receive the service at a discounted rate is the agreement to be featured in before-and-after videos. This not only makes the service more accessible to a broader audience but also provides the artist with valuable marketing content.

Selective Recruitment for Enhanced Marketing

The strategy often includes a selection process for potential models. Artists might request photographs from applicants, primarily if their social media profiles do not provide a clear view. This pre-selection process is crucial for targeting individuals who represent the desired demographic for video ads, typically those aged 25-34 in the pigmentation business. Furthermore, choosing models with aesthetically pleasing facial features is essential for creating visually appealing content. This careful planning allows artists to allocate additional time for filming, ensuring the production of high-quality, engaging videos.

Benefits of a Thoughtful Approach

By adopting this method, artists can offer services at a "model price," which serves dual purposes: it keeps the public price levels intact. It secures engaging marketing materials for future promotions. This approach helps fill slots during slower periods and enhances the artist's portfolio with content showcasing their skill and work's transformative power. Additionally, it provides an opportunity to carefully select models to showcase the best services, making the marketing efforts more effective and appealing to potential clients.

In summary, utilizing before-and-after video creation as part of sales campaigns is an intelligent strategy for semi-permanent makeup artists. It allows them to optimize their booking schedule, maintain pricing integrity, and accumulate compelling marketing content, all while engaging with a demographic most likely to convert into future clients.

8. Conclusions


Creating compelling before-and-after videos in the semi-permanent makeup industry, especially for procedures like Powder Brows, requires meticulous planning and execution. Artists should aim for a neutral expression in "before" videos to avoid skewing viewers' perceptions with overly enthusiastic client reactions. This ensures the dramatic transformation remains the focal point, enhancing the video's impact.

Capturing the "reveal moment" with strategic camera angles, such as from above the brow, highlights the transformation and the client's genuine reaction, making the content more engaging and professional. Incorporating subtle makeup enhancements, like concealer and lip gloss, can further polish the "after" appearance, showcasing the brow work and the client's overall beauty and confidence.

Planning with a storyboard tailored for each client, possibly using AI tools for visualization, streamlines the production process, making it more efficient. This approach allows artists to capture all essential moments without missing crucial content, significantly speeding up filming time.

Communication between the artist and client is crucial in preparing the client emotionally for both the "before" and "after" shots, ensuring their genuine reactions are captured. This collaborative effort enhances the video's authenticity, showcasing the transformative power of Powder Brows.

Utilizing video creation for sales campaigns by offering "model prices" for participation in before-and-after videos. It attracts new clients without lowering public price levels, providing artists with valuable marketing content while filling booking slots during slower periods.

As an artist, you should focus on maintaining a consistent emotional baseline, carefully planning your shots, and engaging in effective communication with your clients to produce high-quality before-and-after videos that showcase your work, enhance your marketing efforts, and attract potential clients.
 
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Comments
 
Esther
Thursday, Feb 08, 2024

Interesting article but useful. I am just creating the clips for TikTok and that approach helps me. the idea of creating the storyboard and just thinking it through helps so much! preparation is everything!


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