It’s no secret that the use of online video is on the rise but how important is it for your yoga business?
The idea of including yoga videos in your marketing strategy isn’t new. What has changed is how important video has become on every platform and channel.
It’s no longer just one piece of your overall yoga marketing plan. Video needs to play a central role in how you promote yourself online and build trust with your students and community.
Video is well and truly here and it’s here to stay.
In fact, Facebook predicted that the platform will be all video in less than five years.
And if you’re not getting on board with video now, you’re also missing out on being found on Youtube, which the world’s second largest search engine after Google.
Now is the time to start getting comfortable with being in front of the camera and making yoga videos a part of how you promote your yoga business on social media, youtube, your website and on your blog.
Undoubtedly, video will be one of the newest additions to your yoga business marketing toolbox and you might still have your doubts and questions…
Is it really worth using yoga videos to promote my yoga business? Do I have enough time to create and use video in my marketing?
The answer is simple: Yes, it’s worth creating video content and let’s take a look at why.
1. People love watching video
And they much prefer to watch a yoga video than to read an extensive amount of text. Why? It’s simple.
Videos have the ability to convey lots of information in a quicker and more friendly way. It’s less mentally intensive and our brains process this information 60,000 times faster than text.
According to Forbes, over half a billion people are watching video on Facebook every day, and internet video traffic will account for over 80% of all consumer internet traffic within the next four years.
By 2021, almost 17,000 hours of video content will be viewed online every second. That’s more video than you could watch in almost two years of doing nothing else, including sleeping. Staggering!
If you thought the majority of online video views are just of cute puppies, then think again. Video marketing is a major phenomenon and is only going to get bigger!
What about yoga videos?
Yoga videos are big business. On Youtube alone, there are countless channels dedicated to yoga with big players like Yoga With Adriene who has over 3 million subscribers and KinoYoga who has nearly 500,000 subscribers as well as many yoga teachers like you who are sharing their videos online.
Yoga lends itself to video because it’s so visual and there are so many ways you can go about creating your content – posture break downs, instructional videos, yoga challenges and funny clips. There’s no end to what you can create on video to authentically share your message of yoga.
2. Yoga videos increase your organic social media reach
If you are a yoga teacher that wants to share your message far and wide, video can help you do just that.
Everywhere you look, organic reach is plummeting and for yoga teachers, it’s not always reasonable or possible to pay to boost all your social media posts.
So consider this: Facebook video receives, on average, 135% more organic reach than a Facebook photo.
Facebook (and every other social media platform) want to create a positive user experience by showing the most engaging content.
Right now, Facebook’s Newsfeed algorithm is placing a lot of weight on native videos hosted on the platform. By uploading videos into Facebook (rather than linking to a Youtube video), you’re more likely to see a lot more “reach” and engagement from your following.
So if you’re currently struggling to reach your audience on social media and your posts are not receiving the engagement you’d really like…video is the way to go.
Algorithm work by first sharing your post with a very small percentage of your followers. It will only be shared further if the post receives engagement. Slowly but surely, more and more people will see it, but only if it’s engaging.
As we know that people find video more engaging, using video means that your post will gain more engagement from the offset. So the answer to increasing your organic reach across social media is to use more video.
3. Search engines love video
It’s not just consumers that love videos. Search engines love it too. Did you know that you are 53x more likely to rank highly in Google search results if you have a video embedded on your website?
Since Google now owns YouTube, there has been a significant increase in how much videos affect your search engine rank.
This means that if Google or other search engines see your page with a video, it considers it relevant!
4. Video builds trust
The first and most obvious thing a video can do that other forms of content can’t is to put a face on your message and this is how yoga teachers can really start to build trust.
We’re far more willing to listen to someone and consider their message when we can see who it is that is speaking to us.
Video creates a connection. It’s really that simple.
It’s one thing to tell your students how something to get into a posture, but it’s something else entirely to show them exactly how to do it and tell them about the benefits in the process.
Video can captivate and influence your audience by using emotions to connect their heart and brain to put trust in you.
5. Video marketing and email work together
Embedding a video into your email newsletter will boost click through rates by 200-300%!
If you’re using MailChimp, simply insert the video content block to pull a thumbnail image from Youtube or video which then overlays a play button icon. Subscribers click on the thumbnail and are sent to a new browser to watch the video.
Video tracking allows you to see who opened the video, who finished it and who replayed it. Having this information gives you a greater audience insight to prepare for your next campaign.
6. Make money teaching online
There are only so many yoga classes you can teach each week before you start feeling burnt out and limited by the amount of income you can generate in your yoga business.
But take your teaching online and you will start to open up a whole new world of opportunity to make more money and reach new students.
Video is the starting point in the journey to teaching online.
You should start now by creating videos that you share freely on social media and on your website. Upload your videos on your Youtube channel and send your email subscribers to view your free videos there.
Make sure that you offer amazing value every week through your videos as this will build trust and get your audience primed for consistently seeing you online.
If you truly want to make money teaching yoga online, the key is to focus on building your foundations. This includes growing your email list and listening to what your audience wants and needs.
You will then be in a much better position to create an online offering that your students love – rather than something you ’think’ they want – and with your foundations in place, you will have much more success making money teaching yoga online.
What type of video content should I create?
There are many types of video content you can create to promote what your yoga offering such as:
You could create an online video course for beginners or more experienced practitioners. This could be delivered via email or your website and could be free or paid. Perhaps each session could be centred around a particular yogic theme, or could build up into a complete asana sequence. You could also include elements of chanting, pranayama or philosophy as well as asana practice.
You could create videos to demonstrate how to practice certain postures. Perhaps you could centre these around particular questions asked by your students or website visitors. Each video could break down the posture into its individual parts, including variations and use of props if relevant.
If you run workshops or retreats, you could take some video footage at these (with the participants’ permission of course) and use them as promotional material for attracting more students to similar future events.
A great way of publishing regular video content is to start a yoga video blog on your website. Your blog could contain purely video content, or you could mix it up with written posts, images and audio files too. The videos could feature a combination of physical demos, asana technique, philosophy or more spiritual aspects of yoga, depending on what your audience is interested in and where your specialisms lie. For more information on starting a video blog, read 7 Reasons Why Yoga Teachers Should Start Blogging.
Whichever type of video content you go for, we suggest you always put your audience first. You’ll notice that all the video types listed above are focussed on your students – these videos are educational and informative first and foremost. Of course, your videos can be fun and entertaining too, but try to avoid “showing off” just for the sake of it!
You’ll also need to do a bit of research to get yourself set up with the right equipment. You don’t need anything too fancy – a good smartphone will do – but there are some great add-ons you can buy quite cheaply that will transform your video-taking experience.
So, should you create yoga videos?
You should totally give video a go but keep in mind that if you feel uncomfortable being in front of the camera, it will definitely come across.
So the first step is to practice being on video to build up your confidence. Make a commitment or set yourself a little challenge to create a really short video every day. It need only take 20 mins. Set your camera or phone up and hit the record button and then watch yourself back.
You’ll see where you need to improve. Perhaps it’s to speak more slowly or to relax your face for a less dramatic look!
Most yoga teachers who use video look confident, relaxed and like they’re enjoying the experience but they most likely didn’t look like that at the start. They practised and this is something you can do too.
However, if video really does put the fear in you then don’t feel pressured to do it. You can still stand out using other types of content such as your blog, podcasts, email campaigns and social media posts.