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Beautster “Types of Manicure Explained” Educational Inbound Content​

Long-form educational video driving organic traffic, trust, and service bookings for a beauty marketplace

Project Details

  • Timeline: June 2024
  • Role: 2021 (Pre-AI era — entirely manual research & production)
  • Team Size: Content Strategist, Scriptwriter, Editor, Voice-Over Artist (end-to-end execution)
  • Sector: Beauty Marketplace (B2B2C)

Project steps

01
Market & Topic Discovery

Identified “manicure types” as a high-intent, high-search topic ideal for organic acquisition. Validated terminology, user questions, and beauty industry standards.

02
Research & Script Development

Performed manual research across beauty schools, salon standards, and Canadian pricing. Wrote a structured 6–8 minute educational script with comparisons, service suitability, and pro tips.

03
Voice-Over & Narrative Recording

Recorded all narration in-house, optimizing tone, pacing, and clarity for trust and comprehension.

04
Footage Sourcing & Asset Prep

Licensed professional clips, sourced allowed visuals, and selected supporting footage to illustrate each manicure type accurately (no AI tools existed yet).

05
Editing & Post-Production

Edited the full piece in Final Cut Pro with overlays, callouts, pricing indicators, and step-by-step guidance. Integrated a subtle Beautster CTA and brand cues without interrupting educational flow.

06
Launch & Distribution

Optimized for YouTube search (SEO Title + Description + Chapters). Repurposed into shorter cuts for other platforms to support organic funnel traffic.

Context

Beautster was a Canadian beauty-service marketplace connecting salons and beauty professionals with customers. Paid acquisition wasn’t scalable yet — the company needed low-cost, trust-driven content that educated consumers and nudged them toward booking services. This video focused on manicure services, one of the highest-intent beauty categories with strong search demand. The challenge: teach viewers how each service works, who it’s for, expected results, and price ranges — entirely through accurate, manually researched content.

Challenge

The project had to be executed entirely without AI assistance—every step of the research, scripting, structuring, and editing was done manually. This made accuracy even more critical, especially since the content required medically precise and technically reliable information about manicure types and nail health. Working solo meant taking full responsibility for the research depth, factual correctness, creative quality, and final performance of the asset. Ultimately, the challenge was to craft a high-quality, trust-building educational resource that could guide users seamlessly from learning → understanding → curiosity → booking intent, becoming a natural driver of conversions for a beauty marketplace.

Objectives

  • Capture high-intent search traffic for manicure services
  • Educate viewers clearly enough to reduce uncertainty and encourage bookings
  • Build Beautster’s authority in beauty expertise
  • Drive traffic and CTR to relevant booking pages
  • Increase first-time user trust through value-first education

    • Essential tools

    Final Cut Pro
    Envato Elements

    Key Project Outcomes

    23,000+ organic YouTube views (zero ad spend)

    Strong engagement from stylists and beauty students

    ~500% increase in click-throughs to manicure booking pages

    ~100+ booking actions in the first week

    Key Project Outcomes

    23,000+ organic YouTube views (zero ad spend)

    Strong engagement from stylists and beauty students

    ~500% increase in click-throughs to manicure booking pages

    ~100+ booking actions in the first week

    Visual Journey

    Strategic Takeaways

  • Trust-based education can outperform paid ads in early-stage marketplace growth
  • SEO-intent content captures users actively seeking clarity and purchase decisions

    • Execution Learnings

  • Meticulous research and clear scripting are essential for credibility
  • End-to-end execution creates tighter narrative cohesion and higher quality

    • Personal Growth

  • Strengthened full-cycle content execution skills
  • Demonstrated ability to build high-impact acquisition content independently
  • Reinforced a strategic mindset: content as a conversion engine, not entertainment

    • Key Learnings

    Content Strategy / Growth

  • Created a research-based educational funnel that delivered 23K+ organic views and a ~500% CTR surge to booking pages.
  • Designed content for high-intent beauty consumers, improving trust and booking readiness.

    • Creative Execution

  • Owned the complete pre-AI production pipeline: research, scripting, voice-over, footage sourcing, editing, and publishing.
  • Produced a 6–8 min educational video optimized for clarity, accuracy, and conversion.

    • Marketplace / Product

  • Drove ~100+ bookings in the first week and helped validate Beautster’s organic acquisition model.
  • Positioned Beautster as an authority in beauty services through expert educational content.

    • Operations & Ownership

  • Executed independently with minimal oversight.
  • Ensured medical/technical accuracy across all service explanations.

    • Resume Highlights

    Ready to Explore What I Can Bring to Your Team?

    I’d love to discuss how my multidisciplinary background, strategic mindset, and hands-on execution can support your team’s goals and upcoming challenges.

    Let's Talk