With more people turning to social media and websites to find inspiration for new hair styles, salon owner Alex Iacobacci has made some big changes in how he approaches marketing. At Avanti, his salon in Boston, he has abandoned the traditional before-and-after shots that so many salons use to promote their capabilities. Instead he posts online video transformations showcasing the salon’s Facebook page and website.

“Static images don’t show the work and artistry that goes into the new look,” Iacobacci says. “And in the age of Photoshop, still images lose some of their power to impress. I wanted to show all the interaction between the client and the stylist from the consultation to the finished look. I also wanted to show the collaboration among the hair stylist, the colorist and the apprentice.”

Now, Iacobacci has shifted some of his marketing budget to videographer and photographer Daniel Mathieu to come to the salon monthly. Mathieu’s role is to capture Avanti stylists in action and bring the work that happens in the salon to the digital world-in video format.

The Avanti team enlists a diverse array of clients to participate in the videos, from fashion-forward looks to styles everyone can achieve. Unlike photos, the videos show a hairstylist, a colorist and an assistant working together.

“We don’t have a culture that focuses on an individual stylist,” Iacobacci says. “Instead, we show a community of hairdressers working together to give the customers the best experience possible.”

The effort has paid off. Avanti has brought new clients and referrals through the door as a result of the videos, and clients stay on the Avanti website and Facebook page for a longer period of time. In fact, one of the salon’s before-and-after videos generated more than 2,000 views.

For salons considering this type of marketing, Iacobacci recommends budgeting carefully and focusing on a community of hairdressers working together instead of isolating one stylist.

“If you look on Instagram, Pinterest or Facebook, all the before-and-after pictures look the same,” Iacobacci says “But when consumers watch our videos, they can see the whole process from start to finish—it’s another great way to show that our work doesn’t come in a box.”