A Few How-To Videos Became the Best Marketing Investment Wahl Has Made in Years

Americans learned how to cut hair at home during the pandemic—and bought a lot of clippers to do it

a man cutting his own hair
Thanks in part to the how-to videos, traffic to Wahl's homepage jumped by 1,400%. Wahl

About five years ago, Wahl decided to accentuate its website with some instructional videos. The 101-year-old maker of electric hair clippers is already the leading brand among professional stylists, but with the rise of do-it-yourself influencer culture and the widespread availability of clippers on the retail level, it made sense to build in some how-to content just in case consumers wanted it.

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.