Social Media for Salons 101: Content & Strategy
Once you’ve discovered which social media platforms you want to use to help grow your business (check out Social Media for Salons 101: Exploring Platforms for a refresher), now it’s time to create some content and strategize!
TIPS FOR USING SOCIAL MEDIA
Whether you’re a salon or a stylist posting on your own, have a strategy in place for consistency and branding.
- Create engaging content. Every Reel, Story, carousel and TikTok should include a call to action to get more likes, comments and shares.
- Post before and after pics - with clients’ permission.
- Post videos of your stylists in action to Instagram, Facebook and TikTok.
- Introduce new employees to get them publicity among your social followers.
- On occasion, post about salon promotions.
- Share positive reviews of your salon.
- Sponsor contests/giveaways for your followers.
- Interact with your followers even if it’s a quick emoji!
- Know who your target audience is and create content that speaks to them.
- Stay aligned with your brand. Is your salon edgy? Or more on the traditional side? Structure your posts and wording to reflect who you represent.
- Make sure to share other content besides your own. See a post about your favorite product? Share it. What about a funny/relatable post? Add to your Story! Haircolor or nail art inspo? Make an “inspiration” highlight and add to it!
Determining the type of content to post consistently and building your strategy helps to establish your brand identity, attract the right audience and showcase your expertise!
FIND YOUR AUDIENCE
Understanding the target audience for your content will not only affect the results of each post, but will also help determine what type of content to create.
Creating content for your current clients is just as important as attracting new ones. Staying engaged with them strengthens loyalty and keeps your business top of mind. Share content that adds value - whether it’s answering their most common questions, providing tips they’ll appreciate or posting fun, relatable videos. Your clients also enjoy seeing your latest work, giving them inspiration for their next visit!
NEW CLIENTS
Potential clients often search for new beauty professionals through social media. In fact, many turn to social media before even searching on Google! Social media is used to explore options, read reviews and see real results before making a decision. If you want to reach this audience, create consumer-friendly content that shows your work and the vibe of your space!
Pro Tip: Think of your social media as an extension of your website! Make sure to include your service menu, pricing, FAQs and other key details so potential clients can easily find everything they need.
PROFESSIONAL EDUCATION
Building relationships with fellow beauty pros can open doors to new opportunities and collaborations. To reach this audience, share industry tips, behind-the-scenes insights or your favorite tools and techniques. Engaging with other pros through educational posts, trend discussions or industry humor can help create those connections and push you even further in the industry!
BRANDS
Social media is a powerful tool for connecting with your favorite brands! To reach this audience, feature their products in your posts through tutorials, reviews or showcasing your work made with their items. Don’t forget to tag them! Offering helpful tips or unique insights can catch the attention of brands seeking influencers or collaborators, opening doors for partnerships or sponsorships.
Keep your content clean and visually appealing, especially if you want to be reposted by your favorite brand. Avoid distractions like split ends, bra straps, dry or damaged hair, watermarks, heavy filters or other brand logos.
Pro Tip: Don’t overload your posts with brand tags! Sick to a few, non-competitive brands, which is more likely to get your work reposted and earn you brand loyalty!
TYPES OF CONTENT
Olivia Thompson (@omgartistry), social media expert and hairstylist, relates social media to penny stocks: the more you invest, the greater the return. By creating high-quality content, you’ll set your business up for growth and success. Make the most of your social media presence by creating different types of content!RELATABLE CONTENT
Posts are more likely to go viral when they are relatable and connect with multiple audiences. Create relatable content by sharing real experiences from your space, helping you connect with clients and professionals. Another great strategy is to explore your feed for trending videos or audio to inspire your content!
Incorporate your face or voice into your content to build a stronger connection with your audience. Share your tips, tricks or hacks - this is your chance to showcase your expertise! It might feel intimidating at first, but your work and knowledge deserve to be shared!
Images of your clients are the best way to showcase your work! Experiment with poses, find the best lighting in your space and highlight why potential clients should book with you. You can also use photo carousels or videos to showcase before-and-after results. For a fun addition, try themed posts like 'Transformation Tuesday' or 'Salon Sunday'.
Clients often turn to social media to research beauty professionals, check reviews and see who their friends follow. Regularly sharing client reactions, online reviews and service results helps build trust and credibility with current and potential clients!
Sharing products you love on social media is a great way to give your audience a glimpse into your work and the tools that help you achieve your results. This content not only helps other professionals and promotes retail sales to clients but can also attract the attention of brands. Try creating tutorials, product reviews, spotlights or behind-the-scenes content!
CONTENT PLANNING
To continue growing your beauty business on social media, content planning is essential. It helps you stay consistent and keeps your brand top of mind for your clients.Olivia recommends using a content calendar to plan and track your posts. With a calendar, you can map out what you're posting, when you're posting it and get a clear view of your upcoming week. You can use a basic calendar or a management platform, such as Later or Buffer. This keeps your content organized and helps prevent last-minute issues!
A storyboard is another valuable tool, especially when creating video content. By outlining each shot, planning voiceovers and visualizing the overall look, you’ll save time during filming and create more engaging content!
ANALYTICS
Tracking your social media analytics is a powerful way to grow your page. By reviewing how your posts are performing, you can identify the types of content your audience responds to most.Pay attention to metrics such as likes, comments, shares, saves and reach. This data shows you which posts are generating the most engagement and helps you understand your audience’s preferences. Analytics allow you to make informed decisions, improve your content strategy and build stronger connections with your audience!
Creating social media content can feel overwhelming, but with the right direction, it can transform your business. Find what works best for your brand and watch your social media take off!
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