Social Media for Salons 101
Want to enhance your salon’s social media presence? In this day and age, if you are not online, you’re missing a huge opportunity to speak to your current customers and reach new ones. While it might seem like a huge task to take on with all the pressures of running a busy business, it doesn’t have to be complicated or time consuming. Here are some social media tips for professionals in the beauty industry.
Why Your Salon Needs Social MediaSocial media may seem like it is more suitable for the younger generation. The reality is that all ages are online and a strong social media presence can reach everyone. One of the first things a consumer does when checking out a new business is to inspect its social platforms. Keeping these current by highlighting your services and your employees spreads awareness about your salon, 24/7.
A robust social presence expands your reach in ways you might not have even thought about! There are potential new customers within every social account that interacts with yours. For example, when one of your clients likes and comments on a Facebook photo, all his or her followers see the interaction. And so on. It’s crazily exponential. You will watch your client list grow just by being present, active, and consistent on social media.
TIPS FOR USING SOCIAL MEDIAHave a plan of action before you start using social media. Whether you’re the salon or a stylist posting on your own, have a strategy in place for consistency and branding.
- Create engaging content. Every picture, quote, and status update should include a call to action to get more engagement, likes, and shares.
- Post before and after pics - with clients’ permission.
- Upload videos of your stylists in action to Facebook and Instagram.
- Introduce new employees to get them publicity among your social following.
- Thank your clients on occasion.
- Hold promotions, but don’t go overboard. It can start coming off as spam.
- Share 5 star review of your salon.
- Sponsor contests/giveaways for your followers
- Become a brand ambassador for the products you use in your salon
- Create consistency in your postings. Have a plan and stick to it, whether it’s once a day or once per week.
- Interact with your fans and followers even if it’s a quick heart emoji or a thank you!
- Use professional (in appearance) photos for all your cover photos and avatars. Look at options like Fiverr or Upwork to have your images created if you don’t have anyone who knows how to do this.
- Know who your target audience is and create content that speaks to them.
- Make sure you’re providing valuable content. Give people a reason to like, follow, and share your stuff.
- 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 articles besides your own information. You see a great Buzzfeed quiz? Share it. A fabulous inspirational quote? Share it!
- Add social platform follow buttons to your website so you are quickly found on the Internet.
It’s called social media for a reason. Many brands seem to forget or ignore the social aspect of it. Be social. Have fun!
The Platforms Your Salon NeedsThe beauty industry is highly visual, so if you were to only focus on two or three platforms, you'd want to focus on the ones where images are the king of content. If you don’t have accounts made for social media platforms, it’s a relatively simple process. Simply follow the prompts for each platform. Make sure to fill out the Name, Address, and Phone Number (NAP) in the bio section for every social account you have so current and potential clients can quickly contact you. Below will highlight some of the instructions and best practices for most of the popular social media platforms.
Facebook is the most significant social media network, hands down. It boasts over 2 billion active users. This is one place you need to be.
Set up an account: You can set it up as a Page. Make sure to fill out all the information, including your hours, and your contact information. You want to ensure customers will find you easily.
Images: For your page banner, you can have a custom one made. Or, you can just Google free Facebook banners to find one you like. For custom made, there are loads of graphic designers out there, and you probably even have some in your personal network. Otherwise, sites like Fiverr or Upwork, which are networks of freelancers, will be able to create one for you on the inexpensive side! Many companies have had great experiences using these type of sites.
What to Post: Have fun with this part. You can post before and after images, stylists in action, inspirational quotes, deals of the day, and anything you can dream up. Include images. Use a call to action, meaning give your followers a reason to comment and share your posts.
When to Post: At first, it will be trial and error as far as timing goes. But, once you’ve started a consistent campaign, you’ll be able to look at your Facebook insights to see when your page is most active. Generally speaking, the best time to post where you’ll get most engagement is between 3pm - 4pm. But, it does vary per industry so, to get the most out of your social, it’s good to keep an eye on those page insights.
How to Get Followers: By posting regularly, and making sure you and your staff are leveraging your own personal network, you’ll be able to grow your page organically. Also, targeted Facebook ads can help increase your fanbase, as well.
Targeted Facebook Ads: You can set your daily spending to fit your budget with Facebook ads. Decide which service you’re going to promote. Set your geotargeting, meaning the demographics you’re looking to attract. Maybe you wanted women in their 20s - 60s who live within 30 miles of your salon. You can set that up through the ad manager. Next, you’re going to target even deeper into their interests. You can set it up to show up for people talking about highlights, or lash extensions, or even gel nails. Whatever you’re promoting, you can narrow down the specifics. Choose an ad image. Write content for the ad. Then, you have to send it in for approval from Facebook. Once they approve it, which may take up to 24 hours, your ad will go live and into the feeds within the boundaries you created.
Hashtags (#): Facebook’s hashtags are starting to be a ‘thing,' despite their slow start. Use one to two relevant hashtags for each post.
With over 700 million users, Instagram is a place your salon needs to be. This platform is only useful when you are using the app on your cell phone.
Set up your account: Download the app from iTunes or Google Play onto your phone and follow the setup instructions.
What to Post: Instagram is an image-driven social platform. However, text is expected along with the image. So, when posting to Instagram, use photos similar to what you’d share on Facebook. Before and after side by sides, inspirational quotes, stylists in action, your dog, pictures of products, snaps of the salon. Whatever you want to share with your followers, just make sure to use the appropriate hashtags.
When to Post: Posts on Instagram seem to have a decently long shelf life. However, to make the most out of your Insta shot, then the best time to post is between 7pm - 9pm. But, you have to see what works best for your own account.
How to get Followers: One way is to promote your Instagram account on your other social profiles. Post regularly and always engage with your fans. Tag your other stylists and clients in your posts.
Hashtags (#): To be seen better on Instagram, share your hashtags as the first comment of your post. Popular salon and beauty hashtags are your state, your city, type of color treatment such as ombre, balayage, highlights. Other good hashtags are #salon #hairgoals #salonlife. You can even make up your salon’s very own hashtag! Also, check out the suggestions that the hashtag you’re using brings up in the search. Use as many as you need since hashtags are a ‘thing’ on Instagram. Don’t be afraid of overuse!
Pinterest is another image-heavy platform. And, with over 70 million users worldwide looking at Pinterest, you could find yourself going viral. Because it’s such a visual network, it’s a perfect fit for your salon. It’s easy to use and not as high maintenance as other networks. Make sure you put your salon website in your bio.
Set up Your Account: Follow the prompts and select the business version. You’ll have to verify your website by sticking a piece of coding where the directions specify. With a business account, you can set up your profile with your salon name. Once it’s set up, and you have your professional avatar created, you can develop salon-specific boards and start pinning. You can also use set it up on your phone.
What Kind of Boards: People will be coming to your boards for inspiration. So, set up at least five boards to start. Examples would be hair, nails, stylists (where you could highlight the stylists at your salon), tools of the trade, bridal hair and makeup, products, makeup, skin, fashion, and whatever else you want your salon to share. It can be food, drinks, or cats. It’s up to you! Note: Make sure to fill out the description section of each board and each image you post, and choose the appropriate board category from the dropdown.
What to Post: You will definitely want to share images from your salon. Pinterest is also a place to share other articles and images to your boards. When you’re posting one of your own pins, click the little red plus icon at the top of the page. Prompts will drop down. Click the upload image and download or drag it to the top bar. Then, you can add the URL from your website so that anyone who clicks on the image will be redirected over to you. You also have a save from site option where you can copy/paste the URL into it, choose a picture, then select which board it goes on.
How to get Followers: Like all the other platforms, broadcast your Pinterest account over on Facebook and Instagram. Follow others in the industry, fashion bloggers, makeup artists, stylists, and see who they are following so you can follow them, too. Have other stylists follow you, and follow them back. Use keywords in all your descriptions. Comment on other pins.
Hashtag (#): Yes, hashtags are starting to take rise on Pinterest. You can use as many as you think are appropriate at the end of your pin descriptions.
Set Up Your Account: Snapchat is a mobile app. You’ll need to get it through either iTunes or Google Play. And then sign up as prompted.
How to Use Snapchat: Once your account is activated, you’ll want to click the gear icon to bring up your settings. That’s where you’ll add your username, which will be your salon. Fill out the necessary information, and then you’re ready to go. You can add people, and see who added you. With Snapchat, you’ll most likely be using the Story feature, which stays live for 24 hours and is just a culmination of the images throughout the day that you set to your Story. Make sure your setting is turned to ‘Everyone’ so that it’s public.
Time to Snap: After your settings are complete, you can start sending snaps. Take a picture using either the front- or rear-facing cameras, add text and/or filters, and add to your Story. You can announce promotions and events, host contests, and show behind the scenes images.
Filters: A salon branding opportunity is to create your very own Snapchat geofilter which is essentially a branded stamp on the passing images. Whenever one of your clients uses Snapchat, they could use that filter, so all their friends will see where they are. With Snapchat, you can add features to images such as text and fun filters, and some are geo-specific. It just adds a little fun personalization to the pictures.
Other social media platforms to consider:
Yelp: Although we list this as an honorable mention, it’s still important that you claim your Yelp page and monitor the conversation and comments around your brand.
SCHEDULING APPS:To help save time and keep your posting consistent, you could use a scheduling app. All you do is throw your posts in the app, set it for the time and day you want it posted, and go back to what you were doing! It’s really that easy.
HootSuite: Hootsuite is the most popular scheduling app that allows most social networks. You can post, monitor and respond to comments, and check analytics. They have a free version for one user. However, you can share your login information so others can use it.
Buffer: Buffer is similar to Hootsuite in function. You can post, comment, check analytics. They have a free version that allows for one user, as well.
Tailwind: Tailwind is mostly for Pinterest and Instagram. Although, Instagram does not allow any third party schedulers. For Pinterest, you can schedule posts, monitor your brand, find trends, and use their analytics. For Instagram, you can add your account and track your name and hashtags. You just can’t schedule posts.