THE LAST WORD ON… INFLUENCERS

YOU WANT TO GROW YOUR BUSINESS VIA SOCIAL MEDIA AND HAVE SELECTED INFLUENCERS TO HELP SHOWCASE YOUR SERVICES. HOW DO YOU ENSURE YOU GET WHAT YOU WANT?

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When planning your influencer strategy for Instagram and TikTok – the two best-performing platforms thanks to reach and the number of influencers available – Summersby Media’s Emma Summersby recommends starting with the end in mind. “Think about what you want to gain and then work backwards to find the right match,” she says. That means being specific about what you want; for example, three Instagram stories and one Reel, all tagging your salon. “Outlining specifics means both parties can be satisfied when coverage is delivered,” says The Spa PR Company’s Stephanie Looker. “Check if there are any charges involved with using an influencer’s content on your own channel, as this can often be an additional cost.”

You know the content you want; how do you find the right creator? “You want to work with nice people whose values align with your own. People buy into people,” admits Hx Hair’s Heffy Wheeler. Micro-influencers – those with 10,000 or fewer followers – are key, but ensure they’re targeting the right audience. For example, if you want to promote curly hair services, find someone with a relatively local following to your business to gain new clients, says Emma Summersby. “There’s little point working with an influencer who is 200 miles away from you.”

Don’t rely on a verbal agreement – ensure everything is clearly set down to avoid disappointment. “I know lots of people that have been stung so have a contract in place,” says Heffy. “This protects both parties and ensures that the deliverables and fee or exchange of services are both delivered on time.”

Also ensure the call to action is clear and concise, such as ‘get five new balayage clients’. “We work with influencers to showcase the service in the best possible light, making it look irresistible to potential clients,” explains KIT Studios’ Karrie Fitzmaurice. “On the salon side, ensure that the booking process is seamless for when those new clients start coming through.”

You have your influencer, and deliverables have been agreed. This might be the hard part – let them do what they do best without dictating too far, advises Becky Barton, partnerships manager at Stellar Represents, the hair influencer agency. “Videos and images will perform better if you allow creative freedom. They know how to create content people engage with.”

Also make sure to check in afterwards. “Follow up after their visit to ensure they enjoyed the experience and they were happy with the service,” adds Stephanie. “It’s best to address any queries as soon as possible. If the collaboration is a hit, there’s more chance of success breeding further success.”

But perhaps it’s time to copy bigger brands who increasingly are forgoing influencers to use regular people to create ‘influencer style’ content for greater authenticity – better known as user-generated content.

Not Another’s Sophia Hilton explains: “Ask a client to have their experience filmed from start to finish and then they add an audio over the top explaining what is happening. That content is posted onto your social media and looks authentically made by your client, but you’ve aided them. Everything looks more authentic.”

Whatever you opt for, remember to monitor performance to gauge effectiveness. “Work with the influencer to secure first party data insights and be wary of assessing performance against the right metrics,” says cofounder of Billion Dollar Boy, Thomas Walters. “Beyond vanity metrics, such as engagements, consider comments, saves and shares which show deeper intent.”