The School of Social Media

Most salons and stylists know the social media basics, but you’ve got to keep up with changing consumer behaviour and their preferred platforms to maximise on its potential. You’re joining the advanced class – welcome to…

Class topic: Storytelling

Tutor: Kelsey Dring, digital director, Creative HEAD

@creativeheadmag

“Facts tell, stories sell” is an old-school marketing mantra, but one which still rings true in the era of TikTok and Instagram being the main drivers in brand building. With so much content available at a click or swipe, it’s easy to get swept up in the current trend causing a buzz in the industry. Still, the art of storytelling on social media lies in staying true to your narrative.

I believe that no-one can sell your brand like you. Though it may not feel comfortable to start with, the reality is that you should be putting yourself front and centre of the content you create. By nature, people are nosey, so they want to see your face and what happens behind closed doors. For example, if you were to post a behind-the-scenes look at a day in the life of a salon owner, that’s a part of your brand story that brings your followers closer to the action.

It’s no good filming tonnes of content without first considering the purpose. Try to narrow down what direction the story should take in a couple of sentences. What are you trying to accomplish with that video or Reel? Is it to share an exciting shoot or team project? Is it to showcase a new service or product launch? Or is it simply to re-engage your following and build a sense of community?

A big aspect of that is also showcasing your personality – your followers know you can create great hair, so your social media platforms should go the extra mile and offer a unique perspective that sets you apart from the competition. The most compelling stories are those which are truly authentic, so home in on the type of content you enjoy creating, then rinse and repeat.

Class topic: Using Humour to Engage Followers

Tutor: Pont Smith, bebop

@bebopldn

Mastering social media goes beyond showcasing your salon’s best cuts and colours – it’s about connecting with your audience and bringing a smile to someone’s face. At bebop, we embrace humour as our salon’s ultimate icebreaker and key to social media success. With algorithms moving faster than clients in our chairs, a good laugh helps cut through the noise, but it’s crucial to keep them laughing while remaining genuine.

But how do you use humour in the most effective way? First things first – understanding your audience is paramount. Pay attention to what gets them talking, what makes them laugh and tailor your content accordingly. Consume the content of your audience. A little bit of an insight goes a long way. Authenticity is non-negotiable. No one’s buying that polished, picture-perfect facade anymore – it comes across like an advert and gets lost in the sea of content. Instead, don’t be afraid to embrace your salon’s quirks because it’s the realness that resonates with people and keeps them coming back.

Active engagement is essential. Social media is a two-way street, so don’t hesitate to initiate conversations, throw out questions or simply ask your followers how their day is going.

Memes are a fantastic way to connect with your audience. They’re fun, shareable and spark strong emotional responses. Stay on top of trending memes and tailor them to your audience for maximum impact, as these are more likely to be forwarded.

When it comes to humour, less is more. Keep it fresh, light and aligned with your salon’s personality. Steer clear of the cringe-worthy, eye-roll-inducing stuff. Remember, you’re not just selling a great cut or perfect shade; you’re selling a salon experience – one that's fun, friendly and most of all, memorable.

Class topic: Create More Engaging Video

Tutor: Aoife Connell, content creator, Creative HEAD

@creativeheadmag

The key to creating more engaging video for Reels and TikTok can be distilled in a word: FASTER. Let me explain…

F – Frame

My key piece of advice is “look at your frame, not at your subject!” What’s in the frame? Are we seeing everything we need? Are we seeing more than what we need? Avoid distractions surrounding the subject to keep viewers engaged.

A – Audio

Voiceover, music or talking to camera – your audio choice depends on your content. Trending tracks and audios on Instagram and TikTok are always a safe fallback and can help with reach. If it’s short and snappy, a voiceover is usually good to get to the point and add personality. Talking to camera for too long can get boring – add in cut-away clips for reference or try using things like CapCut to create a greenscreen effect and keep your viewers’ eyes busy.

S – Shots

Not to be confused with frame. Your shots are your different angles – let’s see a wider shot of you working behind the chair or washing your clients’ hair at the backwash. Bring us closer for satisfying colour application or those juicy toner moments in the sink. Let’s see a side shot of your foil silhouettes or pop your phone on the mirror so we can see your client interaction!

T – Time

Your first three seconds are the most important. Open with something catchy, a hook or a question. Now, we’ve all got things to do but we’re partial to a scroll, so show or say what you need to say and get to the point.

E – Engage

The algorithm, be it a friend or foe, loves you to engage with your viewers! If someone comments on your Reels and TikToks, say thanks, show them some love, send a little emoji. Breaking this barrier helps to create a community, it keeps your followers invested in you, and it’s also inviting for new people that discover your profile.

R – Response and Research

The answers are all inside your phone! You can measure and monitor how your content is performing right inside the apps themselves whenever you have the time. See what people seem to be responding to, which Reel/TikTok styles are getting more likes, saved, shares? Your audience is literally telling you what content they like you to create. If you start noticing a pattern, you could be onto something.

Class topic: User Generated Content

Tutor: Mike DeCanter, Zeba Hairdressing

@mikedecanter

In today’s digital age, user-generated content (UGC) has become a powerful tool for hair salons to connect with their audience and attract new clients. Here are five essential tips to nail UGC for your salon…

Capture Everything: Stay True to Your Brand

From showcasing a day in the life of your salon to documenting stunning colour transformations and conducting staff interviews, filming UGC can be both enjoyable and beneficial for your business. Don’t overlook the influence of TikTok trends – they can significantly boost your profile views. Just ensure that your content aligns with your salon brand identity to maintain consistency.

Maximise Your Content: Reduce, Reuse, Recycle

Every piece of content holds value, so don’t hesitate to repurpose old videos. When filming a service, such as a full transformation, think creatively about how you can maximize its potential. One video can serve multiple purposes, from step-by-step tutorials to product showcases. By maximising your content, you’ll save time and effort while reaching a wider audience.

Embrace Natural Light and Authenticity

In the world of UGC, authenticity reigns supreme. Say goodbye to ring lights and overly filtered photos – opt for natural light and genuine moments instead. TikTok thrives on authentic content that resonates with viewers. Focus on creating engaging videos that showcase the reality of your salon experience, rather than overly staged shots.

Inject Personality into Your Content

Don’t be afraid to let your personality shine through in your videos. Whether it's through voice-overs, on-screen appearances, or behind-the-scenes glimpses, infusing your content with personality helps viewers connect on a deeper level. People are drawn to authenticity, so let your unique voice and style set your salon apart.

Follow the Viral Formula

• Hook viewers in the first three seconds.

• Tell a story or narrative that keeps your audience hooked.

• Ensure your audio is clear.

• Stay responsive to current trends and incorporate them into your content.

By following these tips, you can create compelling content that resonates with your audience and drives new business to your salon.

Want more classes?

These workshops will sharpen your skills… and then some!

The Social Glow

This intensive full-day social media mastery course is specifically designed for salon professionals. From managing social media accounts to creating captivating content, growing a loyal following to optimising time to balance content creation with salon responsibilities, this will be practical and hands-on. 7 October, Gainfort Academy Wexford.

Visit gainfortacademy.com or contact info@gainfortacademy.com

Capture Your Content

This bespoke course with Mike DeCanter is for salons and stylists and is laser-focused on creating UGC and how best to brand themselves online, with Mike sharing his secrets on TikTok content and strategy. mikedecanterhair@gmail.com