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.

“The public was telling me that my work needed to change… and I was very up for that”

Jack Mead, co-founder of Jack & the Wolfe and hair transformation specialist on Instagram, has seen his following explode. It was all down to one little change…

@jackmead_stylist @jackmeadstylist

How did your Instagram life start out…?

I’ve always been interested in social media. I started Instagram when I started hairdressing, and it was very basic. When we opened Jack & the Wolfe, I started to get into it more. I had about 5k followers in 2018 and thought I was smashing it… and then my account got hacked. It was pretty devastating. I had to delete it and start again.

In lockdown Lydia [Wolfe, his partner and wife] went very business-focused with her social media. I found it very insular in the house, I was looking for community, and Instagram was a way of finding my peers. And I started to do cutting videos on mannequin heads in the garden… and I was getting so many views and gaining followers. I came out of that first lockdown with about 10k followers. I was passionate about it, getting my apprentice to film every cut I did. I was building a strong following of hairdressers passionate about community education, watching me cut hair, filmed from the back. I got to about 23k followers – that was about three years ago. Precision cutting was my niche.

That doesn’t sound like your feed today…

Something interesting happened. Instagram went very video focused and started to push video out to the public, not just your own followers. And suddenly, I was getting a lot of views… and some real hate from the public. Obviously, it’s upsetting – my mindset was, ‘you don’t understand the technical side of hairdressing’. Then I thought about it. The public was telling me that my work was either old fashioned, or it needed to change… and I was very up for that. It genuinely helped me.

How did you switch things up?

I needed to add more movement in my cuts, make them less harsh and more modern. I started looking at more session stylists on Instagram, it really opened my mind to a different way of cutting and moulding hair. I had the skills, I just needed to adapt them. Now, I look at hair and the client differently. What’s actually cool? To put in a strong line, that’s great… but who’s it for? Are you going to see people wear that on the high street? Can a client style that at home? How many people have poker straight hair now? People are embracing natural texture and movement. I changed the way I cut hair, which changed my demographic. I feel like people were so bored of seeing the back of someone’s head, and apart from a couple of others, I think I was one of the first stylists in the UK to start filming from the front. I had this moment in my head: people want to see someone's face change, whether it’s colour, shortness in length, fringes. That’s where the drama is, someone’s face! I still love the hairdressing industry, but I had this moment where I wanted to target the public. I want to reach the world now!

What drives your content – and what has been the reaction?

I want to be as engaging as possible, and to build my brand. Doing hair from the back, it's not that engaging, and it's not getting my face out there! I do get stopped quite a lot, and even my clients in the videos get messages. The reach was insane once I switched that camera around. The first video got 10,000 likes and 500,000 views… and that is a buzz! The next one I didn’t think was that great, but I posted it and my phone went insane – 4.2 million views, 100,000 likes. That one video gained me probably 25k followers. I started to do a lot more videos, I almost wish I’d done more, because I think that ship has sailed. That was the transition moment to full-on video on Instagram.

What has been the impact on the salon?

It’s wild what it’s done for the business. I’m not taking on any new clients because I can’t fit them in. All my clients rebook six months at a time. If I do eight hours of work, I can only fit eight haircuts in or five with colour – that’s not that many people when clients come back every six to eight weeks. I probably have only 50 clients, but I have a waitlist now of about 700. I’ve had people fly from the US and Germany for a haircut, just because of Instagram. They’re not going to be a regular client, they want that experience. What I should really do is put my prices up, but our salon is in a market town, where we have built a very strong community. It’s not really fair if I say ‘my price is £250, lump it or leave it because I have 700 people on my waitlist’.

And we see everyone in your chair – not just pretty blondes…

Don’t get me wrong, for a time I was posting let’s say ‘conventionally beautiful people’. I’d get comments like ‘she’d look beautiful with anything. Try it on someone who wouldn’t’. Again, I was a bit like, ‘give me a break. I’m just trying to have a bit of fun’. But if you step back, you see they’ve got a point. A very small portion of the world looks like that or has hair like that.

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: The Power of Personality

Tutor: Vishali Visavadia, London Road Hair

@vsvstylist

No-one else is YOU, and that’s why staying authentic on social media is crucial. The online world is massive with communities for everyone. That’s why your ideal client is out there, by sharing what you love and being yourself you can attract your dream clientele. People invest in people; when they catch your vibe online, they either want more or move on.

I’m naturally bubbly and energetic and I love to convey that in my videos through voiceovers and multiple clips. it’s almost like I’m creating a safe space with my own online community. New clients often come to the salon already feeling like they know me, which is the best feeling ever! It breaks the ice and makes them comfortable. It’s like my service began the moment they first saw my social media, even before they stepped into the salon.

If you’re unsure where to start, don’t overthink it. When filming content I often ignore the camera and just let it roll. Avoid having someone film for you as the pressure can make it harder to relax and be yourself. Try placing your phone on your tripod and letting it record; sometimes the viral clip is hidden in a longer video and you don’t realise it until you’re editing. Capturing raw unedited moments often creates the best content, especially on TikTok where people are more likely to scroll faster. My highest-performing videos are just me being myself with little to no editing and a voiceover which feels like me. There are many trends, sounds, and voiceovers that come and go on all platforms. These apps encourage people to use them to push their content, but if your formula of being YOU is consistent, you can make any viral trend or sound work to your advantage. Being authentic + trending sounds = higher engagement. Keep in mind that we're all imperfect beings; aiming for flawlessness isn't necessary because everyone perceives beauty differently. Avoid being overly critical of yourself and allow room for growth and improvement. Most of all, have fun!

Class topic: User-Generated Content

Tutor: Sophia Hilton, Not Another

@hiltonsophia

What’s the big mistake hairdressers are making on their Insta? A never-ending parade of the back of heads.

It gets boring because it’s all the same – no personality, just selling hair. We do a lot more than just hair, but you’d never know it from scrolling. The second mistake is over-selling – it’s all, “Hey, I’m great, get your hair done by me”. Spoiler: that doesn’t work. The game’s changed big time, but it seems like the beauty service industry hasn’t caught on. Beauty product brands are all over this, though. They now use real people and influencers to sell their products. But here in the hair service industry we are still selling ourselves.

Why’s everyone buzzing about user-generated content for salons? It’s all about that third-party seal of approval. When your clients are the ones raving about their experience, it builds way more trust – let your clients do the talking.

Have I got any hot tips for nailing user-generated content? Sure do...

Write a script that’s short and sweet, showing off your brand through your customer’s eyes.

Find a client who’s game and ask them to read it out and send you the audio.

Collect shots around your salon and four shots from their perspective.

Make that video snappy and keep it under 30 seconds.

End with a call to action – tell them what to do next.

Class topic: Nailing Consumer-Focused Content

Tutor: Rachel Valentine, Rachel Valentine Hair

@rachelvalentinehair

Know your audience

It sounds simple, but people still post without really knowing who they’re talking to. I go into detail, imagining that person seeing my content. You imagine your potential client, and then you create the content around that person. I’m studying trichology, so I’m talking to people who are potentially trying to improve their hair growth, which is pretty much everybody, because who doesn’t want better hair? It’s about imagining that person, thinking about the questions they would ask, whether that’s you talking about myths, or common questions around hair growth… and then really focusing your content on that.

Repeat what works

I’ll try new things but the reason my page looks quite similar is because it works, for example the lighting and speaking to the camera. It’s about people knowing what they’re going to get when they come to you and creating that kind of consistency. So when people think: ‘I need to find some products for my holiday’, they then think: ‘I’m going to Rachel, because I know she always posts that’. When I started getting clients contacting me on Instagram or saying they found me on TikTok, that’s when I knew it was working. Or if a video has a lot of saves and forwards, I know that that’s performing well so that’s something I’ll copy, whether it be the format or that content. In terms of content, ideas will come from comments, DMs but also speaking to family, friends and clients.

Remember, Instagram and TikTok are different platforms

Instagram is more community, with TikTok you’re trying to grab people’s attention who are scrolling past. Because of time constraints, I’ll make it snappy and attention-grabbing for TikTok first, and then repurpose it for Instagram, I’ll do the caption quite differently, go into a bit more detail. What you see on TikTok you’re seeing on Reels a week later. On TikTok it’s about strong hooks, it’s great for awareness if you’re new. Once you do get engagement on TikTok, they’re very loyal and I find you grow quicker.

Be quick to jump on trends Mob Wife aesthetic was massive, but it’s kind of been done now. You don’t want to be old news. Equally, I won’t do something if it doesn’t feel authentic to me – and the Mob Wife thing was not authentic to me! But the rosemary oil trend, for example, I would speak about that, because that is very much what I would talk to my clients about. It’s much more authentic.

Respond to comments and DMs in the first half an hour after you post

The more engagement that the algorithm sees, the more likely your post will get pushed out, especially on TikTok. Then the next time I post, I go back to the previous video and respond to both at the same time.

Class topic: Starting Your Business on TikTok

Tutor: Charlotte O’Flanagan, Charlotte Paints Hair

@charlottepaintshair

1. Teach Them Something New

TikTok can be a platform for interaction and learning with other creators. To stand out, ensure your content offers your audience something new and insightful, but also exciting – remember it’s hair, not maths!

2. Stay on Top of Trends

Jumping on trends is a great way to create engaging content that will keep people coming back for more. TikTok loves a good trend, so if you find one you like you can take inspiration and make it relevant to your business. For example, if there’s a huge trend involving nails or even food, think about how you could do something similar with hair.

3. Pick the Right Music

Choosing the right sound to match your video is important, but there’s another way to use the sound function to reach more people. By using popular sounds in your videos, you can attract more viewers who are scrolling through videos associated with the latest trends.

4. Post Regularly

Consistency is key. By posting two to three times a day, you’re more likely to reach your desired audience. The more you post, the more TikTok will promote you, helping you appear on more For You Pages.

5. Be Yourself

Creating videos of your latest looks or having fun in your salon is what it’s all about, so make sure to show off your authentic self and enjoy it. After all, there’s nothing anyone loves more than someone being themselves, right?