In 2021, salons need to view social media as a business tool and approach each platform strategically. Even if your salon doesn’t dominate on every single platform, having some form of social media presence is practically non-negotiable for modern brands. Social media is likely where new clients and future staff will discover you, since it’s where they’re already spending their time. Follow these tips and strategies for a successful hair salon social media strategy and you’ll be well on your way to establishing a consistent presence and leveraging each platform to the fullest.
Industry • Best Practice
Hair Salon Social Media Strategy: A Complete Guide
These tips and tricks will help you launch a social media presence that achieves your salon business goals.
Set goals for your hair salon social media strategy
Goal-setting is one of the key elements of a successful salon social media strategy; you need to know where you’re going to determine how you’ll get there. Are you focused on attracting new clients? Are you growing your follower base in advance of a future launch? Perhaps you’re interested in appealing to potential new hires, or using your salon account to become an influencer yourself. Set clearly defined goals early on so that you can make informed decisions about the best social media approach for your unique salon. Knowing what your goals are will also help you determine your ideal audience, so you can craft social media posts that connect with the people you need to reach.
Develop your voice
The brand identity you bring to your physical salon and your website experience belongs in your social media presence, too. The color scheme, contrast level, and style of photos you choose all communicate the aesthetics of your brand to the wider world. Don’t neglect the words you use, both through typography in your visual posts and in the captions you pair with them. The way your posts look, feel, and sound should all be carefully crafted to resonate with your ideal audience.
Create compelling content
Perhaps the most obvious aspect of social media for salons is the content you create. What you share should be specific to the work you’ve already done to set goals, identify your audience and develop your brand voice, but there are still tons of content types to choose from. Here are some sparks to inspire your hair salon Facebook post ideas, hair salon Instagram marketing, and beyond:
Show off your work with portfolio shots and before and after photos
Capture the salon experience with design-forward images of your space
Highlight new and exciting products on your retail shelves
Celebrate your team with introductions to staff and highlights of their work
Spotlight your team’s areas of expertise through videos
Film in-salon product reviews, styling tutorials, and educational content.
Plug in to the zeitgeist
Even if your salon seeks to be a safe haven from everyday hustle and bustle, no business exists completely separate from its surroundings. Make sure that the content you share is sensitive to what’s happening in the world, whether that means being aware of current events or tapping into industry news. Only you can decide whether or not it’s appropriate to weigh in on political issues and local or national news events, but you can always find lower hanging fruit in viral beauty trends and celebrity style updates, for example. Staying current will help you read the room to ensure that the posts you share on your social media channels are informed and relevant.
Communicate your values
Sixty-three percent of global consumers prefer brands that share their values. Among millennial consumers, that number skyrockets to 83%. It’s increasingly common for potential clients to do their due diligence on any new brand they’re considering doing business with, and that means looking into stated ethics, values, sustainability practices, employee treatment and conditions, etc. Posting on social media about your brand values shows the whole world — interested clients, new hires, potential partners and investors, social fans — what they can expect from your salon and what’s important to your team.
Invest in advertising
Take advantage of the advertising option that most social media platforms offer. Sponsored posts allow you to put some of your budget behind content you were already going to share to your profile, with the added benefit of user targeting that drills down based on demographic information and relevant interests. You can also generate partnerships with influencers if that’s appropriate for your salon; 84% of consumers say they trust feedback from their peers online as much as recommendations by their friends.
Engage your community
Creating and sharing compelling content is just one facet of the social media success equation. If the content you create generates conversation among your audience, don’t just move on. Answer questions, have conversations, and respond to emojis in kind to send the message that you are available to and engaged with your community. Your new followers will feel rewarded when they see the brand account interacting with them, and they’ll be encouraged to continue liking, sharing, and commenting on your posts.
Build supportive systems
If managing your hair salon social media strategy seems like a heavy lift, make sure to build marketing systems that support your success. Start with a content calendar so you can plan in advance, anticipate holidays and big events, and make sure your posts all work well together. You’ll never have to scramble to create posts on the fly if you plan ahead. That also applies to details that help boost your presence. Hashtags can help new people discover your account, and you can complete hashtag research well in advance of posting content to your social media profiles.
Use each platform’s strengths
There are so many social media platforms to choose from today that creating an omni-channel strategy can feel overwhelming. There’s Instagram, Facebook, Twitter, Pinterest, LinkedIn, YouTube, Snapchat, TikTok, and the list goes on. You do not need to master every single platform from day one, but they each have a potential role to play in your hair salon social media strategy. Make sure to put together the channel mix that works best for your salon business, the content you’re creating, and the goals you’re trying to achieve.
For more perspectives on mastering hair salon social media strategy, check out our step-by-step guide for salon owners: Salon Social Media Blowout.