MARKETING
Knowing What To Post On Your Social Media. By Kayla Zigic
Last year, I surveyed over 100 salons across Australia, asking them what their biggest struggle was regarding social media, and 87% of those salons confirmed that their biggest struggle was content creation and not knowing “what to post.” Not only did salons not know what to post, but they found this particular problem led them to procrastination when it came to their social media or posting content that wasn’t in line with their salon and what their salon goals were. This then led to getting zero and frustration wanting to give up altogether. If you feel like this from time to time and you hate the thought of posting on social media, this article is going to give you ideas to help you understand what to post on your social media and where to find content ideas for your salon.
Where to find content ideas? One thing that needs to be understood when knowing what to post is firstly understanding who you’re target audiences. For example, suppose you run a salon focusing on teen facials and acne and start posting about anti-aging products and treatments. In that case, you are not speaking directly to your target audience and who you want to build your business around. We must develop our social media strategy around our target audience, and a salon owner can do this by defining who they would like your target audience to be and what they want to be known for. Grab a wine or a cuppa and take some time to map out the following. • How old are they? • What are their spending habits? • What do they do for a job or in their personal life? • What do they like to do in their time? • And most importantly, what are their problems and struggles, how do they feel, how would they like to film, and how can you take them on a journey to help them feel the way they want to feel? Once a salon starts understanding its target audience, their problems, and their desired outcomes, content creation becomes easier to understand, I promise! Now that you understand your target audience, where can you find content ideas for your salon if you’re struggling to come up with ideas yourself?
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Beauty Biz Year 16 Issue 5
Here are my top recommendations... 1. List your audience’s problems. Then, make a list of solutions for these problems. The answers can be; All the devices that you use in your salon to help solve said problem. All the products that you stock in salon that help solve the said problem. All of the add-ons that you have in the salon that will help solve said problem. Also, to help build your brand authority, you may want to create content about why said problem may happen to your audience. Educate them on skin science or lifestyle factors. You could generate dozens of content ideas off a single problem alone. 2. Client Consultation & Client Conversation. A very underutilized way to get content ideas from your clients. What do they talk about when they come into the salon? How was their skin feeling? Is there anything they’re struggling with? Are they noticing something, or are they commenting about particular products? Are they unsure how to correctly use a product. Do you have people slide into your DMs asking you the same questions consistently? These are all content ideas! My Tip? Have a notepad beside you, and take notes. If one client is struggling, there may be others. 3. Google. Did you know that you can go to Google and type in any topic, e.g., pigmentation, anti-aging, brow tinting, to name a few? Once you have put in your topic point and hit “search,” you can scroll down your feed slightly and see a section that says, “People also ask.” This section lists the most common questions people search on Google for that topic. Open the tabs, see what questions people are asking, and say hello to so many content ideas your audience would be asking about said topic. HELLO, content ideas! 4. Artificial Intelligence e.g., AI and chat GPT. If you haven’t tried chatGPT, it is a fantastic way to help you with content ideas for your AI, or artificial intelligence leverages computers and devices to mimic the problem-solving and decision-making capabilities of the human mind. It is holding a place in content creation. However, we must realise that AI will never replace your
brand voice. We need to understand that it cannot mimic human emotion or your branding voice, so I recommend using it purely for idea generation or the building block for content creation. Some prompts you can add into chatGPT to generate content ideas for your salon. Prompt 1. Pretend I’m a (skill set here) with (#number) years’ experience. Give me 20 shortform content ideas I can use to help clients struggling with (problem here) Prompt 2 You are a social media manager for a beauty salon looking to create content that increases engagement with my audience. Create a list of 25 commonly asked questions for (insert here) Overcoming the hurdle of content creation for your salon’s social media is pivotal for building a strong online presence. Remember, content creation need not be stressful or complicated; it should be a journey of connection and education that aligns seamlessly with your salon’s identity and goals. Embrace these strategies, and watch as your social media becomes a dynamic platform that engages, informs, and delights your audience. Once you stop creating content for growth and focus on creating content for connection, the game changes. Happy Content Creating. Kayla Zigic is a Beauty Professional, Social Media Agency owner, and Social Media Marketing Strategist for Beauty Brands and Salon Owners. www.socialsforsalons.com.au
