Popularity VS Profitability

By Renee Andrews

Popularity vs Profitability…a conundrum faced in the world of social media for a hairdresser with designs on making that next lasting impression as positive and powerful as the one before.

One, or both of these avenues will help some along their desired path, but hey, at our core it’s our individual style and the grace in which we choose to express our profession that will help us determine the road best suited to building a unique sustainable brand.

From concept to creation, carving out a space in the crowded world of social media for your brand requires limitless energy – energy which needs to be channelled to delivering the best versions of our personalized service and engagement with our community that drives the transformative experiences we create for our clients.

In an age increasingly saturated by influencers, the pressure – perceived or real – to emulate such identities needs to be massaged in a manner so that you have adequate charge to dedicate to your own pursuits.

Let’s address the elephant in the room; the incredible educators and influencers we look up to on social media, many of them have built their careers around partnerships with brands which is admirable. What we as an industry need to recognize is the strategy influencers use on social media is completely different to a salon owner who owns a brick-and-mortar space

The way influencers monetise on Instagram is through creating content that aligns with specific marketing objectives from the brands they partner with. Whether they’re showcasing products, techniques, or trends, their primary goal is to educate and influence their audience (e.g. you) while promoting these brands.

Unlike influencers, your objectives as salon professionals are deeply rooted in building a thriving community that comes from local business. While it’s inspiring to see their reach and engagement, it’s crucial to recognize that their strategies are tailored to achieve different outcomes on social media.

The way they measure their success on this app may include follower growth and engagement rates and reach, whereas your focus is on client acquisition, retention, and community engagement within your state or local area.

Now is the time to stop and think, as you navigate your journey on Instagram, which path best suits your business goals, core values and unique personality. Ask yourself these questions before you create content for your salon page. Am I leveraging this platform effectively to grow my salon business and connect with my local community? Am I prioritising content that resonates with my ideal clients and demographic which drives actionable results?

Clarification for you and your community is essential to obtain the road map that leads to your own social media success in whatever capacity it may be.

Are you using Instagram to elevate your salon’s voice and connect with your local community? Are you nurturing relationships that go beyond likes and followers? Remember, success on Instagram isn’t just about visibility; it’s about building a supportive engaged community and growing your salon sustainably.

Instead of getting lost in the noise of influencer culture, instead, let’s focus on driving tangible results that impact your own bottom line. This involves creating content that attracts your dream clients, creates a desire for the services you offer and most importantly drives website traffic, generates inquiries via direct messages, and ultimately converts followers into loyal paying clients

Having followers is great, but generating sales from your community who trust you is even better

It’s really important to not lose who you are on social media, it can be a noisy place. It’s time for you to create a place on Instagram where authenticity and business objectives go hand in hand, where every post serves a purpose beyond chasing vanity metrics (likes, followers, views per post) and the neverending pursuit of chasing the algorithm.

This business path celebrates your salon’s unique vibe and community spirit. It’s about confidently sharing your own journey, from client transformations, showcasing your own unique salon space and your team culture, what makes you stand out from the crowd? Let’s face it, how many salons are there in your local area? What makes you different?

When you authentically showcase your salon’s personality, you will attract clients who align with your values, this is how to create a loyal community who buy from you. It’s not about catering to a global audience but about nurturing meaningful connections with those who appreciate your expertise and vibe the same way you do within the four walls of your salon.

Your Instagram is the digital shopfront to your salon business. Ensure its a mirror into your salon vibe to attract clients from all your social media efforts.

By ditching the pressure to conform and instead celebrating what makes your salon unique, you create a community where clients feel seen and valued. When new clients following feel seen and valued through your content, this is when they convert into bookings.

Some people move through social media without any awareness or care of the impact that they are having on their community. The smoke and mirrors of social media, the heavily edited photos and only showing snapshots into picture perfect lives leaves us dealing with major imposter syndrome and feelings of inadequacy and it needs to stop. This whole mindset of putting others down to raise yourself up in the name of more reach on social media is high school behavior and its time as an industry that WE. DO. BETTER.

We all know how toxic social media can be at times, with the reality of online bullying and trolls, the pressure that it can create, this unhealthy obsession with chasing virality and popularity. We focus a lot on the next generation coming through the industry and the impact that social media is having on their mental health and I couldn’t agree more, it’s a massive issue. Unfortunately, I see it firsthand daily, but the truth is it affects us all.

How do we do better?

Collectively.

Communication and collaboration, I believe, are the foundations for each and every one of us to feel empowered to be ourselves. Remember: nobody is you…

This is your superpower. Having a myriad of followers may be the sugar hit your ego needs from time to time. However, there’s nothing more comforting and important than a supportive community, strongly committed to your well-being and genuinely invested in nurturing relationships is core to what we do.

Let’s not forget – like attracts like.

I believe in a collaborative approach, investing heart and soul in our industry for mutual growth and sustained success for all. Our mission - care and support for each other to continue our journeys of being boldly independent

Renee x

@salonsocietyaus

In the heart of the digital era, there’s a place where salon professionals gather, not just to exist but to thrive - this place is Salon Society. A collective society bound by the shared ambition of standing out in the digital world, where every salon, big or small, finds its unique voice.

Salon Society is a community, a safe space where salon professionals come together to grow, learn, and shine. We believe that a salon’s online presence should be as vibrant and individual as the styles they create.

Salon Society isn’t about adapting to the digital world; it’s about redefining it, one salon at a time. It’s a place where being a part of a society means having the support to be boldly independent.

Salon Society – where every salon has a voice, and every voice shapes the future of the industry.

The Collective Voice -

A collective event curated for the hair and beauty industry with business support, education, connection and collaboration. A judgement free inclusive place. Join us for real industry conversation and fun connections, as a collective. These events are inspiring and create empowering conversations. Leave having found your new industry bestie.

@thecollectivevoice_