6 minute read
Social media trends
GETTING TO GRIPS
In the fi rst of a new series looking at the business side of social media platforms, we focus on Instagram, its new functionalities and how to make the most of them.
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WORDS HOLLIE EWERS
Instagram not only allows users to showcase great work and highlight their services, it can also help create an online community to interact with clients directly. And the power of Instagram can’t be underestimated – in a poll commissioned by Facebook (see Resources), 76% of people in the UK said that Instagram helps them discover new products or services. So, here’s how you can use your account to its full potential.
JOHN HALLBERG
Salon business coach and founder of thesalonbusiness.com
Clear goal
Why is your business on Instagram? Is it about building your personal brand? Attracting new clients? Or both? Th en plan how much time you want to invest in it. It shouldn’t be stressful, so only post when you feel you have something good to share that truly represents your brand and build up from that. Branding tool
Th ink about Instagram as a branding platform. Often people will hear about you through word of mouth or via a search, so Instagram is a great platform to show what you and your brand are about. It can show what’s happening in the salon and the work being created. Let people experience what you do and get a feel for your business to see if it is the right choice for them.
Engage locally
Th ink about smart ways to reach people locally. Th e most concrete example is using local hashtags (for example, locations). Also, engage with and leverage local events and businesses to put you in front of a larger local audience.
Customer service
Don’t forget, Instagram can be a great tool when it comes to customer service. It allows interaction with both current and potential clients via comments and direct messaging, and it creates a communication channel via polls and Q&As in your stories.
RYAN POWER
Salonology founder and mentor, salonology.uk
Consistency is key
To make any sort of meaningful impact, you need to show up regularly. Ideally, you should aim for at least four to six quality grid posts per week and as many as six to 12 story posts if you can. If that sounds like a lot, do what you can manage, but most importantly, make sure the posts reflect your brand.
Use the different features
Whenever a new feature is launched, it’s usually worth using it because the platform normally rewards you with greater reach. Th is is certainly true with Reels, Instagram’s newest short video format.
Show your personality
Don’t be afraid to show more of you, your team and what you’re up to. Use the opportunity to show off your personality and creativity. You’ve only got a couple of seconds at the most to grab a user’s attention so let your uniqueness shine through!
THERE ARE NOW MORE THAN 1 BILLION
INSTAGRAM USERS WORLDWIDE
IMAGES: SHUTTERSTOCK
STAYING UP TO DATE HELPFUL HACKS AND FEATURES
It’s important to stay up to date with the latest functions and tools, to make sure you’re not missing out on any business potential.
Story – For posting quick and fun photos or videos that can be edited with music, text and graphics. Stories stay on your profi le for 24 hours and can be used to host polls and Q&As. Share your posts on stories too, to increase engagement and drive traffi c to your account?
Highlights – Specifi c story content can be saved as a highlight, which will stay on your profi le. This is where you can keep important information that people can access at all times. For example, use your highlights to host your salon hours, price list and team profi les.
Instagram Live – This allows you to broadcast live from your account and save the video after, where it will appear on your IGTV feed. Live broadcasts can create a conversation with followers, where they can ask questions. Don’t forget to test your tech before going live to avoid glitches.
IGTV – Instagram TV allows you to share longer videos – up to an hour – and could be used for interviews or even tutorials where you can edit the videos to speed them up to make them snappier.
Reels – Short, creative and entertaining videos that don’t disappear after 24 hours (see Newest feature: Reels, overleaf).
Algorithm – The new 2021 algorithm detects interaction among several users to understand which content they like to see the most. It assumes that people who’ve interacted with your account before will be interested in new content, and if you like and comment on certain posts, you’re more likely to see more of this on your feed.
Be sociable
When your clients engage with you then engage back. A comment on your photo is an opportunity to deepen your bond with that person – it’ll serve your business well over the long run.
BEST OF BOTH WORLDS JAYMZ MARSTERS
Hairdresser Jaymz Marsters co-owns The Watt salon in Norfolk. He also came seventh in the NHBF Top 100 infl uencer list for 2021.
I currently have two Instagram accounts: @jaymz.marsters, which is my own personal hair account and @the.watt, my salon account. As The Watt is a physical location, it is set as a business account. This allows me to add extra contact information to my bio – like an address and map.
My other account, meanwhile, showcases my personal work and is set as a creator account. This allows me to express myself and my work in more detail.
If you have a salon account, make sure you are talking to your clients through your media as you would if they were sitting in your chair. They should feel like they have spoken to you and visited your salon without even stepping foot inside the door.
JAYMZ’S TOP TIPS
1All posts need to educate, entertain and engage
2Be social: comment and engage with followers
3Always prioritise quality over quantity Size doesn’t matter
Don’t compare yourself with others online – the number of followers doesn’t always translate into money in the till. It’s far more important for your audience to be engaged with you than simply be large.
NEWEST FEATURE: REELS
Reels are short (up to 60 seconds), fast-paced videos that appear in your main feed as well as their own ‘Reel’ tab. Th ey’re being pushed by Instagram more than ever thanks to the rise of TikTok.
John says: ‘As Reels are a newer feature, typically the algorithm will promote you more when you use them and you will get more exposure and reach more people, so if that is what you want, then go for it!’
Ryan agrees: ‘Reels typically get fi ve to 10 times more views than normal videos.’
RESOURCES
Facebook poll: bit.ly/
Facebook-Instagram-survey
NHBF blog on how to use social media to boost your salon or barbershop:
nhbf.co.uk/social-media
John Hallberg’s blog on marketing your salon or spa on social media:
thesalonbusiness.com/ social-media-for-salons
Salonology’s social media podcasts: salonology.uk/
