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Calling all hair and beauty pros! It’s time to step up your marketing game and turn your attention to TikTok and Instagram Reels.

We know a thing or two about leveraging these powerful social media platforms to attract new clients and build your brand, so let’s dive in so you can learn too!

 

Social media continues to be a powerhouse for salon marketing, with 85% of salons attributing new client acquisition to their online presence and social media engagement

How to use TikTok and Instagram Reels as part of your salon marketing strategy

TikTok and Instagram Reels give you a space to create short, snappy videos that really capture people’s attention. Alongside static imagery, these short videos, when shared on social media, are a perfect match for the salon industry due to their visual nature. Stylists, colourists, beauty therapists, and barbers can all showcase their work to the masses with just a click of a button.

What is a salon marketing strategy? 

All of your marketing efforts must be cohesive and tell the same story. Ensure that your branding is aligned and your values and messaging are the same. This will not only look incredibly professional and slick, but it will also demonstrate to clients that you have consistency in your salon business.

A well-considered marketing plan will encompass all of your efforts to attract new clients whilst building your brand’s online and offline presence. Your offline strategy may include the promotional offers you advertise within the salon, such as birthday marketing ideas to woo your clients or taster events encouraging people to come into your salon and see what you do.

Your online strategy includes the content you share on your social media pages and website. It may also include how you communicate offers with your clients via social media, SMS, or email. 

Related: Our top 15 tips for attaining more clients

Every salon business or salon professional requires a marketing strategy to help grow their client base, retain existing clients and show off their skill set.

You may already be using Facebook and Instagram to upload static imagery, but have you considered TikTok and Instagram Reels?

Let us share some of the benefits of doing so with you….

The key benefits of using TikTok and Instagram Reels as a stylist, beauty therapist or salon owner

1. It’s FREE marketing.

Social media platforms such as Instagram and TikTok are free to use and upload. You may wish to put some ad spend behind some of your videos to promote them, but at its core, using these social media platforms is a free and convenient way to market yourself or your business, especially if you don’t have a ton of cash available to spend on marketing. Simply make your account and start uploading. It really is as easy as that. 

2. You can build and grow your following.

Building and growing your social media following may be one of your marketing goals. Perhaps you’d like to reach a certain number of followers, likes, or views. TikTok videos and Instagram Reels will help you reach more people who will enjoy following and engaging with your account.

3. It’s a golden opportunity to show off your skills.

Set yourself apart from the competition and use this opportunity to show off your skills. By putting yourself out there and showing people what you can do, you never know what opportunities may come your way.

 

TikTok has over 1.5 billion monthly active users!

According to sprout social TikTok has just over 1.5 billion monthly active users, making it the fifth most popular social media platform in the world. It trails behind Facebook (3.049 billion), YouTube (2.491 billion), WhatsApp  (2 billion) and Instagram (2 billion).

How to market your salon business or service using TikTok & Instagram Reels 

TikTok and Instagram Reels allow you to really flex your creativity. You can create content that truly shows off your professional personality in a style that is true to you. Perhaps you’d prefer to produce show-and-tell videos; maybe you love a fast-paced transition between clips of you transforming a client’s hair. Whatever your style, here are some ideas on the kind of valuable content you can make.

1. Create step-by-step video tutorials.

Depending on your goal or ambition, you may want to showcase what you can do to become a salon educator. You can use Instagram reels and TikTok to do just that! Show off your skillset with a short, snappy step-by-step video showcasing your work from start to finish.

Think about the story you’d like to tell. Is it about a client that has come to see you for a cut or colour transformation? Be sure to tell all parts of the story, especially if it’s a complex job. You can also create follow-along video content that helps people with tricky tasks, such as creating the perfect updo or effortless beachy waves at home.

Related: How to become a salon industry educator. 

2. Make your videos reach far and wide by leveraging the power of hashtags.

Use a hashtag to help users find your content when they search for particular keywords, such as #hairtutorial #Hairhacks #beauty #skincare. The more optimised your video is with the correct title, description and relevant hashtags, the further it will reach. 

3. Create question-based content.

Find out what your clients would love to know about specific techniques, your favourite products, recommendations, or tips and tricks, and create video content around those questions. This will make it easier for you to be found by users searching for answers to their questions and position you as someone knowledgeable with expertise and integrity. 

4. Repurpose your videos on other platforms.

We recommend uploading your TikToks or Instagram Reels to all of your social media platforms to ensure that you reach as many people as possible. You may also want to put some videos on specific platforms, especially if you are shooting a longer video for YouTube or wish to go live on Facebook, for example.

5. Show off your salon, logo and any products you’d like to push.

Film your video in front of your salon logo or any products you’d like to showcase. Some social media platforms don’t allow you to upload your logo to the video. However, by doing some strategic positioning, you can still showcase your brand logo and anything else you’d like your audience to see, such as a sneak peek of your salon.

Related: 10 Viral TikTok Products Hair & Beauty Professionals Can Buy From Salons Direct

6. Check out the competition

When planning your TikTok or Instagram Reel debut, we also recommend searching for your competitors in the app and seeing what kind of content they are producing. This way, you can gauge what kind of content people have an appetite for and what you can do to stand out more.

How often should you post on TikTok and Instagram?

Consistency is key to a successful social media marketing strategy. We recommend posting high-quality content once a day if you can to keep your work circulating and keep people interested. However, we understand that this isn’t always possible when you’ve finished a busy day in the salon. In this case, try to upload a few times a week at the very least to keep people engaged and checking back for more.

We spoke to Salon Directs’ social team and asked them for their top tips for creating amazing TikTok videos and Instagram reels! 👇

Social media algorithms are far from your best friends. They’re tough to understand, and it’s important you don’t get bogged down if a video doesn’t do well or the likes aren’t reflecting the amount of effort you put in.

We have five main tips when trying to create content on our platforms.

Check them out below:

1. Understand Your Audience

First things first, understanding your audience is key. You can’t create content that hits the mark if you don’t really know who you’re talking to. Are they following you for a little inspiration, maybe to help them decide on their next big appointment? Or are they looking for practical, educational tips that teach them something new?

Once you’ve figured out what kind of content they’re craving, everything starts to fall into place. The magic happens when you know exactly what you want them to take away from your posts—whether it’s to book an appointment, learn something new, or simply keep coming back for more. Having a clear picture of your audience’s needs allows you to plan content that not only connects with them but also drives them to take action.

2. Show off your salon and services

Let’s be honest, before anyone walks through your door, they’re going to do some research. That’s just how it is these days. So, why not make it super easy for potential clients to fall in love with your salon before they even step inside? TikTok and Instagram Reels are perfect for this!

Give them a sneak peek with a fun “salon tour” video. Highlight those stylish corners of your salon or the USP that set your salon apart. Maybe you have a coffee area or Ringlight area for a selfie. And don’t stop there—show off your best work! Share those jaw-dropping before-and-afters that make people think, “I need to book with them ASAP!” Even better, ask some of your loyal clients to share their experiences on camera. A glowing video testimonial from someone who loves your work? Gold. People want to see what they’re signing up for, and this is how you can really wow them!

3. Personalise your brand

We get it—coming up with content can feel like just another thing on your never-ending to-do list. But, what if we told you that your clients are basically walking content opportunities?

Start with something simple, like filming the consultation process. People love seeing the behind-the-scenes, and consultations are a great way to show how much care and attention you give each client. Then, there’s always the classic before-and-after transitions. Who doesn’t love seeing a complete transformation in a few seconds?

Want to go a step further? Capture the whole service, step by step! It’s not just educational—it shows your skills and the amazing experience your clients get from start to finish. And finally, don’t forget to film the client’s reaction! There’s nothing more satisfying than watching someone light up after a great service. Not only is it super authentic, but it’s also the kind of content that makes people want to be in that chair next!

4. Hop on the latest trends

Trends are everywhere on TikTok and Instagram Reels, and for good reason! They’re fun, fast-paced, and a great way to get in front of more eyes. So, when you spot a trend that fits your vibe or can be easily tied to your salon, jump on it!

Whether it’s a trending audio, a challenge, or a viral hashtag, incorporating these into your content can boost your reach and engagement. Your audience will love seeing you join in on what’s hot, and who knows, you might just find a new group of followers while you’re at it. Plus, it shows your brand is current and knows how to have a little fun!

5. People love people

People connect with people! Don’t be shy about getting in front of the camera yourself. Whether it’s you, your team, or even a few regular clients, showing your face adds a personal touch that builds trust and makes your brand more relatable.

When people can put a face to the name behind the salon, they’re way more likely to remember you—and let’s face it, they’ll feel more comfortable booking with someone they feel like they already know. Plus, it’s a great way to show off your personality and vibe!

Let us know if you try out any of these tricks in your Tiktok’s & Reels by tagging us @ salonsdirect – we can’t wait to see what you create!

Other helpful guides we have written on how to use social media in the salon business.

 

TikTok and Instagram Reels are the perfect platforms to contribute to conversations, share inspiration, and create content that people want to watch.

Will you give it a go?

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