We’ve Got the Nine Essentials for Stellar Social Media

We’ve Got the Nine Essentials for Stellar Social Media

We’ve Got the Nine Essentials for Stellar Social Media

These hot tips from Phorest could make all the difference to your content, engagement, and bookings.

Promotion – Phorest
Avril Kealy

Avril Kealy

Avril Kealy, Phorest’s digital content strategist, knows a thing or two about stellar social media marketing. Creative HEAD asks her to shares her tips on nailing content and engagement…

Despite most of us scrolling on social media every day, harnessing its power for your business can be a daunting challenge. Did you know that a massive 93 per cent of small business owners report that they struggle with social media marketing? As a salon owner, embracing the power of social media can help you attract new clients, connect with your audience, grow your brand, and fill empty spaces in your appointment book. Who doesn’t want that for their business? 

Below are a few practical tips on social media marketing ideas to help your business stand out from the crowd. Oh, and guess what? You can use salon software like Phorest, to help with lots of them! 

TIP! High-Quality Visuals Form the Basis of Great Social Media Marketing 

When creating social media content, remember that your posts will live on feeds that are simultaneously filled with high-budget, high-quality content from other companies. Don’t fall behind just because you’re not focusing on your visuals! While you don’t need a camera crew and professional studio to make your social posts look great, you should adhere to certain quality guidelines.       

Pay attention to the lighting, backgrounds, and positioning you use; whether posting photos or videos. Similarly, try to showcase the vibe of your business through your visual content. For example, use relaxing music in the background of videos if you want to communicate your space as a sanctuary of serenity, or more upbeat and vibrant music if your salon fits that vibe. Perhaps place products in front of lush foliage and greenery if you want to show that your business is a place where nature meets self-care. 

Instagram on phone

TIP! Lift the Curtain: Go Behind the Scenes & Show Your Brand’s Personality 

With many businesses attempting to curate the perfect, polished image of themselves on social media, many consumers feel their social media feeds are full of dull, homogenous content. Because of this, audiences are increasingly more interested in seeing the unique, authentic personalities of the brands they love.  

What makes your brand unique? Is it your people? The services you provide? The outstanding experience that clients have once they enter your doors? Post content that shows this. Allow your audience to “meet the team” through funny videos. Capture clips showing the “behind the scenes” of running a successful salon or bring people through your daily routine in photo or video logs.  

Creating personable content like this helps humanise your brand, making clients feel more comfortable, especially when they can see the personalities and expertise of the individuals providing the services. This creates a stronger connection between you and your audience, boosting client loyalty and increasing positive reviews.

TIP! Share Before and After Pictures for Visual Proof  

Many salons still don’t understand the power of before and after photos and are often underutilising this tool. Scatter these throughout your social media feeds to give visual proof of the great work you do. 

For hair and nail treatments it’s all about the finished look first – don’t be tempted to add the ‘before’ to your carousel first.  You want it to be aspirational, so focus first on the end result.  

TIP! Boost Engagement with Educational Content & At-Home Tips 

Add value to your social media profiles and engage more clients by sharing education content and/or at-home treatment tips. This extends your service beyond the confines of the salon and creates a more engaged audience who feel they’re getting more value from their services. 

Education content and at-home tips can be shared through videos, images, or stories/highlights on your feed. This could include you and your team sharing wellness tips, self-care routines, product recommendations, or relaxation advice. As well as showcasing your brand personality and introducing your audience to the real people behind your work, providing education content like this can help position your business as an authority in your field. 

With an integrated online store, you can even link any products you’re recommending on social media for an immediate interaction and potential sale. 

Instagram like graphic

TIP! Advertise last-minute availability on your Stories with a Link to Book 

By announcing last-minute openings on social media, you can quickly fill empty slots in your schedule and maximise your daily bookings and revenue. While this is great for your business, it’s also great for your guests! Some clients prefer spontaneous decisions. They might see that you have a last-minute cancellation for a treatment and blow-dry and decide to treat themselves, later associating your business as one that helped them relax and engage in self-care, even at short notice.  

Broadcasting last-minute availability and making it easy to book with a link straight to your online booking system, ensures your appointment book stays full all day. 

TIP! Collaborating with Local Influencers can Help Build Your Brand 

Partnering with local wellness influencers or bloggers can help you increase your following, build a loyal audience, and increase bookings. With 67 per cent of people turning to influencers before making a purchase NOTE Please set to open in new browser window], leveraging influencers’ audiences to expand your business’ online reach and brand credibility can be successful and lucrative for your business. This could include gifting or paying an influencer to visit your salon to document the experience, or gifting or paying them to review a particular treatment/product/service you provide. How you engage in this type of marketing will vary depending on your unique business goals.  

When it comes to influencer marketing, remember the importance of choosing someone relatively local. This means the majority of their followers are in your salon’s catchment area and can easily travel to you for appointments.  

TIP! Share Client Testimonials and Success Stories 

Did you know that 42 per cent of people search on social media when looking for a new salon to visit? Not publishing testimonials and reviews could mean that you’re missing out on a huge cohort of potential new clients! Gathering glowing testimonials is easy with Phorest when you use the Online Reputation Manager tool that allows you to request, reply to, and publish reviews all from one place in your spa software system. Make review management a habit and watch your online reputation and revenue grow. 

It’s important to always ask permission before using client photos or videos on social media. To avoid any unnecessary back and forth, why not add this as a question or tick box on your pre-treatment consultation form?  

TIP! Run Social Media Promotions to Turn Followers into Clients 

One of the major struggles many businesses face with social media is that it can be difficult to convert followers into clients. While this is not always the goal in social media marketing, running social-specific promotions can be a great way to get those followers in your door and trying treatments in real life. Run social media competitions offering discounts, package deals, or early access to new treatments as prizes to social media followers who like, share, and follow your posts. 

Or, to boost product sales on your online store, why not set up a discount code and share it online across your socials,

allowing your followers to get more “bang for their buck” on professional products? By blending online and in-salon promotions, you can start seeing your booking numbers increase alongside your online following.  

TIP! Social Media Ads can help Supercharge your Marketing Efforts 

If you’re ready to go the extra mile to make your social media marketing efforts really stand out and get the love they deserve, why not invest in social media ads? Social media ads are paid ads that can be used to target existing or potential clients according to their gender, location, interests, and other demographics. While organic posts are free and will be seen by a certain number of people, paid ads can target a larger audience, allowing you to significantly increase your reach and build hype around your brand. 

Social media ads can be created and run in the back end of Meta, or in an integrated tool, such as Phorest’s Ads Manager. 

Ready to become a social marketing pro? Whether you’re ready to up your photography game, knuckle down and focus on gathering reviews, or start partnering with influencers, hopefully you now feel ready to take on the challenge! And remember that Phorest looks after the management of your salon, leaving you more time to do the things you love!  

Want to know more about how Phorest can fuel your salon’s success? Visit www.phorest.com.


Storytelling 101: You Need to Stay True to Your Narrative

Storytelling 101: You Need to Stay True to Your Narrative

Storytelling 101: You Need to Stay True to Your Narrative

Kelsey Dring, Creative HEAD’s digital director, believes you’re the best salesperson for your brand.

“Facts tell, stories sell” is an old-school marketing mantra, but one which still rings true in the era of TikTok and Instagram being the main drivers in brand building. With so much content available at a click or swipe, it’s easy to get swept up in the current trend causing a buzz in the industry. Still, the art of storytelling on social media lies in staying true to your narrative.

I believe that no-one can sell your brand like you. Though it may not feel comfortable to start with, the reality is that you should be putting yourself front and centre of the content you create. By nature, people are nosey, so they want to see your face and what happens behind closed doors. For example, if you were to post a behind-the-scenes look at a day in the life of a salon owner, that’s a part of your brand story that brings your followers closer to the action.

It’s no good filming tonnes of content without first considering the purpose. Try to narrow down what direction the story should take in a couple of sentences. What are you trying to accomplish with that video or Reel? Is it to share an exciting shoot or team project? Is it to showcase a new service or product launch? Or is it simply to re-engage your following and build a sense of community?

A big aspect of that is also showcasing your personality – your followers know you can create great hair, so your social media platforms should go the extra mile and offer a unique perspective that sets you apart from the competition. The most compelling stories are those which are truly authentic, so home in on the type of content you enjoy creating, then rinse and repeat.


Bebop’s Guide to Using Humour to Engage Followers

Bebop’s Guide to Using Humour to Engage Followers

Bebop’s Guide to Using Humour to Engage Followers

Pont Smith lifts the lid on how to put a smile on your follower’s face.

Mastering social media goes beyond showcasing your salon’s best cuts and colours – it’s about connecting with your audience and bringing a smile to someone’s face. At bebop, we embrace humour as our salon’s ultimate icebreaker and key to social media success. With algorithms moving faster than clients in our chairs, a good laugh helps cut through the noise, but it’s crucial to keep them laughing while remaining genuine.

But how do you use humour in the most effective way? First things first – understanding your audience is paramount. Pay attention to what gets them talking, what makes them laugh and tailor your content accordingly.

Consume the content of your audience. A little bit of an insight goes a long way. Authenticity is non-negotiable. No one’s buying that polished, picture-perfect facade anymore – it comes across like an advert and gets lost in the sea of content. Instead, don’t be afraid to embrace your salon’s quirks because it’s the realness that resonates with people and keeps them coming back.

Active engagement is essential. Social media is a two-way street, so don’t hesitate to initiate conversations, throw out questions or simply ask your followers how their day is going.

Memes are a fantastic way to connect with your audience. They’re fun, shareable and spark strong emotional responses. Stay on top of trending memes and tailor them to your audience for maximum impact, as these are more likely to be forwarded.

It’s no good filming tonnes of content without first considering the purpose. Try to narrow down what direction the story should take in a couple of sentences. What are you trying to accomplish with that video or Reel? Is it to share an exciting shoot or team project? Is it to showcase a new service or product launch? Or is it simply to re-engage your following and build a sense of community?

When it comes to humour, less is more. Keep it fresh, light and aligned with your salon’s personality. Steer clear of the cringe-worthy, eye-roll-inducing stuff. Remember, you’re not just selling a great cut or perfect shade; you’re selling a salon experience – one that’s fun, friendly and most of all, memorable.


The One Change That Switched Up My Social

The One Change That Switched Up My Social

The One Change That Switched Up My Social

Jack Mead on the impact public feedback had on the way he created his Instagram content.

The co-founder of Jack & the Wolfe, Jack Mead has cemented his position as a hair transformation specialist on Instagram through his engaging client appointments, filmed from his mirror. Creative HEAD gets the inside story on how flipping the screen made his social skyrocket…

How did your Instagram life start out…?

I’ve always been interested in social media. I started Instagram when I started hairdressing, and it was very basic. When we opened Jack & the Wolfe, I started to get into it more. I had about 5k followers in 2018 and thought I was smashing it… and then my account got hacked. It was pretty devastating. I had to delete it and start again.

In lockdown Lydia [Wolfe, his partner and wife] went very business-focused with her social media. I found it very insular in the house, I was looking for community, and Instagram was a way of finding my peers. And I started to do cutting videos on mannequin heads in the garden… and I was getting so many views and gaining followers. I came out of that first lockdown with about 10k followers. I was passionate about it, getting my apprentice to film every cut I did. I was building a strong following of hairdressers passionate about community education, watching me cut hair, filmed from the back. I got to about 23k followers – that was about three years ago. Precision cutting was my niche.

That doesn’t sound like your feed today…

Something interesting happened. Instagram went very video focused and started to push video out to the public, not just your own followers. And suddenly, I was getting a lot of views… and some real hate from the public. Obviously, it’s upsetting – my mindset was, ‘you don’t understand the technical side of hairdressing’. Then I thought about it. The public was telling me that my work was either old fashioned, or it needed to change… and I was very up for that. It genuinely helped me.

Jack Mead

How did you switch things up?

I needed to add more movement in my cuts, make them less harsh and more modern. I started looking at more session stylists on Instagram, it really opened my mind to a different way of cutting and moulding hair. I had the skills, I just needed to adapt them. Now, I look at hair and the client differently. What’s actually cool? To put in a strong line, that’s great… but who’s it for? Are you going to see people wear that on the high street? Can a client style that at home? How many people have poker straight hair now? People are embracing natural texture and movement. I changed the way I cut hair, which changed my demographic. I feel like people were so bored of seeing the back of someone’s head, and apart from a couple of others, I think
I was one of the first stylists in the UK to start filming from the front. I had this moment in my head: people want to see someone’s face change, whether it’s colour, shortness in length, fringes. That’s where the drama is, someone’s face! I still love the hairdressing industry, but I had this moment where I wanted to target the public. I want to reach the world now!

What drives your content – and what has been the reaction?

I want to be as engaging as possible, and to build my brand. Doing hair from the back, it’s not that engaging, and it’s not getting my face out there! I do get stopped quite a lot, and even my clients in the videos get messages. The reach was insane once I switched that camera around. The first video got 10,000 likes and 500,000 views… and that is a buzz! The next one I didn’t think was that great, but I posted it and my phone went insane –
4.2 million views, 100,000 likes. That one video gained me probably 25k followers. I started to do a lot more videos, I almost wish I’d done more, because I think that ship has sailed. That was the transition moment to full-on video on Instagram.

What has been the impact on the salon?

It’s wild what it’s done for the business. I’m not taking on any new clients because I can’t fit them in. All my clients rebook six months at a time. If I do eight hours of work, I can only fit eight haircuts in or five with colour – that’s not that many people when clients come back every six to eight weeks. I probably have only 50 clients, but I have a waitlist now of about 700. I’ve had people fly from the US and Germany for a haircut, just because of Instagram. They’re not going to be a regular client, they want that experience. What I should really do is put my prices up, but our salon is in a market town, where we have built a very strong community. It’s not really fair if I say ‘my price is £250, lump it or leave it because I have 700 people on my waitlist’.

And we see everyone in your chair – not just pretty blondes…

Don’t get me wrong, for a time I was posting let’s say ‘conventionally beautiful people’. I’d get comments like ‘she’d look beautiful with anything. Try it on someone who wouldn’t’. Again, I was a bit like, ‘give me a break. I’m just trying to have a bit of fun’. But if you step back, you see they’ve got a point. A very small portion of the world looks like that or has hair like that.


Want Video That Grabs Attention? You Need To Be FASTER

Want Video That Grabs Attention? You Need To Be FASTER

Want Video That Grabs Attention? You Need To Be FASTER

Aoife Connell, Creative HEAD’s content creator, works through the formula.

How NOT to Frame

How to correctly frame

The key to creating more engaging video for Reels and TikTok can be distilled in one word… FASTER! Let me explain…

F – Frame

My biggest piece of advice is “look at your frame, not at your subject!” What’s in the frame? Are we seeing everything we need? Are we seeing more than what we need? Avoid distractions surrounding the subject to keep your viewers engaged.

A – Audio

Voiceover, music or talking to camera – your audio choice depends on your content. Trending tracks and audios on Instagram and TikTok are always a safe fallback and can help with reach. If it’s short and snappy, a voiceover is usually good to get to the point and add personality. Talking to camera for too long can get boring for viewers – add in cut-away clips for reference or try using things like CapCut to create a greenscreen effect and keep your viewers’ eyes busy.

S – Shots

Not to be confused with frame. Your shots are your different angles, let’s see a wider shot of you working behind the chair or washing your clients’ hair at the backwash. Bring us closer for satisfying colour application or those juicy toner moments in the sink. Let’s see a side shot of your foil silhouettes or pop your phone on the mirror so we can see your client interaction!

T – Time



Your first three seconds are the most important. Open with something catchy, a hook or a question. Now, we’ve all got things to do…but we’re partial to a scroll, so for maximum engagement, show or say what you need to say and get to the point.

E – Engage

The algorithm, be it a friend or foe, loves you to engage with your viewers! If someone comments on your Reels and TikToks, say thanks, show them some love, send a little emoji. Breaking this barrier helps to create a community, it keeps your followers invested in you, and it’s also inviting for new people that discover your profile.

R – Response and Research

The answers are all inside your phone! You can measure and monitor how any of your content is performing right inside the apps themselves whenever you have the time. See what people seem to be responding to, which Reels and TikTok styles are getting more likes, saved, shares? Your audience is literally telling you what content they like you to create. If you start noticing a pattern, you could be onto something…


Say Hello To The Power of Personality

Say Hello To The Power of Personality

Say Hello To The Power of Personality

London Road Hair’s Vishali Visavadia knows that people invest in people.

No-one else is YOU, and that’s why staying authentic on social media is crucial. The online world is massive with communities for everyone. That’s why your ideal client is out there, by sharing what you love and being yourself you can attract your dream clientele. People invest in people; when they catch your vibe online, they either want more or move on.

I’m naturally bubbly and energetic and I love to convey that in my videos through voiceovers and multiple clips. it’s almost like I’m creating a safe space with my own online community. New clients often come to the salon already feeling like they know me, which is the best feeling ever! It breaks the ice and makes them comfortable. It’s like my service began the moment they first saw my social media, even before they stepped into the salon. If you’re unsure where to start, don’t overthink it. When filming content I often ignore the camera and just let it roll.

Avoid having someone film for you as the pressure can make it harder to relax and be yourself. Try placing your phone on your tripod and letting it record; sometimes the viral clip is hidden in a longer video and you don’t realise it until you’re editing. Capturing raw unedited moments often creates the best content, especially on TikTok where people are more likely to scroll faster. My highest-performing videos are just me being myself with little to no editing and a voiceover which feels like me.

There are many trends, sounds, and voiceovers that come and go on all platforms. These apps encourage people to use them to push their content, but if your formula of being YOU is consistent, you can make any viral trend or sound work to your advantage. Being authentic + trending sounds = higher engagement. Keep in mind that we’re all imperfect beings; aiming for flawlessness isn’t necessary because everyone perceives beauty differently. Avoid being overly critical of yourself and allow room for growth and improvement. Most of all, have fun!