Not Another’s Sophia Hilton and Zeba Hairdressing’s Mike DeCanter on making UGC your go-to.

Mike DeCanter, Zeba Hairdressing

In today’s digital age, user-generated content (UGC) has become a powerful tool for hair salons to connect with their audience and attract new clients. Here are five essential tips to nail UGC for your salon…

Capture Everything: Stay True to Your Brand
From showcasing a day in the life of your salon to documenting stunning colour transformations and conducting staff interviews, filming UGC can be both enjoyable and beneficial for your business. Don’t overlook the influence of TikTok trends – they can significantly boost your profile views. Just ensure that your content aligns with your salon brand identity to maintain consistency.

Maximise Your Content: Reduce, Reuse, Recycle
Every piece of content holds value, so don’t hesitate to repurpose old videos. When filming a service, such as a full transformation, think creatively about how you can maximize its potential. One video can serve multiple purposes, from step-by-step tutorials to product showcases. By maximising your content, you’ll save time and effort while reaching a wider audience.

Embrace Natural Light and Authenticity
In the world of UGC, authenticity reigns supreme. Say goodbye to ring lights and overly filtered photos – opt for natural light and genuine moments instead. TikTok thrives on authentic content that resonates with viewers. Focus on creating engaging videos that showcase the reality of your salon experience, rather than overly staged shots.

Inject Personality into Your Content
Don’t be afraid to let your personality shine through in your videos. Whether it’s through voice-overs, on-screen appearances, or behind-the-scenes glimpses, infusing your content with personality helps viewers connect on a deeper level. People are drawn to authenticity, so let your unique voice and style set your salon apart.

Follow the Viral Formula

• Hook viewers in the first three seconds.
• Tell a story or narrative that keeps your audience hooked.
• Ensure your audio is clear.
• Stay responsive to current trends and incorporate them into
  your content.

By following these tips, you can create compelling content that resonates with your audience and drives new business to your salon.

Sophia Hilton, Not Another

What’s the big mistake hairdressers are making on their Insta? A never-ending parade of the back of heads.

It gets boring because it’s all the same – no personality, just selling hair. We do a lot more than just hair, but you’d never know it from scrolling. The second mistake is over-selling – it’s all, “Hey, I’m great, get your hair done by me”. Spoiler: that doesn’t work. The game’s changed big time, but it seems like the beauty service industry hasn’t caught on. Beauty product brands are all over this, though. They now use real people and influencers to sell their products. But here in the hair service industry we are still selling ourselves.

Why’s everyone buzzing about user-generated content for salons? It’s all about that third-party seal of approval. When your clients are the ones raving about their experience, it builds way more trust –  let your clients do the talking.

Have I got any hot tips for nailing user-generated content? Sure do…

• Write a script that’s short and sweet, showing off your brand through your customer’s eyes.
• Find a client who’s game and ask them to read it out and send you the audio.
• Collect shots around your salon and four shots from their perspective.
• Make that video snappy and keep it under 30 seconds.
• End with a call to action – tell them what to do next.

Want More?

Check out the Hilton Hundred membership with Not Another’s Sophia Hilton. It’s kicking off a new group this September, promising  to be the best one yet because so much is changing! 

Rachel Valentine isn’t afraid of repeating what works – and you shouldn’t be either.

Know your audience

It sounds simple, but people still post without really knowing who they’re talking to. I go into detail, imagining that person seeing my content. You imagine your potential client, and then you create the content around that person. I’m studying trichology, so I’m talking to people who are potentially trying to improve their hair growth, which is pretty much everybody, because who doesn’t want better hair? It’s about imagining that person, thinking about the questions they would ask, whether that’s you talking about myths, or common questions around hair growth… and then really focusing your content on that.

Repeat what works

I’ll try new things but the reason my page looks quite similar is because it works, for example the lighting and speaking to the camera. It’s about people knowing what they’re going to get when they come to you and creating that kind of consistency. So, when people think: ‘I need to find some products for my holiday’, they then think: ‘I’m going to Rachel, because I know she always posts that’. When I started getting clients contacting me on Instagram or saying they found me on TikTok, that’s when I knew it was working. Or if a video has a lot of saves and forwards, I know that that’s performing well so that’s something I’ll copy, whether it be the format or that content. In terms of content, ideas will come from comments, DMs but also speaking to family, friends and clients.

Remember, Instagram and TikTok are different platforms.

Instagram is more community, with TikTok you’re trying to grab people’s attention who are scrolling past. Because of time constraints, I’ll make it snappy and attention-grabbing for TikTok first, and then repurpose it for Instagram, I’ll do the caption quite differently, go into a bit more detail. What you see on TikTok you’re seeing on Reels a week later. On TikTok it’s about strong hooks, it’s great for awareness if you’re new. Once you do get engagement on TikTok, they’re very loyal and I find you grow quicker.

Be quick to jump on trends

Mob Wife aesthetic was massive, but it’s kind of been done now. You don’t want to be old news. Equally, I won’t do something if it doesn’t feel authentic to me – and the Mob Wife thing was not authentic to me! But the rosemary oil trend, for example, I would speak about that, because that is very much what I would talk to my clients about. It’s much more authentic.

Respond to comments and DMs in the first half an hour after you post

The more engagement that the algorithm sees, the more likely your post will get pushed out, especially on TikTok. Then the next time I post, I go back to the previous video and respond to both at the same time.

Charlotte Paints Hair’s Charlotte O’Flanagan has five fabulous tips to share.

     1 . Teach Them Something New

TikTok can be a platform for interaction and learning with other creators. To stand out, ensure your content offers your audience something new and insightful, but also exciting – remember it’s hair, not math!

     2 . Stay on Top of Trends

Jumping on trends is a great way to create engaging content that will keep people coming back for more. TikTok loves a good trend, so if you find one you like you can take inspiration and make it relevant to your business. For example, if there’s a huge trend involving nails or even food, think about how you could do something similar with hair.

     3 . Pick the Right Music

Choosing the right sound to match your video is important, but there’s another way to use the sound function to reach more people. By using popular sounds in your videos, you can attract more viewers who are scrolling through videos associated with the latest trends.

     4 . Post Regularly

Consistency is key. By posting two to three times a day, you’re more likely to reach your desired audience. The more you post, the more TikTok will promote you, helping you appear on more For You Pages (FYPs).

     5 . Be Yourself

Creating videos of your latest looks or having fun in your salon is what it’s all about, so make sure to show off your authentic self and enjoy it. After all, there’s nothing anyone loves more than someone being themselves, right?