Following the success of Stā Social, Samantha Cusick and Conor Doyle chat candidly about all aspects of social media

Conor James Doyle

The first in a series of free educational events, award-winning hairdressers Samantha Cusick and Conor James Doyle joined forces for Stā Social – a social media masterclass for hairdressers looking to level up their content. Following the event, Creative HEAD chatted to the dynamic duo about their relationships with social media and what they’ve learned about building a following.

Samantha Cusick

Talk us through your relationship with social media – how has it transformed the way you work?
 I have a genuine love to create content and share knowledge with others and social media is the best avenue for this. Social media has completely revolutionised the way I approach my work. Before, it was all about word-of-mouth and local advertising, but now I can showcase my work to a global audience in real-time. It’s like having a portfolio that’s constantly updated and always accessible. Social media has allowed me to build a community, engage with clients on a more personal level, and attract new business – be that clients or attracting the attention of brands – which has led to paid ambassador roles. The instant feedback and interaction I get through platforms like Instagram and Facebook have also helped me stay on top of trends and continuously improve my skills.

What would you say is your favourite platform, and why?
Instagram is hands down my favourite platform. As a visual person, it’s the perfect place to showcase my work. The platform is designed for sharing beautiful images and videos, and that’s what my business is all about. The ability to reach people with just a hashtag or location tag is incredibly powerful. Plus, Instagram Stories and Reels have added an easy way to engage with my audience, giving them a behind-the-scenes look at my life as a hairdresser and business owner, which they love.

As well as the benefits, what would you say are some of the pitfalls or common misconceptions? 
One common misconception is that social media success happens overnight. It takes a lot of time, consistency, and effort to build a following and create content that resonates with your audience. Another pitfall is the pressure to constantly produce perfect content, which can be overwhelming and lead to burnout. It’s important to remember that social media should be a tool to enhance your business, not a source of stress. Being authentic and sharing real moments, even the imperfect ones, can actually strengthen your connection with your clients and audience.

If there was one thing you’d wish you had done differently when building your profiles, what would it be?
I wish I had started engaging with my audience more from the beginning. When I first started, I was so focused on posting content that I didn’t prioritise responding to comments and messages as much as I should have. Building a community is just as important as showcasing your work, and it’s something I’ve really focused on improving. Engagement is key to growing your presence and turning followers into loyal clients. I used to think it was all about growing my follower count but actually engagement is the most important.

One common complaint we hear is the time involved with capturing, editing, and posting content. What would your advice be to fellow hair pros with not enough hours in the day?
I totally get it—creating content can be incredibly time-consuming. My advice is to batch your content creation. Set aside specific times during the week to capture photos and videos, and then use scheduling tools to post them. This way, you’re not constantly interrupted by the need to create content on the everyday. I also make sure I use each client I do to make multiple pieces of content, think beyond the usual before and after and capture things like your consultation process, the colouring process, styling etc. Each step can be its own piece of content, building you a library of incredibly low-effort content that will do well and give value to the viewer. Also, don’t be afraid to repurpose older content or share user-generated content from your clients. It’s a great way to keep your feed active without spending hours every day on it.

When social can be so all-consuming, what are your top tips for setting boundaries and managing a work/life balance?
It’s so important to set boundaries with social media to avoid burnout. I’m a big believer in time blocking – set aside specific times in your calendar to edit and schedule your content as well as designating specific times for checking and posting on social media, rather than being on it all day. I also make it a point to unplug from my devices during personal time. It’s okay to take breaks from social media – your audience will understand, if you’re comfortable sharing that, honesty and authenticity really resonates with people. Remember, your mental health and well-being should always come first. Being mindful of the time you spend online will help you maintain a healthy work/life balance while still growing your business. I think it’s important to add as well that you shouldn’t compare yourself to others online, I used to fall prey to this and it was super damaging to my mental health, just be you and share what you feel is right for your business. 

Conor James Doyle

Talk us through your relationships with social media – how has it transformed the way you work?
Social media has changed how I work mostly through reach. I’m from a small town in Ireland, there’s no way I would have reached the opportunities I’ve had in LA, Australia, Europe and the UK if not for the audience I’ve connected with internationally online. I don’t even think it’s to do with the numbers but the connections I’ve made.

What would you say is your favourite platform, and why?
Personally, I prefer Instagram. TikTok is great for reach and discovery of new people, but I think it cannot foster a connection with your audience. Instagram is somewhere you can get to know and nurture your community. 

As well as the benefits, what would you say are some of the pitfalls or common misconceptions?
The main misconception is that big numbers = success. I know many creators with huge followings who struggle to monetise it. Your following is like a little garden you create. Success and prosperity rely on how you tend to it and how consistent you are. If you just focus on expansion the whole thing can fall apart.

If there was one thing you’d wish you had done differently when building your profiles differently, what would it be?
Realise what my audience is really looking for instead of overcomplicating things and pushing out what I ‘thought’ they wanted based on seeing other creators. So many times, I’ve lost myself and point of view but ultimately I don’t regret that either. These mistakes help give us clarity and direction when navigating back to ourselves. When you’re on the right track it’s a feeling, you just kind of know. 

One common complaint we hear is the time involved with capturing, editing and posting content, what would your advice be to fellow hair pros with not enough hours in the day?
Stop overcomplicating and start maximising. I really only do hair 2-3 times a month and when I have those clients in, the second I see a nice aesthetic shot I shoot. I bank a load of these throughout the service, sometimes only 3-5 seconds long. I’ll share some text or a helpful tip and that’s it. I also will recycle a lot and assemble them to create longer-form pieces with a different angle. 

When social can be so all-consuming, what are your top tips for setting boundaries and managing a work/life balance?
Avoid checking first thing in the morning; if it’s your first hit of dopamine it tells your brain this is the most important source, and you will check it more during the day with more of a sense of urgency. Don’t take it to bed with you either. Treat it like your office or workspace and log off as you would work. Easier said than done and that’s why having a separate phone with zero social media has been a game changer for me. I leave my work phone in a separate room. 

Also, a final note; forget the algorithm. If social is getting you down, take a break. It’s fine to go. It’s when most of your fresh ideas will flourish.