Armed with a ringlight for some savvy selfies, terrific TikTok transformations and stunning Stories, anyone can have an impact on social media – you don’t need a 9,000 sq ft salon to make a big impression. These are the salons transforming the social sphere, one like at a time…
Fusion, Ramsbottom (@fusionhair62)
THE CONSISTENCY QUEEN
“The salon has been open for more than 20 years, but in the past six months we’ve really stepped up our use of social media – we now post every day on Instagram,” says Fusion’s Gill Moreton. “We share videos, photographs, Stories and talk to clients via IGTV because followers really engage with you when you’re actually talking to them and have something interesting to say.
“More people are seeing our photos now and will come to the salon after seeing a particular stylist’s work – they may even book an appointment with them specifically. That’s been significant, and it’s acted as word of mouth online. It’s vital to share the work of the team and to get younger members noticed because they are the future of our industry.
“I’ve used Redken for 35 years, it’s always launching new product lines, which is vital for keeping our business and content current. It’s also great to engage with the Redken family online.
“Don’t be afraid to try new things, such as Reels or TikTok, because in order to improve what you do, you have to try, try and try again. Be open to suggestions and keep sharing your work. Consistency is key.”
The Space, Drumcondra (@thespacehairsoulbeauty)
THE CONTENT CURATOR
“We put commercial hair work on our Instagram because most of our followers are clients or potential clients looking for inspiration. We basically built our whole business on Instagram!” explains Carla McQuillan of The Space. “Sometimes if the lighting isn’t good, for example in winter, we will invite a client back the next day for a complimentary blow-dry so we can get that shot. When people get a recommendation they will look us up. If people can see the work, then trust is elevated.
“Sometimes we have an abundance of content to pick from and sometimes we don’t have so much, so we have to plan and build up a reservoir of pictures so we can get a post online every single day. People like that we have real clients on our feed – if it’s too contrived or artificial then they won’t trust it – but we do curate photos to fit with the brand too.
“Redken understands the market and what a contemporary hair salon needs. We use Shades EQ on all of our lightning services, scheduling them in for 45 minutes at our toning bar. They are so natural.”
Lady Lux, Edinburgh (@ladyluxhairx)
THE TIKTOK TRAILBLAZER
“We’ve been taking daily insights from Instagram, such as impressions and reach on a post, and using that information to decide what would be a popular post and what is going to help us grow,” explains Steph Barron of Lady Lux. “We’re trying to develop a social media strategy and have found that a lot of quick TikTok transformations get really good engagement. It’s important to show those amazing ‘before’ and ‘after’ comparisons in a clever, engaging way.
“It’s also important to remain consistent and authentic when sharing work on social, and to always be creative with what you share. We are enthusiastic about Redken colour on social media because we love it. We would always use the hashtag #ShadesEQ because we basically gloss every client’s hair. Recently we’ve been posting a lot of toning pictures when clients are at the backwash. It isn’t necessarily an insight into the end result, but it’s a more creative way to show what we do.
“This year it has been a goal to make social media our main outlet for advertising, and use analytics to inform what content we produce. We want to be ahead of the game, using quick transitions on TikTok to bring in extra customers.”
Limoz Logli, London (@limozlogli)
THE INSTAGRAM INNOVATOR
“Moving to Redken was one of the biggest and best decisions we made in terms of the quality of our work. It also means that it’s really pushed the effort we put into the social media,” reveals Limoz Logli. “We use different techniques now such as root drags, and products like Shades EQ are just such a game changer for our work. Our decision to move to Redken has gone hand-in-hand with boosting our social media profile on Instagram.
“There’s a massive shift in how clients find the salon online. Our Google search rate was so much lower as all engagement was through Instagram, which is why we decided to appoint a team member to focus purely on social media. Initially, we also paid a photographer to take photos and use a designated space with great lighting, which was an amazing investment. Since using Instagram more regularly, we’ve increased our clientele by as much as 70 per cent, with the majority having discovered the salon on the site.
“Put an extra bit of time into making sure you’re doing a before and after photo. It’s so important to keep the content as regular as possible; we’ve learnt taking a few days off can really see interaction drop.”
Want to start climbing that social media ladder? Then Redken has the ideal course for you! Visit lorealaccess.com/uk and search social specialist.