How can social media be used to grow salon business exponentially?

Social media has become the go-to mode of communication today! It is as commonly used for conveying personal news, as it is by brands for their communication.
The beauty industry too has captured this trend,and many salon owners are leaving no stone unturned to enhance the visibility of the salon and its services.
But there is method in using this mode of marketing for effective results.
The recently concluded StyleSpeak Beauty Conference at HBS Hair & Beauty Show 2024 had a special session led by Komal Puri, General Manager, Dermalogica and Kapil Sharma, Founder, Kapil’s Salon on the benefits of using social media.
We bring you the excerpts of the conference session.
Komal Puri: What are the benefits of using social media?
Kapil Sharma: To grow a salon business, marketing and branding is necessary for enhanced visibility.

• On social media you create visibility, give information about your salon and brand by presenting the service bouquet or salon offerings.
• Secondly you create brand awareness.

People become aware of your brand. Positioning perception is created. Through the content that is put on social media, people start making a perception of your brand. How people perceive you is what is important for your business.

“If you want to get your brand on top, then you have to be on social media.” You can target hyperlocal clientele. Social media has the strength and advantage to search and use keyword searches to find you in your surrounding locality and grow your business.

As a salon owner if you are not on social media, it is literally, a crime and injustice to your business. If you are old school, you need to change and embrace new trends – especially social media, to keep up with the business growth. You need to grab eyeballs and be in your client’s memory.

Komal Puri: Which are the different social media platforms one should be on ?
Kapil Sharma: Instagram and YouTube. Optimize Google as it is the biggest search engine and explore Facebook if you are from a location that has less population. In regional areas, Facebook is still alive. YouTube is putting in a lot of effort to keep itself relevant.

As far as Mumbai is concerned, if you need visual appeal, instant aesthetics, services, if you want to show short format, or want penetration into the younger generation then Instagram is the perfect channel. If you want to position yourself as an expert or position as an education expert and increase the shelf life of your content then YouTube is your go to channel. Or if you are at a location where Facebook is still relevant then you can use Facebook as well.

If in a span of 6 months if you find another channel evolving, you should adopt that channel too, without any hesitation. It may happen that from these (abovementioned), a few platforms may diminish and new platforms emerge. You need to be relevant and contemporary and reinvent yourself again and again.

Komal Puri: What type of content can you share on these platforms so that people get interested and visit your salon?

Kapil Sharma: There are several options.
• Before and After content in hair and skin can be shared
• Talk about Homecare
• Products that you recommend to clients from your salon
• Share salon’s regular life and Behind The Scenes
• Sometimes post fun and educational content
• Update client’s about new services like the Hydrafacial
• Share direct marketing offers
• Client testimonials
• Google Reviews with photos and videos
• Post educational content on YouTube
• Thought provoking content about the beauty industry
• Share brand partners content

The possibilities are endless.

Komal Puri: How frequently should one post?
Kapil Sharma: Once a day on Instagram. On YouTube you need to be posting 2 – 3 times a week.

Komal Puri: Any tips on how to generate content.
Kapil Sharma: Use technology like AI, ChatGpt but customize the content to make it relevant. Staff can also post content with the salon’s watermark. Use SMS to be in touch with clients.

Komal Puri How do you show skin content specifically?
Kapil Sharma: Skin concern is a regular concern. Clients want Brightening, Sun Protection and we addressing those concerns. Show the work. Salon environment is a warm environment. Take Reviews of skin services so that people know that you offer skin services in your salon, and that will increase your skin business.

The power of social media is immense. Create educational content and involve people in your locality and see the difference.