This is Part 2 of a series. To read the first group of Instagram influencers, click here.
Ricardo Santiago, independent stylist based in Orlando, FL
How do you know what your audience wants to see?
I'm constantly searching for what my audience wants to see, or finding options to create engagement I feel I'm missing. I like to use the Stories and Live features whenever possible to provide an additional look inside my life—both in and out of the salon.
What's the most challenging aspect of using Instagram as a marketing tool?
Continuously creating content that will pique interest and translate into new business opportunities. There's no cookie-cutter recipe for how to grow authentically and achieve success.
Which types of posts get the most engagement?
Videos are currently generating the most action.
Ursula Goff, stylist at Karma Salon in Wellington, KS
How do you know what your audience wants to see?
To be honest, I don't really think about what people want to see. I just post my work and if the Internet likes it, great! While Instagram has been a wonderful marketing tool, it wasn't by design, and I'm still a little baffled by my good luck. My page is a place to keep track of work in a way that's visually appealing.
What benefits does Instagram provide that other social platforms lack?
I love the visual focus. My feed is basically eye candy and comedy, and that's a pretty pleasant place for me to hang out as far as social media goes. The drama factor is also lower. And since it's my portfolio, I get the vast majority of business opportunities—networking, sponsorships, interviews, contests, contract offers, ad campaigns—through Instagram.
Which types of posts get the most engagement?
My unusual work tends to get most traction, which always surprises me because I never thought anyone else would like those weird ideas. The fact that my clients let me have so much creative control and the public seems into it will never cease to amaze me.
Caitlin Ford, stylist at Notch in St. Louis, MO
How has Instagram boosted your business?
My first year on Instagram I doubled my service dollars from the previous year. I've also been afforded new professional opportunities to educate for companies and hair events.
What are your top social media tips for stylists?
Create a brand that's unique and shows your work in a clean way. Everyone uses ring lights, white backgrounds, and the iPhone 7 Plus to take their photos, so soon they all start looking the same. Try to concept different lighting, learn to use a DSLR camera, and brainstorm novel ways to make your work pop.
Any social media pitfalls users should avoid?
The more specific to your audience your page remains, the better. Don't dilute your feed with pictures of pets and plates of food, because that can be confusing or uninteresting to followers who really just want to see hair.
Shelley Gregory, stylist at Atelier by Square Salon in Las Vegas
How do you know what your audience wants to see?
I'm constantly researching all aspects of Instagram, and of course that includes what my audience wishes to see. I notice it changes almost weekly, from behind-the-scenes techniques and tricks to updates on my travels.
How often do you post?
Daily, but at least twice a day would be ideal. We're flooded with constant information, and posts can easily get lost. Sharing more means extra chances to stay relevant.
What's the most challenging aspect of using Instagram as a marketing tool?
The time it takes. From creating content to following up on questions, I dedicate at least two hours every day. But the more time you put into it, the more you'll get back.
Jordan Glindmyer, owner of Pinup Jordan's Mermaid Lounge in Scotia, NY
Any social media pitfalls to avoid?
Algorithms, which are basically computer system rules for determining success, exist in part to make growth difficult, and with larger followings you must also protect from fake accounts and bots. Don't jump into posting before you take time to research and understand the algorithms, trends and content that are of social media interest. Videos are currently popular, but be sure not to break music copyright laws or you'll get shadow banned (blocked without warning) from further use.
What are your top social media tips for stylists?
Treat it like a job! Consider peak engagement hours (mealtime, bedtime, Saturday evenings) and the use of hashtags. Too many is fatiguing, so choose to hashtag the right words. Take advantage of new features, like the Stories option that's similar to Snapchat: fast, fun and multifunctional. I can save individual stories to create a video at the end of the day. It's no longer as simple as snapping a photo from my chair and throwing it online. I have to conduct a fair share of research from both inside the app to see what resonates, and by reading blogs and asking fellow influencers for tips.
Which type of posts get the most engagement?
Ending my posts with a question helps generate a response, thus upping engagement.
