Building a Social Media Presence for Your Salon: A Beginner’s Guide

By Dean Laming on January 2nd, 2024

As a new salon owner, creating an amazing social media presence fuels brand visibility and client bookings. But if you’re feeling lost on actually attracting followers and engagement, you’re not alone!

Beyond just creating profiles, salon social strategies drive results. We demystify essential steps for salon owners new to building an audience and driving conversions through platforms like Instagram and Facebook.

Start with Business Basics

Too often salon owners dive into creating social content minus laying basic branding groundwork resulting in fractured messaging. Begin on firm footing by:

Defining your identity

Establish a distinct beauty image through elements like logos, typography, mission statement, brand story etc. What makes your salon truly unique? Lead with that.

Building your website

Create a professional central hub for your salon’s online presence with details like services, products and staff bios. Optimise site content for local search visibility.

Listing accurately

Register salon details with Google My Business, Facebook Business Pages and other local business directories to drive online discovery.

With branding and a web presence established, purposeful social channels send traffic to your ecosystem where you control messaging.

Assess Competitors

Research how nearby salons attract clients through social platforms like Instagram and Facebook. Which appear most popular based on follower counts and engagement levels?

Review their posts closely and note strengths to emulate like:

  • Types of educational tips shared
  • Client transformation images
  • New product announcements
  • Staff highlight reels
  • Frequency and timing of updates

Learn what resonates both locally and for the beauty industry. Then put your unique stamp on proven ideas that align with your brand identity.

Optimise Social Profiles

With insights gleaned, optimise new or existing salon social accounts ensuring:

  • Descriptions – Craft detailed yet enticing profile summaries integrating keywords likely searched when finding local salons like best colourists, hair extensions and wedding makeup.
  • Contact info – Prominently showcase salon phone number, email and booking link to make it easy for visitors to contact you.
  • Link cross-promotion – Link website URL as well as other social profiles across Instagram, Facebook and TikTok so prospective customers discover you across multiple channels.
  • Enhanced imagery – Upload a recognisable consistent profile image and eye-catching cover photo that immediately captures attention.

Create Share-Worthy Content

Great content cements social authority and engagement for hair and beauty brands. Build content pillars around areas like:

Educational guidance

Teach clients about topics like proper at-home product usage and achieving trends safely. Position your salon as an industry resource.

Staff highlights

Increase familiarity and approachability. Introduce stylists and technicians through images with bios or fun Q&As.

Salon sneak peeks

Draw interest in real-time via Instagram Stories by showing preparations for photoshoots and event set-ups.

Client transformations

With permission, post before and after cut and colour images celebrating your work. Tag clients to spread brand awareness.

Industry techniques

Demonstrate trending processes like balayage application with captions explaining the methodology behind steps.

Encourage Social Sharing

Every post should:

  • Tag relevant brands or partner businesses – Connecting with brands develops relationships and expands reach as accounts often share tagged posts.
  • Include strong calls-to-action – Direct viewers how to act with prompts like “Swipe for a Sneak Peek!” or “Book your haircut using our online calendar”.
  • Apply strategic hashtags – Insert relevant regional and industry hashtags to push content beyond current followers.
  • Geotag locations – Pinpoint geo-location when posting at industry events or sponsored gigs to connect content with the place, enabling event hosts to also reshare your salon’s post.

Analyse and Adjust

Monitor what content and engagement tactics perform best and double down on those. Pay attention to which posts individual followers like, comment on or share to determine their preferences.

In addition, review social media analytics insights related to best posting days and times, demographic data, highest click-through or conversion actions and tweak your strategy accordingly. Never stop learning and refining your social success formula.

Protect Your Reputation with Salon Insurance

As your online presence and client base grows, protect your business through Salon Saver’s salon insurance. Our tailored policies shield against risks like liability claims, property damage, inventory theft and disruptions threatening salons like yours.

Contact us to discuss how our salon insurance solutions can support your vision so you can confidently build your brand’s future.




Dean Laming

Dean Laming is a Chartered Insurance Broker with more than 25 years insurance experience. Through various underwriting, operational and management roles, Dean has built up extensive knowledge of the hair and beauty sector and is now Managing Director of Salon Saver, part of the wider Henry Seymour Group.

All articles by Dean Laming

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