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Social Media For Beauty Businesses: How To Create Engaging Content & Succeed On Social Media


There's a sea of potential customers waiting for you on social media, it's time to cast your net. 

Tackling social media as a tool to advertise your business can seem overwhelming, but we promise you the first-day jitters are worth it for the goldmine of potential clients. Let's explore different social platforms, post frequency and how to create engaging content to attract an audience and turn them into loyal clients

Choose Your Platform 

The first step to social media success is choosing the right platform. The best way to do this is by finding a platform that fits your target audience.

Who are your clients? 

Where do they engage?

For most beauty businesses, Instagram should be your go-to. Clients want to see your work, so consider Instagram as your ‘visual resumé’ if you will. . But don't be afraid to dip your toes into other platforms such as Facebook, Linked In and TikTok.  

Top tip! Look at competitor beauty brands. Where are they posting, and what's working for them?

Brand Aesthetic 

Your brand aesthetic is the visual style of your beauty brand. Having a consistent look and feel across all social media platforms, your website, and any other marketing material is essential. Your brand will look professional, and your clients will start recognising your work.

The best way to get started is to stick to 1-3 fonts, a colour pallet and create a few templates you can re-use. 

Top tip! Download Canva to keep all your fonts, colour pallet and templates in one place. It's all about working smarter, not harder.

Post Frequency 

Being consistently active will help you reach a wider audience. Aim to post on your feed a minimum of twice a week and share stories every other day. 

Top tip! Utilise a scheduling tool like Hootsuite or Radaar to schedule your content ahead of time. You could spend a few hours on social media once a month and let your scheduling tool do the rest of the work for you.

Tone Of Voice

Use a consistent tone of voice to convey your brand's personality, authenticity, expertise and authority in the beauty industry. Your tone of voice enables you to connect with your audience and feel familiar, authentic, trustworthy and genuine. 

To craft your tone of voice, ask yourself these questions:

What kind of beauty business do I want my audience to think I am?

Funny? Friendly? Professional? Educational? Relatable? 

Once you decide, ensure your content consistently aligns with your beauty business's tone of voice. 

Encourage Engagement 

Engagement = follower growth = client growth

So how do you encourage engagement?

  • Respond to comments
  • Use polls & quizzes on your stories 
  • Engage with your community daily (comment and like other creators in the industry, as well as potential clients.
  • Always use a call to action (CTA). For example:

Let me know what you think in the comments 

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Hashtags make it easier for people to discover new content related to their interests. Think of your hashtags as a google search box. What sort of things would your ideal audience be searching for? Use those words in your hashtags. We recommend a combination of words that cast a wide net and niche words specific to your beauty business. 

Top tip! What hashtags are your competitors using? Try using similar hashtags. When you have a successful post, take note of the hashtags you used and test them again. 

Trending Sounds

It's no secret that Instagram reels and TikTok videos are getting the most attention at the moment, so we recommend posting video content as much as possible. Want to have a better chance at being seen? Always use trending sounds. 

Simply search 'trending' or follow a few accounts that keep up with the latest trends and use those sounds in your content. 

Before & After Content 

If you're a beauty business, the best way to gain new clients is to show your amazing work! Experiment with carousels and videos to show your transformations. 

Top tip! Create a habit of asking every client if they are comfortable with you taking before and after shots. There's nothing worse than finishing a satisfying treatment only to realise you forgot to take photos. 

User Generated Content 

User-generated content is one of the most effective ways to build trust and reach a wider audience. Encourage your clients to leave google reviews, take photos of themselves after their treatment, and tag your beauty business on social media. You can then re-share their review/content on your page. 

Behind The Scenes

We can't stress this enough, your audience wants to see you! It's time to get comfortable in front of the camera. Here are some of our favourite content ideas:

  • How you do your makeup 
  • Talking about your favourite skincare products 
  • Beauty tips and tricks 
  • A timelapse of yourself doing a beauty treatment 
  • You personal skincare routine (make sure to use your retail products!)

Social media might feel a little daunting at first, but when done right, it's easily one of the most successful ways to market your beauty business and best of all, it's free! 

Ready to upskill in the beauty industry? Click here


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