Beauty Launchpad Magazine

JAN 2018

Beauty Launchpad is everything beauty for salons & stylists! Stay on top of the latest hair style trends and products for hair, skin, makeup and nails. Get hair color ideas, business advice, education tips and beauty industry news.

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JANUARY 2018 | beautylaunchpad.com | 67 Daniel Mason- Jones, owner of Muse Salon & Spa in Johns Creek, GA How often do you post? At least four times a week. You don't want to over-post, but do keep your work in front of your audience so as not to be forgotten. What's the most challenging aspect of using Instagram as a marketing tool? For me, it's remembering to actually take and use the images. My phone currently has over 10,000 photos, many of which I've never shared. What benefi ts does Instagram offer that other social platforms lack? The power of the hashtag can't be beat. It's amazing how many people from different walks of life I can reach using a solid hashtag. Jaymz Marsters, stylist at Taylor & Co in Norfolk, England What's the most challenging aspect of using Instagram as a marketing tool? Gaining real-life clients. A lot of followers may track you to see shots of pretty hair, but only a handful will actually sit in your chair. Be sure to target actual clients with what they want to see—they're the ones paying the bills. What benefi ts does Instagram offer that other social platforms lack? It's straight to the point and everything is visual. Being in a creative industry means we have to grab attention fi rst and explain later. Other sites like Facebook call for more in-depth content, while Instagram's sole purpose is instant images. Which types of posts get the most engagement? Sleek, bold colors. Neutral tones don't do well on my page—my audience wants vivid hair. Bottom line: Find your niche and roll with it. Janine Ker, stylist at Salon Aguayo in Pasadena, CA How has Instagram boosted your business? My profi le is my portfolio, and with it I've been able to build a client base of professionals primarily in creative fi elds. It's also provided exposure for great opportunities like this feature! What are your top social media tips for stylists? Take time to defi ne who you are as a creator. What are your personal philosophies and how do they translate to hair? Your Instagram can become an ode to those elements. The most important thing a person can do for his or her social media presence is fall in love with the process of creating their work. The rest is icing on the cake. What advice do you have for those looking to grow their Instagram following? Be aware—things have changed. Algorithms have made it harder to grow a page and gain fans. Educate yourself. Mirella Manelli, owner of Rebel Femme Salon in Mission Viejo, CA How do you know what your audience wants to see? Just as the hair industry evolves, so too does social media—but at a faster pace. Pay attention to the analytics provided by social media platforms, and especially to what followers engage with most. I also play with outside-the-box ideas, like sharing my pregnancy journey. I had no idea people would care about that! I thought they only followed me for pretty hair and color formulas. Take a chance—the results may surprise you. How often do you post? Ideally, twice a day. Frequency is essential when growing a brand, as viewers turn to social media at different times. You can't capture attention by posting sparingly. Which types of posts get the most engagement? Hands-down, my updo videos. And the pregnancy shots that made others fi nd me more relateable and "human." Cash Lawless, freelance celebrity and advertising stylist based in New York and Los Angeles How has Instagram boosted your business? It has provided artists with platforms that used to be controlled by agents and agencies. A massive spike of interest in the hairstyling industry has fl ooded the market with supply and created new jobs—albeit sometimes lower-paying gigs, but the quantities have nevertheless increased. What sets your Instagram apart? I use it as a platform to inspire, illustrating that hairstyling is a viable, respectable career that can provide a great lifestyle for those willing to work hard. My page is mainly images of hair, as I believe consistency is important to followers. I don't like to throw a bunch of junk they don't want in their feeds. What are your top social media tips for stylists? Be nice and share the love. Follow interesting people, and comment 10 times as often as you think you should. Be social. You have to interact. Don't just open the app to count your likes. Sadie Curtin, stylist at The LivingRoom Salon in Costa Mesa, CA How often do you post? Paying attention to audience engagement is essential to gauging frequency and time frames. I fi nd most of my viral posting happens in the morning. I share once or Proving that bigger doesn't always mean better, a recent study by the Wharton School's Dr. Jonah Berger and Keller Fay Group, a market-research company focused on social impact, found that micro infl uencers are more engaged than their macro counterparts. Unlike celebrities with massive followings, they're not posting content to millions and are therefore considered approachably relatable. Their followings are smaller but they cater to a niche, and without a doubt, they still hold clout. According to Berger and Keller Fay Group, "82 percent of consumers are highly likely to follow a recommendation made by a micro infl uencer." @danielmasonjones @jaymz.marsters @janine_ker_hair @cashlawlesshair @mirellamanelli MICRO PLAYERS Less Is More COURTESY OF ARTISTS @sadieface

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