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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70 | BEAUTY LAUNCHPAD | JANUARY 2018 While micro infl uencers can reach thousands of users simultaneously, when top-level macro infl uencers drop a post, they're typically speaking to millions of followers. What they may lack in individual engagement, they make up for with fantastic impact—the sway these masters wield can't be denied. A study by marketing agency Mediakix found that macro infl uencers seem to do overwhelmingly better for brands on Instagram in all three metrics that make up engagement rate: likes, comments and reach. Jay Wesley Olson, owner of The Bespoke Salon in Scottsdale, AZ What's the most challenging aspect of using Instagram as a marketing tool? Witnessing some of the negativity. It's hard to watch peers and colleagues not treat each other in uplifting ways, although positive vibes are becoming more prevalent. What benefi ts does Instagram provide that other social mediums lack? It's amazing because it continues to recreate itself from just one image to being able to tell a complete story. I feel it's a step above, as it enables authentic connectivity among all users. How often do you post? At least once a day—I try to be involved with my community on a daily basis. We all want connection; ultimately, that's why we sign on to be part of each other's lives. Justine Marjan, celebrity hairstylist based in Los Angeles and New York City Which types of posts get the most engagement? Photos of celebrities do best for me. What benefi ts does Instagram offer that other social platforms lack? The opportunity to engage with our followers and get instant feedback—it's the best! Instagram gives us a platform to showcase ourselves and control how we wish to be seen by the world. It allows us to connect with a varied audience around the globe in intimate ways. How often do you post? I try to post three to fi ve photos a day, but that depends on how my feed is looking and what material I have to release. If I don't have something quality to share, I won't force it. I only distribute content I'm proud of that I know will resonate well with my audience. Kasey O'Hara, stylist at Be Scene Studios in Rockville, MD How has Instagram boosted your business? Networking with amazing stylists and companies has made a huge difference in my career. What sets your Instagram apart? I like to think that along with my work, I give people a genuine idea of who I am. Sharing a bit about yourself and relating to like-minded users are good ways to engage. Any social media pitfalls users should avoid? Don't over-hashtag, and never spam pictures by posting too many at one time. Heather Chapman, freelance stylist based in Houston What sets your Instagram apart? I love mixing masculine and feminine, street and romantic styles. I like the juxtaposition of hard and soft. I think that tells a story women can relate to, because sometimes we feel tough and sometimes @jaywesleyolson @hairbykaseyoh @heatherchapmanhair @justinemarjan MACRO PLAYERS Big Leagues a larger reach. When looking for local guests, tag and follow local businesses, existing guests, friends of friends, etc. Study and begin to recognize which types of posts are getting the highest engagement. Roy Naccour, owner and educator of J. Joseph Salons in Land O' Lakes and Lutz, FL How has Instagram boosted your business? Allowing my work to become a public display of art has changed the way I push my outcomes. I no longer look at it as "hair" leaving the salon. Rather, it is a piece of someone that should evoke emotion. What are your top social media tips for stylists? Do not be afraid to create "out of the box" looks. Be you! Recognize what you do well and keep doing it. Once you have honed in, expand your skill set. Also, I often hear other artists mention they are not posting their work because their captioning skills are underdeveloped. If that is your case, don't write anything; allow your work to speak for itself. What advice would you give to those looking to increase their following? Interact with your followers and be consistent. A simple thank you goes a long way. Michael Dueñas, Aloxxi artist How has Instagram boosted your business? I've had photographers reach out to me, asking if I want to shoot with them; working with new photographers is a huge part of growing my business. Clients and beauty brands have also contacted me. What are your top social media tips for stylists? Treat social media as your storefront. Websites of your work are becoming outdated. Keep your feed clean and professional. If you like to post controversial statements (political, religious or the like), limit that to a private personal page. You want everyone to see your work for what it is and not see other imagery or stories that could sway them from being your client. Which types of posts get the most engagement? Unique hair shots. A basic wave gets mediocre engagement, while a strong braid with bobby pins or hair accessories garners a lot of attention. When scrolling through your feed, pay attention to which posts you pass by, and which ones you stop to look at—keep that in mind when posting your own work. @michaelduenas @roynacc COURTESY OF ARTISTS

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