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92 | BEAUTY LAUNCHPAD | JANUARY 2018 There's no question about it—every hairstylist today must embrace social media to be successful. And the Latina market is no exception! There are many different approaches, but here are some of the practices that work best for me: • Consistency and continuity are important. I make a point of posting something on Instagram at least twice a day, morning and evening. What's more, I make sure every image I post on my page is consistent with my brand and fi ts in with the rest of the images on the page. • Work in Spanish. The Spanish market is very underserved on social media, so Spanish-language posts are appreciated. Keep in mind that any language can be translated to English on Instagram, so your non Spanish-speaking clients can still read your posts. Hashtags like #cabello (hair) and #cabellolargo (long hair) always resonate with Hispanic beauty clients. • Tell your story. Instagram Stories is my preferred platform for making personal connections. I might document my day, sharing photos and video snippets from a class I'm conducting or a shoot I'm working on. People love to be a part of your life, getting a sense of how you spend your time and who you are as a person. • Use social media to educate. Latina clients are hungry for education. So I devote many posts to sharing how-to tips on products and techniques. I'll identify popular products like the Matrix Total Results Brass Off range, for example, and divulge information on how these products can be used to eliminate unwanted warm tones in haircolor. • Get a ring light. Good photos are essential, and ring lights are the best way to photograph hair and skin. We have a ring light set up in our salon, and I travel with one when I do classes and shows. • Use celebrities for inspiration. Latin women love celebrities, so I often reference them in my social media posts. You can't go wrong with Jennifer Lopez—she is always on point with her hair, makeup and fashion choices! • Follow infl uencers for inspiration. Infl uencers have built large social media followings, so you can learn from what they do. Two of my favorites are @curly.edgy, who blogs about naturally curly hair, and @itsisabelbedoya, who shares hair and makeup advice with her millions of followers. MANE MARKETING Robert Santana, Matrix artistic director and Latin Expressions team leader, shares top social media tips for marketing to Latina clients. News Jennifer Lopez serves as a source of #inspo for many clients. KEVIN WINTER/ONE VOICE: SOMOS LIVE!/GETTY IMAGES