Beauty Launchpad Magazine

AUG 2019

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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TEACH IT FORWARD Only post great content—that goes without saying. "If the background is busy, blurry or messy, scrap that shot," says Love. "Edit for clean, visually compelling work." en, think beyond still images. Strong brands educate their followers via short tutorials, how-to instruction videos or inviting product demos. Overstimulated millennials and Gen Z viewers won't stick around for long-form content, so keep the lessons bite-size. "Education content always hits well," says Love. Apart from informing existing clients, quick video guidance on how to blow-dry bangs or correctly use dry shampoo can help attract potential new ones. "A stylist giving away valuable free information will appeal to customers who are eager to discover what more they might learn when actually sitting in that chair," says Dana. is year, the pendulum swung back to earlier days of Instagram, when photos and videos were less perfectly curated. at means you can look undone online. "I turn up without makeup or fi lters, because I'm a real human and I know my audience likes to know that," Dana continues. Instagram Live, on the other hand, has become more useful thanks to a modern revamp that now lets participants save and repurpose videos to IGTV. (Videos previously expired after 24 hours.) "Posting videos allows viewers to stay on your page longer, meaning the algorithm changes and your content gets shown more on their feeds," says Love. YouTube is a powerful channel for sharing tips and techniques, though it may require a larger time investment than Instagram, Snapchat or Facebook. Says Dana, "I have a video editor and help behind the scenes because of the extra eff ort needed to craft content." PRACTICE TACTICAL TAGGING Hashtags are essential tools for helping users easily discover messaging and content, which is precisely what makes them so ubiquitous. "Use hashtags," urges Love. "More importantly, generate a memorable personal hashtag that's on-brand for your business, so that with a single click anyone can access all your images and work." Not all hashtags are created equal, so get imaginative with lettering. ink #wakeupandmakeup or #curlsforthegirls, as opposed to their less-catchy counterparts. Companies like Sprout Social provide media- management software plus analytics tools to help brands identify hashtags and platforms that can trigger greatest growth. REVISE YOUR DEFINITION "Don't think of your followers as customers," suggests Faye. "Rather, tweak that characterization so that clients become members of your community." Each stylist is uniquely positioned as an expert in her tribe. When brands evolve through the natural process of expansion, a stylist might lose customers—but community members remain loyal. "I've grown from working behind the chair to being an independent instructor to owning a salon to heading an education company, yet through those many shifting phases I've continued serving the same people," says Faye. "Your community will want to help you and tell others about you." "Don't only post hair," says Sea. "My COPE Method workshops relay the importance of evoking emotion, not just putting up good work." "Don't think you need a large investment to launch a brand," says Faye. "Consider trading services with other artists." Think: images shot by a photographer in exchange for a free makeover. This win-win is collaborative and helps build community. "Don't copy other artists," says Love. "Be original and authentic." "Don't highlight professional work that goes off-brand," says Dana. "If you don't like doing unicorn hair, don't post it—even if you think your vivid color will get a lot of likes." Attract the audience you hope to serve. What Not To Do You're well on your way to creating a personal brand, but with all exercises in brand-building, there are pitfalls that might not be easy to spot. Our pros share their branding no-nos to avoid. AUGUST 2019 77

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