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JANUARY 2018 | beautylaunchpad.com | 71 gentle, but balance is knowing both. How has Instagram boosted your business? Through it I was able to create a new category of business, from building my bridal portfolio and clientele to teaching workshops around the country. Today I teach online, and soon I'll be giving courses on top social media tips for stylists. Understanding analytics and utilizing the tools provided to improve performance is key. I also like to tag people and brands within my stories to directly grab their attention. Any social media pitfalls users should avoid? Responding to trolls and haters. Stephanie Lawrence, stylist at Blank Canvas Salon in Londonderry, NH How has Instagram boosted your business? In just two years, it helped our salon become one of the top-rated in the area. Being able to share our work and show current and potential clients what we're capable of has been invaluable. What are your top social media tips for stylists? Be consistent with content and interaction. Don't focus on the numbers, but rather set small goals to keep motivated. Don't dilute yourself by representing too many brands, and don't buy followers—it's a trap. What sets your Instagram apart? Videos and trends that aren't yet mainstream, like shine lines (aka holographic, glow-in-the- dark hair) and color misting, the technique that's like airbrushing for strands. Kimberly Kimble, owner of Kimble Hair Studio in West Hollywood, CA How do you know what your audience wants to see? I'm constantly conducting research. In order to really fi nd out what the public wants, it's necessary to take risks and occasionally post unusual images. You'd be surprised at what users respond to. What's the most challenging aspect of using Instagram as a marketing tool? The platform changes daily. It's impossible for me to stay up-to-date with my craft, provide my clients the best possible service and be a wiz at social media. So I make sure to work with the right people. My social media expert is Season Bennett of The Social Barber. Which types of posts get the most engagement? I like to be a trendsetter, so when I post images of celebs who don't look the way we're used to seeing them look, that automatically grabs attention. Patricia Nikole, owner of Painted Hair Studio in Sacramento, CA What benefi ts does Instagram offer that other social platforms lack? The cool thing about Instagram is that it's strictly a smartphone app! It's designed to provide a convenient, mobile experience that captures life and the beauty around you. Which types of posts get the most engagement? My before-and-after videos tell a story, taking the viewer from step one to the fi nished look. Those inspire my audience, and I love documenting my clients' hair journeys. How often do you post? The goal is to become part of someone's daily inspiration and routine by adding new content every day. Tracey Cunningham, celebrity colorist; cofounder of Mèche Salon in Beverly Hills, CA and owner of Tracey Cunningham Salon at the Waldorf Astoria in Beverly Hills How has Instagram boosted your business? When you're constantly behind the chair or on a plane, it's hard to get face time with people. Instagram lets us stay connected near and far. This business is all about human interaction, and Instagram is the ideal way to maintain those relationships. What sets your Instagram apart? I keep it as authentic to my personality as possible. I don't schedule posts ahead of time or follow a specifi c sharing format. Whether I'm revealing a celebrity color formula or photos from my latest trip, followers see my life as it unfolds in real time. No social media team behind the scenes here! What are your top social media tips for stylists? Whether you're a rising star or an industry @hair_princess_steph @paintedhair @kimblehaircare veteran, let your personality shine through. Tags and hashtags are your best friends— they're the quickest way for clients and brands to fi nd you, so capitalize on those features to maximize exposure. Instagram isn't the place to air your dirty laundry, so if you don't have something nice to say, don't say anything at all. Hairgod Zito, stylist at Bellami Beauty Bar in West Hollywood, CA Which types of posts get the most engagement? Really epic, well-thought-out and well-lit photographs. What's the most challenging aspect of using Instagram as a marketing tool? Having time to write back to everyone or reply to every comment. It can be overwhelming. How often do you post? Daily. I'd like to post twice a day, but it's hard to generate that much material. Set a goal for yourself—at least once a day— and if your photo doesn't reach your goal of likes, you can delete it tomorrow. I'm steadily evolving in this social media game, where it's evolve or dissolve. Rocky Vitelli, CHI global artist and stylist at Locale J Hair Design in Thornhill, ON, Canada What are your top Instagram tips? Post your most beautiful hairstyles and try to show different angles of your work on each post, and post photos of yourself every so often as well. Keep your Instagram feed professional. Don't overpost! Use the Stories feature on Instagram if you have something interesting going on that day so followers can share the experience alongside you for a more personal feel. What advice would you give to those looking to increase their following? Show diverse work. Try and offer something different each time you post that gives followers a reason to be inspired. This will demonstrate your character, creativity and how you want to be viewed professionally. Which types of posts get the most engagement? Pictures that are at once creative, unique and beautiful. @traceycunningham1 @hairgod_zito COURTESY OF ARTISTS @rockyvitelli