Mastering the Social Media Scene in the New Year

Hello, January!

Can you believe it’s 2024? I hope everyone had the happiest of holidays and that your holiday sales and promotions were a huge success! We all know social media is always evolving, so here’s tips for salons to thrive on social media this year.

Authenticity is IN!

Creating an authentic image for your salon is crucial in influencing how your brand is perceived by your audience, and social media is the ideal place to do this. How do you display the authenticity of your salon? To establish a true connection with your audience, engage with users on your accounts and feature employees in Reels, Tik Toks and other posts. Such connections can boost engagement on your accounts, promote brand advocacy and foster loyalty to your business.

Research highlights the importance of authenticity among Gen Z individuals, who value a more “raw” online experience. Now, some of you might be wondering what types of posts will boost authenticity. One answer is UGC (User Generated Content). UGC is organic content created by customers and can be done in many different ways. Examples of UGC Reels and Tik Toks include: “Come Tan With Me”, “What’s in My Tanning Bag?” and “My Tanning Routine”. User Generated Content appears more “raw” as it appears unscripted and spontaneous. My next tip is about getting UGC for your social media accounts …

This year, social media marketing is all about authenticity and creating real connections.

The Power of Micro-Influencers

If you don’t know what a micro-influencer is, they are influencers who have a smaller following than mega-influencers – typically, from 1,000 to 100,000 followers. Though micro-influencers have a somewhat limited reach in comparison to mega-influencers, their audiences tend to be engaged with their content and are drawn to their specific niche. Unlike hugely popular influencers, micro-influencers’ followers see them more as a “friend” and trust their recommendations and opinions.

So, how do you find these micro-influencers? Lucky for you, they come into your salon daily. It is as simple as talking to some of your best, well-established tanners about creating UGC for your salon. Offer them a lotion packet or a free session in exchange for a “Come Tan With Me” video at the salon, for example. Having your regulars create social media content for your salon will also contribute to the authenticity of your presence.

Platforms for Success

Instagram, Tik Tok and Facebook – the Big 3! These are the main platforms salon owners should focus on. Instagram has 2 billion active monthly users and on Instagram, Reels outperform all other content types. Reels generate 55% more interactions than single image posts on the app, and multi-image posts are the second-most-engaged-with type of Insta content. Tik Tok is expected to have 2 billion users by the end of 2024, and Tik Tok recommends that businesses post 1-4 times a day and focus on authentic, engaging content. The more you post on Tik Tok, the more data, feedback and followers you gain!

As of quarter 3 2023, there are 3.05 billion Facebook users, and Facebook Live videos are the dominant content type. Going live on Facebook is a great way to engage with your customers and contribute to the authenticity of your online presence. Using Facebook Live to inform customers about a sale, new product or new service, and enabling them to chat back and forth about it in real time helps establish a connection. If you’ve never tried it, try it! I am sure you will get some great customer feedback.

As you can see, it is all about authenticity and creating real connections in 2024! I extend my best wishes for a prosperous year, and encourage you to leverage social media to its full advantage.