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What salon owners need to know to succeed on Instagram

17 May 2023 by Kirsten McHarg

In today’s digital age, social media has become an essential tool for any business to reach a wider audience and attract potential customers.

With the hair and beauty industry being so creative and visual, it’s no wonder that Instagram has become one of the most popular platforms for salon business owners to showcase their services and connect with their target market. However, with over one billion active users, it can be challenging to stand out and reach your target audience. This is where utilising the power of the Instagram algorithm comes into play, and one of the best ways to optimise your content for it is by consistently posting original content.

What is the Instagram algorithm?

Instagram’s algorithm is designed to show users the content they are most likely to engage with based on their past behaviour, such as likes, comments, and shares. If you post content that the algorithm likes, it’s more likely to show your content to your target market over content that other businesses in your area are posting. Therefore, posting original content that resonates with your audience is key to increasing your social media presence, which can help with finding new clients, promoting specials and more!

If you’re sold and want to start posting better content on your social media, but are unsure where to start, here are some ideas for original content that you can post on Instagram to make the  algorithm happy.

Your salon/clinic

One of the most important things to communicate to potential clients is what makes your salon or clinic special. What sets you apart from other beauty salons in the area? Do you have a unique approach to hair or skincare? Do you use high-quality, all-natural products? Share some photos of your salon or clinic, including any special features or amenities, such as comfortable seating, relaxing music, or a complimentary beverage bar.

You can do this by recording a video of yourself either walking through your salon to show off the interior. It also gives new clients a sneak peek at what to expect, and if you have a killer interior, could even convince them to book!

You and your team

Your clients want to know who will be taking care of them. We all know that the relationships we have with our clients are so important, and sharing content about your team can really help. 

Introduce your team on your website or social media channels, including photos and bios. Highlight their qualifications and experience, and explain why they are the best at what they do. You can also share team member stories or behind-the-scenes shots to show the personal side of your business.

Treatments and services

Highlight the treatments and services that you offer. Give a detailed description of what each service involves, how long it takes, and any special benefits or features.  Share some photos or videos of clients enjoying your services to give potential clients a glimpse of what they can expect.

salon reception


Retail products

Many beauty salons sell retail products, such as skincare or haircare items. Share information about the products that you carry, including descriptions, ingredients, and benefits. You can also highlight any special promotions or discounts that you may offer on these products.

Before-and-after transformations

Posting before and after photos of clients’ hair, nail or skin transformations is a great way to showcase your skills and expertise as a beauty professional. It also helps potential clients visualise the possibilities of what you can do for them. Be sure to tag your client in and use relevant hashtags to reach a wider audience.

Skin tips/education

Sharing skin tips and education is a great way to establish yourself as an expert in the beauty industry. Provide tips on skincare or haircare, and share information on the latest trends or techniques. You can also share educational posts on topics like the benefits of certain ingredients or the importance of a proper skincare routine.

The work of the stylist on hairstyles in a bright salon, the girl makes curls and a bunch of beautiful model, indoor


POV reels 

POV (point of view) reels are a popular video format on social media. They involve a camera recording a person’s perspective as they go about their day. Create a POV reel of a client experiencing one of your treatments or services. This can give potential clients a feel for what it’s like to be in your salon and to enjoy your services.

The final word

Posting original content is crucial for a salon’s success on Instagram. By consistently sharing unique and authentic content that resonates with your audience, you can increase engagement, boost your reach, establish your brand identity, and encourage repeat visits. So, get creative and start posting original content today to improve your salon’s Instagram presence!

Want more tips? Download our FREE eBook, The Salon Owners Guide to Instagram Marketing, which is filled with tips for salon owners who want to boost their social media success. Grab your copy now!

Read more:

5 expert tips for crafting engaging Instagram posts

How to write an Instagram bio to win over followers

How to build your salon, spa or clinic’s brand on social media

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