Power & Polish with O.P.I

Elevate your business & embrace new techniques with advice from the Scratch Stars award-winning OPI team

Iram Shelton OPI global ambassador @iramshelton

“Clean imagery works well: a shot with no distractions, and just a focus on the nails.”

THE POWER OF SOCIAL MEDIA & HOW TO USE IT EFFECTIVELY

Social media allows you to establish yourself in an exciting way. Your accounts are like online portfolios that are accessible to people all over the world, and through which you can showcase your work, sell your products and services, learn new skills and network with people – all from the comfort of your home. Social media platforms have allowed me to build my brand and connect with people I never thought I would.

I use my social channels as creative outlets, as well as online portfolios. I love sharing my work and brands that I love, and use each platform very differently. Instagram presents a professional image of myself and my work, whereas my TikTok features more casual posts. Each have strengths and weaknesses, but I prefer scrolling on TikTok to see raw content.

I think that if you want to showcase images of your nail work, Instagram is best, yet if you seek to educate and connect with your audience, TikTok is a more superior platform. I use different channels for different posts, and it’s good to have a presence on a variety of platforms to attract different groups of people. I try to post daily; more so on TikTok as the content doesn’t have to be as polished as on Instagram. I have found that the less scripted my videos are, the better they perform.

Performance notes

The two images pictured on the left performed well on my Instagram page and reflect my style well: classic with a flare. I love minimal, simple nail designs but sometimes add little details, which I think resonates with many of my followers. I like to keep my designs wearable, and clean imagery works well: a shot with no distractions, and just a focus on the nails.

When it comes to video content, short and snappy videos work best. Use trending sounds and consider creating educational content, such as ‘how-to’ videos. Lighting is also key. I tend to use natural light or lighting that replicates sunlight.

Don’t post as if you’re posting for your friends and family. Share content that represents your brand and style. Of course, you can upload personal content if that’s part of your brand, but I recommend creating a separate page for posts about your family and life. It’s also important to stay consistent. Viral posts are not sustainable and it can be disheartening when posts don’t perform well, but keep going.

Don’t stop working hard when you’ve gained a presence online. Just because someone has followers, it doesn’t mean they’ve ‘made it’. I work so much harder now than I did previously, because I feel a sense of responsibility to my followers, and as the global ambassador for OPI.

Handy tips

When creating a social media account, use your business name or real name, particularly if you are a session stylist, and state your contact information and location in your bio, as well as what you do and offer. Your profile picture should be a headshot of you, as you are representing yourself and your business, and people like to know who they’re speaking to behind a screen.

Learning to switch off from social media when with family is important, and I try to limit my time on my phone in the evenings. I recommend you do, too!