How-to:TikTok

Do you find TikTok to be a minefield? LILLY DELMAGE investigates how you can use the platform to grow your clientele, showcase your work & keep up with trends

TikTok is a modern-day Marmite for businesses; professionals either love it or hate it. Some praise the platform for allowing creativity to be showcased and new clients to be reached, while others grow demotivated, having spent hours editing a video, for it to sit stagnantly at 100 views. Meanwhile, some may not even know where to start when it comes to creating engaging content. Fear not, as Scratch has consulted experts who share how to use the platform to grow your business.

Jessica White

Scratch Stars Awards Social Media Star of the Year finalist 2024, Jessica White, sits at the optimistic end of the TikTok debate. “It is an incredible platform for nail techs, because it allows us to showcase our creativity in a fun and engaging way,” she comments. “The app’s algorithm is designed to surface content to a wide audience, which can be beneficial for nail pros seeking to capture the attention of potential clients, and social media users who may not have found them on other platforms.”

Here are key points to consider when starting a TikTok business account, according to social media savvy nail techs:

An example of good lighting.

THE SETUP

Your content creation setup plays a vital role in crafting high-quality posts that will reach and engage audiences.

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Lighting

Jessica White shares her tips for good lighting: “Natural light is great if you have access to it, but I recommend investing in a ring light or soft box to ensure your videos are well-lit and colours are true to life.”

Backdrop

“Keep your filming area clean and organised, with a neutral background to maintain the focus on your work,” Jessica advises. “A stable tripod or phone stand is essential for clear, shake-free videos.”

TOP TIP

Use TikTok’s Trend Discovery tool, which shows real-time analytics for trending hashtags, songs, creators and videos, to inspire your content. Scan to browse current trends

Dannika Bernadette

PROFILE & CONTENT

Profile optimisation

Scotland-based nail tech & Nailchemy ambassador, Dannika Bernadette, notes: “Make sure your TikTok bio is clear, concise and reflective of your brand. Use a recognisable profile picture and include a link to your website or booking page.”

Content strategy

Dannika explains the type of content to share on the platform: “Content is usually more dynamic, engaging and trend-driven, compared to platforms like Instagram or Facebook.

“The nail industry is inherently visual, and TikTok’s video format is perfect for showcasing nail art, designs and techniques,” Dannika continues. “Short-form, visually engaging videos can quickly capture attention and drive interest in a business’ services.”

Olivia Wagg

Glitterbels social media manager, Olivia Wagg, shows black cherry nail colour application on TikTok to a popular sound. Scan to watch

How to tap into trends

TikTok describe trends as ‘the creative formats, ideas and behaviours that get a lot of attention, influencing what people do on the platform’.

“Participating in trends can significantly boost your content’s visibility, because TikTok’s algorithm often favours trending content,” shares Dannika. “This makes it more likely to appear on the ‘For You’ page, where users discover new creators.”

Jessica White adds: “Trends keep your business aligned with what’s current and popular. Nail artists might create content that corresponds with a trend, but adapt it to showcase their work, such as matching nail art to a trending song or participating in a viral challenge.”

Nail tech, @kunai, showcases the before and after stages of a client’s manicure using a trending video format and sound. Scan to view

Here’s how I’ve adapted the trend for Scratch’s TikTok

TikTok content garage: nail tech edition

Dannika Bernadette shares seven popular video format ideas for nail professionals:

1. Before and after transformations.

Showcasing the transformation from natural nails to a stunning design can be very engaging.

2. Time lapse videos.

Capture the entire nail design process in a fast-paced, time-lapse video.

3. Tutorials.

Quick, easy-to-follow tutorials for nail art can attract viewers.

4. Trend-inspired nail designs.

Create nail looks inspired by current trends, popular colours or themes.

5. Customer reactions.

Post videos of customers reacting to their new nails. Genuine reactions can resonate with viewers.

6. Challenges and collaborations.

Participate in challenges or collaborate with other creators or brands to increase your content’s reach.

7. Product highlights.

Showcase the products you use, such as nail colours or tools, to educate your audience and potentially sell products.

Follow Scratch on TikTok: @scratch.magazine

TikTok’s dynamic duo:  Engagement & analytics

Note the relationship between audience engagement and performance analytics which, when used together, can help you detect and optimise content that is performing well.

Engagement

This term is used to explain the actions your audience takes to interact with your content, such as likes, follows, views and shares. Engagement is critical in order to grow your profile. Videos with high engagement get detected by TikTok as content that users enjoy, which increases the likelihood of the algorithm promoting it.

Dannika Bernadette suggests how to increase engagement: “The first few seconds of your video are crucial. Start with content that is visually striking or intriguing to keep viewers watching, and highlight what makes your nail business unique, such as design style, customer service or innovative techniques.

“Respond to comments, participate in challenges and encourage viewers to duet or stitch your content; this can build a community and increase engagement,” she continues. Jessica White notes the relationship between trends and engagement: “I’ve noticed higher engagement when I tap into trends, because it makes content more relatable and shareable.”

“Staying consistent with your posting schedule is important. Whether it’s two times per day or twice per week, make sure you stick to your planned posts,” adds Olivia Wagg.

Clare Lavis

“Include a ‘call to action’ to encourage viewers to interact with your video,” shares Clare Lavis, Swansea-based nail tech & Nailchemy ambassador. For example, remind viewers to follow your account for similar content, save a post for inspiration or comment their views.

Addressing analytics

This refers to how user data, including engagement metrics, is collected, measured and analysed, providing insights to better understand audience demographics, behaviour and preferences. “Timing is crucial when it comes to engagement,” shares Clare. “Use TikTok’s analytics to help identify when your target audience is most active and post accordingly.”

This video by @glazedbeauty includes the text ‘save for later’ on the opening screen, reminding viewers to click the save icon to boost the account’s engagement.

To do so, select the ‘TikTok Studio’ icon on your profile, click ‘view all’ at the top right-hand corner of the page, select ‘followers’ and scroll to the bottom. You can view when your followers are most active on the platform, indicating the optimal time to post.

Demo diaries

Scan the QR to view my step-by-step guide to creating a ‘Get to know me’ TikTok.

Follow me as I edit a simple ‘Get to know me’ TikTok: the perfect video for your first upload. Simply adapt the format to suit your business: 1. Select some images showing you, the treatments you offer, a photo of your nail space, some of your favourite nail designs and your hobbies away from the nail desk. 2. Add corresponding text to each image. 3. Choose a trending song. 4. Write a caption with a call-to-action, adding relevant hashtags, such as #nailtech. 5. Post!