4 mins
The Social Scene
LILLY DELMAGE unlocks social media secrets & shares expert tips to help boost the online profile of your business
Within my role at Scratch, I chat to pros and scroll through various social media platforms to source stories and case studies. However, I’ve noticed that nail techs are often either flourishing content creators, or hesitant about pressing the ‘post’ button, seemingly due to a lack of social know-how and confidence. This monthly column will dissect social media strategies and include tips, tricks and trends that can benefit even the most advanced social media moguls. And what better place to start than by curating a social media plan?
Social media: the benefits
Before we unpack the dos, don’ts and how-tos of a social media plan, do you have an existing account? Alicia Humphreys declares social media as a ‘game changer’ for nail techs and salons. She explains: “It’s the perfect place to showcase your work, connect with potential clients and keep your current ones engaged. Social media platforms are fantastic for sharing nail designs, videos, tutorials and tips to help clients keep their nails looking great.”
Alicia continues: “Social media allows you to chat directly with followers, answer their questions and build trust. With the right strategy, you can create a buzz around your business, gain more bookings and reach a wider audience.”
Snap photos of your client creations to share on social media and showcase your skills to potential clients!
What is a social media plan?
“Having a social media plan is like having a road map, as it keeps you organised and consistent,” comments Alicia Humphreys, owner of social media management company, Pink Fox Salon Socials.
Alicia Humphreys
“Without one, it’s easy to start posting randomly, which can make it harder to engage with followers and attract new clients.
“A good plan makes it easier to create content around key dates, promotions and client needs. Start by getting to know your audience: consider your clients’ ages, interests and needs. Audit your current profile and assess what content is working, and what isn’t. It’s also a good idea to browse the accounts of others in the industry, and assess what content is performing well for them.”
Following these actions, you need to strategise. Behind any successful social media plan is a strategy, which Alicia defines as the process that establishes how you’ll use social platforms to achieve your goals: from what you post and when, to how you engage with your followers.
Monthly check-ins
Each month, schedule time to review your accounts’ analytics. This will provide valuable insights into whether you’re on track to reach your 2025 goals. You can then adjust your strategy for the following month. Alicia recommends checking five areas:
• “Follower count growth: Are more people discovering you?
• Engagement rates: How many likes, comments and shares are you getting on average?
• Content performance: Which posts do your followers seem to love most?
• Bookings or enquiries: Are people contacting you because of your posts?
TOP TIP
Design software company, Canva, offers free, downloadable social media plan templates via its website: www.canva.com
Morgan McLoughlin
Create connections
Morgan McLoughlin, social media manager & communications executive at HONA, suggest incorporating person-driven content within your social media plan: “People connect with people! Personalise your brand by sharing photos or videos of yourself to build a relatable, authentic connection. New clients will feel more comfortable knowing who’s behind the services.”
Be consistent
Make your work life easier by batch creating content and scheduling it throughout the week. Alicia Humphreys advises: “Dedicate one day per week to creating posts, so you don’t have to do this every day. Aim to post three to five times a week, but consistency is more important than volume. Find what you can stick to comfortably.”
Morgan McLoughlin adds: “You can turn on an Instagram toggle to automatically share your posts on Facebook. Work smarter, not harder.”
Nina Nicholson
“Social media isn’t just about attracting clients; it’s about creating a space where they can stay connected with you. This is why a social media plan is so important: to strike the right balance.”
January trending topic: new year, new nails
Tap into self-care themed resolutions by creating aspirational content. Morgan McLoughlin says: “This content can highlight the benefits of your services and show clients that you can make their nail resolutions a reality.” An example is posting photos of a client’s nail transformation, from bitten to healthy nails. Illinois-based tech, Anza of @nailsbyanza, did this, and exposed potential clients to her skills.
Scan the QR code to see how this idea could be adapted for a TikTok video or Instagram reel.
Consider creating content to inspire, such as a video of your impressive nail creations with the text ‘Is your New Year’s resolution to practice better self-care? Start with your nails’. You could also run promotional offers for new clients, or as a 2025 treat for your pre-existing ones.
Somewhere to start:
1. Scan the QR code.
2. Screenshot the prompt.
3. Add to your Instagram story and add a question box: Click the face icon at the top, select the ‘Questions’ bubble, change the text to ‘Let me know here’ and post! This will allow you to see your clients’ answers, tailor content accordingly to suit their goals, and remind them to book an appointment.