7 mins
The Social Scene
LILLY DELMAGE unlocks social media secrets & shares expert tips to help boost the online profile of your business
On 18 April, the finalists in the
Scratch Stars Awards
2025 were announced, including five
Social Media Star of the Year
hopefuls. Judging is currently underway, and the winner of this prestigious title will demonstrate that they elevate the profile of the nail industry or their brand via engaging, eye-catching content and meaningful interactions across social media.
Scratch Stars Social Media Star of the Year 2024, Kamila Borowiec, commented on her win on Instagram last year, writing: “Social media is challenging – from content creation to editing, planning, working with clients and students and creating branded content. It’s like another full-time job on top of being a nail technician. I am over the moon to have won this award and have my hard work recognised.”
Kamila Borowiec with her winner’s trophy at
The Scratch Stars Party
2024.
Hannah Beth Clayton
@studiobyhannahbeth
/HannahBethNails
@studiobyhannahbeth
Why did you enter the
Scratch Stars Awards? I’ve always been passionate about social media and helping others by posting informative content. After 10 years in the industry, I felt it was the perfect time to push myself out of my comfort zone!
A classic red gel polish overlay by Hannah.
What are your top tips for effective social media content?
Be real. Don’t just follow trends – stay in your lane and don’t worry about what others are doing. Authenticity is key. I’ve always been honest, so if a set of nails has gone wrong, I’ll post it! Other techs love to know they’re not alone. Scan to watch an Instagram reel where I encourage my followers to spot what went wrong when filming content.
How can nail techs grow their social media reach?
Social media platforms reward users who engage with accounts, so ensure you like, share and save other nail techs’ work. Also, tag those whose designs inspired you – it’s a great way to connect and grow.
Hannah leads nail education, business and social media mentorship programmes. Find out more via www.studiobyhannahbeth.com
Hannah posted this educational
Instagram
reel for fellow nail pros.
FUN FACTS ABOUT ME
1. I love exercise, especially running. 2. I will always buy the biggest and boldest glasses I can find. 3. I enjoy creating playful lip syncing videos on Instagram. Scan to watch an example.
Megan Heppinstall
@msk.nails.uk
/msk.nails.pressonnails
@msk.nails
Why did you enter the
Scratch Stars Awards
? I’ve never had the courage or confidence to enter before, but this year I was inspired by the quote, ‘your fear of looking stupid is holding you back’. So, I went for it – and I’m glad I did!
What are your aims with your social media content?
My goal is to offer the support I never had when I was starting out and had to learn by trial and error. I want alternative artists, whose work doesn’t fit mainstream trends like the ‘clean girl aesthetic’, to feel seen and valued.
What content performs best for you?
My hand-painted character art. My followers enjoy seeing the full process – from start to finish. Personal, behindthe-scenes content also helps them feel connected to me.
Megan hosting a nail art masterclass in Scotland.
Megan recreated a character portrait she had done previously of Bratz doll, Jade, in an
Instagram
reel which gained over 42,000 views. Scan to watch.
FUN FACTS ABOUT ME
1. I started creating nail art when I was just 11 years old.
2. I am due to give birth imminently to a daughter.
3. My art is inspired by my obsession with Disney. I’ve been to its amusement parks 14 times!
Megan’s
Instagram
profile showcases intricate character portraits of Disney characters.
Chelsey Downie
@naileditbychelsey
/NailedItByChelsey
@naileditbychelsey
Why did you enter the
Scratch Stars Awards
?
I’ve decided to say ‘yes’ more often, taking every opportunity I can and stepping outside of my comfort zone.
How can nail techs grow their social media reach?
Focus on one clear goal. If your aim is to increase local reach and grow your client base, add your location to every post and use area-specific hashtags. This way, potential clients can easily find your services.
Character, Paddington Bear, inspired this patriotic manicure by Chelsey.
Chelsey’s nail tutorial of TV teenager, Tracey Beaker, gained over 21,000 views on
Instagram.
You can also use offline marketing -to boost online engagement. Try something fun like a treasure hunt, hiding service discounts for locals to discover!
If you’re aiming to reach a global audience, focus on content that’s broadly inspiring – like ‘a day in the life’ or ‘paint with me’ videos. This type of content is more likely to go viral and attract viewers worldwide. Scan to watch one of my ‘paint nails with me’ Instagram reels.
Chelsey and her friend, @jailhouse_frock, making a ‘nail music video’-style
Instagram
reel and the nail design showcased.
TOP TIP
Post content you genuinely enjoy. I love creating ‘nail music video’ content, and while it may not attract new followers, my audience loves it! As long as your content aligns with your brand, it doesn’t have to be trend-led or performance-driven. Sharing what you’re passionate about will always feel authentic to your followers.
FUN FACTS ABOUT ME
1. I’ve been singing since I was four years old.
2. I’m obsessed with conspiracy theories and true crime.
3. I could eat pasta at every single meal and never get bored!
Jessica White
@jessicawhitenailartist
/jessicawhitespmu
@jessicawhitenailartist
Jessica’s
Instagram
Growth Accelerator course.
Why did you enter the
Scratch Stars Awards
?
I owe my business achievements to social media. I’ve reached over 300 million accounts, grown a community of over 200,000 followers and this year, I launched my Instagram Growth Accelerator course to help other nail techs grow online. With everything I’ve achieved, entering the awards felt like the perfect opportunity to celebrate how far I’ve come.
How do you use social media as a nail tech?
I first started using it to showcase my client work, but it’s evolved into so much more. Now, I use social media to share my signature nail swatch videos, connect with clients and creators and give behind-the-scenes insights into my life. These posts build trust and real connections.
An example of aesthetically pleasing content by Jessica.
What are your top tips for effective social media content?
Post with purpose, know your audience and what they want to see. Create content that’s visually strong, but also emotionally engaging. Don’t just post trendy content for likes – post to connect, inspire and/or educate. Remember: strategy beats virality.
How can nail techs grow their social media reach?
Focus on shareable content: posts your audience will want to save, send or repost. Also, don’t be afraid to show your face and personality, as clients connect with you, not just your work. Use your insights; they’ll tell you what your audience enjoys. My course covers these areas, teaching how to grow your brand online and monetise your platforms.
Jessica’s sharable and relatable posts encourage engagement.
FUN FACTS ABOUT ME
1. I have a first-class law degree, which has given me an edge when it comes to business.
2. I love skiing. It’s such a fun escape and I try to go at least once a year.
3. I am obsessively organised. I plan my days down to the minute so I can balance everything I love: running my salon, creating content and teaching online.
Lorna Andrews
@ninjanailfairy
/ninjanailfairy
@ninjanails
Why did you enter the
Scratch Stars Awards
? Over the past decade, I have contributed so much to the industry and felt now was the perfect time to enter. I have over 1,000 free videos available on my YouTube channel (@ninjanailfairy) to help guide nail technicians worldwide. I receive many messages saying my content has inspired others to start their nail careers, follow their dreams and launch their own businesses.
Lorna shared this pool-inspired nail design to
Instagram.
What are your aims with your social media content?
My overall goal is to inspire. I want to show both new and advanced nail techs that they are good enough, shouldn’t compare themselves to others and should stop striving for ‘perfection’. Self-doubt is very common, and I want to promote positivity.
What content performs best for you?
Instagram reels are my best performing format, particularly those of a humorous, relatable nature that use trending sounds. I always recommend using these
to show the designs you’ve created, rather than still images, as they will be favoured by the algorithm.
Creating relatable content allows Lorna to connect with followers with similar lifestyles.
An example of an
Instagram
reel nail art tutorial by Lorna.
FUN FACTS ABOUT ME
1. I started sharing nail creations on YouTube as a hobby, and it is now a full-time career.
2. I am the founder of Glitter Planet Nail Supplies.
3. My favourite shades are purple and holographic glitter.
The winners of the
Scratch Stars Awards
2025 will be announced on 6 July at the
Scratch Stars Party
in London.