SOCIALMEDIAMATTERS

The Social Scene

An honest guide to brand collaborations

ZOYA MAC shares social media advice & pointers to raise your business profile & elevate your content

About Zoya Mac

Zoya is a nail content creator based in West Sussex. After spending over eight years as a nail artist, she transitioned into roles in social media management and content creation for nail brands. Zoya is passionate about creating captivating and engaging product and tutorial videos. She helps industry brands to showcase their products in clear, authentic ways and teaches other nail artists how to confidently record their own videos.

@zoya_mac

TOP TIP

Don’t forget about your past work. Do you remember that autumnal nail design you created and loved last year? Most of your followers haven’t seen it, so repost it with a fresh caption, pop it into a new carousel or include it in a seasonal collage. This saves time, boosts visibility and reminds clients of your skill and creativity.

Social media is rife with individuals working with brands to promote products and services. From PR packages to reposts, it all looks very exciting – and for the right person, it can be.

Myth: brand work = big money

Most brand partnerships start with gifted products, not payment. While that can be useful if you need or love the products, these collaborations are not always worth your time. If your desk drawers are already full and your days are packed with clients, do you actually have time to create meaningful content?

Creating content takes effort: planning, filming, editing, emailing and sometimes re-editing. While it can feel rewarding, consider whether that time would be better spent filling your diary, creating posts that attract new clients, or showing your current clients more services you offer.

Ask yourself the following questions:

• Do I use and enjoy this brand?

• Will I be using the products in 12 months’ time?

• Will this content attract the right audience, or will it be distracting? If the answers are ‘yes’ – great. If not, that’s also fine. Not every nail artist needs to work with brands. You might prefer to focus on growing your client base and doing more of the nail work you love.

Attracting a brand

Keep your content focused, with one brand showcased per post. Only share products you genuinely use, and mention shade names. Tag the brand and avoid including a long list of unrelated accounts, which can look cluttered and dilute your message.

Next, study the brand’s content style. If its feed boasts a soft, clean aesthetic, and yours is bold or abstract, there may be a mismatch. This isn’t a bad thing; it just gives you two options: to adapt slightly for the brand’s audience, or stay true to your style and wait for a better fit.

You don’t need to chase multiple brands. One or two that align with your style and values is more than enough. Engage with each, show up consistently and let your work do the talking. Remember: brands are run by people with goals and deadlines. You’re a business owner juggling nails, bookings, social media and life. Sometimes, working with a brand aligns beautifully. Other times, your goals won’t match.

If working with brands isn’t a priority or doesn’t make sense right now, you can still create content to support your business and raise your profile. Focus on showing your skills, setup and the client experience. Post content that helps fill appointments.

Final thought

Working with brands can be brilliant, but it’s not the only path to success. Whether you’re creating to attract a collaboration or to bring in more of your dream clients, the most important thing is that your content works for you.

Before you post, consider your end goal. When you’ve noted that, your content plan becomes clearer, focused and more effective.

Until next time, keep creating – and remember to wipe your camera lens!

#NOWTRENDING

WHAT’S HOT

Sliding carousels. Sliding carousel posts are performing better on Instagram than single image posts. Consider showing before and after shots, manicure process photos and product breakdowns across three to five slides. Seamless layouts keep people swiping, which tells Instagram that your post is worth showing to more people.

The Edits app. Meta’s Edits app is fast becoming the preferred tool for in-app video editing. It offers music, fonts, text and more. Your content might perform better when edited within Meta’s own app, however for more in-depth editing, my go-to is CapCut.

WHAT’S NOT

Short videos. The quick loop videos that used to perform well are now getting skipped. Instagram prefers reels that keep people watching for longer. Try aiming for six to 30 seconds with content worth sticking around for.

Over-tagging in posts. Tagging 10 brands in one post can make it look cluttered. Focus on tagging just one or two that you showcase, and write a clear caption.

Behind-the-scenes

August was all about colour, scent and texture in the studio. I filmed content for The Manicure Company’s Signature Spa range: a luxurious portfolio of care products that left my studio smelling like a treatment room. It made the filming session a very sensory experience!

I also shot stills and video content for the six new shades in Lecenté’s Flexe Rubber Base collection. The setup was stripped back and I didn’t use any props, so that the formula and application could take focus.

Creative spotlight

I have followed content creator, Rosie of @spacebeestudio, for a number of years, and finally got to meet her at a Niche Nail Network event. Rosie is a wonderful photographer & videographer who spends her days shooting sexy gel close-ups, creating themed product launches and making skincare swatches look deceptively edible. She began her industry journey with Bio Sculpture UK and now runs her own business, Space Bee Studio. She regularly works with brands including Nails Luxe, Niche Nail Network, Lucy Pastorelli and NAILMAIL.

Check out her Instagram account: @spacebeestudio

“Sometimes, working with a brand aligns beautifully. Other times, your goals won’t match.”