SOCIAL MEDIA MATTERS

The Social Scene

How to find inspiration for social media videos

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

Caption first, then create. If you’re looking at your phone but not sure what to film, try this: write your caption first. Ask yourself: what do you want to say, and what message are you trying to share? Are you showcasing a nail art skill, introducing a product or reminding clients you’re taking bookings? Once your message is clear, it’s easier to create content that supports this message. You’ll save time filming, stay focused and create a post that has purpose.

Here’s the scenario: you’ve cleared your desk, prepped your nails and set aside time to film content for your social media platforms, but now your phone is in your hand and you have no idea what to create. I’ve been in this position many times. Whether filming a product video, nail art reel or taking a photo of a client’s fresh nails, starting can feel like the hardest part. This month, I’m sharing how to build a system that sparks ideas, saves time and makes content creation exciting, rather than stressful.

Scroll with purpose

I reserve 30-minutes, three to four times per week, to hunt for content inspiration. I set a timer and scroll through Instagram, TikTok and Pinterest: not for fun, but with intention. When I see a video I like – from any industry, not just nails – I ask myself: ‘What do I like about this?’. Is it the lighting? The layout? The transitions? I save anything that makes me stop and think, ‘oh, that’s clever’ – but I don’t just save these posts into one big folder. I create sub-folders so that I can find ideas quickly when needed. Here are some of my folder categories:

• Colour combinations.

• Product setup and lighting.

• Trending sounds.

• Hand pose inspiration.

By organising inspiration this way, it’s easier to plan a shoot, as I can open the folder that suits the project and be inspired, without feeling overwhelmed.

Pinterest boards, Instagram saves & TikTok favourites

Pinterest is a great source of inspiration for colour stories, aesthetic moods and background setups. TikTok is ideal for sound trends and hooks, while Instagram helps me spot what’s popular in the nail, beauty and make-up arenas. Keep your boards and saved content private, and label your collections clearly. Make this a part of your regular workflow to support your creativity and save time.

“Be sure to look outside the nail world for ideas and inspiration. Beauty, skincare, interior and fashion videos are full of clever framing, colour palettes and setup ideas that can translate beautifully into nail content.”

If you focus on nail photography rather than video, these tips are still relevant. When I was working as a full-time nail artist, I used a folder of inspiration for hand poses. Each month, I’d print a few, stick them near my nail desk and practice them after I’d finished a manicure. This helped me to vary my content without overthinking it, and made it easier to position a client’s hand naturally and beautifully at the end of each appointment.

Sketch it before you shoot it

When it’s time to film, I grab my notebook and sketch what I want to create. I place products and nail tip swatches in front of me and plan each shot, considering the following:

• What’s the hook?

• What angle works best?

• What do I want the viewer to notice?

The sketch doesn’t need to be detailed; a few stick figures and notes are enough to give you a plan, help you stay focused and avoid over-filming. This also helps you determine if your idea is too much to squeeze into a 30-second reel, or if it needs more variety to stay interesting.

Inspiration is not copying

Let’s say you’re creating an autumnal gel polish manicure. You’ve probably saved – or been presented with – a nail art picture that fits the idea, but you now need to put your own twist on it.

Being inspired is not the same as copying. It’s okay to love someone’s lighting, camera angle or mood, but don’t recreate their video shot-for-shot. That’s not where your magic lives. Instead, take a detail, feeling or angle and make it yours. Be sure to look outside the nail world for ideas and inspiration. Beauty, skincare, interior and fashion videos are full of clever framing, colour palettes and setup ideas that can translate beautifully into nail content.

Final thought

When you build your inspiration library, you’re not just scrolling: you’re working, researching and getting ready to create. Next time you’re staring at your phone feeling stuck, open up your folders, grab your sketchbook and remind yourself that you’ve already done the hardest part: starting.

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

#NOWTRENDING

WHAT’S HOT

Instagram’s Repost feature.

Instagram has quietly rolled out a Repost feature, which is worth noting. Unlike sharing something to Stories, the Repost button lets you share someone else’s post or reel directly to your own grid or Reels tab with full credit to the original creator. Think of it as a cross between a repost and retweet, but made for your main profile.

So how can nail techs use this in a smart way?

Let’s say you’ve created a reel or tutorial for a brand, which has been posted on its page. Now, you can repost it to your own profile and it stays there, visible to your followers and future clients or collaboration partners. This is exactly how I use it. If I film a tutorial, product showcase or unpacking video for a brand, I now repost straight from its page using the feature. It saves me time, keeps my feed active and acts as a public portfolio.

The Repost feature is ideal for:

• Resharing collaborations or posts of your work from brand pages.

• Highlighting educational videos or tutorials you’ve created.

• Sharing team content if you work in a salon setting.

• Keeping your profile active without needing to create new content.

• Showcasing the value you offer, particularly if you create content for brands.

• Building credibility, especially if larger accounts are sharing your work.

WHAT’S NOT

Using viral audio that doesn’t match you or your business. Just because a sound is trending, it doesn’t mean it’s the right fit for your content. If the audio doesn’t match your vibe, aesthetic or how you present yourself in the nail space, it can feel disjointed, especially to clients. For example, a trending sound with swearing or an aggressive tone might be popular online, but if it’s not a track you’d play in your studio, it can clash with your brand and confuse your audience and nail clients.

Imagine that your Instagram or TikTok page is your shop window, and make sure the sound reflects what people hear when they walk through your door. Stick with audio that represents you and your brand. For example: soft, upbeat, calm or playful. Trending is great, but being authentic always wins.

Behind-the-scenes

Last month, I worked on the launch material for Nail Order’s L&P acrylic system. It was my first time filming products of this kind to a full content brief, and while it came with a learning curve, it was such a satisfying challenge to undertake. From planning the shots to capturing the texture and movement of the products, I really enjoyed pushing myself creatively. You can view the final video on Nail Order’s Instagram (@nailorder).

With the seasons shifting, I packed away most of my summer props and swapped them for cosy textures, warm lighting and, of course, pumpkins. One of my favourite shoots recently was for Lecenté’s autumn collection of Create Glitter Gel Polishes. I wanted to give the video a soft, twinkly feel, so used sequin fabric and warm, golden spotlights to create a backdrop that felt like the start of autumn: with sparkle, mood and plenty of texture.

Creative spotlight

This month’s spotlight is on multi award-winning nail artist, educator & content creator, Kamila Borowiec. The Scratch Stars Social Media Star of the Year 2024 has combined her passion for nail artistry with digital creativity. She comments: “I enjoy working with brands and creating high-quality, engaging content that inspires, educates and builds lasting bonds and trust with customers. My mission is to help brands stand out by showcasing their vision through creative and impactful storytelling.”

Check out Kamila’a Instagram accounts: @glamliciousnails and @kamilastudioo