The Social Scene

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

Think like a search engine for captions

Hashtags aren’t doing the heavy lifting anymore: captions are. Social media platforms like Instagram and TikTok are behaving like search engines, meaning they scan caption text to decide who to show your content to. This is called search engine optimisation, or SEO-style search.

When you write a caption, imagine what your ideal client or follower might be typing into the search bar. For example, instead of a caption like ‘Love this set’, try ‘Builder gel overlay with a soft pink ombré for short nails. Ideal for natural nail lovers.’ This includes keywords your dream client might search for, such as ‘builder gel’, ‘short nails’ and ‘natural nail’. It also tells the platform who this content is for.

How to use hooks to make video content stand out

You’ve probably heard ‘ you need a hook ’ a hundred times. But what does that mean for nail content? And more importantly, how do you create a strong hook without dancing on camera or shouting: ‘ wait for it ’?

What is a hook?

Put simply, a hook is how you grab someone’s attention. It’s the opening moment, sentence or visual in a video that makes a person stop scrolling and think, ‘Ooh, what’s this?’. The goal? To spark interest within the first couple of seconds and set the tone for what’s coming.

A hook doesn’t have to be dramatic or loud – it could be:

• A caption line: ‘This builder gel changed how I do infills.’

• A close-up visual: a brush gliding through twinkling glitter.

• A voiceover: ‘If you’re struggling with apex placement, try this.’

• A satisfying transition: from bare nails to a full design.

• A strong text overlay: ‘Stop doing this before applying top coat!’

Why do hooks matter?

Attention spans are tiny; on Instagram, you’ve got up to three seconds to convince someone to keep looking at your content. If you don’t give them a reason, they’ll scroll past. Think of your own attention span when you are scrolling: how quickly do you decide if video is worth your attention?

The hook is just step one; the rest of your content needs to follow through. That’s where value, flow and a clear message matter.

Instagram vs TikTok: different platforms, different rules

Instagram

• It prioritises polished and clean edits, good lighting and smart pacing.

• Text overlays and voiceovers work well.

• Reels that open with clear visuals or transformations tend to perform better.

• The caption counts: your first line needs to grab attention.

TikTok

• Casual and authentic content often performs best.

• Speaking directly to camera can boost engagement.

• Auto captions help with watch time.

• Trending sounds play a bigger role than on Instagram.

Hook considerations

Great hooks tend to:

• Ask a specific question.

• Spark curiosity.

• Offer a quick win or result.

• Gently highlight a common mistake.

• Reflect your audience’s goals.

Dramatic or negative hooks, like ‘This is the worst design I’ve ever done’, might get views, but will they attract your dream clients or brands? It’s OK to avoid the trend of rage bate hooks for the sake of views.

Hook ideas to get you started

To attract nail clients:

• ‘This one product changed how long my manicures last.’

• ‘Here’s why my nail sets stay glossy and chip-free after four weeks.’

If you’re focused on education:

• ‘If apex placement stresses you out, try this.’

• ‘Let’s talk about what nail skill you shouldn’t try when you’re training’

If you want to work with brands:

• ‘I used this gel for six months. Here’s my honest review.’

• ‘Here’s how I styled this shade for spring campaigns.’

Evergreen hooks that always work:

• ‘How I got this chrome to last for over three weeks.’

• ‘The builder gel mistake I made (so you don’t have to).’

• ‘Watch me try a new top coat that claims no wipe, no marks.’

A hook isn’t about being loud: it’s about being clear. Give people a reason to pause, then follow up with useful, inspiring or just beautifully crafted content.

So next time you post, ask yourself: who is this for and why should they care? That’s your hook. What follows is your talent doing what it does best.

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

‘‘ Attention spans are tiny; on Instagram, you’ve got up to three seconds to convince someone to keep looking at your content. ‘‘

#NOWTRENDING

WHAT’S HOT

Warming up your audience for pedicure season Sandal season

might feel far off, but February is the perfect time to remind clients of the important of pedicures. If you have free time between appointments, create content that that warms your clients up to the idea of booking pedicures earlier in the year, rather than waiting until April or May. This isn’t about shouting ‘summer is coming’ in winter; it’s about soft, low-key content that reminds clients that their feet deserve year-round care.

You could try:

• Sharing a gentle footcare routine or cream recommendation for dry heels.

• Posting a picture of a beautiful pedi from last summer and adding tips on how to prep feet for the coming season.

• Explaining the difference between a gel polish pedicure and full prep pedi, and why they shouldn’t be last-minute holiday add-ons.

Get ahead of the seasonal rush and use slower months to educate clients about why regular pedicures are more than luxury treatments: they offer essential foot maintenance. Why not alternate your content with foot-focused posts? Use February to lay the groundwork for spring: a couple of well-timed posts can help build momentum before the diary fills up.

WHAT’S NOT

Hashtags: why less is more

Remember when using 30 hashtags was the go-to strategy? Those days are over. Both Instagram and TikTok are scaling back hashtag use, and creators are seeing big shifts. Instagram is testing a hashtag limit, with some users already restricted from adding more, and TikTok now caps you at five hashtags per post.

This means that hashtags are no longer about quantity, but quality and relevance. More importantly, Instagram and TikTok are focusing on SEO-style search and engagement signals like watch time, saves and shares. While hashtags still have some use, they’re no longer the golden ticket to reach and won’t help you much unless they’re meaningful.

Instead, focus on:

• Using three to five niche, highly relevant hashtags.

• Writing captions with keywords your audience might search for.

• Creating clear content with strong hooks and valuable information.

Behind-the-scenes

Last month, I filmed upcoming bridal collections and spring nail art wraps. There are so many stunning nail colours launching soon – I can’t wait for you to see them!

I’ve also been working on a large project for a brand, swatching nearly 100 gel polish shades and creating videos and photos for each one. These will be used on the brand’s website so customers can look at true colours. I love this idea, as seeing a shade via a video helps show off its shimmer, texture and tone.

On a personal note, I’ve been investing in some courses to level up my content skills. I’m especially keen to gain a better understanding of Photoshop editing and try out new lighting setups.

Creator spotlight

This month, I want to profile talented content creator, Laura of @thenaileditions. After seeing Laura’s amazing work on the accounts of nail brands, I wanted to find out more about the person behind the lens.

Here’s what Laura told me about her journey: “I originally qualified as a beauty therapist, but nails were always my passion. I stepped away from the industry for almost two decades, and it wasn’t until content creation took off that I found my way back.

“I fell in love with the creativity, photography and storytelling, and it offered me a way to use my nail skills without returning to client work. Now I get to create nail content I genuinely love, along with story-driven videos. I’m so grateful to work with brands I admire and share the collaborations with a community that is as excited about nails as I am.”

Check out Laura’s Instagram account: @thenaileditions