SCRATCHCOLUMNIST

The Social Scene

Creating with purpose: know your ‘why’

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

TOP TIP

Every now and then, it’s worth looking at your social media pages with fresh eyes. Open your profiles as if you were a potential client discovering them for the first time. Scroll through your recent posts and ask yourself: ‘ Does this represent me and the audience I’m trying to attract? ’.

Over time, goals change. You might have started posting to fill your diary, and now you’re fully booked. Perhaps you’re moving towards higher prices, education or brand work. If your content hasn’t shifted with your intentions, you could be speaking to an old version of your audience.

First impressions matter, especially on platforms like Instagram and TikTok , where people quickly decide if they want to follow, book or keep scrolling. If your content needs to pivot, you don’t need to start again. Instead, gently realign by archiving content that no longer represents your aims. Your pages should reflect where you’re going – not where you’ve been.

I have hosted a number of social media workshops over the past few months, and the most common issue amongst attendees isn’t about what they should post, but why they are creating content. I get asked all the time, ‘ What should I Social Scene post?’ and ‘What content works best?’. But without knowing the ‘why’ behind your content, it’s really hard to answer. If you don’t know what you want your content to do for you, how can you decide what to create?

What do I mean by ‘content’?

To me, content is anything you post. This could include Reels, carousels, Stories, before and after images, five-second clips or educational posts. Content doesn’t have to be complicated, long or perfectly edited. It’s simply how you show up online.

• Growing your client base.

• Preparing for a price increase.

• Reintroducing yourself or reminding your audience of your professional values.

• Moving into education.

• Working with brands.

Whatever you choose doesn’t have to be forever; it’s just something to focus on for now. You can always shift direction later, but when you have a specific vision, everything becomes clearer.

Goal-based content

If you want to attract new clients: Think about what clients care about – longevity, comfort, results, your space and experience. Show what it’s like to sit in your chair, answer frequently asked questions and share finished results.

Before you press record or hit post, it is important to pause and ask yourself three questions that will help guide what you create and how you capture it: 1. What do I want to achieve in the next three to six months from my social media? 2. Who am I trying to attract: clients, brands or students? Or am I just posting this content to fill my profile? 3. What do I want my target audience to do after seeing this content: book, comment, save, send me a message or feel educated?

Pick a lane (for now)

You don’t have to do everything at once. Trying to create content for everyone usually leads to posts that don’t quite land with anyone. Instead, choose a specific goal. This might be:

If you’re preparing for a price increase: Start by demonstrating your value. Show your process, attention to detail, environment and results. Look at your pages with fresh eyes: if someone new landed on them, they should be able to understand your pricing, where you are located and which services you offer.

If you want to work with brands: Decide what kind of role you want. If it’s ambassadorship, your content should be client-focused with products naturally included. If it’s content creation for brands, your work needs to show products clearly and represent texture, colour and application well.

If you’re moving into education: Begin by sharing small, helpful tips. Show your process and break things down simply. You don’t need to cover everything at once – just give people a glimpse into how you think and work.

“Don’t avoid a topic just because someone else has posted about it. Your audience, clients and perspective are unique. Also, don’t feel like you can only post something once. You can always revisit, refine and repost in a new way.”

One idea, multiple pieces of content

You don’t need a new idea every time you post. One topic can become a Reel, carousel, Story and follow-up post.

Remember: different people consume content in different ways. Some will watch, some will read and some will skip – and that’s normal. Don’t avoid a topic just because someone else has posted about it. Your audience, clients and perspective are unique. Also, don’t feel like you can only post something once. You can always revisit, refine and repost in a new way.

Final thought

Your content isn’t there to fill your grid. It’s there to support where you want to go. So, next time you go to post, ask yourself: ‘What is this helping me move towards?’. The answer will shape everything.

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

#NOWTRENDING

WHAT’S HOT

Creating content for clients, not just other nail techs

Recently, I’ve noticed a shift in who content is speaking to. It’s very easy to fall into a pattern of creating content for other nail pros, especially when they engage with your posts most. However, if your goal is to attract clients, your content needs to speak to them directly.

Your clients aren’t interested in product names or techniques. They’re thinking: ‘Will this last? Will I feel comfortable in the studio/chair? How do I book, and what is the price?’.

WHAT’S NOT

Expecting one post to do everything

It’s tempting to want one piece of content to do it all: attract new clients, impress brands, educate other nail techs, show your personality and sell a service. The problem is, when a post tries to do too much, it usually ends up doing none of it particularly well.

Content performs better on platforms like Instagram and TikTok when it’s clear and focused. The algorithm isn’t just looking at your hashtags anymore; it’s analysing how people interact with your content. Do they watch it through, engage and understand it quickly? A mixed message causes people to scroll.

This is where language matters. If your captions or voiceovers are full of professional nail terms, you can lose a client before you’ve made your point. Instead, keep wording simple and natural, like you would when chatting at the nail desk. You’re not ‘dumbing it down’ – you’re making it accessible.

Think of each post as having one job, whether that’s attracting a new client, showcasing a product, building trust or starting a conversation. When you simplify your intention, your content becomes easier to create and much simpler for your audience to connect with. Clear always wins over complicated.

Behind-the-scenes

Last month, I had the chance to work with the stunning Precious Pearls Hema Free Gel Polish Collection from Glitterbels, and had so much fun bringing the brand’s brief to life. It was my first time using pearl and seashell textures to create a soft, luminous movement on camera.

I also worked on materials for The Manicure Company’s Heatwave Collection launch. The six shades command attention: think corals, oranges and bold neon tones that are perfect for the upcoming season.

I’ve also been knee-deep in a swatching project, working through over 200 shades for a nail brand’s website and social media. It’s been a big task, but there’s something so satisfying about seeing each colour up close and being able to capture the sparkle, pigment and true tone on camera. A lot of this work hasn’t been released yet, but I can’t wait to start sharing it soon.

Creator spotlight

This month, I want to spotlight Alysha, an amazingly talented nail tech & content creator. She shares ultra-satisfying thumb shot Reels and images.

When asked about her career, Alysha said: “I’ve been in the nail industry for seven years and have a genuine passion for creating content. My days are filled with clients, which I love not just for the creativity of each set, but for the connections I build. Being able to support my clients through their highs and lows is something that means a lot to me.

“Alongside this, I create content part-time and really value the freedom it gives me. I enjoy collaborating with brands and following a brief, but also being able to add a personal touch.

“If you follow me, you’ll see that I’m a fan of a thumb shot. It’s become a signature part of my content and something I’m proud to be known for.” Check out Alysha’s work on Instagram: @byalyshaelise

Events & appearances

May is shaping up to be a lovely mix of work and rest. I’m looking forward to a family holiday: some time to switch off and recharge, before coming back to catch up on ongoing projects.

I’m delivering a Level 2 workshop for a brand I worked with earlier this year, offering more of an in-depth product focus than previously. It’s always great to build on previous training and see people grow in confidence. I’m also planning my next group workshop, which I hope to run in early June in West Sussex. Keep an eye on my social media for details.