SCRATCHCOLUMNIST

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

At the launch event for Essie’s Glass Palace Collection.

Condensing the creative process

Nail techs often ask me how they can make their videos more engaging or look more professional. Most The people expect me to start talking about cameras, lenses or expensive equipment – but these are rarely the answer. More often than not, creating

Social Scene quality content is not about your camera; it’s about knowing what you’re trying to create before you press record.

Whether you’re filming for social media or a brand collaboration, taking a moment to plan prior to recording can completely change the final result.

Start with the end in mind Before you pick up your phone to film, think about what you want people to notice. Is it the sparkle of the glitter, smooth application, pigmentation, brush control or simply the finished manicure? Or perhaps you want to show how a product works. make editing much quicker, but it helps your finished video feel cleaner and more intentional.

Film clean, edit creatively A tip I regularly share with other creators is that your phone doesn’t need to move nearly as much as you think it does. I often see people trying to twist their wrist and zoom in while filming, or creating complicated camera movements. The result is usually shaky footage that’s difficult to rescue later.

Instead, keep your phone as steady as possible and concentrate on getting a clean shot. Then, let the editing do the work. Using keyframes in apps like CapCut or Edits by Instagram, you can add a gentle zoom, slight rotation or subtle movement. This gives you much more control and creates a smoother, polished finish.

TOP TIP

Watch it on mute Before you hit publish, watch your Reel once with the sound turned off. Does it still make sense? Is the text easy to read? Does each clip flow naturally into the next? Many people come across content while their phone is on silent mode, so your video should tell a story without relying on music or a voiceover. If someone can understand the message and enjoy watching before they turn the sound on, you’ve created a strong Reel.

Once you identify your key focus, filming becomes easier, because you can just collect the clips you need.

Don’t film everything Many nail technicians record every nail, brush stroke and angle, only to then have hundreds of clips to sort through. If your final Reel is going to be 10 seconds long, you probably don’t need five minutes of footage.

Ask yourself what the video actually needs, then condense your shot list to support that vision. You might only need an opening shot, close-up of the product, single application clip, beautiful detail shot and final reveal. Not only will this

Think about who’s watching The way you film should depend on your target audience. Many nail brands want the packaging, bottle, texture and colour of a nail product to be as clear as possible within social media posts. Nail technicians, however, may be more interested in details such as brush angles, product consistencies and application techniques. Meanwhile, potential clients are often drawn to the finished result: the shine, overall look and how the nails appear in everyday settings.

While the products used might be exactly the same, your audience changes the story being told.

Keep editing simple People often ask me which editing app I use, and the answer is that I switch between two. CapCut is my go-to for editing because it’s quick, easy to use and has all the tools I need to create everyday content. I also enjoy using Edits, especially when I’m posting to Instagram, as the integration makes it easy to review how my content is performing and understand what’s connecting with my audience.

Whichever app you choose, remember that it’s just a tool. A great edit starts long before you open the app. The best content isn’t about having the newest phone or learning every editing trick; it’s about knowing the story you want to tell, filming with purpose and letting the edit bring everything together.

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

I was delighted to receive my Scratch Stars Shooting Star Award in the post!

Creator spotlight

This month, I’d like to spotlight Stephanie Yianni. I met her at one of my content creation workshops in 2025, and since then, we’ve bumped into each other at several nail events. It’s always so lovely to chat with her!

Stephanie creates clean, elegant content that’s a joy to watch. From detailed swatches to nail art and product videos, every Reel feels polished, thoughtful and true to her style. If you’re looking for beautiful content inspiration, Stephanie’s page is one to follow. Check out Stephanie on Instagram: @stephanieyianni_

Behind-the-scenes

One of the most surreal parts of working in content creation is that seasons don’t really exist! While everyone else has been enjoying the summer sunshine, I’ve been surrounded by Christmas collections (and even the occasional festive playlist) while filming new launches for brands. It’s a real privilege to be trusted with products months before they’re launched, and to help brands bring collections to life.

I’ve also spent time investing in my own learning, and have enrolled on courses focused on advanced editing and how AI can support a creative workflow. Just like the nail industry, the world of content creation never stands still, and I firmly believe that continuing to learn is one of the best investments you can make. Every new skill I develop helps me create better content for the brands I work with and, just as importantly, gives me more knowledge to pass on when I’m teaching.

Events & appearances

I’m looking forward to attending the Nailtopia trade show in Sheffield on 20 September. It’s fantastic to see the event return after a three-year break, and I can’t wait to catch up with familiar faces, celebrate our industry and buy new nail products.

Attending OPI’s latest Lunch & Learn session.

Alongside that, I’ll be delivering one-to-one content creation workshops for a brand. I always enjoy these sessions because they’re a great opportunity to tailor training and help teams create practical, consistent content that’s true to their brand.

#NOWTRENDING

WHAT’S HOT

Turning Reels into series Instagram has made it easier than ever to build connected Reel series with its ‘Link a Reel’ feature. When posting a new Reel, you may have the option to link it to another video. Viewers can then easily tap through connected Reels, allowing them to follow your content journey without needing to search through your profile.

For nail professionals, this opens up a range of possibilities. You could create a nail art tutorial across multiple Reels, share different stages of a transformation, introduce a collection one shade at a time or build a series of client care tips. The biggest benefit is that content no longer has to fit into one overcrowded video. Each Reel can have its own clear focus, while encouraging viewers to explore more of your work.

Not everyone has access to the feature yet, so make sure your Instagram app is updated and keep an eye out for ‘Link a Reel’ when posting videos.

WHAT’S NOT

Over-editing A trend I’m seeing fade is the pressure to make every Reel look like a Hollywood production. Fancy transitions, multiple zooms, spinning effects and text flying in from every direction might seem impressive, but it can quickly distract from what people are there to see: your nail work.

Instead, creators are leaning towards cleaner, simpler edits that keep the focus on a product or design. A couple of well-placed cuts, a gentle keyframe and clear, easy-to-read text often have far more impact than lots of effects competing for attention.

On-screen text should be kept short and give people enough time to take it in. If viewers have to pause your Reel just to understand what’s being said, there’s probably too much happening.