In the beauty industry, your online presence can be just as important as your skills with skincare supplies or wax. For new beauty professionals, launching their professional social media accounts is a pivotal step toward career advancement and contributing positively to any future spa, salon, or independent venture.

Here’s why and how to do it effectively:

Why Social Media Matters for Your Career

Social media platforms such as Instagram are visual platforms, making them perfect for showcasing your work, connecting with potential clients, and building a personal brand that can enhance the reputation of any beauty business you join or your own. It’s your digital portfolio and a direct line to the beauty community.

Crafting Your Instagram Identity

Ideal Handles and Bios

Your handle (@yourhandlename) and bio should immediately communicate who you are and what you specialize in. Choose a handle that immediately gives away what you do and where you do it, e.g. @facialsbyella.wpg.

Use your bio to highlight your services (“Brandon, MB-based nail tech specializing in intricate designs”) and what sets you apart (“Turning nails into art”). Once you work in a beauty business, it is a good idea to change your handle to reflect where you can be found, e.g. @ella.rougespa .

The Importance of Information Clarity

Instagram Highlights are invaluable for organizing your content into categories (e.g., “Before & Afters,” “Facials” “Manicures”). They make your profile user-friendly, ensuring potential clients can easily find what they’re looking for without confusion.

Clear, concise information in your bio about what you offer and how to book appointments removes guesswork, streamlining the client’s journey from interest to action.

Basics of Branding on Social Media

Photo Editing and Design

Consistent photo editing and the design style of your graphics reflect your brand’s esthetic. Whether you prefer Pastel and Soft, Minimalist, Clean and Bright, or another style, maintaining a consistent look helps followers instantly recognize your content. For instance, a “Moody and Atmospheric” esthetic might feature darker, richer colour palettes and dramatic lighting, while “Vibrant and colourful” could focus on bold, colours that pop.

Learn how to edit your photos in this guide!

Brand Guidelines: Colours and Fonts

Creating brand guidelines, including specific colours and fonts, ensures consistency across all your posts and stories. Repetition solidifies your brand identity in the minds of your audience. Platforms like Canva allow you to create and save your brand’s hex colour codes (codes that specify an exact colour – Canva automatically indicates the hex code for every colour) and fonts, making it easy to apply your branding across all your designs.

Leveraging Design Platforms

Canva.com is an excellent tool for creating professional-looking graphics such as announcement graphics and infographics (you know, those fun graphics explaining beauty tips, trends, or skincare education). Graphics are a great way to make information easily understandable at a glance. By saving your brand colours and searching for trending designs, you can easily adapt templates to fit your esthetic, ensuring your content remains fresh and on-brand.

Read more about building your brand here! 

Mixing Images and Graphics

Balancing your feed with a mix of images and graphics keeps your content dynamic and engaging. For example, graphics can highlight promotions, tips, skincare or nail education, or quotes related to beauty, while images and reels authentically showcase your work. Use this guide to plan topics for your posts. 

Social Media Growth Strategies

Growing Your Local Follower Count

To increase your local following, engage with local hashtags, follow the followers of nearby businesses, and participate in community events. Tagging locations in your posts and stories also increases visibility to a local audience.

Conduct frequent giveaways of a service to expand your audience. An effective method is to allow participants to gain one giveaway entry for every friend they tag in your giveaway post.This will raise awareness of your business using the network of your followers.

Finding Potential Clients on Social Media

To gain more Instagram followers by following others, start by identifying local accounts whose followers might be interested in beauty content, such as hair salons, cafes, and fitness centers. Follow them and their followers to expand your network and follower count organically. Engage with their content through likes, comments, and shares, which can make your profile more visible to their audience.

Interacting with accounts of small businesses such as boutiques, eateries, and photographers can help you tap into an already established community of individuals who value supporting local enterprises.

Keep your story going!

Given Instagram’s algorithm, complementing feed posts with stories (and posting your feed posts to your story) ensures broader visibility. Regular stories keep your audience engaged and connected, while reposting feed content to stories can boost its reach.

Content Creation and Management

Consistently Capture Content

Regularly taking photos and videos of your work allows you to build a content bank. Always get consent from clients before sharing their images. Use cloud storage like Dropbox or Google Photos for easy access and organization (it helps manage phone storage!). Organize your photos and videos by service type and/or other categories to easily find them later.

Social Media Calendar

Planning your content with a social media calendar ensures a steady stream of posts. At the beginning, aim to plan at least a week in advance, mixing educational posts, before-and-afters, promotional content, and personal insights to keep your feed varied and engaging. This can be a mix of graphics, photos, and reels. Remember to repost everything to your story!

Starting a professional social media account as a new beauty professional is about more than just sharing your work; it’s about strategically building a brand that attracts clients, showcases your talents, and sets you apart in a competitive industry.

By focusing on a consistent esthetic, clear information, and engaging content, you can turn your account into a powerful tool for career growth.

Read: Building a Strong Online Presence with 4 Starter Tools