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One of the highlights of the National Redken Artist Connection (NRAC) held this past weekend in Austin, Texas, was the “Social Training” session held by Aditi Sharma, Redken’s AVP PR & Social. “If you don’t embrace this platform” she says, “it will stunt your growth. If you don’t move to video, you’ll be left behind.” After presenting real life examples of artists who have built their own brands through social media, Sharma shared the best practices that work for people today.


After pointing out that the average viewer now has a 6 second attention span (down from 8 seconds just years ago,) it’s important to be organized to grab the viewers attention from the beginning.  “25-30 minutes is the ideal amount of time for a Facebook Live,” says Sharma. The best practices, that work for the three key video platforms (Facebook Live, Instagram Stories and You Tube,) include:

LIGHTING: Check the lighting to make sure there is clean visibility from all angles. A ring light is ideal. The backdrop should be clean and not distracting. “Think about what you are wearing,” says Sharma. “Present yourself in the best way possible.”

PREPARATION: “Know what you are going to talk about,” says Sharma. “Make sure this is a subject you understand and know well.” Practice and rehearse if possible. Notify your followers and cross promote to leverage each platform – let your Instagram followers know when you are planning a FB Live and vice versa. “Also, be cautious of time zones,” she adds. “It’s different in different areas, but make sure it makes sense for your audience.”

PERFORMANCE: Keep the energy up throughout the live. Make sure there are visuals, especially during slower moments in broadcast. If you are working with a mannequin the visual may be more interesting to cut to during a blowout or repetitive cutting area.

UNDERSTAND YOUR AUDIENCE: Know your audience and speak their language. Have value and teach them something. Take some time prior to the live, if possible, to know what they want. Check your anyltics to see who is following you.

ENGAGE: Keep the conversation going. Keep you viewers engaged with your content. Create a call to action (what do you want your followers to do next? Thumbs up? Emojis? Questions?) Interact whenever possible and thank people and welcome them for joining.

Sharma then invited Kyle Pinneo, Redken Artist from Lincoln, Nebraska, to join the conversation. Pinneo tested all the different formats before landing on his talkshow style show called “Bedtime Stories” where he bridges the gap between the consumer and the professional. “I’ve learned from watching other people,” he says. “Learn from who is inspiring YOU.” He also says that inviting people to join is important and to leverage your resources. His additional tips include:

-Have your guests reach out to their own followers.

-Use data over WIFI (“You can’t trust WIFI - always iffy. Go to data.")

-Comment live and interact in real time if possible.

-Have engagement after. Connect and answer questions.

-Don’t over post. Be consistent. (Sharma suggests 3 per week.)

-BE YOU and have your own personality. 

-To best deal with comments, have a camera person. If you are filming from a stationary device, use the second device so that you can easily read comments.

-Stay up to date. "You must follow others and see what they are doing," says Pinneo. "Look at trades. I follow all the Redken Artists.”

AND THE TRICKY ONE – Dealing with negative comments.  “I started commenting back,” says Pinneo. “But I’m not negative in my comments back. I’ll just throw up a nerd Emoji with thumbs up.”

Sharma wrapped the session with important words and the 10 things to remember (best practices):

  1. This is an opportunity to build your social presence and sharpen your skills.
  2. Be sure you are comfortable with the information.
  3. Remember to rehearse.
  4. Always open with your name, title, location and what you will be doing.
  5. Introduce model.
  6. Remember to face camera as you speak.
  7. Direct the camera, say things like “if you come over here you’ll see…”
  8. Ask the audience questions – keep them engaged throughout. Include a call to action.
  9. If you can’t answer questions, let the audience know to leave comments and you will answer later.
  10. Have fun.


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