Industry News

Which Social Media Platforms are Right for Your Salon Business?

Sarah Mazur | June 2, 2015 | 8:54 AM
K.C. Green speaker for Groupon (photo credit: @kcgeen on Twitter)
Photo By @kcgeen on Twitter

More salons than ever are using social media platforms to promote their stylists, salon services, deals and even trends in beauty to their clientele.

Whether you are using Facebook, Instagram, Pinterest, Twitter or anything else, it's imperative that you are using the right platform according to the audience you want to attract. So how exactly do you determine which one is best?

MODERN found out the answer at Cosmetologists Chicago’s First Monday’s Social Media for Small Businesses event at the Chicago Groupon office, June 1, 2015. Presenting was Groupon’s Head of Global Social Media K.C. Geen, who shared with a classroom of salon owners best social media practices they should be using on a daily basis.

"81 percent of small- and medium-sized businesses are using social media for growth," said Geen. "94 percent are using it for marketing. People are on the platforms that matter to them. When choosing which platform is best for you, the key is to humanize your brand and be as clear as possible to your consumers."

So how exactly do you determine which social media platform is best for your business?

It isn't as hard as you think, says Geen. First, figure out which one will be easiest for you to maintain based upon your resources, content, ability and talents. Secondly, consider:

  • Who is your target audience?
  • Which customers do you regularly see using your business?
  • What type of consumers do you want to see more of?

According to Geen, the social media platform that you decide to use will have a great effect on not only the amount of consumers you attract but also the type. In some cases, attracting a particular type of consumer will also attract a greater number of general customers.

"You have to draw people in during the first five seconds with engaging images and videos. People 'share' content for two reasons only - they want to look 'cool' or 'smart.' No matter which platform you choose to use, make sure the content you are sharing will leave them with an emotional impact. Post things that will make them want to find out more."

The Stats:

By 2014, social media statistics from Pew Research Center showed that approximately 95% of 18 to 29 year-olds, 85% of 30 to 49 year-olds, 60% of 50 to 64 year-olds and 50% of all people aged 65 years old and above, use social media resources as a means of communication. Of these different age demographics, there are different social media platforms that are preferable to some age groups over others.

In general, more...

Younger viewers (18 to 34 years old) use:

  • Snapchat (45% comprised of 18 to 24 year-olds and 26% comprised of 25 to 34 year-old users)
  • Tumblr (28% comprised of 18 to 24 year-olds and 25% of 25 to 34 year-olds)
  • Vine (28% of 18 to 24 year-olds and 23% of 25 to 34 year-olds)
  • Instagram (23% of 18-24 year-olds and 26% of 25 to 34 year-olds).

Middle-aged viewers (35 to 54 years old) use:

  • LinkedIn (22% comprised of 35 to 44 year-olds and 19 comprised of 45 to 54 year-olds)
  • Google plus (22% of 35 to 44 year-olds and 18% of 45 to 54 year-olds)
  • Twitter (21% of 35 to 44 year-olds and 18% of 45 to 54 year-olds)
  • Pinterest (21% of 35 to 44 year-olds and 17% 45 to 54 year-olds).

Older viewers (55 years old and above) use:

  • Facebook (15% comprised of 55 to 64 year-olds and 10% comprised of users 65 years-old and above)
  • LinkedIn (16% of 55 to 64 year-olds and 9% of 65 year-olds and above)
  • Pinterest (15% of 55 to 64 year-olds and 7% of 65 year-olds and above)
  • Google plus (13% of 55 to 64 year-olds and 7% of 65 year-olds and above)
  • Twitter (13% of 55 to 64 year-olds and 7% of 65 year-olds and above).

Of course, being on numerous social media platforms will always give you a better chance of increasing overall awareness for your brand and business, but for those with only the time or the resources for a limited number of outlets, focusing on the most appropriate media for your audience will be most important. Knowing your target audience and being able to cater to them is one of the most important skills your salon business should have with just a bit of research and maintenance.

The Final Word:

Geen says to spend some time on each platform and learn how others participate. What are your competitors doing? What can you borrow or re-purpose? Make sure you are reminding people why they should engage with you, they need to know what they will get out of participating on your social pages. Whatever you do, make sure you are also engaging with them - don't ignore them.

"Set goals and expectations," said Geen. "The amount of work you put into your social media platforms is what you will get out of them as well. Commit consistently and your community will grow to depend on it. If you go silent, people will wonder where you went. If you're having trouble attracting more fans, change up your content, tone, cut down on the amount of text you are posting, test things. A plan is always best to have - but remember you can always re-invent it if needed."

4 Tips to Remember:



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