The Scroll Stopping Stylist: Strategies for In-Salon Content Creation

For a stylist, social media can be a portfolio, a preview of the appointment and a place to teach. MODERN SALON asked three members of the Ulta Beauty Artists Collective what connects with their audiences, how they film with guests and where a stylist who feels overwhelmed can begin. Their advice comes back to showing the real person and process behind the finished look.

This conversation is an edited version of a webcast discussion--there's so much more to learn by watching the entireScroll-Stopping Stylist webcast here.

SOCIAL MEDIA STRATEGIES FROM AND FOR STYLISTS

MS: When someone finds you on social media, what do you want them to understand about you and your work?

MS: What kinds of posts get the strongest response from your audience?

Sean Crutcher: Before-and-afters work best for me when people also get to see the process and my personality. Showing how I connect with a client gives a potential guest a preview of what the appointment will feel like, beyond the finished result.

Luis Rodriguez: My audience responds to educational tips and tricks. I’ve also noticed that more organic posts, where I show my personality and try something outside the box, work well.

Janelle Eyre: Posts that include some of my personality resonate most. People are looking for a connection with a real person. When I share more of myself, potential clients can imagine sitting with me, and other stylists have a reason to listen to what I have to say.

MS: How do you get a guest’s permission to film and capture content during an appointment?

Janelle Eyre: I ask for verbal permission every time, even if I’ve filmed that client before. They might not want to be on camera that day. I generally don’t film someone on their first visit because I want us to get comfortable with each other. When I do film a guest for the first time, I explain that I can keep their face out of it and focus on close shots of their hair. I capture a few different angles and short clips.

Luis Rodriguez: I get both verbal and written consent. I may bring a light or two if the salon is dark, so the hair looks true to tone. Then I capture a before, an after and a few clips of the work in between. That gives me short pieces I can use on social media.

Sean Crutcher: I simply ask. Many of my clients know I make content, but some don’t want their faces shown. When that’s the case, I make sure the footage respects that request.

MS: What’s one easy way for a stylist who feels overwhelmed by content creation to start posting?

Sean Crutcher: Film yourself working with a client. You don’t have to talk straight to the camera or put your face front and center. I used to post only photos of hair, but people connected more when they could see me doing the work. Keep it simple and show the process.

Luis Rodriguez: Start with before-and-after photos or video of a guest’s hair. If you want to add education, record part of the process and explain how you achieved the result or which products you used. You don’t have to appear on camera to begin, though people do connect with the stylist behind the work when you’re ready to show yourself.

Janelle Eyre: Try a carousel. Editing video can take time to learn, but a few photos of the before, the process and the finished look—perhaps with a short clip—give people something to swipe through without a complicated edit.

MS: Janelle, vivid color makes a striking before-and-after. How do you show guests what goes into the service?

Janelle Eyre: A finished look can make people say “wow” without realizing it took seven hours. Sometimes I add timestamps or list the steps in a post: lightening, pre-toning and how long each part took. That helps guests understand the time involved and reminds other stylists that a service like this really can take that long.

MS: Sean, you surpassed $100,000 in annual services. Did your online presence help you reach that milestone?

Sean Crutcher: Yes, I believe it played a role. People see the process, the time it takes and the client enjoying the result. I think of social media as a portfolio. Even repeat clients need something they can show someone else when recommending you. Having that work and the client experience visible helped me reach the goal.

MS: Luis, how does educational content build trust with a potential guest before they book?

Luis Rodriguez: Education serves both hairstylists and potential guests. When I explain what I’m doing and the products I’m using, guests can see that I know my work. That helps them feel comfortable with me before they ever sit in my chair, which makes the move from watching my content to booking an appointment easier.

MS: What editing app do you use most?

Janelle Eyre: InShot is the app I use. I like having my editing in one place, and I’ve made videos with millions of views using it.

Luis Rodriguez: I use a mix of InShot, Edits and CapCut. CapCut is my go-to when I want to make something quickly using an easy-to-follow template.

Sean Crutcher: I use Instagram’s Edits. It’s quick and works for me.

MS: If a post flops, do you delete it or leave it up?

Janelle Eyre: I leave it. I might hide the like count, but the post still shows my work, and I put effort into making it.

Luis Rodriguez: Leave it. Sometimes what I think of as a flaw, like a mispronounced word or a funny moment, connects with people more than a polished post would.

Sean Crutcher: Leave it. A post doesn’t need thousands of likes to matter. A client might find an older video you thought flopped and ask for that exact service.