As a salon professional diving into social media content creation, you might think your feed needs to showcase technical expertise – those perfect balayage transformations or precision haircuts.
But here’s a surprising truth: while before-and-after photos have their place, they’re not what keeps potential clients engaged.
What really drives connection?
Authentic salon social media content that captures the everyday lifestyle and magic of your space and team.
Watch episode 44 of Marketing 100 with salon marketing experts John Hallberg and Kayle Yanez as they dive deep into why lifestyle content matters more than technical posts for your salon’s social media success.
Continue reading below for our breakdown of how to create genuine, engaging social content that shows off your salon’s personality and makes future clients feel like they already know you.
🚀 Plus, download our free 30 Days of Salon Lifestyle Content Prompts to kickstart your authentic content journey with ready-to-use ideas that align with these strategies.
Why Salon Lifestyle Content Works
The numbers tell a compelling story: 71% of consumers choose their salon through social media, with 61.2% making decisions based on photos posted to social networking sites (Source).
But what kind of content drives these decisions? Think about your favorite Instagram accounts. Chances are, you follow them not just for their professional content, but because their salon behind-the-scenes content makes you feel like you’re part of their world.
The same principle applies to your social media strategy. Your potential clients want to feel connected to your salon’s personality before they ever sit in your chair.
This approach builds on traditional salon social media marketing strategies while focusing specifically on lifestyle content.
Your clients want to watch content that helps them get to know you, that helps them feel like they understand you, and helps them sort of feel like they’re there in the salon. It’s about creating that “Cheers effect” – where everybody knows your name and feels at home.
Authentic Content vs Technical Posts
Research shows that both competence and relationship-building are significant predictors of client satisfaction and repeat business in the salon industry (Source).
This presents an interesting challenge for your social media strategy. While it’s tempting to fill your feed with technical demonstrations and color processes to showcase expertise, here’s a crucial insight:
Creating technical content doesn’t necessarily draw clients. It might draw other hair professionals who are going to watch that content and maybe follow for that. But hair professionals aren’t going to come into your business and get services done.
Your potential clients are looking for something that balances both technical skill and personal connection.
They want to:
- Connect with your salon’s culture and values
- Feel the vibe of your salon
- Get to know your team’s personalities
- Understand what it would be like to be a client
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Building Your Salon Content Strategy
Recent data shows that different platforms offer unique opportunities for salon content. TikTok leads with a 4.6% engagement rate for beauty brands, followed by YouTube at 3.9%, and Instagram at 3.5%. However, Instagram offers 75% more reach to new users than TikTok (Source).
While technical content shouldn’t dominate your feed, it still has its place.
“Do technical content here and there. That’s fine. But that should be a fraction of your content.”
Empowering Your Team with Direct Access
The key to consistent, authentic content is trusting your team.
“Ask your stylist if they have content that they create in the salon or follow your stylists and watch their Instagram reels… Maybe give them access to your salon Instagram and allow them to post from their phone.”
This trust-based approach enables:
- Immediate content sharing
- Natural, in-the-moment captures
- Greater team engagement
- Authentic storytelling
Content Moderation: Less is More
“You shouldn’t have to police the voice of the content creators in your salon. It should more so feel like they’re just talking to a friend.”
This light-touch approach means:
- Trusting your team’s judgment
- Focusing on authenticity over perfection
- Minimal editing and filtering
- Natural, unpolished content that feels real
Permission and Privacy Essentials
While capturing authentic moments is key, it’s crucial to respect client privacy. Implement simple permission processes that don’t interrupt the natural flow of salon life:
- Quick permission forms at stations
- Clear photo/video policies
- Respect for “no photo” preferences
- Simple client release process
The majority of your posts should focus on:
- Quick, engaging lifestyle moments
- Team interactions and personalities
- The daily energy of your salon
- Client experiences (with permission)
- Behind-the-scenes glimpses that feel natural, not staged
Think of your content strategy like your salon atmosphere – it should feel welcoming, authentic, and make people want to be part of your community.
This strategy aligns with current trends in digital beauty marketing, where video content has shown to create stronger emotional connections with potential clients. Whether it’s quick behind-the-scenes Stories or longer-form Reels, video content helps build trust and showcase your salon’s personality in ways that static images can’t.
For more on team involvement in content creation, check out our guide to team-driven salon social media.
How to Create Authentic Salon Content
The key to successful lifestyle content is authenticity.
If you’re putting together little skits and doing all the song and dance stuff and it’s fake, people will pick up on that immediately.
Your content should flow naturally and reflect your salon’s true personality. Here’s how to get started:
1. Empower Your Team
Start by identifying your salon’s natural content creators. Here’s a practical approach:
Ask your stylist if they have content that they create in the salon or follow your stylists and watch their Instagram reels. Watch the stuff that they record.
Look for team members who:
- Already have an engaging social media presence
- Show enthusiasm for content creation
- Understand your brand voice
- Can capture authentic moments
Pro Tip: Consider appointing a “creative director” from your team – someone who’s already demonstrated they have a good eye for content and can help guide others.
Quality visuals are crucial – learn more about salon photography tips to enhance your content.
2. Focus on Natural Moments
Instead of staged photoshoots, capture the genuine interactions and fun moments that happen naturally in your salon. This could include:
- Team conversations and laughs
- Behind-the-scenes preparations
- Client interactions (with permission)
- Daily salon life moments
3. Set Clear Guidelines Without Micromanaging
One common concern is maintaining consistent brand voice across multiple content creators.
You shouldn’t have to police the voice of the content creators in your salon. It should more so feel like they’re just talking to a friend.
The key is hiring the right people and creating the right culture – the content will naturally flow from there.
4. Build Trust Through Consistency
This isn’t about creating perfectly polished content – it’s about showing the real personality of your salon consistently.
You’re putting on a party in a way every day at your salon. Share content that makes potential clients think, I want to be part of that environment.
The goal is to create what marketing experts call “the Cheers effect” – where potential clients feel like they already know your salon before they walk through the door. This happens through:
- Regular posting of day-to-day salon moments
- Consistent engagement with your audience’s comments
- Sharing both the fun and professional sides of salon life
- Maintaining your salon’s unique voice across all content
Your existing clients aren’t just following you for hair inspiration – they’re following because they want to feel connected to your salon community. Make them feel like they’re part of something special.
Salon Social Media Action Steps
To create effective salon team social media content:
- Hold a team content workshop to align on your ideal client persona and content style
- Give trusted team members access to your salon’s social media accounts
- Start with a content audit: How much is technical versus lifestyle content?
- Create a system for collecting and reviewing team-generated content
- Consider giving one talented team member a “creative director” role
- Focus on capturing genuine salon moments rather than staged content
- Watch your stylists’ personal social media content to identify natural content creators
- Consider giving content creators direct access to your salon’s social accounts
- Focus on capturing the “vlog vibe” – natural, day-in-the-life content
- Use Instagram Stories and Reels for quick, authentic behind-the-scenes glimpses
Consider incorporating salon video marketing into your content mix for even more engaging results.
Making Social Media Work for Your Salon
“You’re putting on a party in a way every day at your salon. You want people to feel that, and it just flows and feels natural.”
Your social media should be an extension of your salon’s atmosphere – welcoming, professional, and authentically you. Start small, be consistent, and let your salon’s unique personality shine through. Your authentic voice will resonate far more than any perfectly staged technical demonstration ever could.
🚀 Ready to Start Creating Authentic Content?
Don’t let another day go by without sharing your salon’s unique personality. Download our 30 Days of Salon Lifestyle Content Prompts – a free resource designed to help you and your team create genuine, engaging content that attracts clients and builds community. Each prompt is crafted to capture those natural moments that make your salon special, without the pressure of technical perfection.
Download Your Free Content Prompts →
Start turning your everyday salon moments into content that connects!
P.S. For even more proven salon marketing tips, don’t forget to check out the rest of our Marketing 100 series.
