Why Your Salon Instagram Isn’t Bringing in Clients (And How to Fix It)
If your Instagram looks good but isn’t bringing in clients, you’re not alone. I see this so often, especially here in New Jersey.
Inconsistent Posting
While there isn’t a magical number of how many times a week/day/month you should be posting… you should at least be showing up. I know, it’s hard being behind the chair 6-10 hours a day, trying to remember to capture content, edit it, post it, and it shouldn’t stress you out! However, if you’re really looking to use Instagram as a tool to build your books and keep your stylists busy, you should be at least posting once a week (bare minimum).
My advice is to try to pick a few services a week (2-3) to record and make content with. One highlight client can easily make 8 pieces of content: before photo, video of consultation, mixing bleach, foiling, rinsing out, gloss, blowdry, and after photo/video. Think about it: 1. before and after photo, 2. consultation and after video, 3. mixing bleach, talking about why you mix the way you do/love this brand of lightener, 4. foiling, can be used as the background to literally anything (trend, “signs your blonde is dulling), 5. rinsing out, why you love your backbar products, 6. gloss - why you’re using this gloss 7. blowdry - hacks, tips, tricks, 8. after photo - your beautiful client. Think about the possibilities!
No Clear Content Direction
Think about it, if Maybelline had 5 different types of packaging, logos, and brand colors for the same lipstick, all aligned on a shelf… would you be able to recognize it? Or if Coca-Cola used 3 different fonts on the same 16oz coke bottle, wouldn’t you be confused?
Your content should have a common denominator, something that ties it back to your brand. Whether it be a font, color story, similar area of the salon where photos are taken… it should be consistent.
If your content is feeling mismatched and random, take the time to really focus in on what makes your salon recognizable. Is it your salon colors? Capes? Use what you’ve built as a guideline and create from there.
No Personality / Faces (the wall of hair)
Back in the late 2010s, a strong portfolio is really all you needed to have a successful Instagram. Now, though, the times have changed.
Potential clients are no longer only looking to your page as a point of “is this a good salon where my hair won’t get botched?” It’s more “am I going to feel comfortable here?”
Your page should reflect ALL aspects of your salon, not only your beautiful clients, but your space, your talented stylists, the salon personality.
If you’re having a hard time on figuring out what you should be posting, check out my blog post here.
It might be uncomfortable, but your stylists should be getting on camera. People want to see and feel like they know their stylist before sitting in their chair. Show their personality, not just their work.
With the right structure and consistency, your Instagram can actually become a client-generating tool — not just a portfolio.
