Investing in social media is a top priority for hair and beauty business professionals, as lockdowns put pressure on them to retain customers, according to a new study.
Research conducted by SimplyHair, an in-store wholesale supply agency, shows that hair and beauty business owners are focusing on social media to grow their businesses during a one-year shutdown.
The survey asked 527 salon owners and hair professionals about their priorities for investing, growing their business, and upskilling over the next 12 months.
Social media marketing for salon owners
44% of respondents said they are focusing on growing their business’ social media profiles this year. 35% of hair professionals see growing their social media profiles as their biggest opportunity to grow their business. Nine out of ten (89%) salon owners believe that social media presence has a strong or very strong influence on how customers choose their salon2. Furthermore, 78% of hair and beauty professionals agree that a strong social media following will help them attract a higher paying clientele and justify charging more for existing services. at3. The survey found that social media platforms are more important to business growth than a company website because less than one in ten (9%) of hair professionals’ primary business focus is on website development.
The value placed on social media is also affecting other areas of business investment including branding and aesthetics. 85% of hair professionals believe that brand appearance and salon design strongly influence or influence a customer’s choice of a hair salon and 86% agree that high-quality photography helps attract paying customers. higher money or justify charging more for existing services. Three-quarters (75%) of respondents agree that “Instagrammable” salon furniture will help them attract a higher paying clientele and charge more for existing services. As a result, 1 in 10 (12%) salon owners are focusing on updating their salon interior design this year.
Special treatments and services
When it comes to upskilling, after social media, business owners are prioritizing technical skills. 16% are interested in learning new technical skills, such as proper hair extensions, a decision likely motivated by perceived financial business interests. 88% of respondents agree or strongly agree that offering more specialist services, such as hair extensions, helps attract a higher paying clientele or justifies charging more for current services.
Experts agree that showcasing technical talent also helps attract new clients, with 94% believing that “before and after” images have a strong influence or influence on how consumers choose a salon.
The past 12 months have seen many beauty and hair professionals start selling DIY products and kits online, in an attempt to ease the pain of store closures and diversify revenue streams. However, the survey shows that the development of e-commerce offers is not the future trend of this sector. Less than one in ten (9%) of hairdressers are primarily focused on setting up an online store this year, and even fewer (7%) see an online store as a huge growth opportunity the best of the hair salon.
However, hairstylists see the sale of aftercare products as an opportunity to increase profits throughout the broader business. Nearly three-quarters (74%) of respondents agree that selling high-quality aftercare products helps attract a higher paying clientele and justifies charging more for existing services. in.
Commenting on the study results, Amy Filippaios, SimplyHair founder, said: “The survey confirms that social media usage has increased steadily over the past few years, with multiple hair and beauty businesses. use social media accounts as their online store. first, instead of developing their own website. During the pandemic, the use of social media in general has increased, and for the hair industry, it has become a major channel of communication to stay in touch with customers while the salons are closed. Seeing the value first hand, it makes perfect sense for professionals to want to continue growing their platforms and prioritize social media investments to sustain business growth. “Shopkeepers have also recognized the importance of factors including quality photography, branding and digital advertising, which naturally support social media activity. . Improving the salon’s aesthetic is also a priority, as it serves as a source of social media content and backdrops for photos and interiors that help build memorable branding and engage consumers looking for a great experience. experiences can be shared. ”
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