How salon owners can overcome social media overwhelm

Struggling with social media burnout as a salon owner? Jessica Mee shares practical advice on building authentic content, attracting loyal clients and reducing overwhelm

Find out more about social media at our expert panel The 30-Minute Social Strategy: Build Visibility, Sales and Bookings Fast at the Salon Growth Summit on March 2.

Why social media feels overwhelming for salon owners

Social media can become extremely overwhelming as a business owner, and I know many in the industry that feel this way. It can become an extra job within your very busy schedule, and you can find yourself comparing posts and how much content is being produced by others and feeling left behind. It can become exhausting and daunting.

We’ve all sat there wondering just how people find the time because no matter how hard you try you just can’t fit it all in. You’re not alone. Every business owner that’s doing it all feels this way, it’s just that you don’t see it – but trust me, the burnout is real.

Stop comparing your salon’s social media to others

Constantly comparing yourself to others is what causes you to feel overwhelmed by social media. We have a little voice telling us that we must post at least four times a week, we must update our stories numerous times a day and if we don’t, we are failing. And that’s so wrong. I did believe this myself years ago but with a change of mindset and education I’ve managed to turn my social media anxiety into something I now look forward to.

Why follower numbers don’t equal salon success

When trying to grow online you can initially believe that the number of followers, the likes and the comments are all that matter. Because if you’ve got thousands of followers from all over the world and countless likes and comments your business must be succeeding…right?

The minute you stop letting that angle control your presence, the more authentic your content will become and your focus will shift from likes to loyalty. The loyalty will come from your returning followers and clients that support you in all ways, not just online.

You need to create an impact with the followers that are your business. By keeping those people interested in content that’s authentic and tailored to them, you won’t need to post every day to get their attention.

Remember, every salon has its own unique selling point, once you’ve found yours and you know which type of clientele you want to attract, focus on that. It’s impossible to post content that is suited to everyone, and that’s fine.

Showcasing personality: a powerful salon marketing strategy

I personally find that showcasing you and your team’s (if you have one) individual personalities and strengths helps any potential new clients feel comfortable because your business becomes more approachable. Clients will not always choose a clinic or salon because of results or price; they often choose you because of you, so don’t be afraid to show yourself and your team. We get a lot of new clients through our social media as we present our personalities and don’t just post for likes.

Setting realistic social media goals for your salon

It’s important to set yourself a realistic timeframe each day and week to work towards. If you oversell to yourself what you’re currently capable of doing, you will only feel like you’ve let yourself and your followers down and you will lose motivation. By setting small daily and weekly content goals that are doable, you’ll start to feel more productive, which will then lead to bigger daily and weekly goals. Don’t set yourself up to fail initially and don’t overpromise to yourself.

How to change your mindset around social media

Imagine this… you’ve started to implement small steps, you’ve stopped comparing, you’re looking at what works best for your salon and you’ve decided what content you need to create for the niche clients you’ve chosen for yourself, then you’ve already started to change your mindset that social media isn’t a chore. Slow down, reflect and stop focusing on everyone else because you aren’t them and they aren’t you. This way, your social media will flourish, and you will stop caring about the likes and reshares.

See Jessica Mee at the Salon Growth Summit

Don’t miss Mee at the Salon Growth Summit, where she’ll be part of the panel on The 30-Minute Social Strategy: Build Visibility, Sales and Bookings Fast, alongside Francesca Otote, Josh Lamonaca and Rob Wood, on Monday, March 2, at 11.45am.

Book your ticket for the Summit HERE.