Influencer marketing is an increasingly effective strategy for salons and spas to attract clients and boost business – we look at the best practices for achieving success.
As social media's presence has grown, influencer marketing has become a powerful tool for engaging target audiences authentically. By collaborating with popular social media figures, brands can build credibility, increase awareness and drive consumer decisions.
Charlotte Drysdale, head of marketing at Image Skincare, explains, “Influencer marketing is less invasive than traditional advertising. It builds trust between a company and its followers. You can also tailor it to different budgets, and influencers can say things about your product or service that you might not be able to.”
Why influencer marketing works for salons and spas
Influencer marketing connects brands with potential clients, especially younger audiences. “According to influencer platform gen.video, 90% of social media users are persuaded to make a purchase after seeing social content,” says Stephanie Looker, senior account manager at The Spa PR Company. “There’s a huge opportunity to create trusted connections through influencer partnerships.”
This strategy has proven effective in the beauty and aesthetics industries. Aesthetics practitioner Dr Ahmed El Muntasar credits influencer marketing for a 100% increase in bookings within three months. “It's been the backbone of my marketing strategy for years,” he says.
Looker cites The Spa at Carden, which facilitated over 20 influencer visits in 2022 and found that over 15% of all guests named social media as their first point of contact with the brand.
How to choose the right influencers for your spa or salon
Selecting influencers who align with your brand is key. "An influencer working well for a competitor may not have the same effect for you," notes Drysdale. "While follower numbers are important, engagement is a better indicator of success.”
Dr El Muntasar emphasises researching influencers who resonate with your target clientele. “Look for influencers who tag locations your ideal clients frequent. It’s about matching aesthetics and tone with your audience.”
The benefits of working with local influencers
While large-scale influencers may seem appealing, local influencers can sometimes be more effective. "Building relationships with local influencers has been valuable for growing a community around my clinics," says Dr El Muntasar. He recommends cross-promoting with nearby businesses to reach new clients.
How to approach influencers for collaboration
When reaching out to influencers, it’s important to follow their preferred contact method – this is often displayed in their social media profiles. This might be via a direct message or email, but some influencers might have management.
Dr El Muntasar suggests offering face-to-face meetings when working with influencers managed by agencies. “I always ensure we connect in person to build rapport,” he says.
Reaching out to influencers should be done professionally and transparently. Drysdale advises, “Be clear about your goals, budget and expectations from the start to avoid misunderstandings.”
How to handle influencer fees and payments
Influencers' fees vary, with nano-influencers (under 10K followers) charging around $100–$200 per post, while macro-influencers (500K+ followers) may charge up to $7K.
Drysdale suggests considering affiliate schemes, where influencers receive a percentage for each client referral.
Looker notes that some influencers may be open to gifted collaborations, but it’s essential to clarify payment terms upfront. "Having a clear budget from the start is crucial," she says.
What should influencers promote in spa and salon partnerships?
Working with influencers can include paid ads, gifted treatments or discount codes. Drysdale advises, “Ask influencers to create content that highlights their experience with your treatments, showing off your salon or clinic.”
Looker adds that influencers should deliver content aligned with your campaign objectives. “If you want to promote a new treatment, invite the influencer to try it and share their experience through videos or before-and-after photos.”
How to ensure influencers deliver on agreements
To ensure influencers follow through, create a clear list of deliverables and set deadlines. “A contract may help you feel more comfortable, especially if payments or treatments are involved,” says Looker.
Dr El Muntasar also stresses keeping up with advertising guidelines set by the Advertising Standards Authority (ASA) to ensure transparency in influencer partnerships. "All partnerships must be clearly identified as advertising,” he advises.
How to maximise the success of influencer partnerships
Influencer marketing offers beauty and spa businesses a powerful way to grow their client base – if done strategically. Drysdale warns, “You can never underestimate the power of a good influencer campaign but be prepared for increased demand. Failing to meet it could lead to disappointment.”
Looker adds, “Influencer marketing is growing rapidly. My advice is to set clear goals, choose quality over quantity, and maximise the content you receive post-collaboration to get the most from your partnerships.”
This article has been adapted from the original article which appeared in the December 2023 issue of Professional Beauty magazine.
