By Sarah Fasolo (@sarah.fasolo) SALT's Marketing Manager + Coach
When most hair stylists think about social media, their minds instantly go to Instagram. It makes sense: Instagram is an incredibly visual platform and a great way of sharing your work to build an audience.
But it isn’t the only social media platform that you can use to get in front of an audience and promote your work. One of the best kept secrets? Pinterest.
Here, we talk about how stylists can use Pinterest to up their hair game and offer tips for getting the most out of the platform.
How Stylists Can Use Pinterest
Pinterest is at its heart a social media platform—at least, that’s how the company describes itself. But really, Pinterest acts a lot like a search engine such as Google, except that it is built specifically for images.
If you haven’t used Pinterest in the past, it typically works like this: Somebody goes to the website and does a search for a certain subject, and Pinterest serves up those images. It is often used to find inspiration, which makes it great for stylists. Over time, Pinterest’s algorithm learns about its users—what subjects they’re interested in, what images they like to see, etc.—and begins to directly provide content in the user’s feed.
Because it’s so visual, just like Instagram, Pinterest is a great platform to use to market your business and services.
Listen to Episode 13 of our Hair Goals podcast to listen to Sarah explain everything you need to know to leverage Pinterest to grow your salon business and fill your appointment book.
Creating a Pinterest Business Account
Our first recommendation is to create a business account on Pinterest. This will open up a number of powerful features that regular users don’t have access to, making it much easier to grow your audience and reach.
For example, as a stylist or salon owner, you might create a specific Pinterest board (or collection of images) around each of the services that you offer and fill that board with images that you know will appeal to your ideal client. With a business account, you can promote that board via Pinterest Ads to get a quick boost.
You can also narrow down your ads by demographics, location, gender, and keyword, helping you get as much value from your investment as possible.
6 Tips for Using Pinterest to Get More Clients
1. Create captivating imagery.
Pinterest is a visual platform, so your images need to be stunning. Otherwise, they won’t stand out. Make sure that your subject matter reflects your brand, your aesthetic, and your skill!
It’s also important that you format your images properly for Pinterest. Images should be vertically oriented in order to make the best use of space in the feed. They should also be 600px by 900px in size, which is the ideal size for an image on the site. Since, 85% of pinners use the website on mobile, shoot for a 2:3 aspect ratio so your image doesn’t get overlooked. Aim for the highest quality.
2. Write captivating text.
Along with high-quality images, you need to make sure that your text is well-written as well. If your image has text directly on it, ensure that the text is clear and easy to read and avoid using small script fonts that you need to squint to read. The image and text should easily capture the attention of your audience and stop them from scrolling their feed.
Not sure what to write? The text should be descriptive copy that tells people what they are seeing, in order to entice them to learn more. Consider including a headline that reinforces your message with a text overlay.
3. Create a brand.
There’s no point in using Pinterest if nobody knows that an image is yours. That’s why we recommend all stylists use logos as a way of branding their images. This way, if your pin gets re-pinned by someone else, everyone still knows you created it.
We recommend that your logo goes on the bottom of the image, somewhere near the middle of the pin. While it should be clear, it shouldn’t be too large or so in your face that it distracts away from the image itself. It’s just there to help you build your brand and keep you top of mind.
4. Write a description.
Filling out your pin’s description is a very important part of the process, which helps Pinterest’s algorithm understand what your pin is about. If you neglect this field, nobody may ever see your pin!
We recommend choosing a title that clearly explains the subject matter of the pin. Explain what your solution you’re giving, how you’re delivering it, and how the viewer can get it. Think of the specific keywords that your ideal client might be using, and be sure to sprinkle those into the description.
5. Use hashtags.
Including hashtags on your pin is another way that you can help the platform understand what your content is about, so that it can serve it to people who will find it interesting. These hashtags should relate to the keywords you want your pins to be discovered for.
How many hashtags do we recommend? Typically two. One hashtag should be broad—for example, hair—while the second should be much more specific—for example, blonde balayage. This will ensure that you rank for a range of searches and get discovered by a number of people.
Why so few? When you add a pin to a Board, that pin will pick up all of the hashtags that you added to the Board. So, you can add more hashtags to the board but keep the number of hashtags on your individual pins slim, while still ranking for a high number of the terms.
6. Include a call-to-action (CTA).
Getting your pins seen by others is great, but it shouldn’t be the goal in and of itself. Instead, think about what action you want the viewer to take, and make sure that you speak to that action in your pin.
For example, you might encourage them to click through to your website to see more examples of your work. Or, you might directly encourage them to book some time. The possibilities are endless!
Trial and Error
If you’re new to using Pinterest for your salon, you’re likely to experience a bit of trial and error as you get used to the platform.
Want to learn more about developing your salon social media strategy? Sign up for our Let's Get Social course below!