Salon Efthimia Social Media Strategy

1. Salon Efthimia
Social Media 2022

2. Salon Efthimia Social
Overview

3. Overview
of Current
Social
Instagram Followers: 790
Facebook Followers: 922
Link Tree or Link In Bio? – No
Bio: Where great hair happens
Post Frequency (January) – 4/month
Hashtags in caption
Little UGC
Average IG Engagement Rate (from January) – 6.17%

4. Best Performing Content November-February
Engagement Rate: 11.48% Engagement Rate: 10.95% Engagement Rate: 9.58% Engagement Rate: 9.41%

5. Overview of
Current Social
Current Audience Demographics
Top Age Ranges
• 35-44: 30.9%
• 45-54: 25.6%
• 25-34: 24.8%
Gender:
• 91.6% Women
• 8.3% Men

6. Competitive Analysis | Local

7. Competitive Analysis
| Ideal
• Ideal competitors were chosen because they have a diverse range of
content, a large following, and good engagement

8. Competitive Analysis
| Competitor Content
• Competitors’ most successful content are Instagram Reels
• Showing off finished hair color/cuts
• How To’s
• Spreading Knowledge
• The most successful still images are:
• Fashion Colors
• Before and After Carousels

9. Competitive Analysis |
Paid Content
• The Competitors Boosting Content Are:
• Zazu Salons
• Modern Salon
• Not Another Salon
• The Types of Content Being Boosted Are:
• Amazing color services
• How To’s: Advertising a Course
• Advertising a Partnership
• New Services
• Open Positions

10. Social Media Trends

11. Trends|
Video Drives
Algorithms
• According to a Cisco study, by 2022, 82% of
all online content will be video content
• This demonstrates the importance of using
video to stay relevant on social platforms
• There are a variety of options to engage with
users via video in both long and short form
• These should align with the video consumption
habits of the target audience

12. Trends|
Consumer
Insights
• Overwhelmed Consumer (Typically Older Millennials/Gen X):
• Individuals managing both careers and children, who may be in and out
of daycare and school; they are overwhelmed by the day-in-day-out
challenge of balancing work life and children
• Influenced Consumer (Typically Younger Millennials):
• Consider social ads and influencers across platforms during the buying
process, particularly around clothes and cosmetics
• Activist Consumer (Typically Gen Z/Younger Millennials):
• Prioritize corporate responsibility and are willing to pay more based on
issues, including donating to charities, treating employees fairly, and/or
reducing energy use

13. Trends |
Decline in
Organic
Reach
• According to Hootsuite, “43 percent of
respondents reported that their biggest
challenge was “the decline of organic
reach and the need to increase paid
advertising budgets.”
• This new “pay to play” shift means paid
strategy is necessary for ROI on social
media
• We can test story ads vs. boosting in April to
decide which performs best

14. Content Strategy

15. Content
Pillars
• Photos From Stylists of Client Hair
• Stylist Accomplishments
• Client Reposts
• Instagram Takeover
Stylist Spotlight
• Informative Videos
• Informative Images/Infographics
All About Hair
• Before/After Videos (Transition Videos)
• Transformation Photos
Transformations

16. Reels
• The head of Instagram, Adam Mosseri, stated “We’re
no longer just a square photo-sharing app. At
Instagram we’re always trying to build new
features that help you get the most out of your
experience. Right now we’re focused on four key
areas: Creators, Video, Shopping and Messaging.”
• As Instagram transitions to support these
features, Instagram Reels will receive more
Reach
• This means, the more Reels we can produce,
the more likely we’ll get new eyes on our
content

17. Hashtags vs. Keywords
• Instagram seems to be working on its algorithm to work more like
TikTok’s
• Creators have noticed that keywords within content copy are showing up in
search results, instead of just hashtags.
• Previously, when you would search for something on Instagram, only
images/videos that contained that hashtag would appear in search results
• In April, I’d like to test fewer hashtags, with longer copy to see if we
receive better reach

18. UGC (User
Generated Content)
• User generated content is content created and posted by
clients
• UGC is useful on Instagram for several reasons
• Diversifies content
• Adds trust to salon by acting as a review
• Builds relationship between clients and salon
• User generated content can be encouraged several ways
• Signs and stickers that include the salon’s Instagram
handle
• Run a campaign that gives clients a discount off
products or their next appointment when they share
their cut/color
• Run a giveaway, everyone who shares their cut/color
gets entered to win
• We can also treat certain clients as “micro influencers”, giving
them a discount or free product to take photos/video of their
experience or new cut, and tag the salon

19. Paid Strategy
• Start with $100/month and increase or decrease from there
• Locations to target
• Elmhurst
• Addison
• Villa Park
• Lombard
• Oakbrook
• Interests to target
• Beauty categories
• Personal care categories
• Age to target
• 13-35
• Test boosting on before/after images and hiring posts