This document summarizes the current social media strategy and performance for Salon Efthimia. It analyzes Instagram and Facebook follower counts, engagement rates, audience demographics, and top performing content. Competitor strategies are also reviewed, including successful content types and use of paid promotions. Emerging social media trends around video, consumer insights, and the decline in organic reach are then discussed. The document concludes by outlining proposed content pillars, strategies around reels, hashtags vs. keywords, encouraging user generated content, and a paid social media plan with a monthly budget of $100.

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