In today’s landscape of professional beauty, your talent behind the chair is only half the story; your digital presence on social media completes it. Instagram, TikTok, YouTube…these platforms are now indispensable for showcasing artistry, connecting with clients, and building a robust brand that drives business growth. For any hairstylist eager to expand their reach and fill their appointment books, a strategic social approach is no longer an option—it's a necessity. Read on for why social media is crucial for your success featuring exclusive insights and actionable tips from top industry professionals Eric Vaughn, Siiri Parks, Ashley Smith, and Hunter Donia, to help you leverage your social presence and boost your salon business.
Ashley Smith (@paintedbyashleymarie)
Location: Tampa, FL
Social Platform: Instagram (71K)
Social Media Strategy
The last few years have been all about Reels. Right now, it’s super long carousels, but they need to have value. I’ll do a breakdown of an entire appointment—little snippets beginning to end, adding in photos or videos of me working as well. This seems to be performing the best for me right now. It’s a bit of everything, and each slide might appeal to different followers. You have a BTS shot, you have a working shot, within that you’re giving a tutorial almost, then you have the after shot too. The best way to go viral is to make a post shareable. And consistency—show up every day.
Platform Used For Business
Instagram definitely brings in the most business for me. People use the Instagram search bar to find new stylists all, and after lockdown, that’s how my book filled. People saw it as an opportunity to change stylists and their searching led them to me.
Content Creation Tools
I like CapCut, Splice, Canva, and Tezza right now. I love the magnetic phone stands, I’ll stick them on my mirror or windows to record.
Siiri Parks (@siiriparkss)
Location: St. Louis, MO
Social Platforms: Instagram (701K), TikTok (5.5M), YouTube (404K)
Platforms Used For Business
TikTok, Facebook, and Instagram have been the most effective for my business. I cross share videos that I make on TikTok to all of my other platforms while still posting unique [content] on all of them as well: pictures, Reels and statuses on Facebook; picture posts, Reels, and interactive stories like polls, questions, clickable links on Instagram; videos on TikTok.
Content Creation Tools
I use TikTok and CapCut for editing. I have phone stands, ring lights, box lights, etc and I’ve come to learn that if you’re in a pinch, anything can be a phone stand. You just have to not worry about filming in public.
Pro Tip
Don’t let low views or likes stop you from posting. Everyone starts at zero and works their way up. If we all quit because of low numbers, there wouldn’t be any entrepreneurs, celebrities, influencers—you just have to keep going until you’ve made it, and even then don’t stop.
Hunter Donia (@hairbyhunty)
Location: Lancaster, PA
Social Platforms: Instagram (17K), Facebook (1K), Podcast
Social Media Strategy
On Instagram, I aim to grow my audience, build trust, and allow my audience to connect with me through my posts and offerings. Facebook is mostly utilized to strengthen my community, share longer form insights, and drive referrals. All platforms contribute to three main business goals: visibility, authority, and connection.
Overcoming Challenges
One of the biggest challenges has been navigating the pressure to “keep up” with social media trends while still protecting my energy and staying true to my brand. It’s easy to get caught up in thinking you need to post every day or go viral to be successful, but I’ve learned that consistency, clarity, and connection matter more. I’ve also struggled with burnout from trying to do everything manually, so I started leaning on systems and repurposing content instead of reinventing the wheel every time. It’s a long game, and I’ve shifted my mindset to treat it like relationship building, not just marketing.
Pro Tip
Start by being clear about who you're talking to and what you want them to know, feel, or do when they come across your page. You don’t need fancy gear or daily posts. You need a voice that’s real, a message that’s clear, and a system that helps you show up without burning out. Focus on one platform you enjoy and get to know what your audience cares about. Don’t be afraid to share your process, your boundaries, or the behind-the-scenes of how you run your business. People connect with honesty. And most of all, remember that growth takes time. Be consistent, stay curious, and treat every post like a chance to help the stylist or client on the other side of the screen.
Johnny Ramirez (@johnnyramirez)
Location: LA, Miami, New York
Social Platforms: Instagram (177K), Pinterest (11K)
Platforms Used For Business
Instagram and Pinterest are still the most effective for me. They’re highly visual, which is perfect for showcasing hair transformations, and both attract people who are actively looking for inspiration. It’s a natural fit for the kind of storytelling I do through color work.
Content Creation Strategy
I approach my content the way I approach hair—it’s directed and intentional. I create a shot list based on what I want to capture that day, and I’ll direct my assistants throughout the day so they know exactly what angles, moments, or details to get. I also choose the music myself, matching it to the mood I’m in or the vibe of the transformation. After we’ve captured everything, I do all of the editing myself, so the final post has my fingerprints on every part of it—from the hair to the storytelling.
I don’t create for likes, I create to share my craft. I use social media to tell the story of what I’m seeing in my chair every day. It’s about showing the process, the artistry, and the lived‑in quality of my color work. Storytelling through pictures and video is at the heart of it.
Connecting With The Audience
Real, relatable transformations—especially ones that tell a client’s story—resonate most. My audience connects when they can see themselves in the chair. Whether it’s a subtle shift in tone or a big change, it’s about creating something that feels authentic to the client and visually inspiring to others.
Adrienne Dara (IG, TT: @adriennedara; YT: @adreinnedarahaireducation)
Location: Philadelphia, PA
Social Platforms: Instagram (331K), TikTok (46K), YouTube (436), Facebook (2.4K)
Platforms Used For Business
Instagram truly takes the cake. While I am still on Facebook, active on YouTube as well as TikTok, Instagram has been the best resource for me to date. I think it is because Instagram as a platform offers everything that all the other social media outlets provide but wrapped up into one. For example, Facebook to me is more about posting photos. TikTok is all about quick and simple. Fast education so the viewer can watch and keep scrolling. YouTube is more long form education. And finally, Instagram, which you can post a photo, you can post an extended reel. The audience on Instagram seems more versatile to me. Allowing for me to cater to clients and stylists looking for education alike.
Connecting With The Audience
My audience is here for education. When I brainstorm on ideas that I want to make content about, it is solely about the learner. How can I help the learner to feel more clear? How can I help the learner to have that lightbulb moment? I find that my audience wants impactful education that they can immediately apply behind the chair.
While I do post client content, with everything from consultation sneak peaks to foil placements, it’s mannequin heads that speak the most to my audience base. You can more easily map out for educational purposes a placement on a mannequin. And to the viewer, it serves similar to that of a head chart. I like to mix informative education with humor to keep the audience engaged and feeling like the content is easy to digest.
Pro Tip
Understand whom it is you are trying to attract. Is it clients, is it for educational purposes, what is your mission on your platform? Additionally, post authentically to what you love and what brings you joy. Posting on social media shouldn’t feel like a chore, but rather, artistic expression.