How to build your social media: 5 simple steps from a beauty business expert

Scratch Stars Social Media Star of the Year finalist for 2024 and 2025 & online columnist, Hannah Beth Clayton, shares her social media tips…

Growing your social media doesn’t need to be hard, confusing or a full-time job. I talk to so many beauty pros who feel overwhelmed by the algorithm, stuck on what to post or just plain burnt out trying to keep up. Social media can feel simple and fun when you shift your focus from being perfect to being relatable. I’ve never focused on likes or followers: I’ve always focused on engaging with wonderful people.

Here’s how I grew my engagement and built a community:

1. Stop overthinking your content.

You do not need a photoshoot or hours editing videos to create content that people love. Real content has always been what I’ve focused on and guess what – people love it! People connect to you and that has worked well for me. The best content is when nail looks go wrong (this flooding the cuticle reel went viral) because so people many relate to that.

Get into a habit of filming two to three behind-the-scenes photos or videos every day of you working. Don’t worry about using them all right away – just build a bank of content so you’ve always got something to fall back on if you’re busy or have a content block.

2. Talk like a human, not a robot.

No one wants to follow a robot. If you know what I’m like on social media, you know I’m just me! That’s what makes me relatable. Whether you’re sharing a tip, funny client moment or something that didn’t go to plan, be real. Real is what builds trust. If you met me in real life, I’d be the same as I am online.

3. Be social.

You can’t post and ghost and expect people to engage. You’ve got to give engagement to get it. Spend 10 minutes per day replying to comments, answering DMs and commenting on your ideal clients’ posts. This tells the platform you’re active and gets your name in front of more people. When I work with my mentoring students, I hear time and time again that ‘engagement is down‘ or ‘nobody likes my posts‘ and I always ask if they’ve connected with others online. If they haven’t, it’s no wonder nobody has engaged!

4. Reuse what works.

If a post gets good engagement, reuse the idea. Turn it into a reel, carousel or talk about it from a new angle. For example, pop a different text on and do a voiceover. I always repost my work – even content from over 12 months ago! You don’t need to post new work at all times. The best content strategy? Do more of what’s working. Think how much your audience changes – new folk won’t see your old content and those that have been around for ages won’t remember.

5. Focus on community.

You don’t need a massive following – you need the right following. Your goal is connection, not just numbers. I want the connections that are going to follow my journey and I want to attract those that I can help, nurture and support. When people feel like they know you, trust you and see you consistently, that’s when the bookings and engagement come.

Social media doesn’t have to be hard. It just has to be you. Keep it simple, be consistent and watch your community grow. It may have taken me over nine years to get to this point, but it’s worth it for the connections I’ve made. Don’t forget that if you want to gain bookings, strong connections and more tips and tricks to grow on socials, find me on Instagram: @studiobyhannahbeth or my website: www.studiobyhannahbeth.com and book in for some 1-1 training. 

Hannah x