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In this podcast episode, the host speaks with Vivian Johns, the founder of the Hairdressers Social Club in the UK, about the evolving landscape of social media for hairstylists, focusing on Instagram and TikTok. Vivian, who has 26 years of experience in the hairdressing industry, shares her journey from starting on Instagram in 2018 to leveraging TikTok for business growth. She discusses the shift from Instagram being a predominantly photo-sharing app to embracing video content through Reels and the importance of static images and carousel posts for engaging existing followers. Vivian emphasizes the role of SEO on Instagram, highlighting how every word on the platform is now searchable, suggesting a move towards optimizing content for discoverability. They also explore the difference in content creation strategies between Instagram and TikTok, noting that TikTok is excellent for reaching new audiences with more raw and engaging content, while Instagram serves as a more polished showcase of work and a learning library for clients. Vivian advises on the strategic use of hashtags, particularly location-based ones, to enhance visibility and attract local clientele on Instagram. The conversation touches on the underused feature of broadcast channels on Instagram and the potential of TikTok lives for salon visibility. Ultimately, Vivian underlines the importance of aligning social media strategies with business goals rather than strictly focusing on platform-specific tactics.

00:00 Meet Vivian Johns: The Social Media Savvy Hairdresser

01:50 The Evolution of Instagram for Hairstylists: From Photos to Reels

09:15 Maximizing Instagram's Potential: Insights and Strategies for 2024

10:06 Exploring the Power of SEO and Hashtags on Instagram

18:18 Broadcast Channels: The Underused Instagram Feature for Stylists

22:05 Transitioning to TikTok: Is It Necessary for Stylists?

23:22 Exploring TikTok's Potential for Hair Creators

24:49 Success Stories: From Skepticism to Client Growth on TikTok

26:17 Crafting Engaging Content for TikTok vs. Instagram

27:37 The Power of TikTok Lives for Business Growth

32:02 Optimizing TikTok Strategy for Salon Owners

32:39 TikTok and Instagram: Complementary Platforms for Diverse Audiences

40:12 Final Thoughts on TikTok's Value for Local Businesses