How to use the TikTok app to popularize your salon?

HJ magazine asked British experts about how you can promote your beauty salon on TikTok and found out whether the platform is useful for business. We have translated this material for you.

TikTok began life in 2016 after rebranding the Musical.ly app, which launched in 2014. Since then, it has become one of the fastest-growing social networking applications, attracting particular interest among the younger population.

The app allows users to create and upload short videos, such as lip syncs, that involve lip-syncing to popular songs or quotes from movies/TV shows. But what makes this app more effective for your business than other social media platforms like Instagram, Facebook or Twitter?

“I truly believe that TikTok is a great platform for hairdressers and barbers to promote themselves, their work and share their passion,” says Chloe Swift, ghd Global Educator and avid TikTok user. “Compared to other social media platforms, I personally feel like I get a lot more reach from TikTok—more views, more likes, and more followers from all over the world.”

“It's a very positive, fun platform that's really focused on education. It’s perfect for us hairdressers to teach our craft through short, punchy videos and capture the attention of the TikTok audience.”

HJ tracked down some of the most prolific TikTok experts in the beauty industry to get their tips on getting salons on the app.

Edward Hemmings is Creative and Education Director at Alan D Hairdressing Education and Global Ambassador for myhairdressers.com

“My advice is to try playing around. Short videos of around 12 seconds seem to work best and for these videos I usually use viral music.”

“I use the same hashtags all the time and respond to all comments (except for openly hateful ones). Posting a fyp (for your page) also helps promote the video to your page to random followers.”

“Don't delete videos that are slow to gain views because they can start going viral a few weeks after you post them. Lastly, make sure you make your Pro account so you can view analytics as this will help you understand your audience and their tastes.”

Ashley Gamble is a Schwarzkopf professional educator and owner of Ashley Gamble Hair.

“It’s important to remember that TikTok is designed to be able to use a short video to keep the viewer interested until the end. I also recommend adding your branding to the beginning or end of each video as it gives your videos a professional look and helps promote the salon.”

Chloe Swift - Global Educator ghd

“Some of my top tips for posting your TikTok videos include: Keep your videos short and sweet – 15 to 30 seconds usually works best. Take advantage of TikTok's song library. When you use popular songs and your video is related to them, it will lead to more views."

“Remember that TikTok is not just for dancing. Your audience is eager to learn and watch new things, especially if you have a talent or craft. Always ask what they want to see and make video responses to comments. Also, always include narration or text that describes what you are doing in your video.”

Casey Coleman – owner of Chair Salons

“TikTok is a great way to show off a 360-degree perspective of the hair you've created with a little extra flare. I have found that videos that promote positivity work very well, as do “processing” or “transformation” videos.”

“I generally find that using trending sounds helps expand the reach of your video, especially when you catch them at the beginning of a trend. This way, your audience expands and engagement increases.”

“Additionally, videos created in TikTok are great for posting on Instagram Stories as they are one minute maximum and are perfect for sharing. It’s cool to be able to use one video on multiple platforms just by reposting.”

Rebecca Moronval – from Sesh Hairdressing

“Using TikTok is a great way to show off your work in all its glory. Instead of forming a “before” and “after” by using images next to each other, you can immediately grab your audience’s attention with a cool video makeover. I like to share a previous image and zoom in on the hair before zooming out to show the finished look and transformation.”

“The key to TikTok as a hairdresser is to avoid using filters where possible. We need to make sure that we share our authentic work so that clients' expectations remain realistic. Use natural light to create better videos."

Taylor Threlfell – from Sesh Hairdressing

“TikTok is a fun way to share your own work and your creative side by editing your own videos. My main tip is to choose music that is already popular on TikTok. Users can search for audio within the app, which increases your chances of being discovered by a wider audience.”

“When it comes to captions and hashtags, it’s important to share your location. This way people can easily determine where you are. I also share my TikTok videos through my Instagram account. Instagram followers may not have used TikTok yet, but they will be able to follow you there too.”

Gareth Reynolds – Leader and Creative Ambassador, Headteachers

“Tik Tok is a platform often built around humor, so it can be tough on hair. I've found that transformation videos really work. Since there isn't a lot of hair content out there right now, you can get a lot of views even if you don't have a lot of followers."

“I've also found that using lighting effects, glitches and sparkles is a really great way to liven up areas of VT that might need some lift and excitement. Try using hashtags like #foryourpage #viral #hairchallenge to get more views.”