Why Instagram Isn’t The Secret To Client Growth For Hairdressers
4 minute read ~
This year, I’ve had the opportunity to teach cosmetology students my Pricing Isn’t Personal course. At the end of class, when I open the floor to general questions, I always get the same one: “I keep posting on Instagram and I’m not seeing any new clients from it. What am I doing wrong?”
Social media, specifically Instagram, has been an important piece of my business strategy. But it’s just a piece, not the whole pie. Building a sustainable, local, behind-the-chair business takes more than posting. It’s about building real-life relationships, maintaining them, and leveraging them for future growth.
Why Instagram Hasn’t Been My Top Client Building Tool
I don’t know about you, but the minute I start scrolling, I start thinking about all the things I’m not doing, not as good at, or not good enough for… the list goes on. It can become such a time suck to create branded content you’re proud of, only to feel disappointed when that content doesn’t result in a full book.
There’s this idea that if we just posted more, if our feed looked better, or if we understood the algorithm, then it would all fall into place and Instagram would become a magical client machine. It seems like this should work. But in my experience, it hasn’t. For me, growth has come from grassroots, day-to-day client retention strategies.
I am (obviously) not a social media strategist. I’m a hairdresser who started my career before cell phones were a thing. I know there are professionals who have seen great success through intentional social media strategy, and I’m not discounting that. This post is for those who are struggling with social media growth and are looking for an alternative approach to building a strong, local, behind-the-chair business.
Social media is external, algorithm-based, and time-consuming. Local clientele growth requires trust, proximity, and consistency. Social media is essentially a global platform, while working as a hairdresser is a local business. For me, this mismatch is why spending so much time trying to perfect Instagram has never been the most effective way to grow my local clientele.
For hairdressers whose goals include a full book of local clients, predictable income, or working fewer hours, a grassroots marketing strategy should be the top priority. Don’t ignore or discount the power of Instagram, but place more focus on local, fundamental client-building strategies. Allow Instagram to serve as your visual representation and proof of trust.
So what does a grassroots marketing strategy look like for hairdressers?
It’s the daily, consistent actions that bring clients back to your chair time and time again. My client-building strategy looks like this:
A consistent and welcoming client experience
Retention through rebooking
Personal referrals
Consistency in scheduling and boundaries
Community reputation
Clear communication about what you do and who you’re for
Strong, positive online reviews
In my blog post The Most Underrated Growth Strategies for Stylists, I dive deeper into several of these client growth strategies and share how I built my salon client base from zero when I moved to California.
Instagram has played a significant role in supporting my business. It’s helped me connect with peers, stay current with industry trends, and showcase my work to potential clients. It’s also helped me refine my craft. I no longer feel pressure to be everything to everyone. Instead, I share what I specialize in. This has been especially powerful in ensuring that a client’s vision is aligned with my work.
Using Instagram as a tool for building client trust
I think of Instagram as proof and trust, not discovery. When a client tells their friend about you, that friend often checks out your Instagram right away. On your page, they should find proof that you do beautiful work and feel excited to book an appointment with you.
When your clients follow you on Instagram, it helps you stay top of mind and continue building trust. You can share openings, hair tips, and anything that supports the relationship you already have. When you start thinking of Instagram as something you’re doing for your clients, you turn it into a trust-building tool. And trust is key to maintaining long-term client relationships.
Instagram is just one piece of an overall client-building strategy. It’s not the secret to growth. Sustainable growth comes from strong systems, clarity, and staying aligned with your actual goals. If Instagram is taking up more mental space than it needs to, it’s okay to step back. Open up room to build the consistent, grassroots strategies that keep clients coming back and inspire them to tell their friends how awesome you are.
About Anny VanDriel
Anny is a salon owner and hairdresser educator who has been teaching pricing strategy and business confidence since 2021. She developed a strategic pricing framework that allowed her to steadily increase her income over 10 years while maintaining client loyalty and reducing her working hours. Through her Pricing Isn't Personal course, she helps hairdressers create sustainable, profitable businesses rooted in self-trust.
Connect with Anny on Instagram @annyvandriel