HJ Business

HJ Debate: “Is Social Media Important to Your Business?„

HEFFY WHEELER, OWNER HX HAIR

1 “Social media is part of the foundation of my business. I started HX Hair 10 years ago with £30 in my bank account and a new Instagram page. It was the only way I could showcase my work, connect with potential clients and build credibility. Instagram removed the barriers that often come with being based in a small town like Rugeley and gave me the same visibility as salons in major cities. We’ve grown as a team and a salon, and none of that would have been possible without social media. It is our online shop front and often the first point of contact for new clients. It’s the place where people decide whether they trust us, align with our values and believe in the quality of our work before they step through the door. Social media creates a constant stream of client discovery and allows us to attract clients who are willing to travel because they feel connected to the brand. It has given me flexibility, freedom and visibility, which has been especially important as a working mum. I’ve been able to build a business that fits around family life, rather than choosing one over the other, and to create opportunities on my own terms. I’ve developed additional revenue streams, collaborated with brands and educated hair professionals around the world -all from a small town. Most importantly, it has given me a voice and a platform. It’s about far more than likes or viral videos; it’s about connection, consistency and community. For my business, social media isn’t an add-on – it’s a core part of how we grow, connect and thrive.”

RACHEL JENNER CLARKE, OPERATIONS MANAGER, HARE & BONE

2 “For me, the answer is yes, social media is an important marketing tool for any modern salon but only when it’s approached with intention and balance. Social media has the power to showcase your work, communicate your brand values and attract new clients in a way few other platforms can. It allows us to visually express who we are, what we stand for and the experience a client can expect before they ever step through our door. Used well, it builds trust, desire and connection. That said, it’s also one of the most time-intensive tools we have. To be truly effective, social media requires consistency, creativity, engagement and ongoing analysis all of which can be demanding on resources. The biggest lesson we’ve learned at HARE & BONE is that success doesn’t come from doing everything, but from understanding what works for your salon. That will look different for every business depending on size, location, team structure and goals. What works for our Fitzrovia salon is different to our Esher salon. The balance lies in using social media to both attract new clients and nurture existing ones. It’s about showcasing our craft, our people and our values, while also making sure loyal clients feel seen and included, not alienated by trends or content that doesn’t speak to them. Ultimately, social media should support your business, not drain it. When the investment of time and energy is aligned with clear outcomes, it becomes a powerful extension of your salon not just another marketing box to tick.”

WENDY JONES, OWNER RE:NEW HAIR AND BEAUTY BY EXPRESSION

3 “For us, social media is about attracting new clients. People don’t wander in and browse like they used to. They Google you, they check your socials, and that’s often their first impression of who you are and what you offer. We ramped things up when we moved into our new salon and Covid played a part too. As strange as that time was, it pushed us to stay visible and connected. We did Zooms, we posted regularly, we reminded clients that we were still here. That’s when social media became more about building a sense of community, which is hugely important for us as a village-based business. Connection matters. Do we prioritise it perfectly? Probably not. Like most salon owners, we juggle a lot. Julie, my business partner, does a lot of the hands-on posting, and we’ll often have a brainstorm -then realise at three o’clock on a Friday that we haven’t posted anything. We’re honest about that. We’re learning as we go and trying to focus on one thing at a time. We remind ourselves that social media isn’t for other hairdressers – it’s for clients. What hair professionals judge and what clients look for are completely different. Clients want to know: Can you do my hair? Will I feel comfortable? Is this my kind of place? Our most successful posts are the most human ones. When our personalities come through, engagement goes up. It helps people decide if they’ll fit in. Yes, we’re a beautiful, luxurious salon but we’re also welcoming, real, and a bit of fun. That’s our tribe. I don’t think social media is going away, but I do think it’s changing. It’s important but it shouldn’t be the only thing you rely on.”