NO SHORT CUT TO EDUCATION

Bite-sized, social media-based education is now an integral part of the bigger education picture, but how are educators adapting to meet demand, and how are they ensuring standards are maintained?

CLUBSTAR

There’s no doubt that micro education delivered in bite-sized chunks via social media platforms such as Instagram and TikTok has gained huge traction in recent years, especially among Gen Z and Gen Alpha. It’s also an ideal way for experienced hair pros who are strapped for time to learn about the latest techniques and trends.

But does micro education have its limits, and are these limits being pushed too far, with some hairdressing newbies thinking bite-sized training is all they need?

The Pros and Cons

While a big fan of what short-form education can achieve, particularly in terms of accessibility, Gareth Williams, Global Ambassador for Moroccanoil, warns that it also has its limitations. “It’s important to remember that this short-form attention-grabbing style may sometimes over-simplify complex and difficult techniques,” says Gareth. “It should not replace in-depth education seminars. We need to know the ‘why?’, not just the ‘what?’.”

Gareth’s views are echoed by Anneliese Hesse, Founder and Director of specialist education brand Humankind Hair. “Micro education, including the short-form videos favoured by social media, often means that subjects aren’t fully explored, so information gets missed,” she says. “This leads to people making assumptions, or only hearing one side of a story.”

Rachael Lomax, Founder and Director of Copper Queen Education, believes that short-form education should act as a gateway to more extensive learning. “Some students think that social media-based education is all they need, rather than going on to the next steps, which would be your paid education.”

All these educators also see the advantages of micro education, as long as it is part of a bigger education picture. “Socials are inundated with hair education right now. Even on a doom scroll, we are still being exposed to different ideas and approaches which may differ from what happens in our own salons,” says Gareth. “It has made education way more accessible, enabling us hairdressers to discover new techniques in minutes.”

Accessibility and affordability are the major advantages of short-form education, says Anneliese. “In-person education is expensive, and it’s more than just the cost of the course. Add on the travel, possible accommodation, eating out while away from home, plus the huge cost of taking a day out of the salon. Some people might need to source childcare, so there’s the cost of that, too. As well as cost, there may be mobility or logistical issues for some.”

Rachael believes short-form education offers major advantages to educators who use it effectively, as part of a full education package. “Social media-led micro education gives educators exposure to a wide range of students across the world. It also gives you the opportunity to help highlight and solve certain problems, while showcasing the variety of what you offer.”

Hairstylist and haircare expert Chloe Swift is known for her short-form education content aimed at consumers, but also shares tips and insights for hair pros across several platforms, including YouTube, Instagram and TikTok. Chloe believes the positives of social-media-led education outweigh any negatives. “Most of the content pieces are snackable and easy to watch even on the commute into the salon, for example. Gone are the days when you have to block out 30-60 minutes of your time and log in to an online seminar – you can literally consume exactly what you want and how much of it you want daily for free and on the go.”

Chloe also recognises the huge advantages this form of learning offers her as an educator. “Social-first content is huge for me, it’s a real priority with my workload as it’s what then lands me my in-person masterclasses and workshops. Your online channels are effectively your resume. A brand can take a look at your page and see exactly what you have to offer, and bring to their brand, while stylists know exactly who you are, what your niche is and what you can teach them.”

Davide Spinelli, Founder of DS Hair Education, knows first-hand how lack of access to education has previously been an issue, and one that social-media-led education is going some way to addressing. “Having started learning in the ’90s and having to emigrate to London to learn how to cut hair, the accessibility today is a mind-blowing innovation and a huge positive. I genuinely wish I had access to this tool when I was learning, but I don’t think it should be the only way people learn – structure is key.”

Taking Responsibility

Those stylists offering education via social media have a responsibility to ensure they are the best they can be before offering to help others, says Chloe. “The only con I can see at the moment is that there are stylists who haven’t mastered their craft just yet, jumping into the education ring without necessarily having the authority within education,” she adds. “This is resulting in some replicated content formats or potentially even misinformation.”

Chloe’s mantra is “Know your stuff, own your stuff authentically and then, by all means, share your stuff!”

Rachael believes educators delivering micro-education have a responsibility to not try to cover everything. “Microeducation is about covering one small area, or problem, being straight to the point, and keeping it simple. In this way, you encourage learners to invest in longer in-person classes,” she explains.

Anneliese emphasises that it’s an educator’s responsibility to explain that there are other important considerations that may not be detailed in the video. “You can’t cover everything in 90 seconds, or even 90 minutes, but you can acknowledge the other factors that should be explored,” she adds.

Honesty and self-development are at the heart of responsible education, says Davide. “Anyone who teaches has the responsibility of investing in their knowledge first and being honest about what they can offer, and should put a lot of hard work into learning how to deliver that knowledge.”

Good or Bad for Standards?

Let’s get to the crux of the matter – is micro-education raising or lowering overall education standards in the hairdressing industry? On the whole, Anneliese believes it is raising standards, but she also feels its effects need to be monitored. “More people are able to access education than ever before, which is largely a good thing,” she says.

“Also, more people are able to share education, which can be both good and bad. There are thousands of influencers without the credentials sharing misinformation, which can be damaging to industry standards. But then there are these amazingly talented, knowledgeable people, who wouldn’t be able to touch anywhere near the number of people they can now, without the use of micro education. And it’s pretty awesome that we’re able to access these people and their wealth of experience, and to share and raise standards in turn.”

For Gareth, it’s a case of needing to embrace the potential new technology offers. “Each generation will always think the next development is the downfall of society, but in truth, hairdressing is responsive and innovative to client demands, social trends, and economic factors,” he says. “Technology will always advance, and it’s down to us all to decide whether we want to be a part of that. The great thing about socials is there isn’t any room for egos – if people like what you put out, you’ll get instant feedback. That’s why I love it.”

MAKING A CONNECTION – HOW TO ENGAGE LEARNERS

For those wanting to put micro education out there, how can they ensure their content piques the interest of those they want to engage?

Keep it authentic: For Gareth, it’s about keeping it real. “My most engaging and high-performing content is always based on real-life experiences,” he says. “What are the questions my assistants ask me? What are the conversations I have with my peers? What scenarios are coming up in educational settings? We have a tendency to over-complicate, but often it’s the simple and organic content that really connects with the viewer.”

Stay relatable: Chloe agrees that authenticity and relatability are crucial. “It’s important for learners to be able to see the genuine person/stylist/educator behind the content so they are watching with trust, belief and feeling that authenticity. Original concepts will always beat following trends.”

Don’t jump on every trend: There can be a temptation to hop on social media trends to increase reach, but Davide agrees that this can quickly lose you trust. “The motivation should always be driven by a genuine desire to share knowledge, not by what is trending,” he adds.

Make them laugh: Rachael believes a little humour goes a long way to encouraging loyalty and engagement. “People like my content where I’m being a bit funny. My outtake videos are always popular because I think it just shows that I am human and real, and it showcases my authenticity.”

Back up your claims: Anneliese believes a major responsibility of any educator is to be clear when something is more a personal opinion than a fact. “When you make a statement, you have a responsibility to back that up,” she says.