A Go-To Method for Going Beyond the Sea of Client Before-and-After Shots - thesocialspa.co


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So, you’re using Instagram to showcase your work and the results you help achieve for your clients, that’s great!

As a beauty or wellness professional, showing the visuals of your work is crucial for having potential clients be able to envision themselves in your spa, salon or studio and achieving their own amazing results.

However, just like everything in life, Instagram requires a careful balance. A wall of before-and-after pictures for a hairstylist looks like an endless stream of the back of heads, or for an esthetician, a flood of ambiguous close-up shots of skin, neither of which paint the whole picture of who you are or what you do.

So, to prevent your Instagram profile from looking like a stream of sameness, here’s a simple method for ensuring not only visual variety on your profile, but a mix of content that will effectively build your know, like, and trust factor, infuse your personality into your profile, and compel your potential clients to scroll and click further.

Introducing the 3 Ps Method…


When you’re showing a before and after photo of your client you’re creating content within the “people” category, but there are so many other people involved in your business who you can feature.

First of all, there is you!

I know you might feel self-conscious hopping in front of the lens yourself, but you have to if you want to create genuine connections on Instagram. Remember, people buy from people, the more your audience sees your face and hears your voice, the more connected they’ll feel before they’ve ever gotten in contact with you.

In addition to you, if you have team members, you’ll want to feature them on your Instagram as well so that your audience gets to know the people they can expect to see when visiting your spa, salon, or studio.

Also, try to get more visuals of your clients beyond the before-and-after.

I know some clients aren’t comfortable showing their full-face, but in addition to finding ways where you can reveal part of the client’s face while still concealing their identity, also know that featuring “people” on your Instagram feed doesn’t have to show the person, but can instead feature the person’s story.

For instance, let’s say you have a client whose story is really transformational. Maybe it’s something along the lines of they had severe acne and over the course of six months, you’ve healed it. And perhaps they are someone who doesn’t want their picture taken. That’s okay; you can still tell that story and share another photo with it or talk about it through an Instagram Live. You can be a re-teller of the story and still bring that “people” element into your content.


Circling back to the concept of the client before and after…don’t just limit yourself to the after, also show what happens between that before and after aka the middle.

The “process” piece shows people what it’s like to sit in your chair, or to lay on your treatment table, or to undergo whatever treatment it is that you perform if you’re an esthetician or if you’re a brow or lash artist.

It gives your potential client peace of mind when they’re able to see exactly what it is that they’re investing in and helps to build the trust they need to feel toward you as the professional to feel confident that they’re in good hands.

Some ways you can show your process is by using a tripod positioned over your station to record a hyper-lapse video of one of your treatments or have an assistant in your room take photos of you doing a treatment or simply hold a remote clicker so you can get some quick pictures of you working.

And you can follow this same process if you’re a hairstylist. Stage your tripod right behind you, have it ready to go that way you’re not using up time during your treatment, or have a coworker come over and ask, “Hey, can you snap a few pictures of me doing this cut/color/style?”

Additionally, sharing the “why” along with the “how” of your work is another way to demonstrate your process. For example, what are the philosophies behind why you approach your craft the way you do? What makes your approach unique?

Answering these questions on your process is just another way to position yourself as the expert in your field.


Finally, there’s “products.”

This category is a tad more promotional, but it doesn’t have to be strictly a “we carry this product, buy it here” type of post.

Instead, use the product category as a place to demonstrate how your products are used and inform your audience about how they work and why they’re beneficial.

For example, I have a client who sells her own proprietary skincare line, and to showcase the various products; we’ll do ingredient spotlights where we highlight an ingredient that’s in one of her products, and how it helps invigorate and rejuvenate the skin.

And, of course, we then say, “If you’d like to learn more about it, go to the link in our profile where you can read more about the products that this ingredient exists within,” but it’s not a purely promotional post.

Instead, we’re informing people about what’s in this product, why it was formulated with this ingredient and how it can help you as the customer.

This is what I call a “value add” call to action, and the best part is, it can help to support your in-spa or in-salon retail sales.

If you can infuse that “product” part of the conversation on social media before you’ve even booked the client for a treatment, you’re setting the precedent that products are important and setting the stage for products to be a part of the conversation throughout your appointments.

So, are you inspired to go beyond the before-and-after yet?!

I know the 3 Ps method takes more time and effort for creating content, but it’s not only worth it but necessary if you want to have the easiest time in drawing in your dream clients who are going to value what you offer from the jump. And who doesn’t want that?



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