Lights, Camera, YOU! How To Create Great Content with Hairstory’s Wes Sharpton [Live Replay]
Showing up online is not easy or for the faint of heart. It’s a lot of work and takes a lot of prep. It also requires a leap of faith and confidence that you have value to add to the world. But people who start out online and eventually “make it” never start out that way. No one starts at a million subscribers. Everyone starts at zero.
Look at the SKLPT’D Academy YouTube channel — we’re only at 2 subscribers (!!) as I write this post, but numbers are not what matter to me right now. What matters is that hair and marketing education is freely available to all who need it; and one day, when it does gain traction, the library of all that education will be accessible and will cover the topics that are most poignant in the industry.
I mess up, I try things, I look at data, and I try again.
I also want to form the habit of showing up regularly to fulfill the long-term goal of creating an online business that I love and believe in.
You learn by doing, messing up, and removing the concept of perfection from your life.
Perfectionism is stalling you
Every creator knows that the videos that were made with the least amount of effort tend to do the best, because they’re authentic, real, and others can easily connect to them.
It’s like an algorithm conspiracy: when we spend time making things perfect, no one likes it!
What does this tell you? Do not let the pursuit of perfection deter you from moving forward in your journey as a creator. Make content, and hit post.
As a hairstylist, you are a creator. Your portfolio lives on Instagram and TikTok. It’s how you get clients and how you communicate with potential clients (hello DM’s).
How you show up online is your brand, whether you have your colors figured out or not.
You are your brand
Speaking of branding, your brand is your voice, the words you use, how often you post. This isn’t to freak you out, but to show you that who you are is already out there and others have already formed an opinion about you and your work.
If you’re proud of what you’ve been showing online, hunker down and do more of the things. If you’re not, clear the clutter, stop doing the things you don’t like, and focus in on the things you do want to be known for.
There is always room for improvement. We can always improve our skills in conversation, consultation, video, sales, product knowledge, cutting, color, gray hair, extensions … the possibilities are endless.
People are watching even if they’re not engaging with you
Don’t let the low engagement numbers on social media get to you. How many times have you had a new client sit in your chair and say, “I’ve been following you for a long time and I’m finally here!”? And you realize they’ve been silently following you for two years before they made the leap.
You never know what someone is going through. Maybe they need more “data” to decipher whether they are willing to pay for your service. Maybe they’re saving up. Maybe they asked their friends and got mixed responses so they’re just going to think about it. Maybe you’re a little geographically far for them and they just need time to arrange a ride. Maybe they need to get through a busy time at work. Maybe they like what you do but they’re not sure you’re the right fit for them. Maybe they’re scrolling when they’re exhausted and not thinking of leaving a comment.
Posting consistently is nudging people towards you
This is when posting becomes even more important — all it takes is ONE video to make someone think, “this is they stylist for me.” Think of every video you post as a nudge for that one potential client who’s thinking about booking with you.
So even if people aren’t engaging with you, doesn’t mean you should stop posting. The point of posting on social media is to show off your work and tell the world that you’re here to help them when they’re ready.
They have a problem, and you have the solution.
One day, those warm leads are going to feel an inner click and go “Yup, okay, I’m ready. I’m booking with this stylist.”
Should you aim to go viral?
Virality for the right reasons is awesome. If you’re sure of what you’re doing, have the infrastructure in place, and one video goes viral, you’re in business!
Virality for the wrong reasons is horrible and so counter-productive.
Take if from me. I have one video on YouTube talking about hair loss that took off during the pandemic, and ever since, I’ve had a tsunami of companies offering me collaborations on products I don’t believe in.
You name it — hair growth gummies, hair loss LED hats, hair growth serums, wigs, hair toppers, scalp exfoliators… I’ve had to turn every single one of them down, because they don’t align with my brand. I’m no hair loss or hair growth expert.
The companies I do want to work with, don’t reach out to me. You know why? Because I don’t make content for them (and that’s on me!)
I also have an Instagram reel that has 1M views and you know how much money I made from it? Zero. No new clients, no subscribers, no followers, either.
So … having 200 engaged followers who are “contained’ within your bubble is way better and profitable than having a million followers who tune you out or don’t see your posts because the agolrim hides them.
This is where strategy, focus and clarity come in, but that’s for another post.
Having videos that are seen by the right audience is so valuable.
Embrace being small.
Don’t make your follower count stop you from making content you love.
Those 200 followers are following you by choice. They want to be there. They want to hear you and listen to your advice and watch you work. Give them more of you.
Should you be on TikTok, Instagram and YouTube?
If you plan on making content consistently, start with the platform you love and enjoy the most. None of this is worth it if you don’t like posting on said platform.
Personally, TikTok hurts my brain and I shy away from it. When I consume it, I end up in a tizzy, wasting precious hours of my day, so I’m learning how to work with it and turn it off when I need.
Instagram and YouTube are where I feel myself thrive and do my best. I enjoy the design layout and so I choose to be there most of my time.
Choose the platform you love the most, and also the one you consume the most, and where your clients are living.
Camera confidence
Camera confidence is not something most of us are born with, unless you LOVE being in front of the camera and have had theatre or acting training. Most people I know who are good on camera have been professionally trained. They know how to be the person others want them to be, and so people always feel like they “get” them.
But that doesn’t mean that you can’t build this muscle. Being on camera, if you’re not used to it, requires forming the habit of showing up, a safe space where you feel you can be 100% yourself, and giving yourself grace when you don’t get it quite right.
There’s a process to camera confidnece, and it starts with:
Believing you have value to add to the world
Speaking about what you know
Practicing speaking about it
Practicing speaking some more in different formats and locations
Editing or critiquing your work, and looking at how you can improve, preferably with a mentor or online education
Feeling comfortable
Gaining traction and feedback
Knowing you can now handle any video or post thrown your way
Technically, there are skills like talking fast (no slow pauses!), using “you” instead of talking about yourself, using certain hooks like “this one trick can change your entire life!”
Being on camera requires you “turn on” your camera self. Project your voice, have a Call-To-Action, and get to the point FAST.
Nowadays being a hairstylist means you have to be a performer, a producer, a writer, an educator, and a professional speaker.
The world will continue to evolve and we have to adapt with it as it moves, and I believe that the real you is hiding but really wants to be seen and admired.
Let me help you
To help you move through all this, book a 1:1 session with me here where we dive into your business and look at how you can show up online authentically so you can attract your ideal clientele and live the life you want!
Whether it’s forming your values, creating a marketing strategy, understanding how to edit, or to break down you larger life vision, I’m here to help.
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