Thriving Stylist Podcast - Episode #359: How I Grew an IG by 800 Followers in 8 Months

Host: Britt Seva
Release Date: October 28, 2024
Podcast Description: The beauty industry has transformed significantly over the past decade. Gone are the days when a good reputation and referrals alone could sustain or grow a clientele. Successful stylists today require robust marketing strategies to thrive in this dynamic landscape.

Introduction

In Episode #359 of the Thriving Stylist Podcast, host Britt Seva delves into her journey of organically growing an Instagram (IG) account by 800 followers in just eight months. While Britt is renowned for her expertise in social media and marketing for hairstylists, this episode stands out as she shares insights from a unique case study outside her primary industry—a youth travel baseball program.

Britt's Passion for Social Media and Marketing

Britt begins by expressing her deep-seated passion for social media, marketing, business growth, economics, and consumer behavior:

[00:58] Britt Seva: "I truly have a deep love for business, for marketing, for economics, consumer behavior… Studying it literally 365 days a year is like the air I breathe."

This unwavering dedication fuels her continuous learning and application of advanced marketing strategies, setting the foundation for her success stories shared on the podcast.

The Social Experiment: Growing a Baseball Program's Instagram

Britt recounts a free boot camp she hosted in 2024, where she coached 30 stylists on paid marketing using Instagram and Facebook. Inspired by this experience, she took on a new challenge—growing the Instagram account of a local travel baseball program from scratch:

[02:28] Britt Seva: "I'm going to share with you today is of an Instagram account that has nothing to do with hairstyling that I grew by 800 followers in just eight months... I think that because I did this in an industry that I am by no means an expert of using strategies that I truly think work for any person, any small business in any town throughout the world."

Britt's objective was clear: gain 800 engaged followers without resorting to paid promotions, ensuring that the growth was both organic and sustainable.

Challenges and Learnings

Upon taking over the baseball program's IG account, Britt identified several critical issues hindering growth:

1. Profile Photo Ineffectiveness

   • The account used a generic logo that failed to represent the brand effectively.
   • Britt struggled with the account owner over selecting a more impactful profile photo, which eventually led to a 30% faster growth rate when a suitable image was adopted.

   [06:18] Britt Seva: "I believe that using the right profile photo is going to grow the account faster."

2. Lack of Engaging Captions

   • Previous posts featured minimal or no captions, leading to low engagement.
   • Britt emphasized the importance of contextual and storytelling captions to resonate with the audience.

   [11:35] Britt Seva: "Every time, if the caption was short, if the caption was weak… it would get probably 100 to 150% less engagement than one that had a good caption."

3. Uniform Content Without Unique Differentiation

   • The account lacked a clear unique selling proposition, making it blend with numerous other baseball programs.
   • Britt stressed the necessity of highlighting what sets the program apart to attract the right audience.

   [12:30] Britt Seva: "When I look at your social media channels… you're posting the exact same stuff as everybody else."

Key Strategies Implemented

To overcome these challenges, Britt implemented a series of strategic actions:

1. Defining Clear Goals

   • Britt sought to gain new players rather than merely entertain existing families.
   • She advised listeners to choose a singular focus for their social media efforts to streamline content strategy.

   [09:45] Britt Seva: "What is the goal with your social media right now? Is it to entertain your existing clients or Is it to gain more interest in working with you and your brand?"

2. Understanding the Business

   • Britt conducted a thorough analysis to identify the target market, unique promise, and mission of the baseball program.
   • She emphasized the importance of clearly communicating these elements through social media content.

   [10:25] Britt Seva: "What is our unique promise that we serve our community with and what is the vision and mission of this organization?"

3. Designing a Content Vision

   • Instead of traditional "content buckets," Britt developed a comprehensive content vision encompassing diverse content types such as parent stories, player features, tournament summaries, and championships.
   • She created an eight-point content strategy to maintain variety and authenticity in posts.

   [13:40] Britt Seva: "I think you need to think a little bit wider… that's the kind of content I chose."

4. High Volume and Quality of Content

   • Britt advocated for producing a surplus of content, aiming for 40 pieces per week to maximize visibility and engagement.
   • She utilized tools like Later for organizing and tagging content efficiently.

   [22:10] Britt Seva: "Surplus of content is what made this possible… I use Later to organize and tag everything."

5. Storytelling as a Core Element

   • Emphasizing the power of storytelling, Britt focused on narratives that highlighted the program's unique strengths and participant experiences.
   • This approach fostered deeper connections with the audience, driving engagement and follower growth.

   [25:10] Britt Seva: "Storytelling was key. You are hearing stories, learning stories, experiencing stories in your salon chair every single day."

Content Strategy and Adaptations

Britt's content strategy was dynamic and adaptable, allowing her to pivot based on performance analytics:

1. Testing and Iteration

   • Britt tested eight different content types, identifying which resonated best with the audience.
   • She remained flexible, discontinuing content types that underperformed and doubling down on successful ones.

   [16:50] Britt Seva: "I tested eight different types of content. Three were a slam dunk and good for me… I just stopped doing them anymore."

2. Embracing Visual Content

   • Although the prevailing trend favored short-form video content, Britt primarily utilized high-quality photos initially.
   • She later incorporated long-form, high-production videos, which yielded significant engagement despite the general shift towards short-form content.

   [21:00] Britt Seva: "I started weaving in a lot of video and we played with short form, long form stories and feed… short form didn’t work well for us."

3. Selective Engagement

   • Britt avoided spammy tactics like buying followers or using irrelevant hashtags.
   • Instead, she focused on engaging with the right audience, such as parents of current players, to build a genuine community.

   [06:55] Britt Seva: "It's not about following as many people as possible. It's about following the right people and showing that you're engaged with them."

Results Achieved

Through her meticulous and strategic approach, Britt successfully grew the baseball program's IG account by 800 followers in eight months. Key outcomes included:

• Increased Engagement: High-quality captions and storytelling led to more likes, comments, and shares.
• Follower Growth: Targeted content attracted the right audience, resulting in steady follower increase without paid promotions.
• Enhanced Brand Awareness: Clear differentiation and unique content positioned the program as a premier choice in a competitive market.

[18:25] Britt Seva: "We gained 800 followers in eight months. And now as we continue forward, I'm starting to play and test a lot more and I've unlocked kind of even new levels of what's really working."

Conclusion and Takeaways

Britt Seva's experience underscores several crucial lessons for stylists and salon owners aiming to enhance their social media presence:

1. Authenticity and Storytelling: Genuine narratives resonate more than generic posts.
2. Quality Over Quantity: High-quality visuals paired with meaningful captions drive engagement.
3. Strategic Focus: Clear goals and targeted content attract the right audience.
4. Flexibility: Continual testing and adaptation are essential to finding what works.
5. Community Engagement: Building a genuine community fosters sustainable growth.

[27:50] Britt Seva: "The basics are what worked. Quality and quantity was critical. Storytelling, storytelling. Storytelling."

Britt concludes by encouraging listeners to apply these strategies, emphasizing that the principles she employed are universally applicable across various industries and business sizes.

[28:30] Britt Seva: "I hope you got some great takeaways from this. I'll see you on the next one."

Notable Quotes

• Passion for Marketing:

  [00:58] Britt Seva: "Studying it literally 365 days a year is like the air I breathe."

• Importance of Profile Photo:

  [06:18] Britt Seva: "Using the right profile photo is going to grow the account faster."

• Selective Follower Growth:

  [06:55] Britt Seva: "It's not about following as many people as possible. It's about following the right people."

• Storytelling Emphasis:

  [25:10] Britt Seva: "Storytelling was key. You are hearing stories, learning stories, experiencing stories in your salon chair every single day."

• Conclusion on Social Media Basics:

  [27:50] Britt Seva: "The basics are what worked. Quality and quantity was critical. Storytelling, storytelling. Storytelling."

Final Thoughts

Britt Seva's episode offers a comprehensive blueprint for social media growth, illustrating that with the right strategies and consistent effort, significant results are achievable without hefty investments. Her insights are invaluable for stylists, salon owners, and small business owners seeking to amplify their online presence and attract a dedicated clientele.

Stay Connected:
For more insights and actionable strategies, subscribe to the Thriving Stylist Podcast and join Britt Seva in building a prosperous and fulfilling career in the beauty industry.