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A Fool-proof Guide to Social Media Content Planning

Believe it or not, there’s more to social media than posting the perfect shelfie highlighting your favorite skin care products or a fun eyelash care tip. A strong business will use social media to highlight services, introduce new promotions and engage with potential clients.

The best way to balance fun, aesthetically pleasing social posts with strategic, revenue-driving content is to plan social media content in advance. Creating social media content calendars on a monthly or bi-monthly basis will help you develop a consistent social media posting cadence full of beautiful posts that also drive sales.

The key to using a social media content calendar is developing content topics – 3-4 broad topics that you’ll create several posts about each month. Your content topics will depend on what type of beauty professional you are, if you have your own business or are working in a salon or spa, either way, you can think about your content topics as what you want to offer potential clients.

For example, if you’re a solo nail artists, you might want to show your clients trendy nail designs that you can recreate for them so one of your content topics would be nail inspo. If you like to offer promotions or packages to your clients, one of your content topics could be promotions.

Below we’ve outlines several content topics that beauty professionals can use in their social media content calendars.


This one is key for any beauty or wellness professional. Your services are the core of your business so each month its good to aim for at least 3-4 posts discussing what services you offer. Posts could be a Reel or photo of you performing the service, a video of you explaining the benefits of the service or a cute graphic with information on the service.

Before and Afters

If you offer treatments that show visible results, getting good quality before and after photos from your clients can be a great tool to show potential clients that value your bring. Pro Tip: if you have your own space where you do treatments, set up a designated area to take before and after photos of your clients, make sure the space is well lit and has a neutral solid background.

Inspiration, Education, Motivation

You don’t want your social media to be focus too much on sales so its good practice to incorporate a content topic that doesn’t directly relate to a product or service. Posting fun content that is motivational, educational or inspirational is a good way to keep your feed light and engaging. However, make sure this content is still connected to your industry (it would be weird to educate your followers on recycling if you business is waxing and lash services).

Events and Promotions

If you host events regularly, you might want to include a content topic dedicated to sharing upcoming festivities at your business. Keep in mind that your social media followers don’t want to be bombarded with event announcements, so this content topic should only include a few post per month. The same goes for promotions. If you offer your clients deals regularly, you can include this in your social media content, but be careful with being too sales-y.

Retail Sales

Beauty and wellness pros that sell products can showcase this on social media. If you sell products online its an added bonus, Facebook and Instagram offer several tools for ecommerce. When creating content for retail products, think of unique ways to showcase them like a trendy reel or highlighting products that clients can’t find at competitors.

Salon/Spa Experience

Another good way to balance out promotional content is to highlight the spa or salon experience unique to your business. Are there small touches that you’ve included like a signature aromatherapy scent diffused throughout your space or a complimentary drink upon arrival? This content topic is a good opportunity show potential clients what makes you the beauty and wellness pro that you are and why your business is special.

Using content topics takes the guess work out of planning social media content. Once you’ve chosen three to four topics you’ll post about each month, you can get to work creating graphics, videos and photos for each topic. A good rule of thumb is to have 2-5 posts for each content topic every month, with more posts for the more important topics like services.

The ultimate goal is to have all of your social media posts planned out with the image or video, caption and time and date it will be posted. Once you have all of your posts ready to go, you can plug them into a social media scheduling software so you can focus you day-to-day on growing your business and attending to your clients, instead of making sure your social media posts are going out.


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