Content That Glows Like Glass Skin: The Monthly Social Strategy for Beauty Salons

Why Content Still Matters (And Always Will)

Your clients are scrolling between appointments. Instagram, TikTok, Google, Yelp — it’s all part of the new word-of-mouth. And the salons that show up consistently? They stay top of mind.

But here’s the truth: posting randomly when you remember doesn’t cut it. You need a system — one that’s simple, repeatable, and designed to grow your salon’s brand and bookings.

This playbook gives you that system.

91% of beauty clients check a salon’s Instagram or reviews before booking — and 64% say a “strong online vibe” influenced their choice.

TABLE OF CONTENTS

• Why Content Still Matters (And Always Will)
• Step 1: Choose Your Content Pillars
• Step 2: Build a 30-Day Posting Schedule
• Step 3: Design Posts That Actually Perform
• Step 4: Schedule Everything in Advance
• Step 5: Repurpose Like a Pro
• Step 6: Review What’s Working
• Final Words: Post With Purpose, Not Pressure

Step 1: Choose Your Content Pillars

Let’s keep it focused. Pick 3–4 main categories of content that you can post every week without burning out.

Beauty Salon Content Pillars:

1. Before & Afters — hair transformations, facials, brows

2. Behind the Scenes — staff moments, prep rituals, salon setups

3. Client Testimonials — review screenshots, video feedback

4. Promos & Offers — limited-time discounts, holiday specials

Optional additions:

• Educational tips (“Why exfoliation matters for glow”)

• Seasonal content (“Spring Hair Trends”)

• UGC reposts (with permission)

Choose 4–5 categories and cycle through them weekly.

Step 2: Build a 30-Day Posting Schedule

Use this high-converting pattern:

That’s 5–6 posts a week — totally manageable with batching.

You can repeat the same structure next month with fresh visuals.

Step 3: Design Posts That Actually Perform

Instagram Feed:

• Use clean backgrounds

• Always include a call to action (CTA)

• Add location tags and relevant hashtags

Reels:

• Use trending audio with captions on screen

• Start with a hook (“From dull to glow in one facial…”)

• Show transformation within 3 seconds

Stories:

• Share live bookings, client arrivals, BTS

• Use polls ("Which brow shape would you choose?")

• Add a link sticker to your booking calendar

Reels have 2x the reach of regular photo posts — and salons that post Reels 3x/week grow 4x faster on Instagram.

How to connect Instagram Business account with Social Planner

Step 4: Schedule Everything in Advance

Inside GHL, use the Social Planner to:

• Connect your Facebook and Instagram accounts

• Upload your content calendar

• Preview how your posts will look

• Schedule them weekly or monthly

How to Use the Social Planner

Batch content 1x a week or biweekly. Set it. Forget it. Watch your brand stay visible.

Step 5: Repurpose Like a Pro

Turn one client story into:

• A feed post (“Jessica’s glow-up after our signature facial”)

• A Reel (video of her before/after)

• A Story with poll (“Would you try this?”)

• A Testimonial graphic for your website or Google review highlight

You don’t need 30 ideas. You need 5 that become 30 assets.

Step 6: Review What’s Working

Each week, review:

• Most liked/shared posts

• Reels with highest reach

• Booking clicks from IG bio link or Story link stickers

• DMs started from promo posts

This helps you double down on the formats that work.

Instagram insights show 3x higher clickthrough rates on stories that include “Book Now” or “Swipe Up” CTAs.

Instagram Reels Publishing Guide for the Social Planner

Final Words: Post With Purpose, Not Pressure

Content should work for you — not drain you.

When your content system runs like clockwork, you stay top of mind, look booked and professional, and attract clients who already feel connected.

Ready to grow? Sign up with HighLevel