Beauty Business Strategies
The podcast where salon, spa, medspa, barbershop, and lash studio owners — just like you — learn quick tips to make more money, inspire your team, and create world-class client experiences.
Beauty Business Strategies
Making Your Clients the Stars: Social Media Strategies That Work for Salons and Spas with Sydney Lopez
In this episode, we’re joined by Sydney Lopez, a social media expert and stylist with over a quarter million followers on Instagram, to explore how salon and spa owners can revolutionize their approach to social media. Sydney shares her client-centered strategy that shifts the focus from showcasing services to celebrating the real stars of your business: your clients. Learn how to create an online community, craft compelling content, and highlight your salon’s unique culture to drive real growth.
Whether you’re struggling to engage your team in social media efforts, attract new clients, or recruit top talent, Sydney’s practical tips will empower you to elevate your online presence. Discover how to turn social media from a chore into a tool for building relationships, boosting bookings, and showcasing your salon’s culture and values.
Connect with Sydney on Instagram: @sydneyannlopezhair
Register for Sydney's 2-day Digital Branding & Social Media Workshop: https://strategies.com/seminar/digital-branding-social-media-crosswalk-03-25
Watch the video version of this episode: https://youtu.be/YVajfMz8BIk
To learn more about how Strategies can help you create more profit, fun, and growth potential for you, your business, and your team, schedule a free 60-minute strategy session:
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The Beauty Business Strategies Podcast is designed to give salon, spa, medspa, barbershop, and lash studio owners, just like you, quick tips to make more money, inspire your team, and create world-class client experiences.
Welcome to the Beauty Business Strategies podcast Again. Michael Yost with you today and we are joined by Sydney Lopez. Sydney, how are you today?
Speaker 2:I am doing well. How are you today?
Speaker 1:Fantastic, fantastic. If you are not familiar with Sydney, you need to get familiar, and I know many of you are because, just alone on Instagram, you probably follow. She has closing in, if not already, about a quarter million followers on Instagram. You probably follow. She has closing in, if not already, about a quarter million followers on Instagram. So probably many of you are familiar with Sydney and so it's a pleasure to have you with us, sydney. For those you that might be out there that are not familiar with you, how about a little introduction in your own words, because everyone does a better job than I would ever.
Speaker 2:Absolutely so. I am. If you're looking for me on Instagram, I am Sydney Ann Lopez hair. I have grown up in the industry, like many other hairstylists. I always love to get on stage and ask people whose mom, uncle, aunt, grandma, grandpa owned a hair salon, and like half of the room raises their hand. And so I grew up in the industry with my mom as a salon owner. She's been in the business for 51 years. I literally work right across from her all day long and I get to see her. If you guys watch my videos, she's literally doing haircuts and colors in the background of every video that I ever make, because we work across from each other.
Speaker 2:I have a degree in secondary education. I realized that I did not love teaching high school kids about three months into it and quickly ran away from that, went into corporate world of Saks Fifth Avenue, worked for them for 11 years and then went to cosmetology school at the ripe old age of 29. So I had a little bit of a late start, and that's kind of what brought me into the world of social media. I had to replace a full-time salary quickly and knew that probably the best way to do that was about the time Instagram started and that's kind of what got the ball kind of rolling for me.
Speaker 1:So, sydney, you know you mentioned secondary education. This is going to be another conversation for another day, but it's like our paths, our lives have run congruent because I went off to college and while I never pursued it, my other alternative job before I got into here was I wanted to be a high school history teacher. So, in particular, you mentioned secondary with high school. Did you have what? What did you want to teach?
Speaker 2:So, to be very honest, I swam in college. I was a swimmer, and so I have a ride like a full ride to go swim at a school and I decided I should get a degree while I was at it and so I basically wanted four years of still swimming and I got a degree, basically thinking I was going to coach and teach people in swimming and volleyball and it was going to be high school kids, and what I didn't realize is everything kind of came full circle and I'm just coaching and teaching in a fully different way and that's on social media.
Speaker 1:Well, it's funny I say the same thing. It's like well, I never became that. It's kind of funny how life takes you in this journey to kind of circle back to that in different ways. But anyway, so, starting out, you know, a couple of things in our conversation, you know, as we were kind of preparing for this conversation, you brought up something I thought was really, I think, so powerful and so important, just to hit right out of the gate. Instead of the typical questions around social media, I think all the questions that people are longing for can get kind of started to get answered right out of the gate. As we were beginning our conversation, just kind of setting up for this time, you mentioned the fact that you take a very different approach to how you like to teach and educate on social media. So if you could, just let's just start by sharing that, because I think it's really powerful and a very different approach, but in a really good way.
Speaker 2:Yeah, so I. The first thing I do whenever I go into a salon or when I'm teaching on stage in front of a big group is I ask everybody to just set aside whatever bias or preconceived notions they have from social media, because typically they're not really positive, and I ask them to just like let go of the pressure to be a content creator or an influencer or to have a social media page. That's egocentric or about yourself. And so when I teach social media, I'm not teaching everyone how to come into the room and say, hey, everybody, I've arrived. I am Sydney Ann Lopez-Hare.
Speaker 2:What I'm telling people to do as salon owners is I'm teaching them to make the clients the stars of the show, and if you follow me on social media, you'll know my clients names, you'll know their stories, because I talk about my clients all day. Every day. I tell what they do as a small business owner. I tell what I love about them as a human being, and I love people through social media. And I think you know one of the things that's hard about social media is it does feel so egocentric.
Speaker 2:But one of the reasons and I do this too I'll ask everyone in a room when I'm teaching. Hey, who in here got into this business because you love people. 99.9% of people raise their hand because hairstylists love people. If you're a successful hairstylist, you love people and you love people well. And what's really cool about social media is, if you take that perspective and you love people through showing them a before, showing them an after, sharing their story talking about their small business on social media, everything comes full circle and you're able to make your clients the star of your social media page versus yourself. And what's really cool is it creates this online community where you're connecting individuals who work together, collaborate together, support one another's businesses.
Speaker 1:And it becomes so much more than just a pretty post of beautiful hair For those listening in. I think the real connection here for those listening that might not be paracentric, that might be spa, med, spa or other. You know others that fall under the umbrella of the beauty industry. You know, the great thing about hair is hair has the most natural imagery that really relates well, especially through social media and Instagram and things of that nature. But when you're with what you're talking about, making the, you know, the client, the star and that story, that really that takes a whole different approach to, I think, how people can view their social media, especially for those that again are in other avenues of the beauty industry where still this is still equally important to them.
Speaker 1:Social media is important to all business right now, no matter what size, shape that you are. But I think that makes a real connection I have you found. I mean, as you've worked with people now, because you, you know, I know you've worked with tons of people what have you seen from that perspective? How has that changed things for the people that you get a chance to interact with? Just changing the narrative about. You know, let's shift the perspective on who we're telling a story about.
Speaker 2:Right, and I think one of the things that's really important to realize is the last thing that we need in this world is another picture of beautiful balayage. We have millions of them. It's white noise. It does not matter that you can do beautiful balayage, because everyone else in the world has already posted it. So if someone's looking for inspiration as far as like a balayage head of hair is concerned, they're going to find it. They can find it on Pinterest, instagram, tiktok, anywhere else in between.
Speaker 2:What we have as salon owners and stylists is we have the ability to add value to the post by telling a story, by telling you know you mentioned a spa, and that's one of my favorite. I feel like that's a really hard social media to build, because people don't feel comfortable being fresh faced and not have makeup or anything on. And what I do with spa owners or estheticians is I tell them it's about the experience. It's about what it feels like to come into your space and what your clients would describe your space like to their friends. And so when I'm meeting with you know salon owners, I tell them like really, let's write down some adjectives that describe what it's like to sit in your chair or to come into your salon and let's start creating content that speaks to that, that speaks to the vibe of your space.
Speaker 2:I was in over 80 salons last year and I can tell you by the name of the salon. It already elicits a feeling in my brain as to whether or not it is, you know, relaxing, laid back, easygoing, welcoming, friendly. I mean, if you walked into my salon that I own with my mom, headlines Hair Design, you're going to walk in and you're going to be welcomed immediately by my mom and myself. It is going to be loud, it is going to be fun. We are going to talk to you, we are going to welcome you, we're going to know your cat's names, your dog's names, your kid's first day of kindergarten and how it went Like. That's what we, that's what it feels like at headlines. And so, regardless of whether you're an esthetician, whether you do amazing nails or whether you do hair, I think the key is not necessarily the beauty of a picture or a video. It's the story behind the picture and what you have to bring to the table uniquely that makes you special and makes you stand out and makes your clients want to come to you.
Speaker 1:Absolutely Love it. So Just to hit this early in the conversation, because I know that probably many people are tuning in to get an answer to this is we talk about social media, that it always inevitably comes up, those that do engage, those that don't engage? I mean, I won't go any farther than that, because I know you've heard it way more than I have, certainly, and I've heard it enough to go. I'm sick of the question. It's not even what I work in. So when you think about that idea of when it talks about you know, how do we get people to engage? Social media or things like that, is that even just? I mean, I'll put it out there. I don't know what the answer is to this, but is even that the wrong question to even be asking? Or just what are your thoughts on that whole? Yeah, so I?
Speaker 2:absolutely so I get. I feel like salon owners biggest challenge is getting people motivated to actually participate in social media. And I teach the three things that everybody hates I teach rainbow hair, I teach up styling and I teach social media. So I walk into a salon and eight of the 10 people are like, oh, we have to learn social media today. It's going to be terrible. And so I just have to tell them, like, take a breath. I promise by the end of the day it's going to feel less terrible and it's going to feel easier and better.
Speaker 2:And I think one of the things that we have to realize, because I think, for some reason, you know, there's this thought that social media is easier, that it would come quickly or that you just take a few pictures and you post it. Well, my first haircut took me five hours. It does not take me five hours to do a haircut. Now, my first photo session after you know, finishing someone's hair and being really proud of it probably took me 20 minutes. If you were to look at my camera roll now from start to finish, I already have a plan of where my good light is and how to pose my clients and how to do things. So it's maybe three minutes, and so I think a lot of the times we think that when we're starting off, we're already going to be an expert, which doesn't make sense, because we're not that in hair. We don't expect that in any other space, but in social media, for some reason, we think, well, I can't do it because it's too hard. Well, it takes practice, just like anything else, and I think one of the things if I had the ability to do this for every single salon, this is what I would do. I would put together an onboarding program that every single new stylist that came into the salon would have social media standards, just like they do client standards. You welcome a client, say, hey, welcome, we're so happy that you're at Headlines Hair Design today. I cannot wait to take a before and after view because at the end of the appointment, I'm gonna airdrop you your photos and you're gonna absolutely love your hair. I would just train my people to do that. It's easy to do that with new people, that with new people. That would just be my standard. When someone came in and what's great about it is when the client leaves you've airdropped them photos of proof of what an amazing job you did. And guess what every client does? They sit in their chair and they post to social media. Hey, I just got my hair done by at Sydney Ann Lopez hair. It was incredible. It was amazing. Look at what she did with me today and it goes out to their 2,500 followers and now I just got free advertising with work that I approved.
Speaker 2:Now my challenge, and most salon owners' challenge, is the people who are booked and busy. How do you get them to buy in? How do you teach them that social media is valuable to them Because they're already booked and busy? You know, I get that.
Speaker 2:For me, the people who have time to make social media are not always the ones who are triple booked and working. You know all the hours of the day. So what I would recommend as a salon owner, is equipping those people with an assistant who's amazing at creating content for them, because they're the people who can make beautiful content, educational content, and can really grow your business on social media. And if you just had one person in the salon that was really willing to hone in on all of the stylists who are booked and busy and help equip them with befores and afters and build your salon page with beautiful heads of hair. That's gonna add a lot of value as a salon owner for you.
Speaker 2:And one of the things and my biggest takeaway and if you haven't listened to anything yet, just listen to this one thing, because if you understand this one thing, it's the only thing that's important on any social media platform from here to eternity the amount of time that you're able to capture from whatever audience you're trying to gain on whatever platform you're using, is your value on social media. So for your people who are doing incredible transformations and we're not capturing those, you're losing the opportunity to captivate an audience that will grow your business, and so time equals value. So when you have the ability to capture your audience's time with really great content, which is probably happening from your veteran stylist, then you have the ability to grow your business of your newer stylist, if that makes sense.
Speaker 1:I love it. No, I mean, it makes a ton of sense and, again, just ways that I think, in all honesty, ways that I certainly haven't ever thought about that before. So I mean that alone has got my brain ticking around some things. I'm going to jump back a step to something that you shared earlier in in in, just as you were. Just we're talking.
Speaker 1:You talked about how I think a lot of people expect the fact especially if they have team members that are a part of their team that are in their twenties or younger they just expect. Again, I have two sons. They're in their early twenties. I just expect that they know how to do social media. You know, we just expect, and I love that you.
Speaker 1:I want to just like to jump back to that idea that I think we just feel like, oh, social media just happens. You know, like if you're younger, like I said, under you know 30 and under, you just automatically know how to do social media. That's not necessarily the case. You may know how social media works or how to do things, but there is a difference between how to do it, the you know, in a way that's beneficial from a uh, a business professional standpoint, versus just a casual here's who I am standpoint they're. They're like what do you see as the distinct differences for people when you're talking about skills that need to grow, for people just to learn, no matter proficiency with social media or not. What are some of the big things?
Speaker 2:that you have to get wrong. Yeah, I think the biggest challenge for salons specifically is you have a group full of stylists who are incredible at doing hair and they're terrible at taking pictures and you finish someone's hair and you grab your phone and you walk them around and let's say it's a platinum blonde and you take them to where you think your good light is, or you take them to your photo wall that's been set up and you take them to where you think your good light is, or you take them to your photo wall that's been set up and you go to take pictures and you're like, why does it look so yellow on my camera? Or why does it look too gray, or why does it look too orange? And then you're like, oh, you know what? The lighting's not great here. Let's go over here. And then you try to find pictures over there. And then you try to find pictures over there, discouraged because what you created in real life is absolutely beautiful and stunning, but you can't capture it on camera the right way.
Speaker 2:And I think that's the biggest disconnect, honestly is that when I go into salons and this is an easy exercise for you guys to do so I'm just going to give you a free gift of like finding your good light right now. You're going to take a white piece of paper this is not groundbreaking or that exciting but literally take a white piece of paper and your camera and you're going to walk around the entire salon and everywhere that you think good light is and you're going to take a picture of that white piece of paper and then you're going to look at your camera roll after and you're going to see where the white piece of paper looks yellow, where it looks blue, where it looks green, where it looks reflective, where it looks washed out, wherever your bluest, clearest piece of paper is. That's where your sweet spot is. That's where you're going to take everybody. And I'm just going to give you a clue right now. It's going to be outside and it's going to be under an awning. It's going to be a natural light in the shade. So if that means you have to walk to a fast food restaurant that's across the street, that's under an awning and that's where your good light is, that's what you're gonna do, because I don't take pictures in my salon, in front of my beautiful wall.
Speaker 2:I make people walk downstairs into my parking garage that's 37 years old, where there's cats living and cars and no trespassing signs, and that's where all the good stuff happens, because that's what makes my hair look beautiful, that's where the shine is reflective, that's where the color looks right, and my clients just know. Now, hey, we're going to the parking garage and it still takes me three minutes because I'm not wasting time trying to find the good light. We're literally walking down to the good light taking pictures, and then what's really great is that gives me a minute walk back where I'm literally airdropping the pictures the whole way and telling the client from my phone look, what a great job I did, isn't this so pretty? I'm so glad that we did this to your hair today. And I'm just reiterating what a great job I did the whole walk back.
Speaker 2:And so I feel like and for those of you guys who are like, this is really intimidating. I don't want to take pictures, I don't want to have to find good light. This is what you're going to tell your clients. Hey, your clients.
Speaker 2:Hey, I was on this podcast with Michael Yost and Sydney Ann Lopez hair and she told me to take pictures of everyone's hair who I absolutely loved. And guess who came to mind first you came to mind and I've never done this before and I'm super intimidated by it, but I knew that you would be the perfect hair model. Can you give me like five to 10 minutes of your time today so I can find my good light and see where your hair looks the best? It's gonna get easier and faster, but I would love to just practice on you. Every single client is gonna go. I came to mind yes, let's take pictures of me, let's do it. They are so supportive of our business anyway, and so our clients are our biggest cheerleaders, as we are for them. So if you can just basically empower them to be your catalyst for getting on social media, then it will make everyone's life so much easier.
Speaker 1:Everyone loves to be a hero. That's one of my lifelong things is everyone loves to be a hero and you're setting them up to be your hero when you do that. And again, I love that script there, just that idea of that language, such great language to use. And, like I said, and again, I love that script there, that just that, that idea of that language, such great language to use. And, like I said, people are going to engage that and I think that's a really cool piece. Now I'm also thinking about all the people that will be running around after this just outside, just oh yeah, we look absolutely crazy when I do this in class.
Speaker 1:Pieces of paper out there taking taking snapshots. But again, great tip, great way to there taking snapshots. But again, great tip, great way to. Again, I love just the idea of how do I find where it is best. And again, that outline you gave is so awesome.
Speaker 1:You know, as we're talking about this, you, I'm hearing a lot of things that really start to kind of move in a lot of different directions that maybe we don't always think about. You know what I'm starting to pick up Sydney, as you're talking, is I'm hearing things that are like you know, this is part of a client experience. This elevates who we are as a company, not just because we're, not just because you're posting. We're talking about how you create a client experience, that just what we just shared right there, regardless of posting or not just that conversation, suddenly that's making that client feel unique and special and it's something that they're not going to get somewhere else, and it's something that they're not going to get somewhere else. You know, as you just said, you know I came to mind for you it's those unique things that set us apart. So you're talking about things that start to start to kind of move over into client experience. I think you're also start talking. I'm interested to get your feedback on how does this bleed in other areas that we may not think about.
Speaker 1:Like, one thing that comes to my mind and we haven't talked about it at all, but I've heard it time and time and time again that social media is your best. I mean, if you want to know where you find people, where people find you when they're looking for job postings, they're not going to Indeed, they're coming to social media, is that, I mean, do you find that to be? I heard that. I believe that you can either tell me you're full of crap or no, 100 percent. And what other areas do you think about? Client experience, maybe hiring, other things? What else do you see that? Are these byproducts of engaging in social?
Speaker 2:media. Yeah, I think for me, one of the most interesting things in that kind of realm is the fact that you know I get probably 30 to 40 client requests a month just from social media, and my rule of thumb is I know hundreds of incredible rainbow hair artists that live in my little town of Denton, texas. We are a cool town that has tattoos and rainbow hair everywhere and I have so many people that I could refer those potential clients to. The issue is some of the amazing hairstylists that I would be more than happy and comfortable referring people to have no social media. Well, the people who reach out to me on social media are wanting to see your work. I don't care if you have 200 followers or 200,000 followers. If your work is absolutely beautiful and up to par with what they're wanting to see, then I will recommend you a thousand times, and so for me to have at least a portfolio or a landing page for potential clients to be referred to is really huge, and I think, when you know I have people that are successful and booked and busy, it's nice to see their work, even if they're not necessarily trying to grow a big following. I want to be able to refer people to someone that feels comfortable with that page. And you know, one of the things that's really interesting about generations and I love kind of studying the different generations and how we look at things I'm 43. So I'm you know quote unquote old for social media, but I figured it out. So if I can figure it out, you guys can figure it out. I figured it out, so if I can figure it out, you guys can figure it out. But what I would say is my age and below is not really using Google for anything. We're using Instagram, we're using TikTok, and that's where we're finding our next restaurant, that's where we're finding our next hair salon, that's where we're finding the boutiques that we want to shop at. I am not using Google search for anything anymore and, to that point, as a salon owner, guess where everyone's going to find the next salon they want to work at On social media, and so if you have a beautiful page of beautiful hair, that means nothing.
Speaker 2:They can go anywhere where there's beautiful hair. They want to know about your culture. They want to know what kind of education they're going to get. They want to know what kind of a work-life balance they're going to get and what's really cool with strategies is you guys have such a specific culture within your salons that would speak so highly to so many stylists right out of cosmetology school.
Speaker 2:And sometimes, if you look at a strategy salon, their social media may not speak all of the great things that you guys have to offer. And so if I'm a potential stylist and I'm just looking, I'm like, well, they do pretty hair. Yeah, guess what 70 other salons in my town do pretty hair? What do they have to offer that makes them special? And I can tell you, as a salon owner wanting to get new stylistists in your chair or in your salon, the best, most effective way to recruit stylists that are a good fit for your culture is to have the ones that are all in on who you are as a salon owner and what you stand for as a salon team and put them on social media, get them in front of the camera, let them talk, let them say what they love about your salon space, and then the people that come to interview to work at your salon will be such a better fit for you because they've already bought into your culture and that's why they're there.
Speaker 1:I love that Again, how we can, how we can use this you just said the word and how how this can just show the culture. You know I love that so powerful. So, as always happens, you know, time flies when you're having fun and we're having great conversation. But the one thing I want to give everyone a heads up, that Sydney. We have the distinct honor of having Sydney coming into our training center for two days, march 10th and 11th of 2025. And so, if you are interested at all, again, we'll put all the links below or things like that. But you know, when we think about two days Sydney, you know what I'm just going to let you do. You'll do a way better job than I will. When you have for two days, let's say, someone wants to attend the class they want to come in and, by the way, we have the space is limited. We can only hold about 35 to 40 people in our space, so it is limited as far as that goes. But tell us what those two days are going to look like.
Speaker 2:Yeah. So I think one of the things that's most unique about the way I teach social media and this is going to sound a little crazy, as I teach it hands-on so I don't sit well, as a hairstylist, I cannot sit and listen to someone talk business for two days. That sounds terrible to me. So instead of just me sitting up in the front and talking, what we will actually do is we'll do a ton of breakout sessions where we kind of rewrite your salon strategy on social media. We'll optimize your bio. We'll talk about every single individual stylist and what their bio should look like. We'll work on kind of a plan for what your strategy looks like and how to tie individual stylists, estheticians, nail artists into that, and then I will break down all of the things that everyone at the beginning of every class and we'll do this with strategies too.
Speaker 2:I literally will fill out a flip chart and you guys will get to tell me everything that you want to know about social media, and I will not leave until every question is answered, and I usually have three to five flip charts full, or three to five pages, of you know questions, and it's everything from you know what the algorithm looks like to how to use hashtags, to how to use location tags, to how to write captions because everyone hates writing captions. We'll actually use some AI and some chat GPT kind of stuff to help us. We will do, you know, some photos. We'll do posing, we'll talk about how to up your customer service with it. I will show you guys some editing. We're even going to do some like actual hands-on videos together so that we can kind of like get in front of the camera, which I know sounds terrifying to some people, but I promise it's terrifying to everybody and it's going to be super fun and I'm going to make it like such a fun, easy, relatable thing that you can take back to your teams.
Speaker 2:And so, if you have basically I always have this, I have salon owners that will sometimes send just themselves but bring your social media person, bring whoever is available to run your front desk or whoever might be the person to capture clients on their way out or their way in, because if you get the buy-in from them, then they can kind of be the catalyst that empowers the rest of your team to buy in on social media. And so I promise you it will be such a fun two days and this is literally my passion. I am so passionate about helping the normal humans of the world succeed on social media in a way that works for you and no one else can say what that is except for you. And so after the two days, you'll have a really definitive reason that you want to be on social media and we can basically hone in on that and bring everything back to whatever that is.
Speaker 1:I love it. So, again it's this is for, you know, business owners, but also for those key social media people and really, if I heard it right, it's for anyone. That just is like, bring those key people that are passionate about social media, team members, whoever they are, because that's what's going to benefit you the more, as we all know, with education we always know this the more people that participate in it, the more buy-in and understanding and, again, more hands make for lighter lifting all those things that we want as a business. So I love that awesome stuff. So, again, uh, check out all the information. We'll have that links, you know, here for you, you'll be able to get all the information.
Speaker 1:But, again, that's March 10th and 11th 2025 here at our training center in Connecticut, and we look forward to seeing you there, sydney, for sure, we'll definitely have to have more conversations in this format as well, because, while I have a list of topics and questions to ask, I think we covered about three of them, as it usually happens on these conversations. But that's a good sign, not a bad one. But thank you so much, sydney, for joining us. I really appreciate you taking the time today and, you know, again, just appreciate the fact that you are such a great resource for us for education and what you do.
Speaker 2:Yeah, thank you guys so much for having me.
Speaker 1:Our pleasure, our pleasure, All right. With that being said, thank all of you for listening and viewing and we look forward to seeing you at our next podcast. Until then, have a great day.
Speaker 3:Thanks again for listening to the Beauty Business Strategies Podcast. If you liked this episode, be sure to hit follow To learn more about how strategies can help create more fun, profit and growth potential for you, your company and your team. We invite you to schedule a free 60-minute strategy session by clicking the direct link in the description of this episode.