TL;DR
- Organic reach on platforms like Facebook and Instagram has plummeted.
- Beauty businesses must pivot to interest-based algorithms to regain visibility.
- Engaging content and strategic ads are essential for success now.
What Changed Exactly
Recently, many businesses have noticed a significant drop in their organic reach on social media platforms like Facebook and Instagram. This decline is attributed to the shift in algorithms that prioritize interest-based content over chronological feeds. In my experience working with hair salons and beauty businesses in Jumeirah, I've observed that posts that once reached thousands of users are now barely seen by a fraction of that audience. This change means that simply posting frequently won't cut it anymore—your content needs to resonate deeply with your target audience to be prioritized by the algorithm.
Who This Affects Most
This shift primarily impacts small beauty salons and hairdressers in Jumeirah, Dubai. With a highly competitive market, business owners need to adapt quickly to maintain their online visibility. If you rely on social media for booking appointments and showcasing your services, these changes could drastically affect your customer base. I've seen businesses struggle with visibility, resulting in decreased bookings and engagement, so it's crucial to understand these changes and act swiftly.
What to Do About It
Immediate Actions
- Action 1: Revamp your social media content strategy. Focus on creating high-quality, engaging posts that tell your salon's story or showcase transformations. Do this today: Plan and create 3 engaging posts for this week. (Takes 30 minutes)
- Action 2: Start utilizing paid ads to boost your visibility. Create targeted ads that reach your ideal demographic in Jumeirah. Do this today: Set a budget and create your first ad campaign. (Takes 1 hour)
Short-Term Strategy
For the week ahead, focus on building community engagement. Encourage your clients to share their experiences and tag your salon in their posts. You can create a hashtag specific to your salon, making it easier to track user-generated content.
- Host a contest where clients can win a free service by sharing a post about their experience at your salon. This not only generates content but also increases your reach organically.
- Offer exclusive promotions via WhatsApp to your loyal customers. This direct communication method is widely used in the UAE and can help foster a loyal customer base.
Timeline for Implementation
- Immediate (1-2 Weeks): Revamp content strategy, launch a paid ad campaign, and implement user-generated content initiatives.
- Short-Term (2-4 Weeks): Monitor ad performance, adjust targeting as needed, and engage with clients who share your posts. Start sending regular updates via WhatsApp.
- Long-Term (1-2 Months): Evaluate the effectiveness of your new strategies, refine your content based on audience engagement, and consider collaborations with local influencers to expand your reach further.
By embracing these strategies, beauty salons in Jumeirah can navigate the shifting landscape of social media marketing effectively. It’s essential to adapt quickly and creatively to maintain visibility and attract new clients in this new era of marketing.
Source
This article is based on The Death of Organic Reach: What Works Right Now.
Source: Social Media Examiner
