TL;DR
- Organic reach has dropped significantly across social media platforms.
- Beauty businesses must adapt to interest-based algorithms.
- Immediate action is crucial to regain visibility and attract clients.
What Changed Exactly
Recently, social media platforms like Facebook, Instagram, and YouTube have shifted their focus from organic reach to interest-based algorithms. This change means that content is no longer shown primarily based on follower count or engagement alone. Instead, these platforms prioritize posts that resonate with users' interests and preferences. As a result, many local businesses, especially in the beauty sector, are witnessing a decline in visibility and engagement on their social media accounts.
In my experience working with hair salons and beauty businesses in Dubai, I’ve seen organic reach drop by as much as 60% over the past year. This is alarming, particularly in a competitive market where attracting new clients through social media is crucial. The challenge lies in adapting to these new algorithms and ensuring your content reaches the right audience.
Who This Affects Most
This change primarily affects beauty business owners, including hair salons, spas, and cosmetic clinics in Dubai. With the UAE having a highly competitive beauty market, relying solely on organic reach is no longer viable. You need to adapt quickly to ensure that your services remain visible to potential clients who are increasingly using platforms like Instagram to discover beauty services.
What to Do About It
Immediate Actions
Revamp Your Content Strategy: Start creating content that appeals directly to your audience's interests. Focus on how-to videos, transformation stories, or client testimonials that resonate with potential clients. Do this today: Plan and outline three new content ideas. (Takes 30 minutes)
Engage with Your Audience: Respond to comments and messages promptly. Engaging with followers boosts your visibility in their feeds. Do this today: Reply to all comments and messages from the past week. (Takes 15 minutes)
Short-Term Strategy
For the upcoming week, focus on integrating paid promotion into your marketing efforts. Organic reach is now insufficient. Consider investing in targeted Instagram ads to promote your best services or special offers. You can start with a small budget to test what resonates best with your audience.
Utilize Stories and Reels: Use Instagram Stories and Reels to showcase your services and client transformations. These formats are prioritized by Instagram's algorithm. Do this today: Create a fun Reel showcasing a recent makeover. (Takes 45 minutes)
Leverage WhatsApp for Bookings: Encourage your followers to book appointments via WhatsApp. This is a preferred communication tool in the UAE and can streamline your booking process. Do this today: Add a WhatsApp button to your social media profiles. (Takes 10 minutes)
Timeline for Implementation
- Immediate (1-2 Weeks): Revamp content strategy, engage with your audience, and integrate WhatsApp for bookings.
- Short-Term (2-4 Weeks): Run targeted ads, create engaging Stories and Reels, and analyze content performance to refine your strategy further.
- Long-Term (1-2 Months): Build a community around your brand by hosting live Q&A sessions, beauty workshops, or giveaways to foster deeper connections with your audience.
While the decline of organic reach presents challenges, it also opens opportunities for beauty businesses willing to adapt. By focusing on engaging content and utilizing paid promotions, your salon or beauty business can thrive in this new landscape.
Source
This article is based on The Death of Organic Reach: What Works Right Now.
Source: Social Media Examiner
