TL;DR
- Engagement is more crucial than follower count for driving sales.
- Real conversions come from authentic interactions and community building.
- Local beauty businesses in Jumeirah can leverage this change to focus on quality content and relationships.
What Changed Exactly
Recent insights from TikTok marketing expert Jemma Wu emphasize that follower count is no longer a reliable metric for gauging success or driving sales. In my experience working with local beauty businesses, I've seen that genuine engagement—like comments and shares—creates more meaningful connections with potential clients. This shift means that salons should focus on creating high-quality, engaging content that resonates with their audience rather than obsessing over the number of followers they have.
Who This Affects Most
This change primarily impacts hair salons and beauty businesses in Jumeirah, Dubai. With a competitive market, local salons need to distinguish themselves through authentic connections with their clientele. Many beauty businesses have relied on follower counts as a benchmark of success, but the reality is that those numbers don’t translate into bookings or sales. You, as a business owner, must understand that a smaller, engaged audience can often yield greater returns than a large, passive following.
What to Do About It
Immediate Actions
- Action 1: Start engaging with your audience by responding to comments on your posts. This builds community and shows you value their input. Do this today: Reply to at least 10 comments on your latest post. (Takes 15 minutes)
- Action 2: Create a TikTok video that highlights a unique service you offer, such as a signature hairstyle or exclusive product. Use trending sounds to increase visibility. Do this today: Film and post a video showcasing your top service. (Takes 30 minutes)
Short-Term Strategy
This week, focus on content that encourages interaction. Run a poll or ask your audience what they want to see next. For instance, post a question about their favorite hair care routine and offer personalized tips based on the responses. This strategy not only fosters engagement but also positions you as an expert in your field. Additionally, consider utilizing WhatsApp for direct bookings and personalized communication, as it’s a preferred method for many in the UAE.
Timeline for Implementation
- Immediate (1-2 Weeks):
- Respond to comments daily.
- Post at least 2 engaging videos per week.
- Start using WhatsApp for bookings and follow-ups.
- Short-Term (2-4 Weeks):
- Analyze which posts get the most engagement and adjust content strategy accordingly.
- Start a monthly giveaway to boost interaction and attract new clients.
- Long-Term (1-2 Months):
- Develop a community-focused campaign, perhaps a beauty workshop or event, to deepen relationships with clients.
- Create a content schedule that consistently incorporates audience feedback and trends.
By prioritizing engagement over follower count, local beauty businesses can create a loyal customer base that translates into increased sales. Focus on building relationships, and you’ll see a measurable difference in your business.
Source
This article is based on Forget Follower Count: What Actually Drives Sales, According to a TikTok Marketing Expert.
Source: HubSpot Marketing
