I’ve talked a lot of stylists over the years about content creation and social media. For most, their biggest struggle is they either don’t know what to post or haven’t even started because they have no clue where to begin.
I’m here to tell you it’s not nearly as hard as you think. Successful content creation does require strategy, consistency, and creativity — but as a hairstylist, you already can do all that, right?
So, yes, it is possible for you to produce social content that boosts your career and your bank.
Where to begin? With a little clarity. The first thing you need to figure out is what you’re trying to attract. Do you want to get more clients in your chair? Build a platform as an educator? Promote a product line?
That answer will guide your content and your strategy. Here’s where you go from there:
1. Great Content Tells a Story
If your goal is to attract clientele, your content should feel like an appointment. Film real clients and tell the story of what it’s like to sit in your chair: the consultation, the process, the final result.
If your goal is to educate, teach in a way that builds trust and authority. Show the problem first, then the solution, then the result. It’s a natural story!
If you're demonstrating a styling tip, build it out into a story. Explain why a particular technique doesn't work, show how to fix it, and give it a final ta-daaaa with the finished look.
2. Guessing is Not a Strategy
Instead of relying on vibes to decide what content will resonate with people — use available data to find out for sure.
I use Google Gemini for that, as I’ve found it to be more accurate than other AI platforms. I go in and say, “this is my audience, these are my goals, what are their biggest pain points right now?” Then I build problem-solving content around the answers I get back.
The lightbulb about strategic planning really clicked on for me after I learned one of the biggest struggles for my audience was how to make their curls last … and then created content around that … and then watched it go viral over and over.
If you’re not creating a strategy plan based on real data, you’re basically throwing ideas against the wall and hoping they stick. That approach is why so many people get frustrated and quit, after putting in a lot of effort and getting no reward.
3. Filming Hacks: Tools and a Plan
Filming is also where I see a lot of people get stuck, especially for those doing it all themselves.
The right tools make all the difference. A good tripod and a portable light that can travel anywhere makes filming easier and the results look far more professional.
As far as a plan: keep it short and sweet! When you think in terms of 30-second videos, filming stops feeling overwhelming and starts feeling more intentional.
Instead of filming an entire appointment, for instance, just capture small, bite-sized clips along the way: the consultation, color mixing, application, in-between moments, the final result. Not only is "short and sweet" faster and easier in real life, but it's more effective on social.
4. Cast That Hook!
Always assume the person watching your content has no idea who you are. Your video needs to make sense to them immediately.
One of the biggest mistakes stylists make is not using a hook. Most people watch social media on silent. If you don’t have text on screen, captions, or something that immediately tells what they're about to watch, they're scrolling on.
The best videos have a visual hook, a verbal hook, and text on screen all working together.
5. Captions Really, Really, Really Matter
Hashtags are not as important anymore; it’s about search. My captions are long and detailed and break down exactly what’s happening in the video.
Putting time and effort into detailed captions gets your content showing up organically on Google and other major platforms — the holy grail of online visibility.
Now that you know how to create great content, start thinking about how to turn it into cash.
Content is not just about getting clients anymore. It can become a whole separate income stream. I’ve done over $40 million in affiliate sales from my videos, and that came from understanding how to make content that actually converts.
Especially if you sell products. With most retail beauty purchases tending to happen outside of salons — you can’t sleep on a 24/7 online marketplace.
Being intentional to sales opportunities — by responding to comments or directing people to links — can turn into passive revenue. That means your content is literally working for you around the clock to make you money.
It’s an amazing tool to get you to your ultimate goal, living your best life!
Jeremy Pugh is an NYC- and LA-based hairstylist, influencer, and educator. His upcoming classes include a Master Class collaboration with Vidal Sassoon Academy, combining advanced technical training on Lavish Brunettes & Sassoon Bobs with education on how to turn the results into money-making content.