"WHAT DO I POST TODAY??

"
 YOU NEED TO GET ACTIVE ON INSTAGRAM!

You know from looking at other businesses with their huge followings You know that once you crack the code on “what to post” you’ll figure
that Instagram is the perfect place to connect with potential clients. out Instagram once and for all.

You know how important it is, but the problem is that it takes forever to Well my friend, you’re in the right place.
figure out what to post. You’re lacking inspiration.
In this guide, you get one month of inspiration for exactly what to post
Plus, you don’t really have the time to come up with creative things to on your salon or spa’s Instagram page. That's 1 post per day!
post every day.
By the end of the month, I guarantee your feed will not only look
So what happens? beautiful, varied, and stylish, you’ll also have attracted more of your
ideal clientele as followers; people who love what you’re sharing and
Either your Instagram becomes as barren and dry as the Sahara dessert can’t wait to learn more about your business.
- you haven’t posted in weeks and you feel guilty about it.
Enjoy!
Or you feel like you’re always posting the exact same thing - photos of
your work on nails, skin, makeup, etc. - Stephanie from Sunnystorm Marketing

You’d love to have one of those feeds that looks like it came out of a
magazine, with lots of drool-worthy posts that are creative and varied.

© Stephanie Mitchell - Sunnystorm Marketing 2019

 HOW THIS CALENDAR WORKS

The worst thing that you can do for your Instagram - other than not posting - is to be
posting low-quality and repetitive photos day after day.

Yes, it’s important to showcase a portfolio of your work. Your followers definitely
people want to see that.

But they also want to see all the other sides of your business as well: who you are as a
person, posts that are helpful and educational, posts about your clients and your
products for sale and more.

That’s why I’ve divided this content calendar into 7 different “topics”, 1 for each day of
the week.

This way, it’s easy for your to figure out which things you should be posting on which
days, so you can continue the flow even after the first month. Plus, your feed will
visually stand out because your posts are varied and interesting.

© Stephanie Mitchell - Sunnystorm Marketing 2019

 ONE MONTH OF POSTS

Top 3 Your front

Throwback Close-up/texture My favourite Simple quote made Share a recent
misconceptions desk/reception
childhood pic of client work product and why in Canva client's story
about your services area

Why do I offer High Difference Client photo What your salon

Stock photo with
this service vs Family photo quality/professional between this and a focussed around looks like from the
your brand colors
another? photo drugstore brand upcoming holiday outside

Your favourite The story behind

3 random facts Before and after Product photo Your favourite A small detail
self-care ritual your business
about me (swipe) from manufacturer transformation inside of your salon
and why name and logo

30 second Sped up video of A photo from in Quick 360 degree

Why I got into this Flat lay with A client review
product your working on a your salon with video inside your
industry products styled graphic
education video client your brand colors salon

© Stephanie Mitchell - Sunnystorm Marketing 2019

 SUNDAYS - EDUCATIONAL POSTS

My favourite part of social media is the ability to share knowledge

and truly help your followers with their most pressing problems.
Whether that’s unruly hair, fingernail biting, problem skin, or they
just want quick beauty tips… you can be a huge help!

On Sundays, I recommend that you focus on Instagram posts

where you brand yourself as the expert in your beauty niche, and
you share ideas and tips related to your services. You don’t need
to use this as a space to “sell” or to get appointments, just as a
space to show that you truly know your stuff.

© Stephanie Mitchell - Sunnystorm Marketing 2019

 WEEK 2 WEEK 3
WEEK 4
WEEK 1

© Stephanie Mitchell - Sunnystorm Marketing 2019

Week 1 - 3 big misconceptions about one of your services Week 3 - Your favourite self-care ritual and why

Today, share a photo of you working on a client, or in your salon, and Self-care is so important to having a healthy mind and body, and also
focus on the caption, which is the real important part here. maintaining that break between work and personal life.

In the caption, talk about 3 of the most common misconceptions or Today, share a photo of what your self care ritual or routine is. Do
myths that you hear a lot from clients related to one of your you take Sunday afternoons to draw a bath and do face masks? Do
services. It could be 3 things people don’t realize about microblading. you use aromatherapy before bed?
It could be 3 dangerous mistakes that you see clients making in their
sun protection. Today, share your ideas about the importance of self-care and what
you do for yourself on a regular basis.
It’s very likely that some of your followers believe some of these,
and your post will be a big eye-opener for them. Week 4 - 30 second video of you holding a product and talking
about what it’s for/benefits
Week 2 - Why do I offer this service vs another?
Time for a video post! In today’s post, film a short 30 - 60 second
I’m sure you have lots of opinions about services in your beauty video of you talking about some of your favourite products. Talk
niche. For example, do you do waterless pedicures? Or have you left about why the ingredients are so crucial and what the product is
behind certain types of lash extensions? good for.

In today’s post, share a photo of your work and explain why you Don’t see this video as a selling tool, look at it more as a way to
prefer one service vs another. OR why you no longer a certain share your knowledge and experience around beauty products -
service. something that people are really curious about!

This isn’t just about you expressing your opinion, it’s also about
educating your followers regarding an issue that’s close to your
heart. They’re sure to pay close attention.

© Stephanie Mitchell - Sunnystorm Marketing 2019

 MONDAYS - PERSONAL POST DAY

Start off each week with a fun and personal post on Instagram
about yourself! Don’t worry, you’re not egocentric for posting
about yourself. It’s something that your followers genuinely want
to see! We all love to see the person behind the business, and it’s
what people truly connect with. So make your bright, smiling face
play a regular part on your feed!

© Stephanie Mitchell - Sunnystorm Marketing 2019

 WEEK 2 WEEK 3
WEEK 4
WEEK 1

© Stephanie Mitchell - Sunnystorm Marketing 2019

Week 1 - A photo of you from your childhood with a quick story Week 3 - 3 random facts about you

One of the best ways of introducing yourself is showing your Today, share a candid, non-professional photo of yourself just
followers what you used to be like as a child. Plus, we all love seeing smiling or doing something silly. And in the caption, share 3 random
photos of our friends and acquaintances as children - it’s sure to get facts about yourself that no one would have guessed.
some major engagement!
These things could be completely unrelated to your work, but they
Today, post a photo of you as a child and share a story of what you are so fun and surprising to your followers!
used to be like, what career you dreamed of doing, how your
personality as a kid shaped who you are today. It’ll be a hit! Week 4 - Why you got into this industry

Week 2 - A photo of you with your family Today, share a photo of you at you salon, or working with a client,
and the story about why you started out doing hair, nails, waxing,
Another important element into who you are as a business owner is etc. What made you attracted to this industry? Why do you love
your family. Family can be a major source of inspiration and coming into work every day? What are the moments that make all
encouragement in our lives. the hard times “Worth it?”

Let your followers peek into your personal life a bit more with a
photo of you and your family. Share some details about how they’ve
helped in your business or made you want to be an entrepreneur. Or
just share about how your family has supported you.

Again, it’s such a great way to share more about the person behind
the business that people love to see.

© Stephanie Mitchell - Sunnystorm Marketing 2019

TUESDAYS - PHOTOS OF YOUR WORK

This is the part that all beauty business owners LOVE sharing on
Instagram: photos of your work! Beautiful pictures of hair, nails,
clear skin, beautiful makeup, brows, lashes, etc! And of course, we
don’t want to ignore these kinds of photos because your followers
and potential clients definitely want to see them. We just want to
make your feed varied and not only consist of these kinds of
pictures.

We also want photos of your work to be diverse and have a

unique look to them. So here are 4 weeks worth of ideas of your
work to post on Instagram, each one different from the others.

© Stephanie Mitchell - Sunnystorm Marketing 2019

 WEEK 2 WEEK 3
WEEK 4
WEEK 1

© Stephanie Mitchell - Sunnystorm Marketing 2019

Week 1 - Close-up/texture Week 3 - Before and after (swipe)

Try something different today: post a close-up photo of your work, If you’ve never done a before/after swipe on Instagram, you’re in a
showing the detail, texture, and small parts that we normally miss in for a treat! Today, post two pictures in a carousel on Instagram: a
your pictures. before and after picture of a dramatic transformation you’ve done.

This could be a closeup of the highlights in someone’s hair. It could Post the “before” picture first, and the “after” picture second. In the
be a major closeup on some sparkly nail polish, or even some caption of the photo, explain what process you used, and your
color/dye going down the sink in a lovely swirly pattern. client’s reaction to the transformation.

Make today’s photo an artistic closeup of your favourite work of the Week 4 - Sped up video of you working on a client
day. If you can’t get your camera to focus that closely, just take a
semi-close shot and then edit your photo to crop it even closer. Today we’re going to post a fun, short video! I like using videos
every once in a while on Instagram to switch things up.
Week 2 - High quality/professional photo of the best work you’ve
done Get your camera phone, download the Lapse It app, and set your
camera on a tripod or stand it up somewhere so that it captures 30-
Today, share some professional-quality photos that you’ve had done 60 minutes of you working on a client. Then, use the app to speed
in the past of your favourite work. Alternatively, share some high- up the video to turn it into a 30 second time lapse. So fun to watch!
quality photos you’ve taken of your work a few months back.

There’s nothing wrong with showing the same thing twice every
once in a while.

© Stephanie Mitchell - Sunnystorm Marketing 2019

 WEDNESDAYS - PRODUCT POSTS

On Wednesdays we’re going to keep our feed balanced and well-

rounded by including posts about your favourite beauty products,
especially the ones you sell in your salon.

These kinds of posts will help you to sell more products, plus they
brand you as an expert in your beauty niche - someone who can
speak knowledgeably about ingredients, benefits and more.

© Stephanie Mitchell - Sunnystorm Marketing 2019

 WEEK 2 WEEK 3
WEEK 4
WEEK 1

© Stephanie Mitchell - Sunnystorm Marketing 2019

Week 1 - My favourite product and why Week 3 - Product photo taken from manufacturer/brand

Today, post a bright, pretty photo that you took yourself of your I hope that you’re following the brands you retail on Instagram! They
favourite retail product you sell. In the caption, explain why you love usually post beautiful, high quality photos of their products you sell,
it so much, how it’s helped you personally, and what your clients say and they’d love for you to share them!
about it.
Find some products they’ve posted that you love, and send them a
Week 2 - The difference between this product and a drugstore private message on Instagram asking if you can repost and tag them.
brand
Download the photo you like best using this app
Many of your clients probably believe they can get a similar product (https://downloadgram.com/), talk about why you love this product
for cheaper at the drugstore. Here’s your chance to educate them! in the caption, and then remember to tag the brand in your post.

In today’s post, share a side by side shot of your retail product Week 4 - Flat lay with products styled
beside a drugstore brand product, and explain in the caption why
they’re different. What can your product do that the other brand Today’s your day to be creative! Pick some of your most photogenic,
can’t? Why is there a price difference? What’s the risk of buying the pretty products, and put them onto a flat, colourful surface to make
cheaper option? a flat lay picture!

Add in some extra bright details, like a coffee mug, some flowers, or
some trinkets to inject some more color into it.

Then just make sure you’ve got great lighting without too many
shadows, and snap a pic from directly above to take a flat lay shot!
Tag the products you’re selling in it, and voila!

© Stephanie Mitchell - Sunnystorm Marketing 2019

THURSDAYS - DESIGN/BRAND POSTS

On Thursdays, we’re going to share posts that express and

strengthen your visual brand. These kinds of posts not only look
great graphically, but they share your colors and designs so that
your followers get familiar with them.

Having a feed that looks consistent and “branded” makes it look

high quality and professional, so I highly recommend it!

© Stephanie Mitchell - Sunnystorm Marketing 2019

 WEEK 2 WEEK 3
WEEK 4
WEEK 1

© Stephanie Mitchell - Sunnystorm Marketing 2019

Week 1 - Simple quote made in Canva Week 3 - Share the story behind your business name and logo

Instead of resharing a recycled “inspirational quote” you found on I guarantee that your followers are genuinely curious about your
the internet, why not make your own! business name and branding. So today we’re going to share that
story!
Today, use Canva.com to create a simple square post with a solid
background (in your brand color) with your favourite quote in the Share a picture of your logo (preferably a real photo of your logo in
centre. Include your business name or logo at the bottom and... Bam! front of your salon or inside your salon somewhere) and explain in
You’ve got a pretty, branded post for the day. the caption why you chose your business name and the inspiration
behind your logo.
Week 2 - Stock photo with your brand colors
Week 4 - A photo from inside your salon with some of your brand
In general, I do recommend that you create your own photos for colors in it
Instagram instead of relying on stock photos. However, if used
sparingly and if you choose ones that look classy instead of cheesy… Similar to how we did last week, today we’re going to share some of
they can go a long way to making your feed look branded! your brand “colors” in a photo. Do you have any salon decor or print-
outs with your colors?
Go to Unsplash.com and search your brand color (For example “light
pink”) and find a pretty photo that’s on-brand. Then post it today Do you have accessories or clothes that match your brand colors?
with a fun caption. Put them all into a photo and snap a picture. Then, in the caption,
share what your brand colors are and what they mean to you.

© Stephanie Mitchell - Sunnystorm Marketing 2019

 FRIDAYS - CLIENT SPOTLIGHT

Rather than just focussing on your clients’ hair/nails/skin etc, I

want you to think of Instagram as a way to share their personal
stories, and share with the world how much you truly care about
your clients.

Your followers and potential followers who check out your

account want to see what kind of relationship you have with your
customers. They want to know if you have a true passion for what
you do, and if you are kind and generous.

One of the best ways of showing your passion for what you do is
through your clients. So on Fridays, we’re going to share these
kinds of posts.

© Stephanie Mitchell - Sunnystorm Marketing 2019

 WEEK 2 WEEK 3
WEEK 4
WEEK 1

© Stephanie Mitchell - Sunnystorm Marketing 2019

Week 1 - You posing with one of your recent clients and sharing Week 3 - Your favourite client transformation
their story
Today, post a before and after photo of a client (not just showing
Today, share a photo of yourself with one of your clients that their hair/nails etc, but the whole person) and share the story in the
recently inspired you or made you smile. In the caption of the photo, caption.
share the story of this client - why did she come in? What did she
tell you that inspired you? What did this client have to say about their transformation? How did
it make them feel?
Of course, you’ll want to ask your clients before sharing these kinds
of photos and stories, but likely they’ll be more than happy to help! Week 4 - A client review

Week 2 - Client holiday photo We all love to read reviews from other people! And it’s a great way
to show your followers exactly what your clients love about your
Is there a holiday/event coming up? Today, share a photo of a client services. Take one of your client reviews from Google, Yelp, or
(even from last year) focussed around that holiday. Facebook and turn it into a pretty graphic to share on Instagram
today!
Whether it’s Mother’s Day, Saint Patricks, New Years, or something
else, think about the next big “theme” coming up and post a photo of You can use Canva.com to make a pretty background and then a
your memorable client who came in for some pampering around the white square with the text of the reviewed copy/pasted on it.
holidays.
In the caption, repeat what the review says, tag the client if possible,
and thank them for their lovely feedback.

© Stephanie Mitchell - Sunnystorm Marketing 2019

SATURDAYS - BEHIND THE SCENES

As business owners we underestimate how important the physical

space inside our salon is to people. People genuinely want to see
inside your doors: the small details, the every-day things, and the
design accents you have.

On Saturdays, use your Instagram feed as a place to share the

“behind the scenes” of your every-day salon life. To you it might
not seem interesting, but trust me, people want to know!

© Stephanie Mitchell - Sunnystorm Marketing 2019

 WEEK 2 WEEK 3
WEEK 4
WEEK 1

© Stephanie Mitchell - Sunnystorm Marketing 2019

Week 1 - Your front desk/reception Week 3 - A small detail inside of your salon

Your front desk of your salon says so much about how welcoming If someone’s never been inside your salon before, they’re missing
you are, and it’s the first thing that new clients see when they come out on a lot of things. What’s one small detail that people usually
in. Today, take a nice, bright photo of your front desk/receiption overlook? Is it the free coffee and tea you service from dainty
area with someone working at it. teacups? Do you have a unique painting on your wall? Or maybe a
quirky design detail?
Then post the picture and talk about what kind of feeling or vibe you
want to give off when someone first comes on. Talk about what Today, take a photo of a small detail in your salon - it can even be a
small details you put into their first impression, and your approach to closeup photo - and share it on Instagram. People will love seeing
customer service. those hidden details and the story behind them!

Week 2 - What your salon looks like from the outside Week 4 - A quick 360 degree video inside your salon

I bet that a lot of people have seen your salon from the outside but Today we’re doing another video! Don’t forget that many of your
never put two and two together that the Instagram account they’re followers have never been in your salon and would love to get a
following is you! quick tour.

Today, either take an older photo that’s been done professionally, or Grab your camera phone and do a 30 second “tour” of your salon
take a new photo from the outside of your salon. Make sure it’s a where you slowly turn around 360 degrees so you can show the
bright day and the photo is high quality (not blurry). whole space of your interior.

Post the photo and share the story of your opening day however
many years ago. What kind of emotions did you feel when you first
opened?

© Stephanie Mitchell - Sunnystorm Marketing 2019

BONUS: TIPS FOR A KILLER INSTAGRAM PAGE

Research the right hashtags for your city and use 30 of them in each post
Take high quality photos that are bright and clear. No dark or blurry pictures please!
Make sure your bio is completely filled out and contains a link to book an
appointment with you
Use Later.com to schedule your posts in advance so that you’re not struggling to post
at the last minute
Captions are just as important as the photos and videos you share! Take time and care
writing captions that enhance your post, instead of just as a second thought.
Break up your captions into paragraphs by putting a period between each of the lines
Use Instagram analytics to see when your followers are most active, and try to
schedule your posts to be published during those times
Have fun and enjoy Instagram! Now that you know what to post, it’ll be smooth
sailing!

© Stephanie Mitchell - Sunnystorm Marketing 2019