Social commerce

-> Social media is not only building relationships with customers, it also offers opportunities to grow revenue.

Beauty and personal care businesses were early adopters of social media, and now that move is paying off. Not only are clients discovering and engaging with their favorite salons and stylists, but they are also making purchases and booking appointments directly from social media — this is particularly true for younger consumers. Businesses should consider building out their social presences and using them as sales channels.

19% of customers booked appointments through social media; among Millennial and Gen Z clients, that figure jumps to 38%.

28%

of customers who bought retail products from personal care businesses did so on social media.

37%

of beauty businesses say they allow for booking via social media.

How personal care businesses are using social media:

52% of beauty businesses used social platforms to connect with customers prior to the pandemic, while 45% started during the pandemic.

You can integrate Square Appointments with social media to make it easier to book appointments directly from Instagram and Google. You can also use Square checkout links to allow customers to purchase retail items directly from your social media channels. If you have a Square Online store, you can sync your catalog to TikTok, allowing customers to make purchases directly from your videos.

47% of customers used social media to interact with their salon or stylist.

Tips

Showcase approved before-and-after client pictures on your social channels.
Post consistently on your social media channels, and experiment with different formats, such as video tutorials.
Include booking links in your Instagram bio.
Use Instagram Shoppable posts to allow customers to purchase your products.